Belvedere Vodka launches Product (Red) Limited Edition Bottle to fight AIDS
October 20, 2016: Luxury vodka brand, Belvedere, has revealed the new (PRODUCT)RED limited edition bottle, with 50% of profits going to the Global Fund, the leading financier program to fight HIV/AIDS in Africa.
In support of Belvedere’s partnership with (RED), #MAKETHEDIFFERENCE campaign ambassador, musician John Legend, has collaborated with celebrated Ndebele artist Esther Mahlangu to design the colorful and bold bottle.
Replacing the Belvedere Palace on the bottle, Ms Mahlangu’s artwork is a striking and vibrant addition to the bottle. Security, support, change and unity are written on the back of the limited edition in Mahlangu’s handwriting signifying the collective sentiment for all those joining the fight against HIV/AIDS.
The #MAKETHEDIFFERENCE campaign marks the fifth year of Belvedere’s partnership with (RED) to fight HIV/AIDS. Through this partnership and the sale of the Belvedere (PRODUCT) RED bottle, Belvedere has provided enough funding to support over 30,000 HIV-positive women with access to life-saving treatment to stop the transmission of HIV to their babies.
As the campaign ambassador, John Legend’s signature is featured on the front of the bottle along with Esther Mahlangu’s artwork. Available in 700 ml, the limited edition bottles will be available in India from October, and will be activated across premium hotels, restaurants, bars and retail establishments across the country.