New Zealanders Can #MAKETHEDIFFERENCE in Africa

Media Release
1st September 2016

New Zealander’s Can #MAKETHEDIFFERENCE in Africa

Belvedere Vodka is proud to reveal the Belvedere RED Special Edition Bottle released to mark the launch of the #MAKETHEDIFFERENCE campaign, the 2016 global RED initiative that aims to raise awareness and funds to fight HIV/AIDS in Africa.

Kiwis can go RED and show their support by purchasing the Special Edition Bottle, for each bottle sold, Belvedere contributes 50% of the profits to the Global Fund to help eliminate this epidemic.

“We are committed to the (RED) initiative and are thrilled to be showing our support locally for such an important cause,” says Ali Campbell, Senior Brand Manager for Belvedere Vodka New Zealand. “All it takes is 30 cents a day to help prevent a mother living with HIV from passing the virus to her child, so each bottle sold here in New Zealand has the power to change lives in Africa.”

The world’s original luxury vodka, is celebrating five years as a brand partner of RED by teaming up with one of the world’s most influential musicians, John Legend as Global Ambassador. Legend will join a legacy of artists including Usher, Lady Gaga, and New Zealand’s own, Ginny Blackmore, who have been a part of Belvedere’s bold commitment to helping put an end to this epidemic in Africa.

John Legend invited Esther Mahlangu, a celebrated artist, humanitarian and a royal member of a tribe in the Gauteng region of South Africa, to design this year’s Special Edition Belvedere RED bottle. Her work expresses the four pillars of the #MAKETHEDIFFERENCE campaign; unity, change, support and security.

Since it was founded a decade ago, (RED) has raised $350 million for the Global Fund to fight HIV/AIDS in Africa, providing more than 70 million people with prevention, treatment, counselling, HIV testing and care. For each bottle sold, Belvedere will contribute half of its profits to the Global Fund to help eradicate this preventable disease throughout Africa.

The special edition Belvedere (RED) bottle is available for purchase at selected liquor outlets across New Zealand.

Ends

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