John Legend and Belvedere team up to fight Aids

Belvedere Vodka has partnered with John Legend for its #MakeTheDifference campaign to raise awareness and funds to fight HIV/Aids.

John Legend and Esther Mahlangu join Belvedere Red in its fight against HIV/Aids

For its fifth year of partnership with RED, a non-profit co-founded by U2’s Bono, Belvedere brings together South African tribal artist Esther Mahlangu with musician John Legend in its quest to raise awareness and funds to fight HIV/Aids.

This year’s limited edition Belvedere Red bottle is emblazoned with vibrant art created by Mahlangu, an 80-year-old artist who practices her tribe’s indigenous art of Ndebele painting.

In support of the campaign, Legend lent his musical talents with the single Love Me Now, which encourages people to love now and give now because of the uncertainty of tomorrow.

To kick off the #MakeTheDifference campaign, Belvedere hosted its first ‘One Night for Life’ benefit in New York City at the Apollo Theater, in presence of Legend and Mahlangu.

Belvedere’s program will continue with a global advertising campaign, strong digital activations and targeted efforts in on-premise establishments as well as retail stores in 35 countries.

People can support Belvedere Red by giving – or keeping – the new bottle, featuring Mahlangu’s colourful artwork alongside Legend’s signature.

Available from September at select retailers around the world, Belvedere donates 50% of its profits from every bottle sold to the Global Fund to fight HIV/Aids in Africa.