Belvedere RED unveils shiny new bottle

Belvedere has launched a new shiny metallic bottle for its 2012 limited edition (Belvedere) ^RED, released to raise funds to fight HIV and AIDS in Africa.

Like its 2011 predecessor, 50% of the profits from sales of the newly-designed bottle will go to the Global Fund, the world’s leading financier of programmes to fight HIV and AIDS in Africa.

Charles Gibb, president of Belvedere Vodka, says, “Our passion for philanthropy led to the creation of (Belvedere) ^RED last year and our commitment to helping (RED) and the global health community achieve the first AIDS-free generation by 2015 has not waivered since.

“The new bottle design is symbolic of our dedication to (RED) and a sign to our audience that we, collectively as a global community, can put an end to mother-to-child transmission of this deadly disease but only with their support.”

The global sales of (Belvedere) ^RED during 2011 provided a year’s worth of life-saving HIV and AIDS medicine for 5,000 people.

To mark World AIDS day on 1 December, (Belvedere) ^RED  installed a 250-litre bottle in the window at the Whole Foods High Street Kensington store alongside consumer sampling. It will also provide sampling opportunities at the Moët British Independent Film Awards on December 9th and the MTV Staying Alive Fundraising Event at The Box nightclub on Dec 18th.

The special edition bottle carries an RRP of £34.50.