Linda Casey -- Packaging Digest, February 11, 2011
Usher performing at the Belvedere(RED) launch party.
At a pre-Grammy party on Feb. 10, 2011, multi-platinum, award-winning recording artist Usher teamed up with Belvedere to introduce the vodka company’s new (RED) bottle. Intended to raise awareness for the issue of HIV/AIDS and emphasize the need for consumers to support programs that offer education, the new packaging prominently states the project’s goal – Helps Save Lives – on the bottle front. A cadre of Hollywood celebrities came out to support the project, including Chelsea Handler, Paris Hilton, Adam Lambert and Jenny McCarthy.
Chelsea Handler at the Belvedere(RED) launch party. The special edition liquor is the result of a partnership with (RED), an organization that aims to engage the private sector in raising awareness and funds for the Global Fund, to help eliminate AIDS in Africa. Companies whose products take on the (PRODUCT) RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to finance AIDS programs in Africa, with an emphasis on the health of women and children. Current partners are: American Express (U.K. only), Apple, Belvedere Vodka, Bugaboo, Converse, Gap, Emporio Armani, Hallmark, Dell, Nike and Starbucks.
Belvedere has committed 50 percent of its profits from the sale of (BELVEDERE) RED Special Edition to the Global Fund. The vodka is available in 70cl, 75cl, 1 litre and 1.75 liter bottles.
