A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
Fifty percent of profits from (Belvedere) RED will be donated to The Global Fund, a public/private partnership dedicated to attracting and disbursing resources to fight AIDS, tuberculosis and malaria in Africa.
Brands that take on the (PRODUCT)RED mark contribute “a significant percentage of sales or a portion of profits” to the cause.
The special edition Belvedere, which has already launched to the US and will be available in the UK on September 26, will be sold in 70cl and 1.75L formats.
According to Belvedere, the release will be available in over 50 countries in retail, nightclubs, bars, restaurants, and airports.
(Belvedere) RED is priced at the same level of Belvedere Vodka, £34.49.
For the UK launch Belvedere has invested £200,000 in a marketing campaign that includes a social media initiative featuring pop artist Usher.
Charles Gibb, president of Belvedere and Millennium Imports said: “We are in a unique position to harness the power of our customers to benefit the millions of people who are at risk, or are living with HIV.
“We want to raise consumer awareness and incite more global action to eliminate AIDS in Africa. Our message is simple - (PRODUCT) RED helps saves lives.”