This limited-edition vodka is helping to combat AIDS
You've seen James Bond drink his "shaken, not stirred" vodka martini in Spectre, a luxury afforded by a high-profile partnership with Belvedere. Pressing forward a few months later, the Polish brand and vodka house has recently launched a charitable campaign called #MakeTheDifference, which brings together two illustrious artists, the musician John Legend and world-renowned South African artist Esther Mahlangu, in an effort to beat the spread of HIV/AIDS in Africa.
Belvedere has been a proud partner of RED, the non-profit organization co-founded by U2’s Bono which aims to raise awareness and funds. Since 2011, it has already generated enough money to provide over 30,000 women access to life-saving treatment that helps stop the transmission of HIV to their infants—but the battle still isn’t over, and there’s still so much work left to do.
Enter Esther Mahlangu, a South African Ndebele artist known for her bold large-scale contemporary paintings that reference her Ndebele heritage. Decorated with vibrant art and colorful symbols imagined by Mahlangu, the design was inspired by the traditional painting style of Ndebele tribe. The Belvedere's limited-edition bottle features Mahlangu’s specially commissioned artwork for the campaign.
John Legend, the brand's Global Ambassador, also brings his soulful artistic style to the Belvedere (RED) campaign by dedicating his new song “Love Me Now” from his forthcoming album. "I was very excited when I saw Esther's design for the bottle for the first time. I think it is beautiful and very appealing and combines Esther's and Belvedere's aesthetics. It combines both cultures and the people we are trying to help," says Legend.
Belvedere proudly pledges to donate 50% of the profits from every limited-edition bottle sold to the Global Fund to support HIV/AIDS research.
The special edition Belvedere (RED) bottle is available for purchase at leading supermarkets.