*Belvedere, the world’s original luxury vodka, is pleased to have collaborated with South African artist, Esther Mahlangu, to design the artwork in the colorful style of her Ndebele tribal art for the Red #Makethedifference campaign and limited edition bottle.
This year, Belvedere invited John Legend to join the fight and as the ambassador for (Belvedere) Red.
John Legend developed the campaign’s core values: security, change, support, and unity and brought these to life by collaborating with humanitarian and royal member of the Ndebele tribe, Esther Mahlangu. Esther began her artistic career at the age of 10 through teachings of her mother and grandmother.
Now 80- years-old, Esther is known for her bold, larger than life designs, painted on the exteriors of her village’s homes and in major international campaigns like #Makethedifference.
“The four symbols are the four powerful values that bond us all in the mission to end HIV/AIDS—unity, change, support and security.” Says Esther Mahlangu. “Joining Belvedere(RED) and John Legend to create the special edition (RED) bottle was a unique way for me to contribute to a cause that is dear to my heart.”
In support of the campaign and to further conversation around the cause, (Belvedere)Red and Esther will host a series of intimate Art Experience’s with the first taking place at Ace Museum in Los Angeles. During the Art Experience, Esther teaches the unique painting technique of Ndebele as guests create their own artwork. Widening accessibility to education and eliminating HIV/AIDS are causes dear to Esther.
All proceeds for the artwork created for the campaign are donated to the school she built “to teach the children.” People can support (Belvedere)Red by giving – or keeping – the new (product)Red limited edition bottle, featuring Esther Mahlangu’s colorful artwork alongside John Legend’s signature.
Available from September at select retailers around the world, Belvedere proudly donates 50% of its profits from every bottle sold to the Global Fund to fight HIV/AIDS in Africa. As a proud partner of (Red), Belvedere has– over the past five years – raised enough money to provide 30,000 HIV-positive women with access to life-saving ARV treatment that stops the transmission of HIV to their babies. We are closer than ever to seeing the first AIDS-Free Generation.
President of Belvedere Vodka Charles Gibb states, “Belvedere is delighted to continue the (Belvedere)Red campaign with the help of these passionate artists, who are as dedicated as we are to spreading awareness and being a part of the change to end the transmission of HIV from mother to child. Together, we can Make The Difference.”
CEO of (Red) Deborah Dugan said, “This beautiful collaboration between John Legend and Esther Mahlangu brings artistry and energy to the fight against AIDS. We’re hugely excited to see the striking new (Belvedere)RED bottle become available this fall, and importantly, every single purchase generates money to provide life-saving HIV/AIDS medication in sub-Saharan Africa.”
Follow Belvedere on Instagram @belvederevodka or visit https://www.belvederevodka.com
About Belvedere Vodka
Born of Rye, Water, Character Created in 1993, Belvedere Vodka was the first to generate a new standard for excellence in the vodka category and established the luxury vodka category.
Today, Belvedere’s distinctive character and uncompromising integrity are recognized internationally by discriminating vodka enthusiasts who appreciate its all natural, additive free character.
Crafted using Polish Dankowskie Rye and blended with water from its own local pristine source, Belvedere’s taste profile is distinctively soft with a subtle sweetness and smooth, clean finish.
For more information visit https://www.belvederevodka.com
Red was founded in 2006 by Bono and Bobby Shriver to engage businesses and people in the fight against AIDS. (Red) partners with the world’s most iconic brands that contribute up to 50% of profits from (RED)- branded goods and services to the Global Fund.
(Red) Proud Partners include: Apple, Bank of America, Beats by Dr. Dre, Belvedere, Claro, The Coca-Cola Company, GAP, MCM, NetJets, Salesforce, SAP, Starbucks, Telcel. (Red) Special Edition partners include: aden+anais, Alessi, ALEX AND ANI, Billecart-Salmon, Ergo Depot, Fresh, Fatboy USA, Fresh, Girl Skateboards, HEAD, Le Creuset, Live Nation Entertainment, Moleskine, Mophie, NetJets, Piaggio, Uber, and Wolfnoir. To date, (RED) has generated $350 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, to support HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia. 100 percent of that money goes to work on the ground – no overhead is taken.
Global Fund grants that (Red) supports have impacted more than 70 million people with prevention, treatment, counseling, HIV testing and care services. (Red) is a division of The ONE Campaign. Learn more at https://red.org.
About the Global Fund to Fight Aids, Tuberculosis and Malaria
The Global Fund is an international financing institution dedicated to organizing and distributing resources to prevent and treat HIV and AIDS, TB and malaria. The Global Fund promotes partnerships between governments, civil society, the private sector and affected communities.
This innovative approach relies on country ownership and performance-based funding, meaning that people in countries implement their own programs based on their priorities and the Global Fund provides financing where verifiable results are achieved. Since its creation in 2002, the Global Fund has approved funding of US$ 22.9 billion for more than 1,000 programs in 151 countries.
To date, programs supported by the Global Fund have provided AIDS treatment for 4.2 million people, anti-tuberculosis treatment for 9.7 million people and 310 million insecticide-treated nets for the prevention of malaria.