Penfolds Becomes First Wine Brand To Join (PRODUCT)RED
With every purchase consumers make of Penfolds (PRODUCT)RED designated products - Koonunga Hill tier wines and Thomas Hyland tier wines – during promotional periods throughout the year, Penfolds will contribute 15 percent of the proceeds to the Global Fund to support HIV/AIDS programs in Africa. The Koonunga Hill wines include Shiraz Cabernet, Chardonnay, Shiraz, and Cabernet Sauvignon, the suggested retail is $11.99. The Thomas Hyland wines are made up of Adelaide Shiraz, South Australia Cabernet Sauvignon, Adelaide Chardonnay and Adelaide Riesling and the suggested retail for these wines is $15.
Although the project has not been met with universal approval, since 2006 $160 million has been generated through (RED) partnerships and events impacting 5 million people with testing, counseling and education. Other (RED) partners have included Apple, Armani and American Express.
[via NY Times]