Last month Penfolds became the first wine brand
to partner with (PRODUCT)RED
, the commerce-driven initiative to raise money to help eliminate AIDS in Africa. Now Belvedere has joined the fight, announcing a partnership with (RED) and the launch of a special edition bottle to raise proceeds for the Global Fund to Fight AIDS, Tuberculosis and Malaria. 50% of profits from the global sale of the special edition will be donated. The bottle will be available in late summer 2011 but it is being unveiled at a pre-Grammy party in Los Angeles on February 10, 2011 with a live performance announcing musician Usher
as the brand's new celebrity ambassador. Usher joins a host of celebrity liquor salespeople, a group that includes everyone from Bruce Willis to P. Diddy and Dan Aykroyd.