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Super-premium vodka Belvedere has launched a new special edition bottle through Aldeasa-WDF stores |
SPAIN/UK. Super-premium vodka Belvedere has launched a new special edition bottle through Aldeasa-WDF stores, with proceeds to benefit (Red), the world’s leading financier of programmes to fight HIV/AIDS in Africa.
Some 50% of profits from sales of the new Belvedere (Red) edition will go towards the global fund to fight AIDS as well as tuberculosis and malaria. The bottle is being launched in Aldeasa-WDF stores at London Heathrow and London Gatwick, as well as Madrid Barajas, Alicante and Ibiza airports.
There will be a specific focus on building awareness through the retailer’s Contentainment sites, especially in the World Duty Free store at Heathrow Terminal 5. Among the promotional tools will be video content, in store theatre including cocktail mixologists and tastings and an interactive “˜touch table’ for customer use.
In addition Usher, the multi-platinum, award-winning recording artist has teamed up with Belvedere to raise awareness around HIV/AIDS and emphasise the need for consumers to unite in support of programmes that help eliminate AIDS in Africa.
Philip Juniper, Key Account Director at Moët Hennessy for Aldeasa-WDF said: “Belvedere Vodka is delighted to join (Red) in the fight against AIDS, by helping to raise funds generated from the global sales of Belvedere (Red). As one of the world’s leading spirit brands, we are in a unique position to harness the power of our customers to benefit the millions of people who are at risk from, or are living with HIV.
“The Aldeasa-WDF airport shop locations, combined with their “˜Contentainment’ digital marketing concept provides the perfect platform on which to launch and communicate this exciting and important project to a global audience.”
David de Miguel, Global Head of Liquor for Aldeasa-WDF said: “We are delighted to have exclusivity on this global launch, which supports such an important initiative.
“The funds raised through collaborations with (Red) make a significant contribution to the fight against these life threatening diseases. Moët Hennessy is a valued brand partner and we welcome the opportunity to work in close collaboration with them on this campaign. The “˜experiential’ nature of the activity will be very well received by our customers in the various airport locations and we are confident that we will be able to deliver impressive sales.”
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Aldeasa-WDF’s Contentainment activity will help promote the new launch |
