Belvedere Vodka And (Red)Tm To Turn The Meatpacking District Into An Outdoor Nightclub To Celebrate World Aids Day
Belvedere Vodka, the world’s first super premium vodka will be taking over Manhattan’s Meatpacking district with an extraordinary art installation in support of (RED)TM and World AIDS Day.
This holiday season, Belvedere Vodka will be transforming the district into an interactive art experience and outdoor nightclub featuring a live, spectacular light show that will illuminate the area in red, 20ft white neon trees and a one-night-only DJ performance from electrofunk DJ duo Chromeo. (BELVEDERE)RED Night Lights has been developed by Belvedere Vodka to help raise awareness around the beginning of the end of AIDS – meaning the virtual elimination of the HIV virus from mothers to their babies and the first AIDS-free generation born by 2015.
New Yorkers, modern art aficionados and music fans will descend on Gansevoort Plaza to be immersed in music and light from every direction whilst watching Chromeo play in a free, outdoor nightclub in the heart of the city as a tribute to (RED)TM. The arched, lit trees that are the centrepiece of the electronic take-over of the meatpacking district, have been developed using the latest parametric designs from Loop, the team behind art collections showcased at the Museum of Modern Art (MoMA) NYC and the Victoria & Albert Museum, London.
The event will also see the unveiling of a 250 litre (BELVEDERE)RED bottle whose red metallic design will tower over the revellers but not cloud the light show. Belvedere’s iconic white trees will remain lit in Gansevoort Square until 1st December 2012 (World AIDS Day)
In winter 2011, Belvedere Vodka partnered with (RED) to launch a BELVEDERE (PRODUCT)RED Special Edition bottle to raise proceeds for the Global Fund™ - among the world’s leading financiers of programs to fight HIV/AIDS in Africa. 50% of Belvedere’s profits from the global sale of (BELVEDERE)RED will contribute to the Global Fund. In 2011 alone, contributions from the sales of (BELVEDERE)RED provided more than two million days of life-saving HIV/AIDS medicine.
Charles Gibb, President of Belvedere Vodka, says, “Our passion for philanthropy led to the creation of Belvedere (PRODUCT)RED last year and our commitment to helping (RED) achieve the first AIDS-free generation by 2015 has not wavered since. We’re really excited about putting this event together and telling the world that we, collectively as a global community, can put an end to mother-to-child transmission of this deadly disease with their support. There’s no better time to share this message than on World AIDS Day.’
ABOUT BELVEDERE VODKA
First introduced to North America in 1996, Belvedere Vodka was the first to create a new standard for excellence in the vodka category and is credited with creating the luxury vodka segment. Today, Belvedere’s distinctive character and uncompromising integrity are recognized internationally by discriminating vodka enthusiasts, who appreciate its all-natural, additive-free character. Made entirely from Dankowskie Gold Rye and blended with water from its own pristine source, Belvedere Vodka’s taste profile is distinctively soft with a subtle sweetness and naturally smooth, clean finish.
In 2012, Belvedere introduced Lemon Tea to its award-winning Maceration collection (Pink Grapefruit, Citrus, Orange, Black Raspberry, Bloody Mary)Lemon Tea is the second vodka made to a drink from Belvedere and is distilled with eight exceptional ingredients including black & green teas, ginger, chamomile, lemongrass, honey and lemon; resulting in a refreshing and vibrant vodka. A simple addition of iced tea or lemonade also turns a Belvedere Lemon Tea into a delectable cocktail for poolside lounging or beach party.
Belvedere Unfiltered created from 100% rare Dankowskie Diamond Rye completes the super premium vodka collection. The rye possesses such a naturally creamy, rich flavour that after being distilled four times, the vodka is left UNFLITERED in order to preserve its character and taste.
About (RED)™ and (PRODUCT)RED™
(RED) engages business and consumer power in the fight against AIDS. To date, (RED) partners and events have generated over $190 million for The Global Fund to Fight AIDS, Tuberculosis and Malaria. This money has supported HIV/AIDS programs that have reached more than 7.5 million people affected by AIDS in Africa.
Current (PRODUCT)RED Proud Partners include: American Express (UK only), Apple, Beats by Dr. Dre, Belvedere, Bugaboo, Claro, The Coca-Cola Company, Converse, Dell, Gap, Nike, Penfolds, SAP, Starbucks and Telcel and Special Edition partners include: FEED, Girl Skateboards, Mophie, Nanda Home, Shazam, Solange Azagury-Partridge and TOUS. (RED) is a division of The ONE Campaign. (PRODUCT)RED is a trademark of The ONE Campaign and is licensed to (RED) partners. On World AIDS Day 2010, (RED) launched "The AIDS Free Generation is Due in 2015" campaign. (RED) is joining the global health community in raising funds and awareness to help eliminate mother-to-child transmission of HIV by 2015 and helping to realize the first AIDS-free generation in nearly thirty years. Learn more at www.joinred.com.
About The Global Fund to Fight AIDS, Tuberculosis and Malaria
The Global Fund is a unique, public-private partnership and international financing institution dedicated to attracting and disbursing additional resources to prevent and treat HIV and AIDS, TB and malaria. This partnership between governments, civil society, the private sector and affected communities represents an innovative approach to international health financing. The Global Fund’s model is based on the concepts of country ownership and performance-based funding, which means that people in countries implement their own programs based on their priorities and the Global Fund provides financing on the condition that verifiable results are achieved.
Since its creation in 2002, the Global Fund has become the main financier of programs to fight AIDS, TB and malaria, with approved funding of US$ 22.6 billion for more than 1,000 programs in 150 countries (as of 1 December 2011). To date, programs supported by the Global Fund are providing AIDS treatment for 3.3 million people, anti-tuberculosis treatment for 8.6 million people and 230 million insecticide-treated nets for the prevention of malaria. The Global Fund works in close collaboration with other bilateral and multilateral organizations to supplement existing efforts in dealing with the three diseases.
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