Penfolds Becomes First Wine Brand To Join (PRODUCT)RED


Australian winery Penfolds has become the first Australian partner and first wine company to create (PRODUCT) RED items. Penfolds has launched (PENFOLDS)RED to help fund fight against HIV/AIDS in Africa. The winery will contribute a portion of proceeds on its Thomas Hyland and Koonunga Hill wines to the Global Fund to help eliminate AIDS in Africa. The official launch of the partnership will take place at the Palm Springs International Film Festival. Penfolds is the Official Wine Sponsor of the festival which runs January 6-17, 2011. The film festival provided (RED) the opportunity to showcase their recently released documentary titled The Lazarus Effect. This 30-minute film, directed by Lance Bangs and executive produced by Spike Jonze, follows the story of HIV positive people in Zambia who undergo remarkable transformations thanks to access to antiretroviral medications. The festival will screen The Lazarus Effect free of charge throughout the day on January 7th, 2011.

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.

By Deidre Woollard | Source :: Luxist