‘We have a strong desire to make a difference on a global scale’ – Belvedere Vodka CEO discusses its latest partnership with HIV charity (RED)
Belvedere Vodka recently launched a limited edition bottle as part of an ongoing partnership with (RED), a charity which has collaborated with numerous brands as part of its fight against HIV and Aids.
The partnership with (RED) is now in its third year, with Belvedere Vodka CEO Charles Gibb telling The Drum that he has no plans to end something which has become deeply rooted in the brand’s “strong desire to make a difference on a global scale.”
“What I found we were doing was supporting lots of small things. And rather than do that, what we’re now doing is one thing and making it big and consistent around the world,” he said.
“We’ve been able to activate (RED) in 35 countries and by doing that we’re actually able to raise a substantial amount of funds. We donate 50 per cent of our profits for every sale of a (RED) bottle and that allows us to make a difference in the fight against HIV and that’s really exciting.”
In fact, contributions from bottle sales since 2011 have enabled around 8,500 expectant mothers with HIV to give birth to healthy babies.
“That’s the thing I’m most proud of,” said Gibb. “To really be a part of this transformation and be at the beginning of the end of Aids is an extraordinary achievement.”
Discussing how the (RED) partnership fits into the Belvedere’s wider marketing strategy, Gibb explained that he believes consumers now look to brands that are genuine and offer a bit of excitement in what they do.
“Belvedere is a brand for people who understand and know their vodka. And consumers are looking for a brand with authenticity and heritage, and also brands that are genuine and do things with a bit of edge and a bit of excitement. So we want to make sure we get that message across to consumers, and at the same time we want to make sure that we’re doing things that are the right things to do,” he said.
Part of generating excitement and buzz around the (RED) activity came from the specially crafted bottle. Designed in partnership with a local Polish company, the bottle was made with semi-transparent metalised paint, which helped it to stand out from the various other bottles of vodka on behind the bar in restaurants and clubs.
Commenting on the bar tenders, who have been instrumental in helping the brand promote the (RED) cause, Gibb said: “All our sales guys are brilliantly briefed on the whole campaign and the response has been: 'So all I have to do is sell this one bottle against that one and you donate money. That’s great!' There’s a real feel good factor in that."
He continued: “These are young people and they care about the world issues. So when they walk up to someone and are offering them a drink they can offer them a Belvedere cocktail knowing that every time they do it triggers a donation from us to fight HIV and they get a real kick out of that and they really enjoy it. So there’s been a real transformation there in our relationship with bartenders.”
Belvedere (RED), RRP £39.99, is currently available from major retailers, including Amazon, with 50 per cent of the profits made being donated to the charity.