Every time someone buys a bottle of Montana Deutz Marlborough Cuvee at the bottle shop, they get more than just a good drop.
They also get a warm charitable glow. Five years ago the company got on board with the AIDS Trust of Australia to increase awareness of people living with HIV/AIDS, as well as raise some money for the Trust’s work.
As the Trust’s principle sponsor, Montana has raised more than $500,000.
But AIDS Trust CEO Terry Trethowan says money is just one part of the benefit of the long-term partnership.
There is the financial aspect of it, which is an ongoing and regular source of income for the Trust, Trethowan says.
That money flows on to community-based organisations to help them continue their work.
It’s also a sparkling, outstanding example of how a charity and a corporation can work together.
The Montana Red-Ribbon campaign, which features red-ribboned bottles and a 50-cents-per-bottle donation, also raised awareness of HIV/AIDS in the wider community, Trethowan said.
And also, in relation to the gay and lesbian community, there are a lot of companies that are keen to tap into that market and they do that through advertising or whatever. But Montana is an example of a company that’s giving something back.
To celebrate their time together, the Trust and Montana had a party at AIDS Trust chair Lucy Turnbull’s house this week. The night was also hosted by Red Ribbon patron Alex Dimitriades.