Penfolds sees RED over HIV

Australian winery Penfolds has joined forces with AIDS charity (RED) to help fund the fight against HIV in Africa.

Companies whose products take on the (PRODUCT)RED mark contribute a significant percentage of the sales or profits from those products to the Global Fund to Fight AIDS, Tuberculosis and Malaria to help finance HIV/AIDS programs in Africa, including interventions targeting women and children.

Through the (PENFOLDS)RED partnership, Penfolds will donate 15 percent of the proceeds of sales of RED designated bottles across its Koonunga Hill and Thomas Hyland ranges, which retail for around $15 and $20 respectively.

The company made the announcement at the Palm Springs International Film Festival on January 4 where Penfolds is the official wine sponsor of the festival.

Penfolds’ American chief marketing officer, Francesca Schuler, said the partnership was a great way for consumers to combine their appreciation of wine with making a personal impact in the fight against HIV.

“(RED) has done such amazing work in the last four years in their fight to eliminate AIDS in Africa, but there are still 33 million people in the world battling the disease, and there’s more to be done. We’re pleased to help in such a noble effort,” Schuler said.

Since 2006, $160 million has been generated through (RED) partnerships with companies and events, reaching an estimated five million people with testing, counselling and education.

(RED) CEO Susan Smith Ellis said the charity was about using buying power to make a difference in the world.

“(RED) was created to harness the collective power of consumers to help eliminate AIDS in Africa, and we are pleased to have Penfolds join our family of brands,” Smith Ellis said.

“Penfolds, an iconic Australian brand, brings a new consumer to the fight against HIV/AIDS in Africa, and we are thrilled to have their support.

“Purchases of (PENFOLDS)RED wine will generate a contribution to the Global Fund to help eliminate AIDS.”

The Palm Springs International Film Festival also showcased a documentary produced for (RED) about AIDS in Africa.

The Lazarus Effect, taking its name from the term used to describe the regenerative effect of anti-retroviral drugs when administered to people with full-blown AIDS, was made by director Lance Bangs and executive produced by filmmaker Spike Jonze and follows a group of HIV-positive Zambians who undergo profound physical transformations on gaining access to the drugs.

Other current (RED) partners include Apple, Converse, Emporio Armani, Nike, Penguin Classics and Starbucks.