50% of the profits from each bottle of goes to the fund, which pays for HIV testing, treatment, counselling, prevention and care services in Africa. (RED) partners with big brands that want to make a difference to the world by donating 50% of their profits from selling (RED) branded products.
The premium vodka brand stole the show in 2011 when it unveiled the first special-edition bottle at a pre-Grammy party in Hollywood, featuring a performance by Usher. Subsequently the bottle has evolved to a point where its fans cite it as a part of their luxurious lifestyles.
(RED)'s current partners are American Express (UK only), Apple, Belvedere Vodka, Bugaboo, Converse, Gap, Emporio Armani, Hallmark, Dell, Nike and Starbucks.
