Penfolds wine is all set to make a major announcement at Palm Springs International Film Festival being held in Palm Springs, California. Penfolds is one of the sponsors of the film festival and it is the best platform to declare its intention to expand social outreach by donating 15 percent of the proceeds of wine sales to the (Product)Red organization which will forward the money to Global Fund to fight AIDS and other diseases which are widespread in Africa.
For the (Product) Red organization, which has partnered with many known brands including Gap Inc. in the past, it will be first partnership with an alcoholic beverage brand. Apparently, one of the ex-employee of Gap who has recently joined Penfolds has been instrumental in this major move. Penfolds will be pledging 15 percent of North American sales proceeds of its two well-known wines, Thomas Hyland and Koonunga Hill to the AIDS cause.
It is intriguing to see alcoholic beverages brands wearing social caps but it is a very rightful move too. Given the popularity of alcohol, these brands can make social issues more visible by donating funds and creating right kind of awareness. They can be excellent role-models for Corporate Social Responsibility and consumers too will be attracted to such brands. So it’s a win-win situation for all and most importantly for AIDS victims in Africa.