Coast to Coast - (PENFOLDS)RED Is Turning the United States (RED)™ on Dec 1st

NAPA, Calif., Nov. 30, 2011 /PRNewswire/ -- (PENFOLDS)RED is delighted to announce its partnership with top retailers across the United States to promote its 30 days of (RED) campaign, starting on December 1st – World AIDS Day.

This World AIDS Day, retail partners such as JW Marriott Hotels, Cellar360, The Australian Midtown Restaurant, and The InterContinental among others, are supporting the fight against AIDS by 'turning (RED)' and serving (PENFOLDS)RED wines. For every bottle or glass of (PENFOLDS)RED sold at these and other participating accounts, Penfolds will contribute 15% of profits to the Global Fund to help deliver an AIDS free generation in 2015.

(RED) offers a variety of consumer products to choose from including Apple, Gap, Nike and Starbucks. Each Proud Partner contributes a portion of their profits to the Global Fund to help finance HIV/AIDS programs in Africa. Since 2006, more than $180 million has been generated through (RED) events and partnerships, impacting over 7.5 million people.

(PENFOLDS)RED has contributed almost $120,000 to the Global Fund since the partnership was launched in January, 2011. "We are extremely proud to be part of such a noble cause," said Barry Sheridan, Vice President of Marketing for Penfolds Americas. "The fact we have donated over $100,000 in our first promotion is inspirational and we intend to do all we can to raise awareness and encourage action with the help of participating accounts across the United States."

Events

Join (PENFOLDS)RED and their affiliated Retail Partners on Thursday, December 1st to help raise awareness on World AIDS Day and kick off '30 Days of (RED).'

(PENFOLDS)RED products, Koonunga Hill and Thomas Hyland wines, are available in stores and restaurants across the United States. The Koonunga Hill wines include Shiraz Cabernet, Chardonnay, Shiraz, and Cabernet Sauvignon. The Thomas Hyland wines are made up of Shiraz, Cabernet Sauvignon, Chardonnay and Riesling.  To celebrate the 2011 Holiday Season, Penfolds Koonunga Hill Shiraz Cabernet will be available in the (PENFOLDS)RED gift box.

www.penfoldsred.com

For more information please  contact Lily Lane – [email protected] or 707.299.3252.

About Penfolds

Penfolds has been producing an impressive array of wines since 1844 and arguably led the development of Australian fine wine into the modern era.  The introduction of Penfolds Grange in 1951 forever changed the landscape of Australian fine wine.  Since then a series of stand-out wines, both white and red, have been released under the Penfolds masthead. The 1990s was a period of intense winemaking trials. The barrage of media attention was extraordinary, illustrating Australia's national interest in the Penfolds brand. In 2002 veteran oenologist Peter Gago became Chief Winemaker and since that time Penfolds has reached into every major wine market in the world. Penfolds wines are now widely celebrated for their diversity and quality across many price-points. The strength of Penfolds is that the wine comes first. Penfolds' range of table wines is utterly Australian, evoking a generosity of spirit and the beauty of the Australian landscape.  For more information visit www.penfoldsusa.com

About (RED)™ and (PRODUCT)RED™

(RED) engages business and consumer power in the fight against AIDS.  To date, (RED) partners and events have generated over $180 million for The Global Fund to Fight AIDS, Tuberculosis and Malaria.  This money has supported HIV/AIDS programs that have reached more than 7.5 million people affected by AIDS in Africa.  Current (PRODUCT)RED Proud Partners include: American Express (UK only), Apple, Beats by Dr. Dre, Belvedere, Bugaboo, Converse, Dell, Gap, Nike, Penfolds and Starbucks and Special Edition partners include: FEED, Girl Skateboards, Mophie, Nanda Home, Shazam and Solange Azagury-Partridge. Companies whose products take on the (PRODUCT)RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund.  On World AIDS Day 2010, (RED) launched "The AIDS Free Generation is Due in 2015" campaign. (RED) is joining the global health community in raising funds and awareness to help eliminate mother-to-child transmission of HIV by 2015 and helping to realize the first AIDS-free generation in nearly thirty years.  Learn more at www.joinred.com.

About The Global Fund to Fight AIDS, Tuberculosis and Malaria

The Global Fund is a unique, public-private partnership and international financing institution dedicated to attracting and disbursing additional resources to prevent and treat HIV and AIDS, TB and malaria. This partnership between governments, civil society, the private sector and affected communities represents an innovative approach to international health financing.  Since its creation in 2002, the Global Fund has become the main financier of programs to fight AIDS, TB and malaria, with approved funding of US$ 22.4 billion for more than 1,000 programs in 150 countries (as of 30 June 2011). To date, programs supported by the Global Fund have saved 7.7 million lives by providing AIDS treatment for 3.2 million people, anti-tuberculosis treatment for 8.2 million people and 190 million insecticide-treated nets for the prevention of malaria. The Global Fund works in close collaboration with other bilateral and multilateral organizations to supplement existing efforts in dealing with the three diseases.  (RED)™ is the largest business initiative supporting the Global Fund. For more information visit www.theglobalfund.org.

SOURCE Penfolds

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