IN CROWD: Belvedere Vodka + RED
The Apollo Theater was the only place to be this Saturday night in New York City where the (BELVEDERE)RED campaign #MAKETHEDIFFERENCE premiered through an exclusive event in partnership with John Legend. Entering the Apollo Theatre, we were greeted with a (BELVEDERE)RED Martini (Vodka, Sweet Vermouth, Maraschino Liqueur Bitters. The room included decor such as Belvedere's bottles which were redesigned by Esther Mahlangu, a famous South African Artist hand-picked by Legend himself. The vibrant artwork can be seen throughout the #MAKETHEDIFFERENCE campaign. When asked about Mahlangu, he replied "I was so excited when I saw Esther’s design for the bottle: I think it’s beautiful and it marries her aesthetic with Belvedere's and it connects the culture of the people we’re trying to help.”
(Red) conveniently put credit card machines all over the venue so guests could donate at will, starting as low as $10. Belvedere showed excitement in revealing the new (PRODUCT)RED limited edition bottle, which 50% of profits go towards to the Global Fund, the leading financier program to fight HIV/AIDS in Africa. The room was filled with an eclectic mix of music from the 70's to todays hits. While anxiously waiting an exclusive performance from John Legend we ran into #muse Shaun Ross who gave us the inside scoop on what he will be performing. Sipping on (BELVEDERE)RED Spritz which had Bitter aperitif, orange wedges, and rosemary, we listened to Legend perform "Used To Love U", followed by his biggest hit "All Of Me."
