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DRINK – Penfolds goes (RED)

Uncork change.  That’s the goal of the new collaboration between Penfolds and (RED). It’s the first time (RED) has partnered with a wine brand in the global effort to eradicate AIDS worldwide.  When I think of (RED), Gap comes to mind.  So why not wine?

I interviewed Penfolds Chief Marketing Officer Francesca Schuler, who says, “it’s exciting to be in a partnership that has global impact and saves lives.”  She approached (RED) about Penfolds joining the roster of brands in the fight against AIDS.  Schuler worked for Gap and is familiar with that (RED) campaign.