// February 23rd, 2007 // 1 Comment » // Fun Stuff, Partying
42 Below have just launched a new campaign entitled ‘Cocktail AID’ – it’s all about raising much needed funds for the AIDS Trust of Australia. Now you can do your bit for HIV research just by drinking 42BELOW.
“Being involved with an organisation of like minded people has created a unique opportunity for us to leverage our brand for a greater cause,” said Craig Schweighoffer, Australian CEO for 42 BELOW Ltd about the partnership.
42 Below if made by Pacific Dawn Distillers, and they are based in Ponsonby, Auckland. 42 BELOW is a little stronger than most other vodkas. It uses a process that is closest to the grain (wheat) based vodka of Scandinavia. 42 BELOW is made from GE-free wheat. The alcoholic content is not reduced to meet government tax levels, so gets a heavier tax. The name is supposed to refer to the southern latitude where it is produced just north of Wellington on the country’s 42nd parallel and also to its 42% alcohol content.

42 Below has been using gay-friendly marketing for some time, the above ad is from a campiagn a few years ago.
Sources:
Wikipedia and Samesame.com.au