South African cream liqueur brand Amarula Cream is asking travellers everywhere to
celebrate African elephants and their conservation with a new bottle which will
be launched through travel retail stores.
Affectionately named Jabulani, which is Zulu for rejoice,
the bottle is named after a South African elephant that was abandoned as a baby
but later rescued and adopted into a new herd. The new bottle features sleek new curves and the shape of
an African elephant etched into the glass.
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| Amarula Cream's new bottle |
While the bottle shape has changed, Amarula Global
General Manager Dino D’Araujo says that the liquid inside the bottle remains the same.
“Right now, people in over 100 countries are enjoying the
true and distinctive taste of Amarula. We hope many more travellers will seek
out opportunities to make this special drink part of their memories wherever
they travel, and when they arrive safely home,” says D’Araujo.
“In addition to upping the aesthetic elements of our
packaging, the bottle reflects our ongoing commitment to elephant conservation.
Since 2002, The Amarula Trust has helped conservationists study elephant
behaviour and use the learnings to protect elephants within South Africa’s
borders.
“This year, we are extending our support into the rest of
Africa thanks to a partnership with WildlifeDirect and its Kenyan CEO, Dr Paula
Kahumbu. Funding generated from the proceeds of Amarula sales
around the world, combined with the expertise and commitment of Paula and her
team, will help us continue to protect the continent’s elephants that are such
an important part of both Africa’s heritage and Amarula’s story. Our objective is simple – to make sure that for
generations to come, we continue to meet the elephants beneath the Marula
trees.”
The Jabulani bottle will be launched exclusively to
travel retail channels worldwide from mid-June 2016 followed by a phased
roll-out into various domestic markets, including South Africa, Europe and the
Americas, later in the year.
Amarula Cream is made from the exotic Marula fruit that
is only found in sub-Equatorial Africa. The fruit grows only from the female Marula trees, which
bear fruit just once a year at the height of Africa’s summer. Elephants travel
from afar to feast on the ripe Marula fruit, attracted by its exotic aroma.
