Amarula steps up elephant conservation campaign

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.

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.

MCM targets millennial travellers with sustainable and unisex capsule collection

MCM has unveiled its long-awaited collaboration with rising UK designer Christopher Raeburn at a star-studded show attended by VIPs and celebrities such as will.i.am, model-of-the-moment Lucky Blue Smith and fashion doyenne Suzy Menkes.

The launch of Raeburn’s Spring/Summer 2017 capsule collection of apparel and accessories celebrated MCM’s 40th anniversary. The dramatic, powerful presentation was held in London during the London Collections Men fashion showcase and was live-streamed on the web and new mobile platforms to millions around the world.

Above and below: Models and guests at the MCM X Christopher Raeburn collection showcase in London

Designed for today's global nomads

The immersive 360-degree digital presentation was orchestrated by pioneering design studio Universal Everything, while the soundtrack was by rising London duo Raime. Models – including tattooist and MCM’s Autumn/Winter 15 campaign star Noma Han – walked through a series of stunning pop-digital weather systems, waves and projections representing the company’s journey and the art of travel.

Themed around the concept of Made to Move, the MCM X Christopher Ræburn collection seeks to redefine modern travel for global nomads through the use of innovative design, technical fabrics and sustainable materials. Drawing on his signature “Re-Made” style, Raeburn reimagined MCM’s signature Cognac Visetos canvas and other classics for today’s millennial travellers.

Celebrity guests included Wei Chen, will.i.am, CL Lee, Lucky Blue Smith and Pyper America Smith

Celebrity guests and VIPs

Front row guests included producer and rapper will.i.am, songstress CL Lee, Chinese pop singer and actor Wei Chen, and models Winnie Harlow, Lucky Blue Smith and Pyper America Smith. Also in the crowd were legendary fashion journalist Suzy Menkes, GQ editor Dylan Jones, model Rafferty Law, Details style director Eugene Tong, Hong Kong Tatler editor-in-chief Claire Breen Melwani, style blogger Victoria Magrath, musician Tian Mayao, model Toby Huntington-Whiteley and entrepreneur Justin Ng.

After the show, MCM’s Chief Visionary Officer Sung-Joo Kim joined Christopher Raeburn on stage in acknowledging the models and guests.

“I found it thrilling to collaborate with a like-minded brand that shares my passion for innovation and sustainability,” said Raeburn. “Together, we have created a new vision of travel and luxury for the 21st century global nomad.”

The unisex collection of travel essentials features sustainable fabrics

Three new prints

The unisex collection features classic pieces such as trench coats, parkas, bombers, and riding jackets, providing travel essentials with a mix-and-match twist. T-shirts, sweatshirts and trousers were executed in three new prints: Splinter Camo, a fresh take on camouflage; Sonic Wave, an interpretation of the MCM logo in sound waves; and Quilted M, a graphic and abstract interlocking pattern.

In honour of Munich, the birthplace of the MCM brand, Raeburn reinterpreted the colours of the Bavarian flag and executed the collection in a youthful palette of dove grey, crisp blue, and lemon yellow.

Accessories included modular three-in-one bags that can be customised. Taken from MCM’s signature backpack and inspired by military repurposing, they are designed to serve multiple purposes for numerous occasions. The core day bag features a carry-on handle that can be zipped together on a yoke system and worn as a backpack. In addition to the 25-piece collection, the show also featured Spring/Summer 2017 MCM accessories, such as bags, sneakers and sunglasses.

Backpacks and day bags can be customised

New materials

The collection also incorporates new materials such as Schoeller four-way stretch, which is scratch-resistant, water- and dirt-repellent, and contains a UV stop. Other sustainable fabrics include Ecoalf Nylon, which is made of recycled bottles while maintaining a sense of luxury and quality. All fabrics in the collection meet the criteria of the bluesign system for sustainable textile production.

The presentation was live-streamed across a host of global social media channels as well as the mcmworldwide website. For the first time ever, the label streamed a fashion collection via a mobile platform directly onto users’ phones. The presentation was also broadcast through the emerging Korean mobile app V-live and the Chinese version XianDanJia, which function much like TV channels in Asia.

Commenting on the collection’s inclusiveness, MCM’s Chief Visionary Officer Sung-Joo Kim said after the show: “This collection represents a new direction for MCM as a new-school luxury brand. The collection transcends seasons and genders – anybody can wear it.”

The 25-piece collection will be available in MCM boutiques, online and in selected multi-brand stores from January 2017.

The MCM X Christopher Ræburn collection marks the first of several bold strides MCM is undertaking after having recently committed to becoming fully sustainable by 2020. The announcement was made during the Condé Nast International Luxury Conference in April, where MCM also announced its partnership with (RED) by committing to a contribution of $10m across the next decade to support the organisation’s global work.

Martini toasts Spanish Grand Prix at Barcelona Airport

Bacardi partnered with Dufry/World Duty Free Group to stage a three-week Williams Martini Racing promotion for Martini at Barcelona Airport centred on the Spanish Grand Prix on May 15. More than 165,000 motor racing fans descended on the city for the race weekend.

Off-track lifestyle: The Williams Martini Racing promotion at Barcelona Airport

Strong visual attraction

Prominently positioned in the main store in Terminal 1 with a branded video screen backdrop was a replica Williams Martini Racing car. A Martini branded sampling bar offered the chance to sample a Martini Bianco and tonic, Martini Rosso and tonic or a classic Martini Prosecco served in a flute glass. The purchase of any Martini bottle was rewarded with a limited-edition set of headphones. 

Martini returned to motor racing sponsorship in 2014 as principal partner of Williams Martini Racing.

Aude Rocourt, Regional Director Europe and MEA at Bacardi Global Travel Retail, said: “Martini knows that racing isn’t just about what happens on the track, it’s about a lifestyle off the track and this was a perfect time for us to reach our target audience at Barcelona with a branded activity with a very strong visual attraction to draw passengers into the store.”

Martini is the number one selling sparkling wine in global travel retail.