#FreshOffTheShelf: Amarula launches new bottle to celebrate elephant conservation

21 Jun 2016

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 inherits its name from a South African elephant that was abandoned as a baby, but was later rescued and adopted into a new herd.

#FreshOffTheShelf: Amarula launches new bottle to celebrate elephant conservation

The new bottle features sleek new curves and the shape of an African elephant etched into the glass.

While the bottle shape has changed, Amarula's global GM, Dino D’Araujo, reassures fans of the cream liqueur that the liquid inside the bottle is still the same Amarula Cream: “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.

Partnership with WildlifeDirect

“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, which 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 followed by a phased roll-out into various domestic markets, including South Africa, Europe and the Americas, later in the year.