Amarula wins gold at Travel Retail Excellence Awards in Cannes

This award recognises brands with new packaging launched into the travel retail sector and judges were in search of the best overall design of an existing drinks brand. The award also recognises design that successfully executes the reasons for change, set within its original brief.

Inspired by the shape of an African elephant, the ‘Jabulani’ bottle features sleek curves and, according to Distell’s Amarula global GM, Dino D’Araujo, it celebrates the brand’s most prolific icon, the African elephant in an evocative way.

He said the team was delighted with receiving the award as it reaches deeper than just design aesthetics. “It is fantastic for our new Amarula bottle to be recognised for its design, though the motivation for sculpting the head of an African Elephant onto the glass goes further than mere aesthetics. We are passionate about elephant conservation, which is why we recently partnered with Wild Life Direct, a globally recognised conservation group in Kenya. It is our shared vision, that for many years to come, we will continue to meet the African elephant below the Marula trees. The bottle shows our ongoing commitment and in the hands of travellers this conservation message travels globally.”