New look Amarula

Previous Amarula design.

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New Amarula design

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The change highlights all the brand's readily recognisable icons but projects a sleeker, more contemporary face for greater shelf impact. Presented in a taller, slimmer looking bottle in the trademark chocolate-brown colour, its label is a touch lighter, with the branding now featured in a warmer shade of gold for easier legibility.

The elephant and marula graphics have been rendered more prominently to underscore the provenance of the famous drink that originates in sub-Saharan Africa and is made from the indigenous fruit of the marula tree much loved by elephants. The elephant neck crest has also been modified slightly for easier recognition.

Says international spokesperson for the brand, Siobhan Thompson, "Over the years, it has undergone several small pack alterations. While the intrinsic look remain unchanged, it is refreshed from time to time in keeping with prevailing trends. The new, warmer look is to ensure it retains its relevance as an accessible and versatile luxury beverage for home and on-consumption enjoyment."