African elephant inspires Amarula redesign

South African drinks group Distell has launched a new bottle design for its Amarula Cream liqueur that reflects the shape of an African elephant.

Amarula’s new bottle design features glass etchings inspired by the African elephant

Due to the etchings, Distell’s team has named the bottle ‘Jabulani’ after a rescued orphan elephant that was reintroduced into the wild in South Africa.

The Jabulani bottle will be launched exclusively to travel retail channels worldwide from mid-June followed by a phased rollout into various domestic markets including South Africa, Europe and the Americas, later in the year.

“The African elephant has always been closely associated with the brand and, together with our designers, we were delighted to be able to incorporate the shape of the elephant directly onto the glass,” said Dino D’Araujo, global general manager for Amarula.

“The bottle also 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 Wildlife Direct and its Kenyan CEO, Dr Paula Kahumbu.”

D’Araujo added that this partnership, along with direct, donations from Amarula liqueur, will help protect African elephants in the future.