Amarula celebrates Africa with limited-edition designs

9th April, 2018 by Melita Kiely

Cream liqueur Amarula has partnered with African artists to design limited-edition packaging inspired by Africa’s cultural diversity.


Amarula will unveil four Africa-inspired designs at the TFWA Asia Pacific show

The four bottles will be officially unveiled at this year’s TFWA Asia Pacific Exhibition & Conference, which will take place from 6-10 May in Singapore.

The global travel retail-exclusive range features designs from Egypt, Kenya, South Africa and Nigeria, each created to encapsulate African fashion, art, sculpture, furniture, textiles and jewellery designs.

Distell-owned Amarula is also championing elephant conservation efforts and will release additional limited-edition designs on World Elephant Day (12 August).

The brand hopes to raise greater awareness of the ivory trade with the launch and for every bottle sold, Amarula will donate €0.50 to Wildlife Direct’s global conservation efforts.

Natasha Maharaj, global brand strategy manager, said: “Amarula represents Africa in a bottle and uses only genuine, African ingredients, handpicked and handcrafted to create distinctive taste profiles.

“This launch will introduce the world to the energy and originality of African design with the aim of showcasing the artists’ work on the global stage.”

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