Distell’s Amarula Cream has taken another step towards cementing its reputation as a formidable global competitor with the launch of its new Jabulani bottle.
The bottle, which features sleek new curves and design elements, including the shape of an African elephant etched into the glass, will be available in several sizes. These include 50, 200, 350, 375, 700, 750, 1 000 and 1 140mℓ.
Because of the elephant etching, the brand marketing team named the bottle ‘Jabulani’, which is Zulu for ‘rejoice’. The inspiration for the name stems from the story of a rescued orphan elephant, named Jabulani, that was successfully reintroduced into the wild by South African conservationists.
The bottle will be launched exclusively to travel retail channels worldwide from mid-June. This will be followed by a phased roll-out into various domestic markets including South Africa, Europe and the Americas later in the year.
According to Distell’s Amarula global GM, Dino D’Araujo, the new design celebrates the brand’s most prolific icon, the African elephant, in a more evocative way. He notes the team was delighted with the new premium bottle. ‘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 directly onto the glass.’
‘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 these animals within South Africa’s borders.’
This year, Amarula will extend its support into the rest of Africa thanks to a partnership with Wildlife Direct 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 Wildlife Direct team, will enable the brand to continue protecting the continent’s elephants.
‘Our objective is simple: to make sure that for generations to come, we continue to meet the elephants beneath the Marula trees.’
Amarula Cream is a product of Distell.
