Original Story Published by: Melita Kiely for The Spirits Business
(Above) Amarula will unveil four Africa-inspired designs at the TFWA Asia Pacific show.
Cream liqueur Amarula has partnered with African artists to design limited-edition packaging inspired by Africa’s cultural diversity.
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.”
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