Distell-owned South African liqueur brand Amarula has raised €50,000 for elephant conservation during a month-long campaign.
Throughout August, Amarula bottles sported neck tags informing customers that for every bottle of Amarula sold the company would donate €0.50 to its elephant conservation partner, WildlifeDirect.
The initiative highlighted World Elephant Day and this year’s ‘Don’t Let Them Disappear’ campaign. It was also included in the Amarula Trust’s broader conservation efforts, which recognise the key role elephants play in the environment.
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Amarula Global Head Liqueurs, Global Marketing Natasha Maharaj said: “The harsh reality is there are only 400,000 elephants remaining in Africa, and every 15 minutes another elephant disappears. If it continues at this rate, Africa’s elephants may become extinct by 2030.
“Amarula is intimately connected to the elephants through our shared African roots and the unique marula fruit. As a brand, we drive awareness and education of their conservation throughout the year.
“Elephants are a keystone species with an enormous influence on the ecosystem, and their extinction will have a catastrophic impact. This is the reason why the Amarula Trust is involved and committed to protecting them in Africa.”
Maharaj said the Amarula team is working “tirelessly” to ensure the animals’ future existence. “Every initiative that raises the awareness of the plight of these animals and generates funding for conservation is vital in the battle against their potential extinction,” she said.
Amarula noted the role played by global travel retail in promoting the fundraising initiative. The ‘Don’t Let Them Disappear’ campaign (below) was brought to life with a series of displays and promotions at key international airports.
Distell Group General Manager Global Travel Retail Luke Maga commented: “Amarula is always looking at ways to give back through a strong CSR cause like WildlifeDirect. As you can see by the amount of money raised in one month, both our travel retail partners and consumers have contributed to this initiative.
“The promotion was driven mainly through the European business with a strong performance adding to the year-on-year growth that we are seeing in Europe for Amarula. Amarula continues to drive innovation and excitement, and is one of the more popular spirit purchases in global travel retail.”
The brand emphasised its popularity across Latin America and its standing as the liqueur market leader in Brazil and South Africa. It noted +5% growth across all regions including South Africa, Africa, Europe and the Americas, and in global travel retail.