SOUTH AFRICA. Distell’s premium liqueur brand Amarula has won a 2017 African Leaders 4 Change Award for its efforts in conserving and protecting the African elephant through The Amarula Trust.

The new awards were held at the Sandton Convention Centre in Johannesburg last week. They celebrated African individuals, foundations and organisations who have brought about a positive change to the continent.

Amarula was recognised in the African Leader in Philanthropist and Charity Partnership Award category for its #DontLetThemDisappear campaign. One elephant is lost every 15 minutes to ivory poaching in Africa – the campaign aims to raise global awareness of the African elephant’s plight.

“We are extremely proud to accept the 2017 African Leaders 4 Change Award and yet humbled by having shared the stage with the likes of Yvonne Chaka Chaka, Graҫa Machel and Mandla Mandela who accepted the award on behalf of the late President Nelson Mandela,” said Amarula Global Brand Development Manager Saramien Dekker.

This is the fourth award Amarula received recently. The brand recently won the 2017 Gold Liqueur Masters Award at the Global Spirits Masters in London, a global blind tasting competition.


The 2017 World Branding Awards also recognised Amarula as the Brand of the Year at an awards ceremony in London this year. This award also honoured the work that Amarula and The Amarula Trust has done in conserving and protecting the African elephant.

Locally the IPSA Gold Pack Awards 2017, a showcase for the South African packaging industry, recognised Amarula as a finalist for its bottle design inspired by the African elephant.

“We value the recognition from industry experts for the various awards we recently received.  We hope to continue to inspire consumers around the world with our proudly African proposition, ” added Dekker.