Amarula, a South African cream liqueur, will donate $1 for every bottle sold in the United States to the non-profit organization, WildlifeDIRECT. The funds will support WildlifeDIRECT’s on-the-ground conservation efforts to protect African elephants.
The $1 donation per bottle component is one of many initiatives for the brand’s new global campaign, “Don’t Let Them Disappear,” which is aimed to raise awareness around the plight of the African elephant. The new campaign serves as a continuation of Amarula and WildlifeDIRECT’s ongoing partnership to help save African elephants.
Amarula and WildlifeDIRECT debuted the “Don’t Let Them Disappear” campaign on World Elephant Day (August 12), with an installation in NYC’s Union Square titled, “The Disappearing Elephant.” The public was invited to witness a life-sized ice sculpture of an African elephant melt in the summer heat, symbolizing the alarming rate at which the African elephant population is disappearing at the hands of poachers.
“We’re honored to continue partnering with WildlifeDIRECT on this crucially important initiative,” states JC Iglesias, Vice President of Marketing at Terlato Distell Artisan Spirits. “African elephants could literally disappear from the wild during our lifetime. We hope our efforts will help spread global awareness on the poaching crisis and have a significant impact on WildlifeDIRECT’s work to protect this keystone species.”
Amarula is the only cream liqueur which uses real Marula fruit as its base spirit, which are harvested from Marula trees that grow wild and uncultivated in the subequatorial regions of Africa — the only place on the entire planet where they grow. The trees bear their fruit just once a year at the end of Africa’s summer, where its scent attracts the elephants from the surrounding areas to come feast on the fruit.