Amarula educates consumers on the plight of the African elephant
As a truly authentic African brand, Amarula liqueur has long felt a responsibility to become involved in the conservation of its icon, the majestic African elephant, considering that just 400,000 are left living in the wild. In August – during which World Elephant Day falls – Amarula removed the African elephant from its label. This was a statement, explains Amarula global development manager Saramien Dekker, to get consumers to realise the impact of elephant poaching – one elephant is killed every 15 minutes for its ivory. Amarula has long used its African heritage to differentiate itself – both within and outside the liquor sector, she points out. “We believe it is our responsibility to educate consumers in terms of elephant conservation and the terrible impact poaching is having on the elephant population. Many consumers don’t realise that you actually have to kill an elephant to get its tusks. As a brand, our purpose is to share the truth about elephants and ivory with consumers...
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