Amarula, the South African cream liqueur, will donate $1 to the non-profit organization, WildlifeDIRECT for every bottle sold in the U.S. The funds will support WildlifeDIRECT’s on-the-ground conservation efforts to protect African elephants, and the promotion will continue through the end of 2017.
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 12th 2017, 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 imported and marketed by TD Artisan Spirits and available worldwide, with national distribution across the U.S. at a suggested retail price of $23.99.