Distell Global Travel Retail and Dufry have partnered to unveil a striking tree installation for cream liqueur brand Amarula at Jomo Kenyatta International Airport Terminal T1A in Nairobi, Kenya. The fixture offers permanent visibility for Amarula at Africa’s premier hub.
The eye-catching tree symbolises Amarula’s proudly African heritage and brings to life its brand values through attractive design features. Fairy lights are intertwined with green foliage to imitate the hanging marula fruit, meanwhile wooden panelling replicates the trunk of the marula tree. A wooden elephant stands proudly next to the tree, as if ready to eat the ripe marula fruit that falls from the trees.
From May, the full Amarula range will be showcased at the space: Amarula Cream Liqueur, Vanilla Spice, Ethiopian Coffee, Chocolate and Amarula Vegan.
Luke Maga, Head of Europe & Global Travel Retail at Distell International, said: “Dufry has been a key partner of ours over the years and has been instrumental in supporting the growth of Amarula in Kenya. The permanent Amarula tree installation is the perfect embodiment of our longstanding collaboration and really brings to life the values at the heart of the Amarula brand.”
Laura Chedid, Global Product and Promotion Manager of Liquor at Dufry, commented: “We’re delighted to be able to broaden awareness of authentically African brand Amarula at Kenya’s busiest airport with the tree installation. In addition to showcasing the full Amarula range, the attractive tree fixture provides a fantastic photo opportunity for travellers.”
Amarula is the first and only cream liqueur in the world to use real marula fruit as its base spirit. Marula trees, also known as ‘The Elephant Trees’, are exclusively found across Africa’s subequatorial plains and bear their exotic fruit just once a year – at the height of summer.
When the scent of ripe marula fills the air, the elephants travel vast distances in order to get a taste – marking the cue to begin the harvest. Local communities are an integral part of the process and carefully hand-pick the fruit once the elephants have raised their trunks in approval.
Like the elephants, the marula trees are protected under South African law. They are a key part of African heritage and cannot be farmed for commerce.
