South Africa-based Distell Global Travel Retail has partnered with Dufry to unveil an eye-catching permanent tree installation for its Amarula cream liqueur brand at Jomo Kenyatta International Airport Terminal T1A in Nairobi, Kenya.

The tree was created to symbolise Amarula’s African heritage and its brand values. 

Fairy lights are woven between green foliage to initiate hanging marula fruit. Amarula is the only cream liqueur in the world to use the fruit as its base spirit. 

Wooden panelling has been designed to replicate the trunk of the marula tree, while a wooden elephant stands next to the tree, as if ready to eat the fruit that falls from it.

Marula trees – also known as ‘Elephant trees’ – are only found across Africa’s subequatorial plains. Their fruit is harvested once a year during the summer months. 

As the fruit ripens it gives off a scent which attracts elephants to the trees. Amarula says that local communities are part of the harvest process, hand-picking the fruits once the elephants have arrived. 

Like elephants, marula trees are protected under South African law and cannot be farmed for commerce. 

From May 2023, the space will also serve as a showcase for Amarula’s full range: Amarula Cream Liqueur, Vanilla Spice, Ethiopian Coffee, Chocolate and Amarula Vegan.

“Dufry has been a key partner of ours over the years and has been instrumental in supporting the growth of Amarula in Kenya,” said Luke Maga, Head of Europe & Global Travel Retail at Distell International.

“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, added: “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.”

Earlier this year, Amarula released its chocolate line extension into travel retail in South Africa with Big Five Duty Free.