As spring gave way to warmer days in the Cradle of Humankind, Amarula joined music and culture lovers at Nirox Spring Jazz to celebrate the season through a distinctly African expression of craft, connection and conviviality.
Against the natural backdrop of Nirox Sculpture Park, the iconic African cream liqueur brought its Soul Made. Served Chilled. platform to life, inviting guests to experience the soulful taste of Amarula simply served chilled over ice.
The occasion marked the beginning of Amarula’s summer season and a shift in how the brand is showing up for warmer, more social occasions. Rooted in the marula fruit and the people and communities behind its harvest, Amarula’s story has always been one of African provenance, craft and connection. At Nirox, that story found a natural contemporary expression through live music, art, nature and shared experience.
Rather than competing with its surroundings, Amarula became part of the rhythm of the day. Guests gathered across Nirox’s open-air landscape, enjoying chilled Amarula between live performances and moments spent together under the spring sun.
That celebration of African creativity extended beyond the music. Amarula’s presence incorporated work by contemporary African makers including Modern Gesture, Louise Décor and Design and Oneofeach, bringing locally made design and craft into the experience. “Through these collaborations, the brand is building a more contemporary expression of African craft; one that champions the hands, ideas and creative talent shaping modern African design.” Said Diana George of Lerato Designs lead curator on Amarula Craft Partners.
What's your hot take on this story?
“Amarula has always been made with soul; from the marula fruit and the communities who harvest it to the care and craft that go into every bottle. At Nirox, we were able to extend that story beyond the liquid, celebrating the incredible creative talent coming out of Africa today. And as we head into summer, we’re inviting people to rediscover just how beautifully Amarula can be enjoyed chilled. Surrounded by music, creativity and good company.”
Soul Made. Served Chilled. brings together two sides of the Amarula story: the depth and richness behind how it is made, and the simple pleasure of how it is enjoyed.
Because some things are made slowly, with soul and best served chilled.
