"For decades, Amarula has carried an essence of Africa to the world. This time, the world came to us, so we made sure it was welcomed by who we truly are — empowered women.”
We were honoured to collaborate with Heineken on this momentous occasion — the G20 Summit of 2025, held in Johannesburg, South Africa.
The goal was to create a memorable moment for each world leader in a way that only Amarula could — this meant introducing HEINEKEN E+Scalator Project at the heart of the greeting. The intention was to go beyond the product itself and shift the conversation from the brand to us — their women empowerment initiative, Handwork Hub and various elephant protection organisations.
Heineken entrusted us to produce and deliver thoughtful, handmade gifts created especially for each world leader.
We felt deeply appreciative, especially since our “Leather Goods for Good” department had only been running for a few months before this opportunity arose. This project stood as a powerful gesture, showcasing the strength and impact of our community empowerment initiative.
Each delegate received a bottle of Amarula, adorned with the brand’s signature gold tassel. Attached to it was a branded leather memento and an endearing leather elephant (which became a keyring) — all neatly placed inside an Amarula-branded leather keepsake bag.
We could only hope that when each world leader returned home, they took a moment to savour their handmade gifts — and remembered not just receiving them, but the women and purpose behind them.