Altamura Distilleries has announced a new global partnership with Born Free, an international wildlife charity dedicated to protecting wild animals and preserving wildlife in their natural habitats. The collaboration brings together two worlds connected by a powerful shared symbol: the lion.
For both Altamura Distilleries and Born Free, the lion symbolises courage, guardianship and the fight for freedom. It is also the historic emblem of the city of Altamura in Puglia, whose lioness has appeared on the city’s coat of arms and stone architecture for centuries as a protector of the land and its famed wheat fields. The Altamura Distilleries Vodka lioness is drawn directly from this legacy.
For Born Free, the lion lies at the heart of the charity’s identity and origins. The lion in Born Free’s logo represents Elsa, the lioness made famous in the 1966 film Born Free, in which the charity’s co-founders, Bill Travers MBE and Dame Virginia McKenna DBE, starred. IBill,Virginia and their eldest son, Will Travers OBE, later went on set up the organisation and to dedicate their lives to ensuring that wild animals can live freely, with dignity and protection.
This shared symbolism forms the heart of the partnership. Altamura Distilleries Vodka and Born Free are united by a belief in heritage, identity, and the importance of protecting what is precious.
In a partnership built on purpose, in support of Born Free’s mission, Altamura Distilleries Vodka will introduce a series of commitments designed to raise awareness and generate meaningful impact:
- A corporate donation from Altamura Distilleries Vodka, supporting Born Free’s work rescuing animals from captive exploitation and protecting threatened species in the wild.
• A calendar of fundraising events worldwide, bringing together hospitality communities, industry partners, and supporters.
• A dedicated Altamura Distilleries Vodka cocktail bar at Born Free’s Gala in London in March, serving signature drinks inspired by the landscapes and species the charity protects.
• A commitment to explore further global activations, combining storytelling, culture, and gastronomy to help elevate Born Free’s message internationally.
Molly Rutherford, corporate partnerships manager at Born Free, commented: “We are thrilled to welcome Altamura Distilleries Vodka as a global partner. The connection between Born Free and the distillery, through the symbolism of the lion, is a powerful and authentic foundation for this collaboration. Their commitment to supporting our work, from creating meaningful fundraising moments to helping amplify our mission, will make a tangible difference to the lives of wild animals in need. We look forward to building this partnership together and inspiring more people to stand with us to protect wildlife and keep it in the wild.”
Frank Grillo, co-founder, Altamura Distilleries, commented: “Born Free’s story has inspired generations, and their lions have always symbolised strength, heritage, and protection. The fact that our own emblem is the Lion of Puglia makes this partnership especially meaningful. It reflects a shared respect for history, for the natural world, and for the responsibility we all have to safeguard it. We are incredibly honoured to stand beside Born Free and help support their mission to protect wild animals around the world. This partnership is about more than fundraising. It is about using our voice, our craft, and our global community to help safeguard the natural world for future generations. When we say “Let’s Roar”, we really mean it!
A story rooted in connection
For consumers, the partnership creates a new way to engage with a brand driven not just by craftsmanship but by conscience. Each sold bottle of Altamura Distilleries Vodka offers a contribution to the protection of wildlife, while events and activations will offer opportunities to learn, experience, and support Born Free’s work in an accessible, cultural, and hospitality-driven setting.
At a time when global wildlife faces unprecedented challenges, this collaboration harnesses the emotional power of storytelling, the creativity of the drinks world, and the universal symbolism of the lion to inspire audiences worldwide.
