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Amarula continues to star on international stage

The results of the survey, conducted on behalf of Drinks International by Leslie Henry Marketing Research and released last week (January 22), placed Amarula as the seventh most requested brand in the liqueur category and ninth in terms of volumes sold across all styles of liqueurs.

Bar owners and mixologists, including Erik Lorincz, the title holder of World Class Bartender, were amongst the respondents. Their establishments included North America’s best bar, PDT; the American Bar at London’s famous Savoy Hotel; Mutis of Barcelona; the Black Pearl in Melbourne and even Asoka in Cape Town, ranked the best bar in Africa and the Middle East.

The brand has attracted significant international attention in recent months, reports Distell. At the end of last year it was declared the winner of the Liqueur of the Year title at the New York International Spirits Competition. It was one of just three gold medallists on the entire show. In London, it took gold at London’s 2012 International Wine & Spirit Competition (IWSC).

It was also highlighted last year as a Spirits Business brand champion for its impressive sales growth, while researchers Euromonitor listed it as one of the world’s fastest-growing global spirits brands.

According to international brand spokesperson, Siobhan Thompson, Amarula continues to charm palates across the globe, from Australia to Belgium, China, Denmark and all the way through to Zimbabwe, with many increasingly affluent African and Asian countries amongst its avowed supporters.

Underscoring its positioning as an African original, Amarula recently signed up international supermodel and humanitarian, Alek Wek, as the face of the brand in selected markets where it trades.

Commenting on its universal taste appeal, Thompson says: “The marula flavour is so unique and so closely bound up with the mystery of Africa that it remains a very compelling offering. We keep supporters loyal by focusing on the versatility of the brand as an indulgent drink for any occasion, to be enjoyed neat over ice or in an exciting range of cocktails, designer coffees and decadent desserts.

“Even in South Africa, our longest-standing and most established market, the brand is delivering excellent growth. This is despite the state of the economy and the advent of several me-too options available to consumers. Germany, another of our more mature markets, also continues to reflect very sound growth off a strong base.”

Amarula, also popular in the duty-free channel, is sold in more than 100 countries.