Distell has unveiled its latest product launch for Amarula, a bold new addition to its cream liquor range: Amarula Raspberry, Chocolate and African Baobab. The special variant will pre-launch in August with Big Five Duty Free before rolling out to other duty free locations this autumn.
Natasha Maharaj, Global Marketing spokesperson at Amarula, said: “Our new Raspberry, Chocolate and African Baobab blend is the latest in our continued journey to explore the unexpected, modern and exotic side of Africa.”
Maharaj explained that a spirit infusion of tropical fruit, berries, citrus and botanicals is a growing trend both in South Africa and internationally. “We put the time in to find out exactly what our discerning customers are looking for in terms of modern flavour profiles in the context of a premium liqueur. What we discovered is an overwhelming appetite for unexpected and interesting tastes.
“Flavour varieties, such as berries, have long been known to evoke this type of experience and, naturally, the luxurious flavour of chocolate also resonates well with our customers. As for the unexpected, we couldn’t go wrong with Baobab, which is the personification of Africa.”
The new Amarula variant uses ethically-sourced, African ingredients. It is infused with creamy chocolate, raspberries and botanicals derived from the African baobab tree to create a full-bodied flavour with notes of raspberry and a hint of citrus-infused baobab. All of this is blended with the natural taste of Marula fruit cream liqueur in keeping with the brand’s indulgence taste profile.
Amarula’s intention to explore and celebrate everything that is Africa continues in the design of the bottle, Distell said. “The flavour profile is nothing less than uniquely African and we added a visual element to turn it into a holistic experience,” explains Maharaj. “The vibrant colourful label leads customers further on their journey with its dusty pink shades that evoke the image of an African sunset.”
Luke Maga, Distell Global Travel Retail Managing Director, commented: “Amarula has seen strong growth recently in travel retail, driven by range extensions such as Amarula Vanilla Spice and the travel retail-exclusive African Range. Now with the exciting introduction of Amarula Raspberry, Chocolate and African Baobab – which meets the growing trend for exotic flavours – we are confident that the brand will continue on an upward trajectory.
“The bottle design and flavour of this new variant set a new standard for premium cream liqueurs, and as a world-renowned brand we will continue to offer new flavour profiles that are as uniquely African as Amarula itself.”
A key performing brand for Distell, Amarula has enjoyed double-digit growth for the past two years in Asia, the company said ahead of its recent showcase during the TFWA Asia Pacific Exhibition in Singapore. The company launched a new Vanilla Spice range in 2018, during Cannes, which has driven recent sales performance.