February 28 2014  |  Spirits & Tobacco

Amarula launches first new product in 25 years

By Wendy Morley

Twenty-five years after Amarula first made its mark on the international spirits stage, the company is launching a new product. Called Amarula Gold, this clear, golden colored spirit promises consumers a bold, original and totally unexpected taste experience, say its producers.

This new offering is being launched in March both in the company’s home country of South Africa and in the travel retail market. It will be launched in other priority markets this September.

Caroline Snyman, head of Distell’s spirits business unit, says the Amarula brand, widely known as the Spirit of Africa, has evolved a loyal following in South Africa and Brazil, where it is the undisputed leader in the cream market. Its sales are also strong in other growth markets such as Germany, parts of Africa, the Americas and Asia Pacific.

Like its counterpart Amarula Cream, Amarula Gold is made from hand-harvested marula fruit, double-distilled and aged in oak for 24 months, but that’s where the similarity ends. Snyman describes Amarula Gold as: "aromatic and vibrantly fruity with intriguingly spicy notes and a very smooth texture.” It is positioned as daring, suave, premium and sophisticated. 

 Distinctly different from the famous cream, Amarula Gold offers a bold, original and unexpected taste experience

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