Distell launches Amarula Chocolate with AR game at Big Five Duty Free

By Kristiane Sherry |

Distell has released its purple-clad Amarula Chocolate line extension with Big Five Duty Free

Distell’s cream liqueur brand Amarula has released its chocolate line extension into travel retail in South Africa with Big Five Duty Free.

Amarula Chocolate, first unveiled at the 2022 TFWA World Exhibition event in Cannes last October, is available now with interactive, in-store promotions at Johannesburg’s OR Tambo International Airport and Cape Town International Airport.

Customers are invited to play an augmented reality (AR) game where they can win an Amarula-branded free gift.

Shoppers who bought any two bottles of Amarula during the campaign received an ice cream scoop gift with purchase. 

The line extension is available in a 1-litre format and features bright purple packaging. 

Distell has hailed the launch campaign as a ‘major hit’

Distell has proclaimed the campaign a ‘major hit’, with Amarula Chocolate sales at Big Five Duty Free ranking second only to Amarula Original.

Sales of other flavour variants are ranked Coffee, Vanilla Spice, Chocolate Raspberry and Vegan. 

Amarula Chocolate appeal ‘extremely strong’

“Amarula is an iconic South African brand, so it is truly fitting that Big Five Duty Free introduces this latest flavour innovation in exciting fashion,” said Helena Melis, Marketing Manager, Buyer: Spirits, Wine & Confectionery, Big Five Duty Free. 

“With a strong in-store campaign and bold visual identity, the launch is resonating strongly with our shoppers and bringing innovation and engagement to our liquor offering.”

Amarula Chocolate has become the most popular flavour extension over the promotion.

Luke Maga, Head of Europe & Global Travel Retail, Distell International, added: “The popularity of Amarula Chocolate indicates that travellers are curious to explore and buy this flavour. 

“We are delighted to partner with Big Five Duty Free to bring this indulgent new offering to existing Amarula drinkers as well as new and younger shoppers with whom the appeal of chocolate is extremely strong. Following the success of Amarula Vegan we are continuing to leverage the brand’s appeal to deliver a strong pipeline of innovation.”

Amarula launched its plant-based vegan variant in 2021, stating that it ‘does not compromise on taste’.


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