Distell International’s new Amarula African Gin is set to make its European debut in October 2022.
The drink, which Distell says ‘is the first gin to be made from real Marula fruit’, which only grows in sub-Saharan Africa, will launch in the UK first before rolling out into additional domestic markets in Europe, as well as into travel retail.
Produced in sustainable partnership with local communities, the gin brings a new taste to market combining the distinctive sweet and tart flavours of Marula with botanicals including juniper, orange peel and blossom, and grains of paradise.
Amarula African Gin is already gaining recognition, having been awarded gold at the global Spirits Business Gin Masters Awards (an annual blind-tasting competition, which received almost 500 entries).
“There could not be a better way to kick off the European launch of Amarula African Gin than with the recognition of a Gold Award from the highly regarded Spirits Business Gin Masters,” said Distell International Head of Europe & Global Travel Retail, Luke Maga.
“We’re excited to encourage gin drinkers to taste something for the first time and try our refreshingly unique spirit as one of the characteristics of gin drinkers is adding to their repertoire and experiencing new flavours.
“This is a product with great potential and a unique identity that brings something fresh and new to the already dynamic gin market.”
Its UK campaign headline – “When was the last time you tasted something for the first time” – aims to inspire curious British gin enthusiasts to try the new spirit.
Marula fruits look similar to plums and ripen in summer. Each year, when Marula fruit is in season, the elephants play a vital role in alerting the local communities to the arrival of harvest time, by travelling to feast on the fruit.
The fruit is carefully collected by hand – harvested, washed, destoned, pulped and cooled.
The pulp is then distilled into marula fruit spirit. The premium botanicals that characterise the gin are then distilled in this, giving rise to a light, sweet orange taste with a ‘spicy backbone’.
In line with Distell’s sustainability goals, £1 per litre of every Amarula African Gin sold goes to the Amarula Trust to support elephant conservation, empowering people and strengthening communities.
Amarula African Gin is 43% ABV and will be supplied by B&S in Europe on- and off-trade, including travel retail in the UK, Germany, France and Poland.