Amarula Gold proves its worth after global campaign

By Caroline Sargent |

Since its launch in March of this year, Amarula Gold has by far exceeded retail sales expectations, says brand owner Distell.


Following a programme of high-visibility activations in South Africa, Dubai, São Paolo, Frankfurt, Moscow, Mauritius and also across Australia, in Melbourne, Sydney and Brisbane, the clear, golden-coloured 30% ABV expression has impressed fans of the original Amarula Cream and captured the attention of drinkers who usually avoid cream liqueurs.


Says Robyn Bradshaw, marketing head of Distell’s travel retail operation, “Given Amarula’s brand pull, we were anticipating widespread interest in Amarula Gold but nowhere near the levels we’ve seen.”


Attributing the rapid uptake to its unique sensorial profile and the effective marketing behind it, she adds, “Everywhere you go, people see the buzz around the displays and are curious to try it. When they do, they comment on its delicious but also unusual taste. They can’t quite pin it down. It’s intriguing and appealing, especially the thrill of the adventurous discovery it offers, and then they buy it to share with others.”


Similarly made from the fruit of the marula tree, fermented into wine and then double-distilled before being aged in French oak barrels for two years, Amarula Gold is exclusive to South Africa and a carefully chosen selection of duty-free markets worldwide. Distell reports an ongoing travel retail programme of activations planned for Africa, Brazil and in selected European locations.

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