New Amarula vegan variant ‘does not compromise on taste’, says Distell

By Charlotte Turner |

Distell-owned marula-based cream liqueur Amarula has added new variant, Amarula Vegan, to its product range which the company insists does not ‘compromise on the unique taste that people love’.


Distell reports that this is the ‘first, and only’, vegan cream liqueur to use real marula spirit as its base.


This latest edition to Amarula’s versatile range is said to be a plant-based, dairy free, ‘better-for-you’ alternative for conscious consumers. The product is also free from artificial colourants and flavourings, nuts and gluten.


“Amarula Vegan is an acknowledgement of the growing number of consumers who have either adopted a partially or wholly plant-based diet, who are lactose intolerant, or those who are simply looking to make healthier lifestyle choices,” said Distell.


Amarula Global Brand Lead Charmelle Conning said: “While we wanted to introduce this new plant- based variant, it was important that we did not compromise on the unique taste that people love. We wanted to embrace our African spirit while still evolving as a brand. Amarula Vegan does just this – it’s a real indulgence that stays true to our exotic taste, that just happens to also be vegan.”



“Taste and togetherness are core to the brand, and we wanted to make sure that everyone could experience the feel-good indulgence that our product offers, on any occasion, despite their dietary choices or restrictions,” Conning continues.


The full Amarula range comprises: Amarula Cream, Amarula Vanilla Spice, Amarula Raspberry, Chocolate & African Baobab and Amarula Ethiopian Coffee. Like the other Amarula variants, Amarula Vegan can be sipped plain or over ice and used as a cocktail ingredient.


“Amarula encapsulates a generosity of spirit, of sharing and of African warmth. We are centred around the idea of bringing people together through celebrations to create real connections,” added Conning.


“In African culture, like many around the world, food is the ultimate sign of warmth, hospitality, community and indulgence.


“Our new vegan variant speaks to these themes, while also amplifying our environmental and conservation efforts – communicating that we are all part of a greater herd that can come together to embrace a kinder world, bolstered by a sense of African ubuntu (I am because we are).”



Amarula Vegan comes in a 700ml bottle and is available for order now in global travel retail. The product is on-shelf in Big Five Duty Free stores at Cape Town International and OR Tambo International airports and will be supported by a high-visibility tasting activation at both airports in November.


Distell International Managing Director Global Travel Retail Luke Maga commented: “With 55% of travellers now giving more consideration to naturally-sourced and health-conscious products and 86% saying they look favourably on a brand which has a greater focus on sustainability (m1nd-set), Amarula Vegan opens the brand up to a wider audience.


“The product will also appeal to consumers who previously could not consume Amarula because of food intolerances.”


In other news, Amarula has unveiled new-look packaging for all its variants. The latest packaging brings together a range of design elements that communicate the brand’s distinctive attributes.


The bottle itself has been inspired by the shape of an elephant’s head, paying tribute to the inspiration behind the brand.


Conning said: “We set out to create a fresh visual language for Amarula without losing any of its heritage. The shape of the bottle and the design of the label have evolved to keep pace with changing trends, but three key visual elements are still front and centre: the elephant, the marula fruit and the distinctive tassel around the neck of the bottle.”


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