Amarula
Amarula is a cream liqueur manufactured in South Africa. It is made with sugar, cream and the fruit of the African Marula tree (Sclerocarya birrea) which is also locally called the Elephant tree or the Marriage Tree. It has an alcohol content of 17% by volume. It has had some success at international spirit ratings competitions, winning a gold medal at the 2006 San Francisco World Spirits Competition.[1]
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[edit] History
Amarula was first marketed by Southern Liqueur Company of South Africa (the current trademark owners) as a liqueur in September 1989, the Amarula spirit having been launched in 1983.[2] It has the taste of slightly fruity caramel. Amarula has received consistently good reviews, with the caveat that, like many cream liqueurs, it is too sweet for some palates.
[edit] Distribution
It has become the second largest seller in the cream liqueur category after Bailey's Irish Cream,[citation needed] with particular success in Brazil.[3] It is popular and common throughout Africa,[citation needed] especially the south and east coast. Recently, Amarula has attempted to break into the American market.[4]
[edit] Enviro marketing
Elephants enjoy eating the fruit of the marula tree. Because of the marula tree's association with elephants, the distiller has made them its symbol and supports elephant conservation efforts, co-funding the Amarula Elephant Research Programme at the University of Natal, Durban.[5] For marketing efforts it produces elephant-themed collectible items.[6]
[edit] References
- ^ http://www.proof66.com/single_display.asp?id=599
- ^ Datta, P.T. Jyothi (July 7, 2007). "Capturing the taste of Africa". The Hindu Business Line (Kasturi & Sons). http://www.thehindubusinessline.com/2007/07/08/stories/2007070850261800.htm. Retrieved 2009-02-09.
- ^ Gugulakhe Masango, Gugulakhe (April 5, 2007). "Amarula gunning for top spot". Fin24.com. http://www.fin24.com/articles/default/display_article.aspx?Nav=ns&ArticleID=1518-1786_2093928. Retrieved 2009-02-09.
- ^ [1], amarula breaking into American market.
- ^ "Preliminary results of the Pilanesberg Elephant Project". Elephant Projects. University of Natal. http://www.und.ac.za/und/lesci/elephant/preliminary_results.htm. Retrieved 2009-02-09.[dead link]
- ^ "Amarula launches on-pack Win-an-Elephant promotion". TalkingRetail.com (Metropolis International Group). November 19, 2007. http://www.talkingretail.com/products/drinks-news/amarula-launches-on-pack-win-an-elephant-promotion. Retrieved 2011-02-23.
[edit] External links
- Official website (age-restricted access)
