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'''Amarula''' is a [[cream liqueur]] manufactured in [[South Africa]]. It is made with sugar, cream and the fruit of the [[Africa]]n [[Marula]] tree (''[[Sclerocarya birrea]]'') which is also locally called the ''Elephant tree'' or the ''Marriage Tree''. It has had some success at international [[spirit ratings]] competitions, winning a gold medal at the 2006 San Francisco World Spirits Competition.<ref>http://www.proof66.com/single_display.asp?id=599</ref> |
'''Amarula''' is a [[cream liqueur]] manufactured in [[South Africa]]. It is made with sugar, cream and the fruit of the [[Africa]]n [[Marula]] tree (''[[Sclerocarya birrea]]'') which is also locally called the ''Elephant tree'' or the ''Marriage Tree''. It has had some success at international [[spirit ratings]] competitions, winning a gold medal at the 2006 San Francisco World Spirits Competition.<ref>http://www.proof66.com/single_display.asp?id=599</ref> |
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[[File:Amarula (1563541954).jpg|thumb|Amarula]] |
[[File:Amarula (1563541954).jpg|thumb|Amarula]] |
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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.<ref name="HinduBusiness">{{cite news|url=http://www.thehindubusinessline.com/2007/07/08/stories/2007070850261800.htm|title=Capturing the taste of Africa|last=Datta|first=P.T. Jyothi|date=July 7, 2007|work=The Hindu Business Line|publisher=Kasturi & Sons|accessdate=2009-02-09}}</ref> 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. It has become the second largest seller in the cream liqueur category after [[Bailey's Irish Cream]],{{Citation needed|date=August 2010}} with particular success in [[Brazil]].<ref name="Fin24">{{cite news|url=http://www.fin24.com/articles/default/display_article.aspx?Nav=ns&ArticleID=1518-1786_2093928|title=Amarula gunning for top spot|last=Gugulakhe Masango|first=Gugulakhe|date=April 5, 2007 |work=Fin24.com|accessdate=2009-02-09}}</ref> It is popular and common throughout Africa,{{Citation needed|date=August 2010}} especially the south and east coast. Recently, Amarula has attempted to break into the American market. |
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.<ref name="HinduBusiness">{{cite news|url=http://www.thehindubusinessline.com/2007/07/08/stories/2007070850261800.htm|title=Capturing the taste of Africa|last=Datta|first=P.T. Jyothi|date=July 7, 2007|work=The Hindu Business Line|publisher=Kasturi & Sons|accessdate=2009-02-09}}</ref> 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. It has become the second largest seller in the cream liqueur category after [[Bailey's Irish Cream]],{{Citation needed|date=August 2010}} with particular success in [[Brazil]].<ref name="Fin24">{{cite news|url=http://www.fin24.com/articles/default/display_article.aspx?Nav=ns&ArticleID=1518-1786_2093928|title=Amarula gunning for top spot|last=Gugulakhe Masango|first=Gugulakhe|date=April 5, 2007 |work=Fin24.com|accessdate=2009-02-09}}</ref> It is popular and common throughout Africa,{{Citation needed|date=August 2010}} especially the south and east coast. Recently, Amarula has attempted to break into the American market..<ref name="just-drinks">[http://www.just-drinks.com/analysis/amarula-from-the-plains-of-africa-to-the-heart-of-america_id85318.aspx], amarula breaking into American market.</ref> |
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Elephants enjoy eating the fruit of the marula tree. A common myth is that the elephants enjoy eating the [[Ethanol fermentation|fermented]] fruits and become "drunk" from them. 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.<ref name="UoN">{{cite web|url=http://www.und.ac.za/und/lesci/elephant/preliminary_results.htm|title=Preliminary results of the Pilanesberg Elephant Project|work=Elephant Projects|publisher=University of Natal |accessdate=2009-02-09}} {{Dead link|date=October 2010|bot=H3llBot}}</ref> For marketing efforts it produces elephant-themed collectible items.<ref name="TRetail">{{cite news|url=http://www.talkingretail.com/products/drinks-news/7455-amarula-launches-on-pack-win-an-elephant-promotion.html|title=Amarula launches on-pack Win-an-Elephant promotion|date=November 19, 2007|work=TalkingRetail.com|publisher=Metropolis International Group|accessdate=2009-02-09}}</ref> |
Elephants enjoy eating the fruit of the marula tree. A common myth is that the elephants enjoy eating the [[Ethanol fermentation|fermented]] fruits and become "drunk" from them. 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.<ref name="UoN">{{cite web|url=http://www.und.ac.za/und/lesci/elephant/preliminary_results.htm|title=Preliminary results of the Pilanesberg Elephant Project|work=Elephant Projects|publisher=University of Natal |accessdate=2009-02-09}} {{Dead link|date=October 2010|bot=H3llBot}}</ref> For marketing efforts it produces elephant-themed collectible items.<ref name="TRetail">{{cite news|url=http://www.talkingretail.com/products/drinks-news/7455-amarula-launches-on-pack-win-an-elephant-promotion.html|title=Amarula launches on-pack Win-an-Elephant promotion|date=November 19, 2007|work=TalkingRetail.com|publisher=Metropolis International Group|accessdate=2009-02-09}}</ref> |
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Revision as of 14:48, 23 January 2011
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 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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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. 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]
Elephants enjoy eating the fruit of the marula tree. A common myth is that the elephants enjoy eating the fermented fruits and become "drunk" from them. 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]
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. Retrieved 2009-02-09.
- ^ Gugulakhe Masango, Gugulakhe (April 5, 2007). "Amarula gunning for top spot". Fin24.com. Retrieved 2009-02-09.
- ^ [1], amarula breaking into American market.
- ^ "Preliminary results of the Pilanesberg Elephant Project". Elephant Projects. University of Natal. Retrieved 2009-02-09. [dead link]
- ^ "Amarula launches on-pack Win-an-Elephant promotion". TalkingRetail.com. Metropolis International Group. November 19, 2007. Retrieved 2009-02-09.
External links
- Official website (age-restricted access)