Amarula

Amarula
Glass of Amarula
TypeCream liqueur
ManufacturerSouthern Liqueur Company
Country of origin South Africa
IntroducedSeptember 1989
Alcohol by volume 17%
FlavourMarula
IngredientsSugar, cream and the fruit of the African marula tree
Related productsSpringbokkie
Websitewww.amarula.com Edit this on Wikidata

Amarula is a cream liqueur from 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 (34 proof). It has had some success at international spirit ratings competitions, winning a gold medal at the 2009 San Francisco World Spirits Competition.[1] It has the taste of slightly fruity caramel.

History

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Amarula was first marketed by Southern Liqueur Company of South Africa (the current trademark owners and wholly owned subsidiary of Distell Group Limited) as a liqueur in September 1989, the Amarula spirit having been launched in 1983.[2]

Flavors

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  1. Amarula Cream Liqueur 17% ABV
  2. Amarula Ethiopian Coffee Cream Liqueur 15.5% ABV
  3. Raspberry, Chocolate & African Baobab Cream Liqueur 15.5% ABV (launched in 2019)
  4. Amarula Vanilla Spice Cream Liqueur 15.5% ABV
  5. Amarula Vegan Liqueur 15.5% ABV
  6. Khanyisa Limited Edition 15.5% ABV - Proceeds go towards rehabilitating Khanyisa, an orphaned albino baby elephant cruelly injured in a poacher's snare.[3]

Elephant-associated marketing

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African bush elephants enjoy eating the fruit of the marula tree.[citation needed] 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.[4] For marketing efforts, it produces elephant-themed collectible items.[5]

The brand supports elephant research to protect elephants and conserve the population. In 2002, the Amarula Elephant Research Program (AERP) was launched under the direction of Rob Slotow, a professor at the University of KwaZulu-Natal in Durban, South Africa. This primarily researches the way of life, the range of movement and the behavior of the African elephant with the aim of protecting the habitat of the elephants and securing their future in the wild.[6]

Awards

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  1. Amarula Raspberry, Chocolate & African Baobab Cream Liqueur (Master - Liqueur Masters 2022)[7]
  2. Amarula Cream Liqueur (2022 Best South African Cream - World Liqueur Awards)[8]
  3. Amarula Ethiopian Coffee Cream Liqueur (Bronze Winner 2022 Best South African Cream - World Liqueur Awards)
  4. Amarula Vanilla Spice Cream Liqueur (Bronze Winner 2022 Best South African Cream - World Liqueur Awards)
  5. Amarula Vegan Liqueur (Silver Winner 2022 Best South African Cream - World Liqueur Awards)

Distribution

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Outside of South Africa, Amarula has had particular success in Brazil.[9]

See also

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References

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  1. ^ "Amarula Cream Liqueur: Ratings and Review Summary for Amarula". Proof66.com. Archived from the original on 2013-01-19. Retrieved 2012-10-21.
  2. ^ Datta, P.T. Jyothi (July 7, 2007). "Capturing the taste of Africa". The Hindu Business Line. Kasturi & Sons. Archived from the original on 16 February 2009. Retrieved 2009-02-09.
  3. ^ "Amarula Khanyisa".
  4. ^ "Preliminary results of the Pilanesberg Elephant Project". Elephant Projects. University of Natal. Archived from the original on 2 February 2009. Retrieved 2009-02-09.
  5. ^ "Amarula launches on-pack Win-an-Elephant promotion". TalkingRetail.com. Metropolis International Group. November 19, 2007. Retrieved 2011-02-23.
  6. ^ "The Amarula Elephant Research Programme". 2014-05-04. Archived from the original on 2014-05-04. Retrieved 2022-06-27.
  7. ^ Kiely, Melita (2022-11-02). "The Liqueur Masters 2022 results". The Spirits Business. Retrieved 2023-03-06.
  8. ^ "WORLD'S BEST CREAM WINNERS". WorldLiqueurAwards.com.
  9. ^ Masango, Gugulakhe (April 5, 2007). "Amarula gunning for top spot". Fin24. Archived from the original on 17 February 2009. Retrieved 2009-02-09.
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