Amarula's First Foray Into The Gin Category – Amarula African Gin
Newly launched, Amarula African Gin from Distell International, the makers of Amarula Cream Liqueur, has been awarded gold at the global Spirits Business Gin Masters Awards.
With the gin market maturing, 2023 has seen a rise in consumer demand for continued innovation, distinctive flavours and new importers. Amarula African Gin is the only gin made from marula fruit spirit, indigenous to sub-Saharan Africa, and this is a timely accolade ahead of its European debut, starting with the UK market.
Amarula African Gin will use the campaign headline “When was the last time you tasted something for the first time” as the brand aims to encourage British gin enthusiasts who love to experience new, exotic flavours to try its new spirit.
The refreshing and handcrafted gin boasts juniper notes, aromatic orange blossom, subtle spicy grains of paradise and the unmistakable sweet and tart flavours of Marula – the favourite fruit of elephants... Each year, when Marula fruit is in season, the elephants play a vital role in alerting the local communities to the arrival of harvest time in sub-Saharan Africa, the only place where Marula trees grow.
Every stage of development honours the distinctive flavour of the Marula; the fruits – which look like plums and are enjoyed by many Africans each summer – are carefully collected by hand – harvested, washed, destoned, pulped and cooled. The pulp is then distilled into marula fruit spirit. Premium botanicals: juniper berries, orange peel and blossom, and grains of paradise are then distilled in this marula fruit spirit. With a light, sweet orange flourish and spicy backbone – this refreshing, uniquely African gin is made for savouring and sharing.
Charmelle Conning Amarula Global Brand Lead; “There could not be a better way to kick off the European launch of Amarula African Gin than with the recognition of a Gold Award from the highly regarded Spirits Business Gin Masters. We’re excited to encourage gin drinkers to taste something for the first time and try our refreshingly unique spirit as one of the characteristics of gin drinkers is adding to their repertoire and experiencing new flavours. We’re confident that gin drinkers will soon understand why Elephants make their annual pilgrimage to enjoy the fruits of the Marula harvest… And add our exotic gin to their Amazon baskets to try at home. £1 per litre of every Amarula African Gin sold goes to the Amarula Trust to support Elephant Conservation, Empowering People and Strengthening communities”.
Amarula African Gin is 43% ABV and will be available to taste for the first time via Amazon from Mid-August at £28 for 700ml and has ambitions to secure distribution in the on and off trade in the UK, Germany, France and Poland. Amarula African Gin is available only in Europe.
Discover more at AMARULA.COM
