NEW Amarula African Gin from Distell International, the makers of Amarula Cream Liqueur, is set to make its European debut next month, starting with the UK market before rolling out into further domestic markets and travel retail.
Amarula African Gin has already been awarded gold at the global Spirits Business Gin Masters Awards – an annual blind-tasting competition, which received almost 500 entries.
Amarula African Gin – the only gin made from Marula fruit spirit, indigenous to sub-Saharan Africa- 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. 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.
In line with Distell’s sustainability goals, £1 per litre of every Amarula African Gin sold goes to the Amarula Trust to support Elephant Conservation, Empowering People and Strengthening communities.
Distell International Head of Europe & Global Travel Retail, Luke Maga said; “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. This is a product with great potential and a unique identity that brings something fresh and new to the already dynamic gin market.”
Amarula African Gin is 43% ABV and available in travel retail in the UK, Germany, France and Poland.
Discover more at AMARULA.COM.
As seen on Duty Free Hunter previously:
