Amarula, a cream liqueur manufactured in South Africa, has been identified as a key contender in UK-based international trade journal Sprits Business new spirits survey, released this month.
Market intelligence firm Euromonitor has also listed Amarula as one of the world’s fastest-growing global brands across all spirits categories, based on its 2011 performance.
Amarula is one of eight liqueur brand champions identified worldwide and is hailed for its exceptional performance last year, delivering double-digit sales volume growth. The magazine praised Amarula for closing “the year in strong fashion, enjoying double-digit growth thanks to a particularly robust performance in Latin American markets and the brand’s launch into Mexico”.
Further, the brand featured in The Millionaires’ Club, produced by Drinks International that covers the world’s million-case spirits brands.
South African liqueur giant and Amarula manufacturing company Distell senior global marketing spokesperson Siobhan Thompson said that growth has accelerated with buoyant sales in Africa, Europe, the Americas and in the duty-free channel. This is despite the fact that unlike its competitors, it produces just one flavour.
“The marula flavour is so exotic and so closely bound up with the mystery of Africa that it remains a very compelling offering and we keep supporters loyal by focusing on the versatility of the brand as an indulgent drink for any occasion, to be enjoyed on its own or in an exciting range of cocktails and coffees.
“Even in South Africa, our longest-standing and most established market, the brand is delivering excellent growth. This is despite the state of the economy and the advent of several ‘me-too’ options available to consumers. Germany, another of our more mature markets, also continues to reflect very sound growth off a strong base.”
Thompson said even the eurozone crisis had not dampened enthusiasm for the brand on the continent, while UK was another market doing surprisingly well.
“At the same time, we are seeing very promising results from developing markets such as Nigeria and Angola, as well as Argentina, Paraguay and Uruguay.”
Last year Amarula was voted one of the world’s top bar brands in an international industry poll undertaken by Drinks International. In the survey involving 700 bartenders, bar owners and mixologists across 60 countries, Amarula was listed as a Top Ten Hot Liqueur brand, taking sixth position. Respondents were drawn from the most popular bars in major world cities.