Distell, a partner of the Virtual Travel Retail Expo, has extended Amarula’s range with Amarula Vegan, the first and only vegan cream liqueur to use real marula spirit as its base. The 700ml Amarula Vegan expression is now available for order in global travel retail.
Amarula Vegan is a plant-based, dairy-free alternative that is free from artificial colours, flavours, nuts and gluten. It was designed to appeal to consumers who have adopted partial or whole plant-based lifestyles, or those who are lactose intolerant.
“While we wanted to introduce this new plant- based variant, it was important that we did not compromise on the unique taste that people love,” commented Amarula Global Brand Lead Charmelle Conning. “We wanted to embrace our African spirit while still evolving as a brand. Amarula Vegan does just this — it’s a real indulgence that stays true to our exotic taste, that just happens to also be vegan.”
Conning added, “Taste and togetherness are core to the brand, and we wanted to make sure that everyone could experience the feel-good indulgence that our product offers, on any occasion, despite their dietary choices or restrictions.”
Amarula Vegan is currently available in Big Five Duty Free stores in Cape Town International and OR Tambo International Airports, supported by a high-profile tasting activation through November.
“Amarula encapsulates a generosity of spirit, of sharing and of African warmth. We are centred around the idea of bringing people together through celebrations to create real connections,” added Conning.
“In African culture, like many around the world, food is the ultimate sign of warmth, hospitality, community and indulgence. Our new vegan variant speaks to these themes, while also amplifying our environmental and conservation efforts – communicating that we are all part of a greater herd that can come together to embrace a kinder world, bolstered by a sense of African ubuntu (I am because we are.)”
Distell International Managing Director Global Travel Retail Luke Maga added: “With 55% of travellers now giving more consideration to naturally-sourced and health-conscious products and 86% saying they look favourably on a brand which has a greater focus on sustainability (m1nd-set), Amarula Vegan opens the brand up to a wider audience. The product will also appeal to consumers who previously could not consume Amarula because of food intolerances.”
In addition, Amarula has unveiled new-look packaging across its entire range. The refreshed design communicates the brand’s distinctive attributes. The bottle was inspired by the elephant’s head on the label, while the label is crowned with the Amarula logo. A stylised curve, representing the African sun, sits under the brand name, while the image underneath shows an elephant coming out of a grove of marula trees.
The label’s lower third features traditional ‘shweshwe’ fabric patterns which highlight the brand’s African roots, with the patterns differing between variants.
The complete Amarula range comprises Amarula Cream, Amarula Vanilla Spice, Amarula Raspberry, Chocolate & African Baobab and Amarula Ethiopian Coffee.
Conning added, “We set out to create a fresh visual language for Amarula without losing any of its heritage. The shape of the bottle and the design of the label have evolved to keep pace with changing trends, but three key visual elements are still front and centre: the elephant, the marula fruit and the distinctive tassel around the neck of the bottle.”
