SOUTH AFRICA. Amarula Chocolate, owned by Distell Group, has launched at Big Five Duty Free.
The launch was celebrated with interactive in-store promotions in Johannesburg’s OR Tambo International Airport and Cape Town International Airport.
As reported, Amarula Chocolate is the brand’s most premium cream liqueur with a velvety milk chocolate flavour. The chocolate-flavoured cream liqueur features the flavour of the marula fruit and chocolate undertones of African cocoa beans.
The new expression from Amarula is the only liqueur made from marula fruit spirit, which is indigenous to Sub-Saharan Africa.
Amarula Chocolate is 15.5% ABV and is available at Big Five Duty Free in one-litre formats. The expression made its global travel retail debut at last year’s TFWA World Exhibition in Cannes.
The activations built on Amarula’s vibrant purple packaging and featured an interactive augmented reality game that gave travellers the chance to win a free brand gift.
In addition, for any purchase of two Amarula bottles during the promotion period, shoppers received a free ice cream scoop.
Thanks to the promotion, Amarula Chocolate sales ranked second only to Amarula Original at Big Five Duty Free, followed by the Amarula Coffee, Vanilla Spice, Chocolate, Raspberry and Vegan expressions, the brand owner said.
Distell International Head of Europe & Global Travel Retail Luke Maga commented: “The popularity of Amarula Chocolate indicates that travellers are curious to explore and buy this flavour.
“We are delighted to partner with Big Five Duty Free to bring this indulgent new offering to existing Amarula drinkers as well as new and younger shoppers with whom the appeal of chocolate is extremely strong. Following the success of Amarula Vegan we are continuing to leverage the brand’s appeal to deliver a strong pipeline of innovation.”
Big Five Duty Free Marketing Manager, Buyer Spirits, Wine & Confectionery Helena Mells added: “Amarula is an iconic South African brand, so it is truly fitting that Big Five Duty Free introduces this latest flavour innovation in exciting fashion. With a strong in-store campaign and bold visual identity, the launch is resonating strongly with our shoppers and bringing innovation and engagement to our liquor offering.” 
