AUSTRALIA. Bacardi Lion, the premium spirits joint venture by Bacardi Martini and Lion Nathan in Australia, has acquired the distribution in the Australian market of Amarula Cream, the world’s second biggest selling cream liqueur, from May 2006.
The agreement initially covers the domestic market – duty free distribution is still being finalised.
In a statement, Bacardi Lion said the deal provides it with a globally recognised brand to compete in the cream liqueur segment, which is dominated by Baileys Irish Cream.
Commenting on the development, Bacardi Lion Managing Director Colin Rochester said: “Bacardi Lion is proud to be handling the distribution of Amarula Cream from 1 May 2006. With its unique taste, and rich and engaging story, we believe Amarula has tremendous growth potential in the Australian market, and will make a welcome addition to our iconic brand portfolio.”
Launched globally in 1994, Amarula Cream is made from the exotic fruit of the Marula tree, a native species found exclusively in sub-equatorial Africa. The product is described as a rich, stable, well-rounded cream liqueur combining the exotic flavour of the Marula fruit with the smoothness of cream.
