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Amarula Gold is being promoted to duty free shoppers in South Africa, Dubai and Brazil |
South African spirits and wine producer Distell has reported a “definite demand” for Amarula Gold, the first extension line of its best selling Amarula Cream. The gold 30%abv spirit was launched last month in domestic and selective duty free markets.
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“We anticipated high traveller interest…the response from both male and female shoppers has been very affirming“ |
Robyn Bradshaw Duty Free Marketing Spokesperson Amarula |
Distell Duty Free General Manager and Marketing Spokesperson Robyn Bradshaw said: “We anticipated high traveller interest, given Amarula’s strong standing in the global duty free channel where it is the 36th biggest spirit brand, according to IWSR data. The response from both male and female shoppers has been very affirming.”
The spirit’s popularity was confirmed by Big Five Duty Free, the travel retail concessionaire at Johannesburg’s OR Tambo International Airport.
Big Five Duty Free Advertising & Promotion Administrator and Buyer Helena Melis said: “The new product is a welcome addition to the brand. It also offers wider choice to shoppers. Our sales to date have more than exceeded expectations.”
Melis said that travel retail’s response to the 25 year-old brand’s first new product was mirrored in South Africa, where male and female consumers were also enjoying the clear spirit.
“It’s an adventurous drink with a totally original taste and complements the 17%abv Amarula Cream, allowing brand lovers to broaden their repertoire. It also appeals to consumers who don’t generally drink cream products and creates an opportunity for them to experience a new expression of the distinctive and exotic taste of the marula fruit that is indigenous to sub-Saharan Africa,” she said.
Melis added: “Just like Amarula Cream, it’s made from hand-collected marula fruit that’s fermented into wine and then double-distilled and aged in French oak barrels for 24 months. Its vibrantly aromatic and fruity nose, with seductively spicy notes, opens onto a smooth palate. Made for mixing, it’s being enjoyed over ice with soda, sparkling apple juice, ginger ale, passion fruit or a host of other flavours. It’s also very appealing served neat, on ice. Consumers love its versatility.”
Judging by the experience of travel retailers to date, rather than detracting from Amarula Cream duty free sales, the launch of Amarula Gold has instead intensified interest in the brand, Melis said.
The new spirit is presented in a clear version of the Amarula bottle with a black neck tassel and is being promoted to duty free shoppers in South Africa, Dubai and Brazil. Tastings are encouraged by staff dressed in brand colours; product merchandising includes introductory neck tags explaining how and when to enjoy Amarula Gold, “˜wobblers’ and free standing units, brochures and consumer and trade training audio visuals.
According to Distell, the international duty free launch will continue across several European, African and Australian cities over the coming months and Amarula Gold will be launched in key duty paid markets globally from September.
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The launch of Amarula Gold has intensified interest in the Amarula brand | |
