Amarula has been awarded the coveted title of World’s Best Cream Liqueur, as well as Best South African Cream, for its Amarula Vanilla Spice variant at the prestigious World Liqueur Awards 2020 – awards that select the world’s best liqueurs and promote them to consumers and trade around the world. Beating stiff competition from other international cream liqueur brands, the original Amarula Cream also fared well, highlighting the quality and craftsmanship of the whole portfolio.
“We are honoured to be recognised and endorsed by such a highly acclaimed body,” says Junior Jekwa, Category Marketing Head: Brandy & Liqueurs at Distell. “Amarula Vanilla Spice provides consumers with a unique offering and perfectly balanced taste profile in its blend pairing of sweet Madagascan vanilla and fiery Nigerian root ginger. It’s a variant that we are particularly proud of, as it embodies African heritage.”
Amarula Vanilla Spice was first launched in 2018 as a limited edition in select markets, including South Africa, with more global distribution in 2019. The launch was part of the brand’s initiative to extend consumer drinking occasions, and give cream liqueur lovers a unique flavour profile and premium offering. The success of the variant is evident in the fact that it now boasts distribution beyond Africa, including the Americas and Europe.
Commenting on the evolution of the cream liqueur category, Jekwa notes, “Global trends still show a need for premiumisation, a desire for beautiful and crafted liqueurs, as well as the increasing importance for transparency and sustainability. Consumers are looking for products that are indulgent, well made, and have an authentic story to tell. Amarula is the only cream liqueur that is crafted using the real exotic marula fruit. The fruit is harvested and handpicked from wild marula trees in Limpopo – all carried out in partnership with local communities. Each bottle of Amarula is a piece of Africa, made to be savoured, and we take great pride in the care and attention in which this cream liqueur is crafted.”
Amarula Vanilla Spice is the second variant in the Amarula family. “The brand is continuing to innovate in a number of areas, inspired by our African creativity and resourcefulness. Ultimately, our vision is to showcase the marula fruit, giving consumers the opportunity to enjoy Amarula in a number of innovative and unique ways. Consumers across all markets are looking for excitement, novelty and choice. We will continue with more flavour releases, the first of which will be launched in South Africa in the next few months,” says Jekwa.
Amarula has long been celebrated for its firm commitment to quality, with over 20 international spirit awards over the last three decades. Amarula Vanilla Spice also recently won Silver at the 2020 International Spirits Challenge and the Amarula brand was honoured with the prestigious title of Brand of the Year for a third consecutive year at the 2019 World Branding Awards, which took place at London’s iconic Kensington Palace.