Amarula, an international gold medallist at the recent 2011 Concours Mondial de Bruxelles in which brands from all over the world compete, is now the fastest-growing product in its category worldwide, according to Euromonitor. The rate of increase in sales volumes for 2010 outstripped that of all other cream-based competitors, its research shows.

The number two cream-based drink of its kind globally, Amarula has also just been identified as South Africa’s second most iconic brand amongst all spirits in the TGI ICON brands study.

Based on 15 000 interviews representing over 18 million South African adult consumers, brands were identified for their ability to transcend income, race and culture and for helping to define a common South African experience. According to the TGI ICON study, top-performing brands attract such strong brand loyalty that locals will even seek them out in other countries when they are away from home.

Amarula brand spokesperson, Siobhan Thompson says the “Spirit of Africa”, as it is known internationally, has continued to reflect growth in 2011, while most competitor drinks in the category have tended to remain fairly static.  In addition to good domestic growth, other highlights for the brand for the 12 months to May this year, have been parts of Africa, notably Nigeria, Mozambique and Tanzania, Europe and Latin America. “Historically, Brazilians have always been strong supporters of Amarula. Even so, sales are climbing by double digits off an already very strong base. We are also seeing excellent volume growth in Argentina and we have recently begun selling the brand in Mexico, where there is great interest in the product.”

Marketed as a liqueur internationally, it is now in the top 20 list of liqueurs worldwide, according to Euromonitor.