Amarula is not just growing in the volumes that they produce, they’ve also been voted one of the world’s top bar brands in an international industry poll. Drinks International, the authoritative global drinks publication, surveyed 700 bartenders, bar owners and mixologists across 60 countries with Amarula listed as a Top Ten Hot Liqueur brand. Respondents were drawn from the most popular bars in major world cities and were asked to identify the hottest brands on the lips of their patrons.
Amarula took sixth position and this is the first time the brand has been featured on the list that includes a selection of leading international brands.
Amarula was also ranked as one of the world’s fastest-growing spirit brands by Drinks International last year with data for the listing researched by Euromonitor International. The brand was also listed in the 2010 Impact Databank World’s Top 100 Premium Spirits Brands.
Selling in 103 countries, the “Spirit of Africa” as it is widely known, has managed to comfortably face down the ongoing global recession, all the while maintaining an impressive growth momentum, thanks to a raised profile resulting from the association with the 2010 FIFA World Cup ™, and also a marketing campaign that highlights its versatility.
Says senior global spokesperson Siobhan Thompson: “That Amarula is now perceived by leading opinion formers to be one of the world’s hottest bar brands certainly indicates just how versatile it is to mixologists and their patrons. Last year, in the first year of the survey, Amarula was not even featured. We are really excited that there is such a growing recognition of its ability to play in the on-trade arena with appreciation for its nuanced and multi-layered flavours of coffee, vanilla, chocolate, toasted nuts and citrus.”
She added that Amarula’s long-term investment in key markets worldwide had seen brand loyalty climb, with its popularity as an at-home drink clearly impacting on on-consumption sales.
“We are showing consistently good growth worldwide, both in developed and developing economies. This holds true even in major markets where the brand is already well-entrenched. Some of the most spectacular volume increases have come from Latin America, historically a strong supporter of Amarula, and Europe, most notably Germany, which remains the single biggest off-shore market for the brand. Asia Pacific, North America, the duty-free channel and parts of the African continent have also delivered impressive increases.”
Amarula is the second biggest cream drink of its kind universally. Its inimitable taste that comes from the marula fruit, indigenous to southern Africa, blended with cream, has proved irresistible to consumers worldwide, along with its exotic connection to Africa, underscored by the brand’s support for African elephant research.
For further information on Amarula please visit www.amarula.com and on the Amarula Trust www.amarulatrust.com