Amarula African Gin prepares for debut

by Melita Kiely

South African drinks firm Distell is set to launch Amarula African Gin in Europe this September.

Amarula African Gin will make its European debut in the UK via Amazon. The launch will be supported by a campaign with the tagline: “When was the last time you tasted something for the first time?” Amarula African Gin is the only expression made from marula fruit spirit, which is indigenous to Sub-Saharan Africa. Marula is harvested, washed, destoned, pulped and cooled, before being distilled into marula fruit spirit. Botanicals including juniper, orange peel, orange blossom and grains of paradise are then distilled into the marula fruit spirit. Tasting notes include juniper, orange blossom, spicy grains of paradise, and sweet, tart marula fruit. Charmelle Conning, Amarula global brand lead, said: “There could not be a better way to kick off the European launch of Amarula African Gin than with the recognition of a Gold award from the highly regarded The Spirits Business’ Gin Masters. “We’re excited to encourage gin drinkers to taste something for the first time and try our refreshingly unique spirit as one of the characteristics of gin drinkers is adding to their repertoire and experiencing new flavours. “We’re confident that gin drinkers will soon understand why elephants make their annual pilgrimage to enjoy the fruits of the marula harvest. And add our exotic gin to their Amazon baskets to try at home. “£1 per liter of every Amarula African Gin sold goes to the Amarula Trust to support elephant conservation, empowering people and strengthening communities.” Bottled at 43% ABV, Amarula African Gin will retail for RRP £28 (US$33) per 700ml bottle. The gin is only available in Europe and the brand is working to secure distribution in the on-trade and off-trade in the UK, Germany, France and Poland. Earlier this month, SB compiled a list of award-winning gins to enjoy this summer. Gin's key partner, tonic water, has seen a rise in newcomers to the category, and new brands from around the world are keen to claim their stake in the premium mixer market.