Following this the Amarula team works with the local communities to maximise the uses of the fruit and by-products, and crucially, helps guarantee the same amount of fruit is produced in the following year’s harvest. Amarula embodies generosity of spirit – a warmth that comes from coming together – be it in celebration or for a common good enriching the lives of people, our communities and our planet. The label furthers this focus, while the clean and contemporary lines of the bottle aim to make the product stand out on shelf. In Canada, Amarula’s Giving Spirit has been focused on supporting Canadian food banks in Ontario, BC and Quebec and food rescue efforts through out support of Second Harvest a food recovery network working to fuel people and reduce the environmental impact of avoidable food waste. What started off as savory tortilla wraps soon became tortilla desserts as the tortilla trend took a sweet twist.

Amarula Vegan - Amarula

The ripening of the Marula fruit in summer coincides with great celebrations in many parts of Southern Africa. The reason we’ve moved into innovation at break-neck speed is because bringing new consumers to our brand is really important. Amarula was first marketed by Southern Liqueur Company of South Africa (the current trademark owners and wholly owned subsidiary of Distell Group Limited) as a liqueur in September 1989, the Amarula spirit having been launched in 1983. Amarula Global Brand Lead Charmelle Conning said: “While we wanted to introduce this new plant- based variant, it was important that we did not compromise on the unique taste that people love.Drizzle with more chocolate, raspberries and marshmallows and serve immediately with a glass of Amarula Ethiopian Coffee Cream Liqueur. The news follows the company releasing a vegan variant of its cream liqueur named Amarula Vegan that tapped into the trend for non-dairy and plant-based preferences for drinks.

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Conning added: “They make about 12 million tassels per year for Amarula, so it’s a significant business for them. She explained: “We don’t want to forget Amarula Vegan just because it was launched last year either. For example, Raspberry Chocolate Baobab has more appeal during summer, whereas Vanilla Spice is seen as a very kind of festive serve. It has had some success at international spirit ratings competitions, winning a gold medal at the 2009 San Francisco World Spirits Competition.For every litre of the gin sold, Distell donates a pound in the UK or a euro in the rest of Europe to the Amarula Trust as its charitable arm. According to Conning, the marula fruit is paired with Ghanaian grains of paradise because “it is quite popular in African cooking” and you “can definitely smell the marula earthiness or nuttiness coming through, which is very refreshing and a very easy-drinking smooth gin”. Championing the greater good and promoting prosperity is embodied in our support for the Handwork Hub.

Amarula Gin using ‘nostalgic’ African botanicals Distell launches Amarula Gin using ‘nostalgic’ African botanicals

Distell International Managing Director Global Travel Retail Luke Maga commented: “With 55% of travellers now giving more consideration to naturally-sourced and health-conscious products and 86% saying they look favourably on a brand which has a greater focus on sustainability (M1nd-set), Amarula Vegan opens the brand up to a wider audience. Ingredients that you want to become deliciously melty and gooey, like chocolate spread or peanut butter, should go on the outside – quadrant 1 and 4. In recent years it has expanded its footprint to include chocolate, raspberry, and vegan variations. The first vegan cream liqueur to use real marula spirit as its base, Amarula Vegan is a plant-based, dairy-free, better-for-you alternative for conscious consumers.

Conning said: “We set out to create a fresh visual language for Amarula without losing any of its heritage. Yes, the wonderful cream liqueur, made with the fruit from the marula tree, is now available in a fantastic vegan liqueur!

Amarula Our products - Amarula

Since its incorporation in February 2017 and through pride of craftsmanship, more than 40M tassels have been featured on Amarula Cream bottles sold worldwide. So, get the family involved and feel free to get everyone experimenting with their personal favorite fillings. Conning explained: “We set out to create a fresh visual language for Amarula without losing any of its heritage.The smooth, light brown seed inside each Marula fruit protects its oil-rich kernels which are an essential source of nutrition and have anti-oxidant as well as moisturising properties.