Amarula is a

cream liqueur A cream liqueur is a liqueur that includes dairy cream and a generally flavourful liquor among its ingredients. Notable cream liqueurs include: * Somrus, a mixture of rum and chai spices, alphonso mangoes or chicory coffee * Amarula, which uses ...

from

South Africa South Africa, officially the Republic of South Africa (RSA), is the southernmost country in Africa. It is bounded to the south by of coastline that stretch along the South Atlantic and Indian Oceans; to the north by the neighbouring coun ...

. It is made with sugar, cream and the fruit of the African marula tree (''Sclerocarya birrea'') which is also locally called the elephant tree or the marriage tree. It has an alcohol content of 17% by volume (34 proof). It has had some success at international

spirit ratings With a growing number of offerings, such as those produced by an increasing number of microdistilleries, various mechanisms have arisen to provide reviews and opinions of individual varieties of spirits. These events generally use expert panels ...

competitions, winning a gold medal at the 2009

San Francisco World Spirits Competition The San Francisco World Spirits Competition was founded in 2001 by Anthony Dias Blue as an off-shoot of the San Francisco International Wine Competition. It assesses hundreds of entrants annually (1,407 in 2013 from 63 countries) with tastings inv ...

. It has the taste of slightly fruity

caramel Caramel ( or ) is an orange-brown confectionery product made by heating a range of sugars. It can be used as a flavoring in puddings and desserts, as a filling in bonbons, or as a topping for ice cream and custard. The process of carameli ...

History

Amarula was first marketed by Southern Liqueur Company of South Africa (the current trademark owners and wholly owned subsidiary of

Distell Group Limited Distell Group Limited, commonly referred to as Distell, is a multinational brewing and beverage company, based in South Africa. Overview Distell Group Limited is a producer and marketer of spirits, fine wines, ciders and ready-to-drinks. The g ...

) as a liqueur in September 1989, the Amarula spirit having been launched in 1983.

Flavors

# Amarula Cream Liqueur # Amarula Ethiopian Coffee Cream Liqueur # Amarula Vanilla Spice Cream Liqueur # Amarula Vegan Liqueur

Elephant-associated marketing

African bush elephants enjoy eating the fruit of the marula tree. Because of the marula tree's association with elephants, the distiller has made them its symbol and supports elephant conservation efforts, co-funding the Amarula Elephant Research Programme at the

University of Natal The University of Natal was a university in the former South African province Natal which later became KwaZulu-Natal. The University of Natal no longer exists as a distinct legal entity, as it was incorporated into the University of KwaZulu-N ...

, Durban. For marketing efforts, it produces elephant-themed collectible items. The brand supports elephant research to protect elephants and conserve the population. In 2002, the Amarula Elephant Research Program (AERP) was launched under the direction of Rob Slotow, a professor at the University of KwaZulu-Natal in Durban, South Africa. This primarily researches the way of life, the range of movement and the behavior of the African elephant with the aim of protecting the habitat of the elephants and securing their future in the wild.

Awards

*Amarula Cream Liqueur (2022 Best South African Cream - World Liqueur Awards) *Amarula Ethiopian Coffee Cream Liqueur (Bronze Winner 2022 Best South African Cream - World Liqueur Awards) *Amarula Vanilla Spice Cream Liqueur (Bronze Winner 2022 Best South African Cream - World Liqueur Awards) *Amarula Vegan Liqueur (Silver Winner 2022 Best South African Cream - World Liqueur Awards)

Distribution

Outside of South Africa, Amarula has had particular success in

Brazil Brazil ( pt, Brasil; ), officially the Federative Republic of Brazil (Portuguese: ), is the largest country in both South America and Latin America. At and with over 217 million people, Brazil is the world's fifth-largest country by area ...

References

External links

* (age-restricted access)
Amarula Trust
(age restricted access)
Gourmet Review of Amarula Liqueur
in th
''West Coast Midnight Run'' art book 2013 edition
{{South African cuisine Cream liqueurs Fruit liqueurs South African brands South African cuisine South African alcoholic drinks