News: Famous African Gin Amarula makes European market debut


Distell is debuting Amarula African Gin in Europe next month starting in the UK local market followed by travel retail and other regional domestic markets.

According to, the 43% Amarula Africa Gin will be distributed by B&S in the European on and off trade, including travel retail in the UK, Germany, France and Poland. It recently won gold at the Spirits Business Gin Masters Awards among 500 entries.

The European launch is supported by a marketing campaign that proclaims, ‘When was the last time you tasted something for the first time?’ The campaign seeks to encourage gin enthusiasts to embrace Amarula’s exotic flavours.

Amarula Africa Gin has juniper, orange blossom and grains of paradise notes which emphasise the Marula flavour. It is the only gin made from Marula fruit spirit, which is indigenous to Sub-Saharan Africa.

READ: Tourism: Who drinks the Most Alcohol in the World? Seychelles, Uganda are the 2 African Countries in the global Top 10 won by Czech and Lithuania

Each year, when Marula fruit is in season, the elephants play a vital role in alerting the local communities to the arrival of harvest time in sub-Saharan Africa.

The fruits are then harvested, washed, destoned, pulped and cooled before distillation.

£1 per litre of every Amarula African Gin sold will be donated to the Amarula Trust to support elephant conservation, empowering people, and strengthening local communities.

“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 Spirits Business Gin Masters,” commented Distell International Head of Europe & Global Travel Retail Luke Maga.

“We’re excited to encourage gin drinkers to taste something for the first time and try our refreshingly unique spirit. One of the characteristics of gin drinkers is adding to their repertoire and experiencing new flavours. This is a product with great potential and a unique identity that brings something fresh and new to the already dynamic gin market.”



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