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4 February 2013

World’s best bars rate Amarula tops

Amarula is one of the world’s most talked about liqueur brands, according to an international survey.

Amarula Cream, liqueur made from marula fruit Amarula Cream, liqueur made from marula fruit

The unique marula flavour is so closely bound up with the mystery of Africa that it remains a very compelling offering. We keep supporters loyal by focusing on the versatility of the brand as an indulgent drink for any occasion, to be enjoyed neat over ice or in an exciting range of cocktails, designer coffees and decadent desserts. – International brand spokesperson, Siobhan Thompson

In a global survey it emerged that Amarula, a creamy liqueur made from the fruit of the marula tree, which is indigenous to South Africa, is on the top 10 list of the world's most popular liqueur brands.

The survey, conducted by Drinks International magazine, included 100 of the best bars in the world – mixologists from trendy drinking spots such as PDT in New York; the American Bar at London's Savoy Hotel; the Black Pearl in Melbourne and Mutis of Barcelona indicated that Amarula is the seventh most requested brand (in the liqueur category). The brand took nintth place in terms of volumes sold across all styles and brands of liqueurs.

Marketed as 'The Spirit of Africa', Amarula continues to have universal appeal across many continents. International brand spokesperson Siobhan Thompson, says that there are many elements that make the brand so appealing: ‘The unique marula flavour is so closely bound up with the mystery of Africa that it remains a very compelling offering. We keep supporters loyal by focusing on the versatility of the brand as an indulgent drink for any occasion, to be enjoyed neat over ice or in an exciting range of cocktails, designer coffees and decadent desserts,’ said Thompson.
 
The Amarula brand has attracted a lot of attention lately. At the end of 2012 Amarula claimed the Liqueur of the Year title at the New York International Spirits Competition and in London, it took gold at London's 2012 International Wine & Spirit Competition (IWSC). It was also highlighted last year as a Spirits Business brand champion for its impressive sales growth. Researchers Euromonitor listed Amarula as one of the world’s fastest-growing global spirits brands. 

Amarula is sold in more than 100 countries.