Amarula: The Spirit of Africa Launches a New Media Relations Campaign

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World’s Second Largest Cream Liqueur Launches New Media Relations Campaign To Educate American Consumers

With over 1.4 million cases sold worldwide, Amarula Cream ( the Spirit of Africa, announced today the launch of a new media relations campaign. Distell is Africa’s largest producer of wines, spirits & ciders, and recently reported 12.8% growth in revenue for their fiscal year ending June 30, 2014. Amarula Cream is Distell’s signature South African liqueur. The new media relations campaign is heavily focused on consumer media and approaching the target Amarula Cream consumer. Amarula Cream drinkers are predominately female, educated, food and spirit lovers and identify with South African culture.

Amarula Cream is a cream liqueur made from the marula fruit, a small, yellow, oval-shaped fruit indigenous to South Africa. Twice distilled and aged for two years in French oak barrels, the liquid is combined with fresh dairy cream to create Amarula Cream. Amarula Cream is light brown to caramel in color, with a full, creamy taste. It can be enjoyed neat, on ice, in cocktails and in cuisine.

The new campaign will be handled by Colangelo & Partners Public Relations (, which is also the agency for Wines of South Africa ( and Mulderbosch Wines ( The campaign will be very educational, and encourages consumers to enjoy an “Amarula occasion” or special indulgent moment. The new campaign will include media relations, consumer focus groups and tasting parties.

“Colangelo PR has demonstrated their ability to establish a meaningful link between progressive US consumers and brand South Africa with their WOSA efforts, and we are confident they can do the same with Distell’s iconic South African brand, Amarula Cream,” said Dan Goodwin, Marketing Director of Wine & Spirits at Distell.

About Amarula

Founded in 1989, Amarula Cream ( has long been considered the official spirit of Africa. The indulgent cream liqueur is made from the marula fruit, a plum-sized indigenous fruit found only in Africa. Hand-picked marula fruit is fermented, double distilled (first in column stills and then in copper pots) and matured for two years in French oak before being blended with the finest fresh cream and bottled. Amarula Cream is currently distributed to over 100 countries worldwide.

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Sara Gorelick

Juliana Colangelo
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