Amarula Gin, 70cl | African Gin Made with Marula Fruit Spirit

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Discovering the haunting joys of Nottingham, from a hidden network of caves to an ancient pub known for 'paranormal' activity To mark the end of the 2023 marula harvest, Forbes sat down with Shuhui Lim, a global ambassador for Amarula. Below she sheds some light on what’s next for the liqueur brand that won over the world. Spoiler: it includes gin. The launch’s campaign asks readers: “When was the last time you tasted something… for the first time?”

Conning pointed out how many “other gins are made from a grain-based spirit” but described how Distell has “actually developed the base spirit for the gin from the marula fruit in a similar way to Amarula – we just don’t put Amarula cream in here and we don’t put it into French oak for two years”. So filthy that we cleaned the whole accommodation ourselves': Britannia is named the UK's worst hotel chain for the ELEVENTH year running by Which? - whileIndigo and Hub by Premier Inn are joint No.1 Speaking of this revelation, Charmelle Conning, global brand lead at Amarula told db: “What we’ve seen with our flavours is that it’s actually de-seasonalising the brand. For example, Raspberry Chocolate Baobab has more appeal during summer, whereas Vanilla Spice is seen as a very kind of festive serve.

The Skye's the limit:This famous Scottish island is bursting with innovative restaurants in glorious settings For many years, the two leading liquor categories in South Africa were whisky and brandy. In year 2018/2019, according to Edward Snell Marketing Director, Melanie Campbell, vodka matched brandy in value and in June 2020, gin sales exceeded vodka and in 2021 it became 3% larger in value, making it the second largest spirit category in the country. Distell has launched a gin under its Amarula brand using wild, hand-harvested marula fruit as a key botanical. The orphanage lies adjacent to the Jabulani Herd stables on the Kapama Private Game Reserve in northern South Africa, which allows the charity to integrate each baby elephant into a herd of fellow orphans once they reach a certain age. Pictured: The elephant herd at the watering hole on the private reserve

Amarula began its journey in 1983, when it was made exclusively with marula fruit. They only introduced cream to the recipe in 1989, and this is also when they started distributing it domestically. Five years later in 1994, the liqueur made its way overseas and graced our shelves with its creamy goodness! Spain, the world’s leading consumer of most gin per capita, and the UK, the fourth in the same ranking, have now reached ‘peak gin’, with volume consumption plateauing. This lesser-known Italian city offers the magic of Venice without the crowds (and it's cheaper too) They're selfies, but not as you know them: Globetrotting couple photograph EACH OTHER at stunning locations around the world - and the results are spellbinding

The move into flavours for Distell with Amarula is also showing the company that it can broaden its reach – not just across demographics, but also across different calendar occasions and situations.

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Hawes highlighted how the “journey into flavour” has helped grow Amarula, which also recently launched a vegan variant last year that is outstripping expectations. She explained: “We don’t want to forget Amarula Vegan just because it was launched last year either. The brand is in growth again on a global level and some markets are stronger than others, but our innovation journey is really reigniting Amarula and bringing new consumers in”. Gin actually works great for all seasons. With juniper at its base, it’s a flavour that is easily paired with everything from passionfruit to cinnamon, summer to winter, spring to autumn. It’s one of the many reasons I love gin.

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