Distell has taken its Amarula brand outside the liqueur category with an Africa-sourced gin for Europe.
Amarula African Gin will be available in Europe only, starting in the UK in mid-August. Like its cream liqueur stablemate, the spirit is produced using pulp from the marula fruit in the distilling process. The brand owner’s Distell International unit will oversee the launch, with France, Germany and Poland earmarked for later this year.
The 43% ABV gin will also be on sale through Amazon in the UK with an SRP of GBP28 (US$34) per 700ml bottle.
Like Amarula Cream Liqueur, Amarula African Gin will make a donation per unit sold to the brand’s namesake trust to support elephant conservation in Africa.
South Africa-headquartered Distell is set to be acquired by Heineken, which reached an agreement late last year to pay around EUR4bn (then-US$4.58bn) for the multi-category company. The transaction is awaiting completion.
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