MARKETING: Amarula Rules
Recent Western Cape Business News
With the spotlight on South Africa for the 2010 World Cup, the “spirit of Africa” is flowing at an all-time high, according to Caroline Snyman, who heads Distell’s spirits business division. She says the country’s favourite cream alcoholic beverage has recorded double-digit volume growth for the 12 months to May 2010, compared with the comparable period the year before.
The appetite for the country’s widely distributed alcoholic beverage, sold in over 100 countries and known worldwide as the “spirit of Africa”, continues to rise, she adds, thanks to its strong association with the games. Last year, brand owner Distell signed an agreement with, entitling it to market Amarula in limited-edition special packaging to commemorate South Africa’s hosting of the tournament.
Amarula Cream is showing some of its strongest growth amongst those nations with a well-entrenched enthusiasm for soccer.
“We can definitely see a robust increase in sales where there is a strong support for football. Latin America is an obvious example, but even in many parts of Europe battling with the recession, there has been good growth, notably in countries such as Germany, the Netherlands, Finland and Austria
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