MARKETING: Distell Celebrates With Amarula
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Distell, commemorating its tenth anniversary this year following the merging of Distillers Corporation and Stellenbosch Farmers’ Winery in 2000, has been given good cause to celebrate with the news that its flagship, Amarula, has been ranked as one of the world’s fastest-growing spirit brands by Drinks International. Data for the listing is researched by Euromonitor International and covers sales for the 2009 calendar year.
The “Spirit of Africa”, which has also been accorded SuperBrand status by the SuperBrand Council of South Africa, is featured on the 2010 Drinks International Millionaire’s List, which ranks the world’s biggest-selling spirit brands. Amarula appears as the seventh biggest liqueur on the list and is one of only two to have recorded growth during the peak of the global recession. It also occupies 86th position on the 2010 Impact Databank World’s Top 100 Premium Spirits Brands, up from 87th place a year ago.
Amarula now sells in 103 countries.
Also appearing on the Top 100 list is Klipdrift Export, in position 99. This is the first time the brand has featured on the list.
Commenting on the news, Dr Caroline Snyman, who heads Distell’s spirits business division said: “It is extremely gratifying that these two brands performed so well, especially during a time of great economic turbulence, when internationally the spirits segment as a whole, has been suffering from declining consumer spend.”
She added that Amarula was continuing to expand sales, with double-digit year-on-year volume growth recorded for the 12 months to July 2010. “In terms of an agreement with the organisers of the 2010 World Cup, Amarula has been permitted to carry the official tournament branding to mark the event until the end of this year. This has certainly helped to advance Amarula’s global profile but even in countries where there is no overt link with soccer, sales have been growing.”
She said sales were particularly pleasing in South Africa, Germany, Spain, Switzerland, the US, Latin America, Asia Pacific and the international duty-free channel.
At the same time, Klipdrift, now available in almost 30 countries, had recorded good growth across Africa, Asia Pacific and the duty-free channel.
Euromonitor International has also ranked Distell’s two leading cider brands as top global players. Hunter’s is in second position and Savanna in third. Distell is the world’s third biggest player in the cider market.
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