Distell's Amarula Cream has achieved Superbrands status following a strict selection process carried out by the South African Superbrands Council 2008/2009; a voluntary, independent group of branding, media and communications luminaries in South Africa. These top selected brands are each awarded the prestigious Superbrands Seal - known as ‘the brand experts’ seal of brand excellence.’ 

“We at Amarula are delighted about this accolade and the fact that the Amarula brand has proved to be of such outstanding quality”, says Werner Swanepoel, Group Marketing Manager for Amarula, “This Superbrands status further identifies and entrenches Amarula as a brand leader.

Superbrands is the world’s largest independent judge of branding. It identifies and pays tribute to exceptional brands by recognising, rewarding and reinforcing leading brands from all over the world. Superbrand status strengthens a brand’s position, adds prestige and sets the brand apart from its competitors. The criteria guidelines for selection included that of market dominance, longevity, goodwill, customer loyalty and overall market acceptance. “Amarula Cream received an outstanding grading of 92% overall”, comments Swanepoel.

Superbrands has launched programmes in over eighty countries around the world. These programmes aim to identify those brands that are performing above and beyond others within the market. At the heart of each programme is an independent and voluntary council of leading experts with a deep appreciation of the “brandscape” in the country being examined.