Amarula launches interactive African online experience

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Playing on a trip through the African bushveld, the site takes consumers into a virtual world that captures the 'Spirit of Africa', whilst delving into the versatility of the drink.

Interactive pages detail the recently launched Amarula Coffees of Africa Collection, as well as a range of cocktails, complete with recipes, skill level (which ranks ease of preparation) and drinks ratings. For those who'd like to take the experience offline, there's a fully downloadable recipe booklet.

Designed by Liquorice and using advanced Flash technology, the site follows the global trend for brands to communicate to their customers in a way that goes beyond basic fact sheets making browsers want to click for more.

“Drinking Amarula is an experience that often wows people, and we wanted to sustain and go beyond this experience by venturing into a world that not only promotes the brand values but also gives one a sense of being in the heart of Africa,” said Werner Swanepoel, group marketing manager: Amarula Cream and Liqueurs, “We are very proud of the website and feel now that everyone can literally live the brand!”

Visit the Amarula online safari here: www.amarula.com