Amarula Cream sales grow internationally

Collette van Aswegen (left), marketing manager for the Table Mountain Aerial Cableway Company, and Melissa Fall, representing Amarula Cream, toast the success of the cream liqueur. Amarula has created a special commemorative bottling to mark South Africa’s hosting of the 2010 FIFA World Cup.

"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, Austria, the Czech Republic and Sweden. The brand is also capturing the imagination of Singapore, South Korea, the United Arab Emirates, not to mention Ghana and Kenya. We are delighted with the excellent growth in North America too," she comments.

Snyman says the company is employing its existing distribution networks to market it and securing additional listings in these countries. "We hope the wider distribution achieved will create ongoing opportunities on which agents can build in the longer-term."

Meanwhile, football enthusiasts in South Africa can look forward to the new three-in-one soccer shooter, AmaShibobo that is on offer in many on-consumption outlets during the games. Created to mark the tournament, it is made by mixing equal parts of Amarula Cream, Nachtmusik chocolate liqueur and Oude Meester Peppermint Liqueur.