Amarula makes top 10 hot liqueur brands

In an international industry poll, undertaken by global drinks publication Drinks International, which surveyed 700 bartenders, bar owners and mixologists across 60 countries, respondents were asked to identify the hottest brands on the lips of their patrons. Local brand Amarula listed sixth in the Top 10 Hot Liqueur brands. This is the first time the brand has been featured on the list that includes a selection of leading international brands.

The rating follows its ranking as one of the world's fastest-growing spirit brands by the magazine last year with data for the listing researched by Euromonitor International. The brand was also listed in the 2010 Impact Databank World's Top 100 Premium Spirits Brands.

World Cup marketing pays off

Selling in 103 countries, the brand has managed to face down the ongoing global recession, while maintaining an impressive growth momentum, thanks to a raised profile resulting from the association with the 2010 FIFA World Cup and also a marketing campaign that highlights its versatility.

Says senior global spokesperson Siobhan Thompson, "Last year, in the first year of the survey, Amarula was not even featured. We are really excited that there is such a growing recognition of its ability to play in the on-trade arena.

"We are showing consistently good growth worldwide, both in developed and developing economies. This holds true even in major markets where the brand is already well-entrenched. Some of the most spectacular volume increases have come from Latin America, historically a strong supporter of Amarula, and Europe, most notably Germany, which remains the single biggest off-shore market for the brand. Asia Pacific, North America, the duty-free channel and parts of the African continent have also delivered impressive increases."