Distell takes three titles at 2012 New York International Spirits Competition

The annual US event, now in its third year, features only judges active in the trade. The New York judges were buyers from the top retail stores, restaurant and bar owners, distributors and importers with the purchasing power and the ability to make a direct impact on brand sales.

Amarula awes America

Amarula, or the Spirit of Africa, as the brand is also known, was also one of only three double-gold medallists across the entire contest that drew entries from 34 countries. As the top performer in its category, Amarula was showcased at a Winners' Circle Preview for over 100 VIP industry players and journalists at an in December in midtown Manhattan.

"Earning such affirmation amongst the people who are effectively the conduit to New York's consumers is very exciting for the brand," said global spokesperson, Siobhan Thompson.

Earlier this year, Amarula earned gold at the International Wine & Spirits Competition (IWSC), based in London. It is also a former winner of the IWSC Worldwide Best Liqueur trophy.

Amarula has been singled out by Euromonitor as one of the world's fastest-growing global spirits brands and has been ranked a Brand Champion by the Spirits Business for its exceptional growth.

Distilling excellence

Distell's Oude Meester luxury potstill won one of just nine golds and its three-year-old sibling potstill, Demant, came home with silver.

Commenting on the results, Johan Venter, Distell's primary production director and an internationally renowned brandy maker, said the competition served as a signal of South African excellence to the American public. "The trade acts as a critical gateway to the consumers, which is why their endorsement is so important."

He said that earning the Distillery of the Year title was not the first time it had been internationally honoured in this way. In 2007, the company was judged the International Wine & Spirit Competition's Distillery of the Year. Many of its spirits and wines are regular recipients of trophies and medals on the London-based IWSC. Earlier this year, for example, a Nederburg wine took the trophy for top Sauvignon Blanc.