Amarula is a cream liqueur from South Africa. It is made with sugar, cream and the fruit of the African marula tree (Sclerocarya birrea) which is also locally called the elephant tree or the marriage tree. It has an alcohol content of 17% by volume (34 proof). It has had some success at international spirit ratings competitions, winning a gold medal at the 2009 San Francisco World Spirits Competition.[1] It has the taste of slightly fruity caramel.
History
Amarula was first marketed by Southern Liqueur Company of South Africa (the current trademark owners and wholly owned subsidiary of Distell Group Limited) as a liqueur in September 1989, the Amarula spirit having been launched in 1983.[2]
Khanyisa Limited Edition 15.5% ABV - Proceeds go towards rehabilitating Khanyisa, an orphaned albino baby elephant cruelly injured in a poacher's snare.[3]
Elephant-associated marketing
African bush elephants enjoy eating the fruit of the marula tree.[citation needed] Because of the marula tree's association with elephants, the distiller has made them its symbol and supports elephant conservation efforts, co-funding the Amarula Elephant Research Programme at the University of Natal, Durban.[4] For marketing efforts, it produces elephant-themed collectible items.[5]
The brand supports elephant research to protect elephants and conserve the population. In 2002, the Amarula Elephant Research Program (AERP) was launched under the direction of Rob Slotow, a professor at the University of KwaZulu-Natal in Durban, South Africa. This primarily researches the way of life, the range of movement and the behavior of the African elephant with the aim of protecting the habitat of the elephants and securing their future in the wild.[6]
^Datta, P.T. Jyothi (July 7, 2007). "Capturing the taste of Africa". The Hindu Business Line. Kasturi & Sons. Archived from the original on 16 February 2009. Retrieved 2009-02-09.
