From Wikipedia, the free encyclopedia
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. It has had some success at international spirit ratings competitions, winning a gold medal at the 2006 San Francisco
World Spirits Competition.
3 Elephant-associated marketing
4 Amarula Trust
6 External links
Amarula was first marketed by Southern Liqueur Company of South Africa (the
current trademark owners) as a liqueur in September 1989, the Amarula spirit
having been launched in 1983.  It has the taste of slightly fruity caramel. Amarula
has received consistently good reviews, with the caveat that, like many cream
liqueurs, it is too sweet for some palates.
Amarula has become the second largest seller in the cream liqueur category after
Bailey's Irish Cream, with particular success in Brazil.  It is popular and common throughout
Africa, especially the south and east coast. Recently, Amarula has attempted to break into the American
Elephants enjoy eating the fruit of the marula tree. 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.  For marketing efforts it produces elephant-themed collectible items.
Amarula supports a trust, the Amarula Trust which is a non-profit organization aimed at preserving natural resources thruogh
the creation of employment symbiotic relationships through programs and initiatives in rural and urban communities.
1. ^ http://www.proof66.com/single_display.asp?id=599 4. ^  , Amarula breaking into American market.
2. ^ Datta, P.T. Jyothi (July 7, 2007). "Capturing the taste of 5. ^ "Preliminary results of the Pilanesberg Elephant
Africa" . The Hindu Business Line (Kasturi & Sons). Project" . Elephant Projects. University of Natal.
Archived from the original on 16 February 2009. Retrieved Archived from the original on 2 February 2009. Retrieved
2009-02-09. 2009-02-09. [dead link]
3. ^ Gugulakhe Masango, Gugulakhe (April 5, 2007). "Amarula 6. ^ "Amarula launches on-pack Win-an-Elephant
gunning for top spot" . Fin24.com. Archived from the promotion" . TalkingRetail.com (Metropolis International
original on 17 February 2009. Retrieved 2009-02-09. Group). November 19, 2007. Retrieved 2011-02-23.
Official website (age-restricted access)
Amarula Trust (age restricted access)