Diageo SA launches new gin variant Orijin Marula with a touch of African taste
SOUTH AFRICA – Diageo, one of the world’s largest producers of spirits, has launched a new Gin variant made with real African fruits in South Africa dubbed Orijin Marula.
Orijin Marula is a modern and vibrant expression of South Africa’s famous Marula fruit with botanical spirit.
The tangy and juicy Marula fruit blends with 8 botanicals, bringing a zesty and fresh taste that is truly African, truly sophisticated and truly original, indicates Norman Goodfellows.
Excitingly announcing its launch, Innovations Marketing Manager at Diageo, Maureen Rutabingwa stated, “Developing this and working with such a brilliant team of partners has been a fantastic experience – and ALL THROUGH COVID! Amazing insights, brilliant liquid, a beast of a brand and vibes! Welcome Orijin Marula… ‘Jin with Real African Flavour!”
Coming in a green glass bottle with details of gold, Orijin Marula can be served as a mix with tonic, lemonade or sparkling water. It has an alcohol by volume of 35%.
In Kenya, Diageo through its subsidiary Kenya Breweries Limited (KBL) recently expanded its spirit category with launch of a new gin known as Tanqueray Flor de Sevilla.
The new drink with a 41.3% Alcohol by Volume (ABV) is characterized with zesty oranges and pink grapefruit aroma, with an underlying juniper and coriander notes.
It is a premium offering, targeting consumers that appreciate authenticity, sophistication and the enduring quality and style of gin from the House of Tanqueray by Diageo.
Also in Uganda, the alcoholic beverage major introduced Gordon’s Premium Pink Gin, through Uganda Breweries Limited (UBL).
The new variant having 37.5% ABV, comprises of natural fruit flavours of raspberries and strawberries and a subtle touch of Juniper.
Diageo has been introducing new spirit variants in Africa at a time when the gin wave is exploding in the region coupled with changing consumer tastes and preferences.
