SOUTH AFRICA – South African cream liqueur brand Amarula has launched a vegan variant to serve the growing proportion of consumers that are adopting plant-based diets.
The Amarula Vegan is the first, and only, vegan cream liqueur to use real marula spirit and is free from artificial colourants and flavourings, nuts and gluten.
By introducing this new coconut-based option, Amarula has ensured that everyone, whether vegan or non-vegan, can enjoy the distinctive taste of the rare African marula fruit, paired with gentle notes of coconut, caramel and vanilla.
The latest addition is a better-for-you alternative for conscious consumers, catering to the needs of the growing number of consumers who have either adopted a partially or wholly plant-based diet, who are lactose intolerant, or those who are simply looking to make healthier lifestyle choices.
“In wanting to introduce this new plant- based variant, it was important we not compromise on the unique taste that people love. Amarula Vegan does just this – it’s a real indulgence that stays true to our exotic taste, which just happens to also be vegan,” says Charmelle Conning, Global Brand Lead – Amarula at Distell.
The product will launch in Big Five Duty Free stores at Cape Town International and OR Tambo International airports in November. Announcements on further listings in Europe to follow soon.
Launch of the new product, expands Amarula’s range of offerings which include: Original Classic Cream; Vanilla Spice; Raspberry, Chocolate and African Boabab; and Khanyisa Limited Edition.
It has also joined the vegan liqueur market dominated by international brands such as Baileys, Licor 43 Horchata, Almondaire, Bom Bom and Godiva.
Distell launches science-based research programme to combat alcohol abuse
Meanwhile the brand owner, Distell has joined forces with the South African National Council on Alcoholism and Drug Dependence (SANCA), Canadian-based behavioural science experts and the Decision Lab, to investigate the root causes of alcohol abuse in South Africa and develop evidence-based, measurable behaviour change programmes to address it.
The behaviour change project will be managed by SANCA in collaboration with law-enforcement agencies such as the SAPS and the JMPD, the Department of Health, Gauteng Liquor Board, universities and local government, underpinned by the National Drug Master Plan.
The findings from the behavioural change programme will be reported in a peer-reviewed publication in due course to enable others to build on the success of the programme, learn from any challenges encountered, and adapt to other contexts with pace.
“We want to create a new culture of alcohol moderation in South Africa and to achieve this we need to understand the drivers of alcohol misuse and follow the science to find effective solutions,” said Distell Southern Africa MD Wim Buhrmann.
SANCA and Distell have signed an MOU setting out the funding, scope and objectives of the programme, which will initially run for a period of 6 months.