The new offering is making its first public appearance in March, in both South Africa and the global travel retail channel, where Amarula Cream is currently the 36th most purchased spirit, according to market intelligence providers International Wine & Spirits Research (IWSR). The launch in other priority markets is scheduled for September this year.
The head of Distell's spirits business unit, Caroline Snyman, says a multimillion rand, multi-channel campaign, is backing the launch domestically and that communication channels for the new brand are being specifically tailored for each market.
"With a payoff line of 'go where the spirit takes you', it is positioned as daring, suave, premium and sophisticated. It takes its cue from the thriving, cosmopolitan dynamism that is increasingly the face of Africa, the new continent of opportunity and currently the source of so much exciting innovation and creativity."
The spirit is in a clear bottle to show off its golden colour and sports a black version of the brand's signature neck tassel.
It is being promoted as a spirit to be enjoyed over ice or combined with soda, sparkling apple juice or ginger ale. It will be available from leading liquor stockists and will retail between R139-R149 per 750ml bottle.
For more information, go to www.amarula.com/gold or follow on Twitter @AmarulaGold or Facebook.
