Distell has reached an agreement with Emirates to offer Amarula Cream liqueur to all classes onboard. The contract is expected to last until at least 2022.
Distell Travel Retail AfricaMea General Manager Hardus Greyling said: “We are delighted by the opportunity presented by our association with Emirates and look forward to a mutually beneficial partnership.
“Given Amarula’s authenticity, high-quality and sterling reputation, we feel it is a perfect fit for one of the travel industry’s finest airlines.”
Distell Travel Retail Managing Director Luke Maga noted the significance of Amarula being listed on top-tier air carriers such as Emirates. “Amarula is the largest brand by volume within the Distell Travel Retail portfolio and continues to grow at an impressive pace in markets around the world,” he said.
“Airline listings play an important role in our global travel retail strategy by presenting excellent opportunities for trial and providing an airborne gateway to key Amarula markets around the world. Our association with industry-leading airlines also enables us to leverage our brands as truly global players.”
Amarula is also listed on South African Airways, ComAir and Virgin Atlantic.
Amarula Cream is made from the fruit of the Marula tree which grows in sub-Saharan Africa. Since 2002 Amarula has been involved in conservation efforts to save the remaining African elephants living in the wild. Its latest products, Amarula Vanilla Spice and The North-East-South-West African Range, were inspired by elephant conservation and African cultural diversity.
