Amarula Named Liqueur of the Year at NYISC

Amarula, known as the Spirit of Africa, has been declared the Liqueur of the Year in the 2012 New York International Spirits Competition.

The brand was also one of only three double-gold medalists across the entire contest that drew entries from 34 countries. The event, now in its third year, features only judges active in the trade. Panellists include spirit buyers, retail storeowners, restaurant/bar proprietors, distributors and importers.

"Earning such affirmation amongst the people who are effectively the conduit to New York's consumers is very exciting for the brand."

As the top performer in its category, Amarula was showcased at a Winners' Circle Preview for over 100 VIP industry players and journalists at a glittering event in December in midtown Manhattan.

Earlier this year, Amarula earned gold at the International Wine & Spirits Competition (IWSC), based in London. It is also a former winner of the IWSC Worldwide Best Liqueur trophy.

The latest award comes in the wake of Amarula's continued year-on-year growth, with sales volumes up even in those regions such as Europe, where economies are under severe pressure, said global spokesperson, Siobhan Thompson. Meanwhile, the company adds, it continues to woo new consumers in its home country, with domestic sales very buoyant.

 

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