Distell's cream liqueur brand Amarula is set for a sampling campaign in the UK.

Amarula's UK distributor, First Drinks Brands, said yesterday (24 October) that the campaign, launched this month at the National Wedding Show in Birmingham, will run through to Christmas. Sampling will also be offered at the BBC Good Food Show and in-store at nationwide retailers.

"The Wedding Show was an ideal place for us to launch the sampling campaign as the marula tree is known in ancient South African folklore as The Wedding Tree," said Andy Corris, brand manager for Amarula at First Drinks. "Sampling is a great mechanic for Amarula as a high proportion of consumers who try the brand go on to buy it."

First Drinks hopes to target over 500,000 consumers with the campaign.

Earlier this year, Distell reported a 12% rise in sales for Amarula in the year to 30 June, driven by the export markets of Germany, Canada, the US and Brazil.