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Distell gives Amarula virtual reality push - video

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Distell has produced a virtual reality video for its Amarula liqueur brand that highlights its African provenance.

The three-minute clip, unveiled today, has been filmed in 360º, is called 'Made from Africa' and will appear on Amarula's YouTube channel and Facebook page. It comes a month after Distell updated the packaging for the brand, with a new bottle design hitting Travel Retail ahead of a global roll-out later this year.

Amarula is made from the marula fruit, which is only found in sub-Equatorial Africa.

"Viewers will get to experience the story of the brand and how it is truly made from Africa," said Amarula's global marketing manager, Mncedisi Junior Jekwa. "Each scene offers the consumers a step in the Amarula brand story and the Amarula process."

Late last year, Distell partnered with Terlato Wine Group in the US to create a new spirits unit in the country. The new entity started operations earlier this year.


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