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Distell's Amarula Ethiopian Coffee cream liqueur - Product Launch

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Distell's Amarula Ethiopian Coffee cream liqueur

Amarula Ethiopian Coffee launches early next year

Amarula Ethiopian Coffee launches early next year

Category - Spirits, cream liqueur, 15.5% abv

Available - From January

Location - Initially only in Global Travel Retail ahead of a wider roll-out

Price - In the UK, SRP of GBP16.49 (US$21), available in one-litre bottles

Distell is set to release a new flavoured variant for its Amarula cream liqueur portfolio.

Almost two years after unveiling the Vanilla Spice variant, the South Africa-headquartered group has lined up Amarula Ethiopian Coffee. Launching in the Global Travel Retail channel early next year, the new addition, based around the marula fruit and flavoured with coffee beans from Ethiopia, will start to roll out to domestic markets from March.

"As the original home of coffee, Ethiopia is a name which resonates strongly and has a powerful significance for coffee lovers around the world," said Distell's Travel Retail MD, Luke Maga. "Flavour innovation plays an important role in the recruitment of new and younger consumers and we're proud to champion this truly African ingredient and its heritage in Amarula's latest range extension."

Last month, Distell posted a near-15% decline in sales from the year to the end of June. While the multi-category group's domestic market proved particularly troublesome, sales from its spirits division were relatively strong, dipping by a lesser 3.5%.

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Sectors: Product launches, Spirits

Companies: Distell

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