Amarula
South African cream liqueur made from marula fruit.
Amarula is a cream liqueur from South Africa, first marketed in September 1989 by the Southern Liqueur Company of South Africa, a wholly owned subsidiary of Distell Group Limited. It is made with sugar, cream, and the fruit of the African marula tree (Sclerocarya birrea), also locally called the elephant tree or the marriage tree, and has an alcohol content of 17% by volume (34 proof). The brand is known for its elephant-associated marketing and conservation efforts, and has achieved international recognition at spirit ratings competitions.
- Field
- Alcoholic beverage
- Nationality
- South African
- Known for
- Cream liqueur made from marula fruit; elephant conservation marketing
- Alcohol content
- 17% ABV (34 proof)
- Launch year
- 1989 (liqueur); 1983 (spirit)
- Parent company
- Distell Group Limited (acquired by Heineken Beverages in 2023)
Lore & Background
Amarula was first marketed by the Southern Liqueur Company of South Africa as a liqueur in September 1989, following the launch of the Amarula spirit in 1983. The brand is owned by Distell Group Limited, which was acquired by Heineken Beverages in 2023. The liqueur is made with sugar, cream, and the fruit of the African marula tree, also known locally as the elephant tree or the marriage tree. It has a taste described as slightly fruity caramel.
The marula tree's association with African bush elephants, which enjoy eating its fruit, led the distiller to adopt the elephant as its symbol. The brand supports elephant conservation efforts, co-funding the Amarula Elephant Research Programme at the University of Natal, Durban. In 2002, the Amarula Elephant Research Program (AERP) was launched under the direction of Rob Slotow, a professor at the University of KwaZulu-Natal in Durban, South Africa, to research the way of life, range of movement, and behavior of the African elephant.
Amarula has had particular success in Brazil, where it was introduced in the 1990s and became the most popular creamy liqueur, holding 15% of the market share with consumption growing 44% between 2019 and 2024. Brazil accounts for 8% of the global volume of Amarula. In 2019, Amarula and Brazilian company Rei do Mate created a co-branding recipe of Amarula Cappuccino.
Reader's Guide
Amarula is significant as a distinctive South African cream liqueur that has gained international recognition, particularly for its unique use of the marula fruit and its strong association with elephant conservation. The brand's marketing strategy, centered on the African bush elephant, has not only created a recognizable symbol but also funded ongoing research through the Amarula Elephant Research Program, which studies elephant behavior and habitat protection. Its success in Brazil, where it holds 15% of the creamy liqueur market and saw 44% consumption growth from 2019 to 2024, demonstrates its global appeal. The brand has also expanded its product line to include flavors such as Ethiopian Coffee, Raspberry Chocolate & African Baobab, Vanilla Spice, and a Vegan Liqueur, as well as a limited edition supporting an orphaned albino baby elephant. Awards include a gold medal at the 2009 San Francisco World Spirits Competition and a Master award for its Raspberry, Chocolate & African Baobab Cream Liqueur at the Liqueur Masters 2022. The brand's legacy is tied to both its product innovation and its commitment to elephant conservation, exemplified by the 2025 urban art project 'Elephant Heart' supporting Elephant Sanctuary Brazil.
Did You Know?
- Amarula is made with the fruit of the African marula tree, also called the elephant tree or the marriage tree.
- The brand co-funds the Amarula Elephant Research Programme at the University of KwaZulu-Natal, Durban.
- In Brazil, Amarula is the most popular creamy liqueur, with 15% market share and 44% consumption growth between 2019 and 2024.
Gallery
Frequently Asked Questions
Who is Amarula?
Amarula is a South African cream liqueur that blends the fruit of the African marula tree (Sclerocarya birrea) with cream and sugar, carrying a 17% alcohol-by-volume strength. It is one of the country's most recognizable alcoholic beverages on the international stage.
What are Amarula's powers/role?
Its distinctive flavor comes from the marula fruit—locally nicknamed the elephant tree or the marriage tree—giving it a tropical, creamy profile. The brand also plays a visible role in elephant conservation marketing, tying its identity to South African wildlife.
How does Amarula's story begin?
A marula-based spirit first appeared in 1983, but the cream liqueur familiar to fans today was launched in September 1989 by the Southern Liqueur Company of South Africa, a wholly owned subsidiary of Distell Group Limited.
Why is Amarula important to the community?
Amarula has earned repeated recognition at international spirit ratings competitions, cementing its reputation as a flagship ambassador of South African beverages. Its conservation-linked marketing also channels brand visibility toward elephant-protection efforts.
Who is Amarula's parent company?
The Amarula brand is owned by Distell Group Limited, which in 2023 was itself acquired by Heineken Beverages, placing the liqueur under that larger global umbrella.
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