South Africa’s Amarula gains listing on board Emirates

South Africa’s Amarula cream liqueur has been listed on board all Emirates flights, as part of a revamp of the airline’s wine and spirits offering.


Amarula, made from the fruit of the Marula tree which grows in Sub Saharan Africa, is now available in all classes on all Emirates flights, with the listing expected to last until at least 2022.

Spirits on board are served complimentary across all classes and routes and include a range of whiskeys, cognacs, gins, vodka and flavoured liqueurs.

“Airline listings play an important role in our global travel retail strategy by presenting excellent opportunities for trial and providing an airborne gateway to key Amarula markets around the world,” said Luke Maga, managing director for Distell Travel Retail.

“Our association with industry-leading airlines also enables us to leverage our brands as truly global players,” Maga said.

In addition to Emirates Airline, Amarula is also listed on South African Airways, ComAir and Virgin Atlantic Airlines.

In recognition of its elephant iconography, since 2002 Amarula has been involved in conservation efforts to save the remaining African elephants living in the wild.

Its latest program is the “Name Them, Save Them” campaign to give names to the estimated 400,000 remaining wild African elephants.

Its introduction to Emirates follows a more widespread revamp of the airline’s wine and spirits offer. The new selection was made by an in-house team of experts who spent two years working directly with suppliers to curate the brand new spirits offering.

The new spirits menu on board includes a mix of niche, hand-crafted brands as well as spirits such as Hennessy Cognacs in all classes and the limited edition Hennessy Paradis in First Class.

Also available for a limited period from September, will be the “extremely rare” Hennessy Paradis Impérial, which will be served on a select number of routes including London Heathrow, London Gatwick, Manchester, Glasgow, Newcastle, Birmingham and, when it launches on 8 June, on the new UK route to London Stansted.

Other brands served in first class include the Dalmore King Alexander III; Belvedere vodka; Johnnie Walker Blue Label Scotch and Guatemalan rum Ron Zacapa Centenario XO.

In business class and at the iconic Emirates A380 Onboard Lounge, customers can order Glenfiddich Solera Reserve 15 year old single malt Scotch whisky, small batch premium Bourbon Woodford Reserve Distiller’s Select and Sipsmith gin.

Spirits available in economy class include Dewar’s White Label Scotch whisky, Beefeater gin, Russian Standard Original vodka, Jack Daniel’s Tennessee whiskey and Bacardi Carta Blanca rum – the world’s most awarded rum.

In economy, Jack Daniel’s whiskey is the most requested drink from Emirates’ list of spirits. In business, Sipsmith gin takes the top spot, while in first, the most popular spirit requested is the 21-year-old Chivas Royal Salute whisky.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

UK Commercial Manager (E-Commerce/Online)

Ian Macleod Distillers
United Kingdom

Regional Sales Manager (Midlands)

Ian Macleod Distillers
Field based - regional coverage Midlands

Marketing Manager

Amathus Drinks Plc
London, UK

Partner Manager - Managed On-Trade

Maverick Drinks
London, UK

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Head of Sales

IWSC
London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

IBWSS China

Shanghai,China
5th Nov 2018

Exploring Beaujolais Wines Across The Years & Appellations

Manchester,United Kingdom
6th Nov 2018

Pink Rosé Festival

Cannes,France
7th Feb 2019
Click to view more

Green Awards 2018

Deadline : 26th October 2018

Rioja Masters 2018

Deadline : 26th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more