Amarula launches vanilla spice edition

South African drinks brand  Amarula has launched a vanilla spice edition of its cream liqueur, marking the first in a series of variations on the signature drink to tap into the recent trend for flavoured liqueurs.

According to global development manager Kelly Heinrich, this latest addition is a completely new liqueur offering inspired by Africa, but with an unexpected twist. “The premium flavour innovation is the first of a series of extensions that represents an unexpected, sleek, modern and exotic side of Africa.”

“Aesthetically the design will support the brand’s intention to exude an unexpected African experience. With a bold white coated bottle that is locally produced, the design sets a new standard for premium cream liqueurs, while showcasing a vibrant colourful label that represents the rich tapestry of the continent.

“In addition to upping the aesthetic elements of our packaging, the liqueur will deliver a newness that is a flavour of all things Africa.”

In addition, the brand is working with designers and artists from the four corners of Africa to create a Limited Edition Range inspired by their work which is set to launch exclusively in global travel retail in October 2018.

The design inspiration for each bottle will “explore the rich cultural diversity of Africa,” according to the producer.

The North African bottle, inspired by Egyptian fashion designer Amna Elshandaweely, is “influenced by the blending of different and bold African cultures and customs.”

The East African bottle reflects the work of Kenyan Kate Mayeye, CEO of African Fabric & Designs Kenya Ltd. expressing an “aesthetic blend of true African authenticity.” The South African Bottle, meanwhile, showcases Siphathisiwe Hlongwane, founder of Inkaturah, and reflects an “elegant and sophisticated African sensibility.”

Lastly the North African bottle inspiration, by Nigerian Olubunmi Adeyemi, founder of AFROMINIMATM, depicts a “refreshing and contemporary expression of Afro minimalism.”