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Amarula declared Liqueur of the Year

Amarula declared Liqueur of the Year image

As its worldwide popularity continues to grow, Amarula has been declared the Liqueur of the Year in the 2012 New York International Spirits Competition.

The Spirit of Africa, as the brand is also known, was also one of only three double-gold medallists across the entire contest that drew entries from 34 countries.

The event, now in its third year, features only judges active in the trade. Panellists include spirit buyers, retail storeowners, restaurant/bar proprietors, distributors and importers.

As the top performer in its category, Amarula was showcased at a Winners' Circle Preview for over 100 VIP industry players and journalists at a glittering event in December in midtown Manhattan.

Earlier this year, Amarula earned gold at the International Wine & Spirits Competition (IWSC), based in London. It is also a former winner of the IWSC Worldwide Best Liqueur trophy.

The latest award comes in the wake of Amarula's continued year-on-year growth, with sales volumes up even in those regions such as Europe, where economies are under severe pressure, said global spokesperson, Siobhan Thompson. Meanwhile, it continues to woo new consumers in its home country, with domestic sales very buoyant.

Amarula has been singled out by Euromonitor as one of the world’s fastest-growing global spirits brands and has been ranked a Brand Champion by the Spirits Business, also for its exceptional growth.

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