MARKETING REVAMP
Amarula takes its overseas consumers on a virtual reality tour of Africa
How are you enjoying your visit to SA?" asked the Springbok supporter after my son and I had belted out the Irish rugby anthem before the SA-Ireland test match at Ellis Parkin 2016. "Is this your first time here?" "Yes, it is," I replied with a false Dublin brogue, "and we’re having a wonderful time." James and I are not Irish, but sang Ireland’s Call because it’s a great song. The false accent was because our welcoming new friend and his pals had smuggled in armfuls of Amarula liqueur miniatures and were intent on sharing their bounty with Irish visitors. Heavily outnumbered (and thirsty), who were we to disabuse them? "This is what Africa tastes like," said one of them as another miniature was passed our way. It’s a sentiment that Amarula global GM Dino D’Araujo is pleased to hear. For while Amarula is a South African drink, it’s marketed outside the country as African. Even the ambassador for the brand’s conservation trust is Kenyan. Amarula is made from the berries of the marula...
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