Amarula exports make a hit in Canada

Ray Smuts IT’S HARD to imagine Canadians and African elephants having something in common but they do; a liking for the same tipple - well, almost. While Big Ears has a penchant for the ripe marula fruit, Canadians can probably be found sipping this creamy, marula-inspired, creation in an upmarket restaurant bar. Amarula Cream is one of the success stories in the Distell Group’s portfolio and a major contributor to higher international revenue, with total sales up 37% for the six months up to December 2002 over the previous year. While the product is showing healthy growth in the United States, it has taken off in Canada recording an 83% increase in volumes. A recently launched television campaign is likely to account for further growth. Amarula Cream is also doing well in certain parts of South America but MD Jan Scannell says sales came under pressure given difficult trading conditions in the region. Distell’s policy of operating simultaneously in several major markets to counter the risk of changing trading conditions and currency fluctuations is proving appropriate. Though slower growth is foreseen for the next six months, Distell expects satisfactory growth in trading income for the full year and remains committed to strengthening its presence on this continent - where sales are up by 14% - through investments in Tanzania, Zimbabwe, Kenya and Mauritius.