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Aspri Spirits launches Amarula cream liqueur in India
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Friday, 06 February, 2009, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Aspri Spirits Pvt Ltd, one of the leading imported alcohol brands distributors in India, has introduced in the country South Africa-based Distell Group's "Amarula", a premium cream liqueur brand, with its formal launch in Mumbai. The company has tied up with Flamingos International to serve the brand in duty-free and duty-paid shops.
"Amrula is the first cream liqueur product in the country and one can easily make various cocktail drinks using chocolate, vanilla and coffee. Currently, Amrula is available over 100 countries and well accepted in the US, African and European markets," Sumedh Singh Mandla, CEO, Aspri Spirits, told Food & Beverage News. The product is made with sugar, cream and the fruit of the African Marula tree which is rich in vitamin C.
Initially, the drink will be available at airports, five-star hotels and leading alcohol stores in Mumbai, Pune, Delhi-NCR and Bangalore. The price for special 100 ml and 750 ml bottles will be Rs 800 and Rs 2,100, respectively. "For the last three consecutive years Amrula cream has been awarded as a best luxury liqueur across the world. The product helps digestion and is preferable to consume after the meal," Mandla added.
According to International Wine Spirits (IWS), Amarula is the fastest growing liqueur product in the world. "The Indian food & beverage market has not effected by the ongoing financial crisis thanks to the size and growing rate of the market. The increasing duty-free sales and import of Amrula cream liqueur has motivated us to foray into the Indian market. With Amarula brand we will be promoting quality, luxury and pleasurable factor of the drink," said Richie Loh, regional business manager, Distell, on the sidelines of the event.
The company has decided to reach Gurgaon, Chandigarh, Kolkata, Rajasthan, Goa, Chennai and Hyderabad markets by the end of this year. Wendy Petersen, product development manager, Distell, said, "We use ISO 9001 certified state-of-the-art technology for manufacturing Amarula liqueur in South Africa. Currently, we produce over 10 lakh cases of Amarula cream every year and aim to increase the production in coming years."
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