Photos: An Ancient Tree of Africa Yields the World’s Most Exotic, Indulgent Liqueur: Amarula Cream

February 3, 2009

A Treasured Spirit, Amarula Cream is Committed to Sustainable Harvesting and Community Care in South Africa

NEW YORK, Feb. 3 /PRNewswire/ — Considered one of Africa’s botanical treasures, the Marula tree has been an essential source of nutrition for thousands of years, and is the source of Amarula Cream Liqueur. Often called the “Elephant Tree,” the Marula harvest attracts herds of elephants which migrate hundreds of miles to indulge in its precious fruit from mid-January through mid-March. Nothing embodies the “Spirit of Africa” — and the essence of Amarula — more than the African elephant, whose enduring image graces every bottle of Amarula liqueur. The Marula tree is protected under South African law, which ensures environmentally-friendly treatment and sustainability. Each bottle of Amarula Cream captures this proud heritage of sustainable treatment and community care.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/amarula/36890/

Endowed with sacred significance, the Marula tree is regarded as the spiritual centre for local villagers, who gather under its shade-bearing boughs. Over 60,000 people are supported through the harvesting of the Marula fruit, primarily in the extreme northeastern reaches of South Africa. Long believed to have been the nutritional mainstay of the ancient people living in South Africa, Namibia and Botswana, the mystical Marula tree is indigenous to southern Africa, and yields a soft fleshy fruit, pale yellow in color when ripe and packed around a large, very hard kernel. Harvested from the ground, and naturally high in Vitamin C and other nutrients, the Marula fruit pulp forms the basis of smooth, indulgent Amarula Cream.

On its journey from exotic fruit to Amarula liqueur, the ripe Marula fruit is first gathered and the flesh removed from the skin. The fruit is hand-selected on a sorting belt to remove any unripe or damaged fruit. In the de-stoning tank, rotating blades remove the flesh from the hard kernels. The resulting fruit pulp and hard kernels are then separated and the pulp is pumped into stainless steel cooling tanks to prevent fermentation. The pulp is then transported in temperature-controlled trucks to the Distell cellar in Stellenbosch, one of the foremost wine and distillation centers in South Africa.

At the cellar the pulp is transferred to fermentation tanks, where the addition of pure yeast culture starts fermentation, similar to a winemaking process. Once fully fermented the clear Marula wine is transferred to the distillery. The fruit solids are compressed to extract all the juice and then distilled to release the Marula fruit flavors, which are added to the Marula wine. The Marula wine is distilled in column stills and then copper pot stills to produce the characteristically flavorful Marula spirit, which is then aged for two years in small oak barrels. After two years of maturation the final step is the blending of the Marula liqueur with the finest, freshest cream to a smooth consistency. Rich and soft with an alcohol content of 17%, Amarula is caramel in flavor, with an exotic hint of tropical, guava fruit on the back palate.

From ancient origins to modern indulgence, each glass of Amarula captures a taste of Africa, a glimpse of untamed beauty from a land where elephants still roam free. Amarula adds a note of the exotic to a range of cocktails (for a complete listing visit www.amarula.com). In its purest form, a glass of Amarula with ice captures the fullest expression of this exotic liqueur.

The suggested retail price of Amarula is $19.99. Amarula is exclusively produced by Distell (South Africa), and imported by A.V. Brands, Inc., a national importer based in Columbia, MD. To request a press sample of Amarula Cream please contact Helen Gregory, Gregory White PR, at 718-403-0097 or e-mail helen@gregorywhitepr.com.

SOURCE Amarula Cream ( A.V. Brands, Inc.)

Source: newswire

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