db meets: Charmelle Conning

The Global Brand Lead for Amarula shares insights into the journey of bringing Amarula African Gin to the UK with Douglas Blyde…

What is a “Global Brand Lead”?

I am responsible for the Amarula mother brand, product innovation and the implementation of communication and brand strategies across Amarula Cream liqueur and Amarula African gin in all global markets.

Where were you raised, and where are you based?
I was born and raised in Cape Town and I now live in Surrey. Surrey only has a few less South Africans living there.

What is your motto? 
I live by the words of Nelson Mandela: “It always seems impossible until it’s done.”

What does your average working day look like?
What I love about my job is that every day is different, but mostly spent collaborating with my colleagues across the world. I consider myself incredibly lucky to be working on such a special and iconic South African brand.

What did it mean for Amarula African gin to receive a gold medal at the Spirits Business Gin Masters Awards?

We knew we had something special on our hands with this gin, but it was great to receive the recognition and credibility for launch that this award gave us. We hope our unique gin continues to gain recognition within the category and beyond.

Who came up with the gin’s tagline, “When was the last time you tasted something for the first time?” 

The tagline and advertising campaign was developed by a small agency in South Africa, called “XFACTA”.

What role do elephants play in alerting local communities that it is time to harvest Marula fruits?

An old African proverb says, “the harvest arrives in the elephant’s shadow.” For thousands of years across Africa’s sub-Saharan plains, elephants are drawn by the scent of ripe Marula fruit to gather beneath their trees. This lets local communities know that the harvesting season (March-April) has begun.

What other botanicals are included in the gin?

Amarula African Gin has subtle notes of juniper, Ghanaian grains of paradise, and orange blossom and peel, which perfectly complements the exotic Marula fruit.

How is it different to Amarula cream?

Both Amarula cream and Amarula African gin are made with real Marula fruit spirit, though the similarities stop there. Our original Amarula cream is velvety and smooth, with a rich texture and hints of vanilla and caramel. Amarula African gin, on the other hand, is refreshing and exotic with a light, sweet orange flourish and a spicy backbone.

Why should venues in the UK stock this gin when the market is arguably saturated by juniper distillates?

Amarula African gin is the only gin made from Marula fruit base spirit, which gives it a completely unique taste compared to other juniper distillates on the UK market. Each fruit is carefully hand-picked, washed, destoned, pulped and cooled to ensure the best quality, before being distilled into marula fruit spirit. Premium botanicals are then steeped for 24 hours in this complex, yet delicate spirit and later distilled in a pot still.

How do you give back to the local community?
£1 from each litre of Amarula African Gin sold contributes to the Amarula Trust which seeks to protect the elephants and the marula fruit ecosystem. The charitable work of the Amarula Trust is split into three main pillars; elephant conservation, empowering people and strengthening local communities.

How should it be served?

Amarula African gin is very versatile. We recommend the “Amatini” for the Amarula African gin twist on a classic martini. The recipe uses Amarula gin, White vermouth and Aperol, all stirred in a mixing glass with ice for 60 seconds then strained into a chilled martini glass and garnished simply with a basil leaf.

When and where will it be available?

At present, Amarula African gin is available via Amazon (£28/70cl. But watch this space for more retail and on-trade stockists!

Tell us something surprising about yourself? 

Everyone thinks South Africans love rugby; I really don’t.

What do you do on your days off? 

I love hiking in forests with my husband, Robert and our labrador, Rupert. I get them mixed up all the time, especially when they’re in trouble…

If you could have a superpower, what would it be?

It’s not really a superpower but if I could, I would love to help find a way for us to reach world peace. That, and time travel.

What was the last book you read?

“American Dirt” by Jeanine Cummins.

Would you prefer to share an Amatini with Charlize Theron, Jared Brown or Serena Williams? 

Charlize is a strong South African woman who has overcome significant challenges to become extremely successful. I would love to share a drink with her and talk about her experiences and how they have shaped who she is today.