Amarula is currently the fastest-growing product in its category – in the world! It has increased its sales volumes at a rate surpassing any of its competitors in 2010 and is in the top 20 list of liqueurs internationally. Globally, it is the second choice of all cream-based liquors. It has recently won the international gold medal at the 2011 Concours Mondial de Bruxelles. A recent TGN Icon brands study has shown Amarula to be the second most iconic brand. (Euromonitor & The Taverner article - edited by LiquorWise)