Amarula trialled at Afrika! Afrika!

First Drinks Brands is rolling out a sponsorship campaign to drive a trial of its cream liqueur Amarula.

The company hopes to target over 400,000 consumers by linking

up with Afrika! Afrika! - the circus extravaganza billed as the African Cirque du Soleil. As the official spirits partner of the show, Amarula will be available for consumers to sample at a dedicated bar.

Brand manager Mark Collins said: "Afrika! Afrika! is the hottest ticket in town and is a n exciting environment to convey the African heritage

of the brand .

"Sampling is a great mechanic for Amarula, creating a buzz around the brand and driving sales. "

Afrika! Afrika! features over 100 tribal dancers, singers, table jugglers and contortionists . It will be showing in the tented palaces next to the O2 Arena

in London, until April 19, before continuing its tour around the UK and Ireland.