A bold new taste has stepped into the African scene in the form of Orijin Marula. A taste that aims at challenging the way you think about gin, it was officially launched in March as a game-changing addition to the white spirits category. Born in West Africa and the heart of the worldwide ginaissance, it is crafted from distinctive African botanicals.
“Orijin Marula is an embodiment of contemporary African life,” says Refilwe Moswane, Innovation Manager of Diageo South Africa. “It celebrates originality and champions African excellence by challenging stereotypes. African originals don’t just passively accept and emulate what others do. They stay true to their roots, command respect, and are carving out their own place in the contemporary world. And they want a drink which reflects that.”
“Orijin,” she says, “turns the accepted norms of what gin is – what it tastes like and how it’s enjoyed – on its head. As a brand, it is about honouring authentic traditions and tastes. It builds on those to move forward into a new era of new experiences. And it comfortably takes its place among established brands because Orijin’s natural expertise in blending premium quality herbal drinks is recognised by Guinness, which distributes the brand.
As a natural progression of the campaign, Orijin Marula unveils Lamiez Holworthy, Ntando Duma and Major League DJ’s Bandile and Banele Mbere as its brand ambassadors. Our ambassadors embody the ethos of orijinality with their unique and expressive sense of style and fashion. In addition to their work ethics, relatability to our consumers and always being true to their origins. We are honoured and also very excited, to have them on board as part of the Orijin Marula South African team. Orijin Marula is a NEW cool brand with strong African roots, and our ambassadors embrace this culture and way of life.”
Inspired by what it means to be African today – by Africa’s creativity and resourcefulness – Orijin Marula is like a cool breeze at sunset after a hot summer’s day. A drink that is refreshing and much more affordable than imported brands. Trendsetters across the country have sampled the new brand and are embracing it.
“It’s gin, but on your mother tongue! So step beyond G&T,” says Refilwe “Ask for Orijin Marula with tonic and a slice of orange and embrace not only your origins but your own authenticity. Become your ancestors wildest dreams. Spice up your get togethers with a smooth new taste that speaks of Africa – but doesn’t break the bank!”