Licor 43 to double case sales by 2019
Spanish liqueur brand Licor 43 will double its case sales and break the million case mark by 2019, the global brand director has said.
Matthew Turner – who was appointed as global brand director for Licor 43 by Spanish drinks company the Diego Zamora Group in April this year – believes the brand will grow from 600,000 case sales to 1.2 million case sales over the next five years.
The family owned company experienced a 9.1% sales growth to €124 million in 2012, with international sales growing by 19% as a result of strong performances in Germany, Holland, brazil, Australia, Mexico and the US.
“We have very strong ambitions,” said Turner. “Our plan is to build an iconic brand adored around the world by both trade and consumers; by the trade for its [Licor 43’s] flexibility and by consumers for its Spanish heritage, flavour, quality and flexibility.
“We have really strong commercial aspirations for the brand and our commercial mission is to be the number four premium liqueur in the world in six years time.”
Key drives behind the brand’s ambitions will include, market prioritisation, with significant focus on growing the brand in the UK, flawless execution of key serves in the on-trade and by emphasising the product’s versatility and flavour.
In the UK, the brand is targeting the on-trade with various summer activities that will introduce Licor 43 summer serves as part of its UK consumer launch, while in Cartegena, Spain, it is hoped the recently opened Experiencia 43 visitor centre located at the Licor 43 distillery will highlight the company’s history and heritage.
“We plan to utilise brand ambassadors and in the on-trade we will be working to educate guys and girls behind the bar and how to create the perfect serve,” added Turner. “It’s about building from the bottom up basically building fans who will talk to other people.
“We want people to be able to go to a high quality bar that stocks Licor 43 and if they ask for one of the focus serves they will deliver it in a very high quality and consistent way.”