Licor 43 enters cream liqueurs with Orochata

Spanish wine and spirits producer Diego Zamora Group has launched Licor 43 Orochata, a travel retail exclusive “light and creamy” liqueur inspired by the Spanish drink horchata.

Licor 43 enters the cream liqueur category with the launch of Orochata

Launched this month with a domestic rollout in selected markets this autumn, Licor 43 Orochata is based on a traditional recipe from Valencia. The production process involves Licor 43-infused tiger nuts, and the product offers notes of spice and citrus.

Unlike traditional cream liqueurs, Licor 43 Orochata is vegetable-based and contains no cream, bringing a “unique and fresh twist” to the category, says Diego Zamora.

“This is the first innovation in Licor 43’s history,” said Thomas Clamens, Zamora International managing director.

“By innovating we see the cream liqueur category benefiting from premiumisation, shaking up the category and building value. With Licor 43 Orochata we are bringing excitement into the spirits category and offering consumers a creamy liqueur with a difference. It is light, delicious and easy to drink, but contains no cream.

“This unique product is steeped in Spanish heritage and comes from a well-known and much loved brand renowned for its vibrancy and inimitable passion.”

Licor 43 Orochata is primarily aimed at women aged 23-45, and is said to be best served over ice.

The product is presented in a cream coloured, pearlescent bottle featuring a hand-drawn mosaic design. The Licor 43 logo is prominent, and perfect serve information is included inside a neck hanger.

In addition to its travel retail presence, Licor 43 Orochata will be made available in Denmark, The Netherlands, Belgium, Germany and Mexico. The 16% abv product will be priced at the same level as Licor 43 Original – around €27 for 70cl.