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Licor 43 becomes million-case-selling brand

Zamora Company’s flagship brand, Licor 43, sold more than one million nine-litre cases for the first time in late 2022.

Licor 43 portfolio
The liqueur brand has passed the million-case sales mark for the first time

The Spanish brand experienced a 30% uptick in global sales in 2022 compared with 2021, Zamora Company said, passing the million-case sales mark in the 12 months to November 2022.

According to IWSR Drinks Market Analysis data cited by the liqueur brand, Licor 43 Original accounted for 90% of sales. The portfolio also includes Horchata, Baristo, and Chocolate variants.

Oliver Svatek, global brand director, said: “The last 10 years have been seriously exciting for Licor 43. Brazil is where we’ve seen the most growth with market share increasing 10-fold since 2019 as we have worked with our distribution partner, Aurora, to focus on the Carajillo 43 serve – you now find this in literally every high-end restaurant in São Paulo.

“Ditto in Germany where Licor 43 and milk continues to reign supreme, whereas in other European markets it is more de rigueur to drink Licor 43 on the rocks. All this shows just what a versatile and creativity-inspiring product we have.”

Zamora Company produces the liqueur in Cartagena, Spain. Its main market is Germany, which is responsible for 20% of global sales.

Mexico is the second-biggest market for the brand, accounting for 16% of sales, followed by Brazil at 14%.

The Netherlands contributes towards 13% of sales, while the US accounts for 11% and Spain sits at 10%.

For the past seven years, the brand has grown its global on-trade programme, the Licor 43 Bartenders & Baristas Challenge, which challenges bartenders and baristas worldwide to combine the liqueur and coffee. Gabriela Wong Arias from Costa Rica won the 2023 edition last month (October).

“One constant in Licor 43’s history has been coffee, from Café Asiatico in Cartagena and Café Barraquito in Tenerife in the 1950s to the Carajillo 43 today,” Svatek added.

“Running this competition has shown us what an inspiration this can be to entrants from both the bar and barista worlds.”

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