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Villa Massa doubles limoncello production
Zamora Company has invested €2 million (US$2.18m) into the expansion of its Villa Massa limoncello plant, located on the Sorrento peninsula in Italy.
Villa Massa accounts for 5% of Zamora’s sales. The parent company announced a third record sales year for 2023.
The investment will double the brand’s production capability, which Zamora hopes will help to maintain the brand’s leadership position in Spain, Portugal and the Netherlands. It also plans to expand in other markets such as the US and Latin America.
Javier Pijoan, CEO of Zamora, explained: “When we redefined the company’s strategic plan in 2023, we reaffirmed the brand’s growth potential globally and recognised the need to expand production to access more markets.”
Villa Massa was the first non-Spanish brand acquired by Zamora Company, which also owns Licor 43 – the firm’s biggest-selling product.
The limoncello brand’s history dates to 1890; it claims the secret of its homemade recipe lies in the ‘quality and uniqueness’ of the Sorrento lemons used in its production. The brand is available in more than 40 countries.
Along with upping production capacity, the investment will also include implementing systems, applications and products (SAP) software, which the company said would integrate the limoncello plant into its operational model.
Javier de la Viuda, global director of operations at Zamora Company, said: “We are dealing with a unique product, handcrafted with 100% natural ingredients, whose key element is Sorrento lemons – a unique variety thanks to an enviable microclimate and the fertile volcanic soil from Mount Vesuvius.
“It is, without a doubt, the best premium limoncello in the world.”
De la Viuda added that Villa Massa is the ‘best-selling limoncello in Spain’, and that with this investment, Zamora is looking to transform the limoncello category and ‘conquer other consumption occasions beyond after-dinner moments’.
“We believe that due to the characteristics of Villa Massa – its organoleptic profile, its colour, and its natural essence – our limoncello is also perfect for enjoying as an aperitif or during afternoon drinks, with new consumption trends such as the Villa Massa spritz”, he asserted.
Zamora owns and distributes more than 15 brands and operates in more than 80 countries.
Recently, the US arm of the company extended its portfolio with the launch of a Tequila named Volteo, together with NFL player Dak Prescott.
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