Spanish Elixir’s Rise: Licor 43 Conquers Global Palates
In a remarkable leap, the Spanish brand Licor 43 witnessed a 30% surge in worldwide sales for 2022, soaring past the million-case milestone within the year ending November 2022.
Dominating the brand’s sales at 90%, Licor 43 Original remains the flagship, with the company’s portfolio further enriched by Horchata, Baristo, and Chocolate variations.
Oliver Svatek, the global brand director, remarked, “The previous decade has catapulted Licor 43 to thrilling heights. In Brazil, our market presence has expanded tenfold since 2019, largely owing to our concerted efforts with our distribution ally, Aurora, in promoting the Carajillo 43 serve – a staple now in every upscale São Paulo eatery.
“In Germany, Licor 43 mingled with milk continues to be the favorite, while sipping Licor 43 neat is the trend in other European locales. This diversity underscores the product’s adaptability and its ability to spark creative mixology.”
Crafted in Cartagena, Spain, by Zamora Company, Germany emerges as the leading market, accounting for 20% of its global sales.
Trailing Germany is Mexico, with a 16% sales contribution, followed closely by Brazil at 14%.
The Netherlands is responsible for 13% of the brand’s sales, with the United States at 11% and Spain at a solid 10%.
Over the past seven years, Licor 43 has been nurturing its global on-trade initiative, the Licor 43 Bartenders & Baristas Challenge, beckoning bartenders and baristas from across the globe to concoct innovative blends of the liqueur with coffee. The 2023 edition was clinched by Gabriela Wong Arias of Costa Rica last month (October).
“Coffee has been a staple in Licor 43’s journey from the Café Asiatico in Cartagena and Café Barraquito in Tenerife of the 1950s to today’s Carajillo 43,” Svatek concluded.
“The fervor this competition ignites in participants from both bartending and barista communities is truly inspiring.”
