World Coffee Events are excited to announce a new three-year partnership with Zamora Company for Licor 43 to be the title sponsor of the 2020-2022 World Coffee In Good Spirits Championships (WCIGS). This championship has incredible energy and growth, with the 2019 Berlin event featuring many incredible competitors, including previous world champions from WCIGS, the World Barista Championship, and World Latte Art Championship. World Coffee Events and Zamora Company will be working together to support the Licor 43 World Coffee In Good Spirits Championship through its next phase of growth, bringing the unique blend of coffee and alcohol competition to new audiences.
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Zamora Company’s Licor 43 has announced a three-year long partnership with the World Coffee Championships, becoming title sponsor of the Licor 43 World Coffee in Good Spirits Championship (WCIGS), beginning with the 2020 event hosted in Warsaw, Poland.
Licor 43 Original and its most recent innovation, the coffee-focused Licor 43 Baristo, will be the exclusive liqueurs used by National Champions from around the world, in on-stage performances in the preliminary and final rounds of competition. As title sponsor, Licor 43 will also have exclusive trademark licensing opportunities and prominent brand placement from 2020-2022.
The Spanish brand, which is one of the world’s fastest growing premium liqueurs and available in over 60 markets around the world, will continue to run its own Bartender & Baristas Challenge, with the winning team from this year’s Grand Final (to be held in Gran Canaria next month) joining the WCIGS judging panel as guest judges for the Spirit Bar in 2020.
“Coffee has long been close to Licor 43’s heart, going back to the Café Asiatico in Cartagena and Café Barraquito in Tenerife in the 1950s, because there is a natural marriage of aromas and flavours between the two and our vision is to become the reference liqueur of choice in coffee cocktails,” comments Julian Fernandez Estevez, Global Marketing Director of Spirits at Zamora Company. “Working so closely with the WCIGS Championship means we can step up our work educating and training bartenders and baristas, increasing our brand awareness and inspiring coffee cocktail creativity the world over.”
Amy Ball, competitions director for the World Coffee Championships, adds “The WCIGS Championship is one of our fastest-growing competitions which celebrates the intersection of two different, but aligned, industries: coffee and alcohol. Bartending techniques and equipment have long been influential on barista competitions and more and more entrants are embracing the challenge of directly incorporating coffee and alcohol. The flavour of Licor 43 has been used all over the world to compliment coffee, and we are excited to work with the brand as a headline partner, supporting the global coffee and alcohol industries.”
Licor 43 Original was first launched in 1946 and uses a secret family recipe of 43 natural ingredients, which includes selected Mediterranean citrus fruits and botanicals.
Qualifying events for the 2020 Licor 43 World Coffee in Good Spirits Championship are already underway globally – see www.worldcoffeeingoodspirits.org from early 2020 to learn more about the competitors that will be represented in Warsaw.
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Licor 43 & Coffee Case Study – A Mexican Success Story
If any drink is emblematic of the increased awareness of the after-dinner coffee cocktail moment, it is the Carajillo in Mexico. Originally, according to legend, a coffee & rum drink served to workers on Cuban plantations to give them ‘coraje’ (‘courage’) to get through the day, there are now two serves in bars all over Mexico City – one shaken, and one stirred. And the liqueur of choice for the drink? Licor 43 Original, leading to an increase from 14.893 cases in 2010 to 100.598 in 2018 (8.4 litre cases standard, Source: IWSR 2018) and helping confirm Licor 43 Original as the world’s fastest growing premium liqueur*.
*6% sales increase, CAGR 2015-18 (IWSR 2018)
About Licor 43
The Licor 43 brand was born as a premium Spanish liqueur produced in Cartagena, Spain, using a secret Spanish family recipe of 43 natural ingredients, which includes selected Mediterranean citrus fruits and botanicals. Cartagena remains the brand’s home and is the only place where Licor 43 and its range are produced. Today the Licor 43 range includes three products:
Licor 43 Original was launched in 1946 and emits a bright golden glow and the perfect balance of ingredients deliver deliciously smooth layered flavours of vanilla, citrus, botanicals and floral notes. Licor 43 Original has an ABV of 31%. It is perfect to enjoy alone, with or without ice.
Licor 43 Orochata was launched in 2016 and is inspired by Orochata, the iconic, national drink of Spain. Based on the traditional recipe from Valencia, Licor 43 Orochata is made with tiger nuts and fused with Licor 43 Original, resulting in delicate, sweet Mediterranean flavours layered with tiger nuts, spice and citrus. Unlike traditional cream liqueurs, it is vegetable-based and contains no cream, bringing a unique and fresh twist to the category. Licor 43 Orochata is best served over ice and it has an ABV of 16%.
Licor 43 Baristo is a fusion of the essence of Licor 43 Original with rare coffee from the Canary Islands. The result of this coupage is the pleasant, freshly roasted coffee, in harmony with the botanic, citric, floral and vanilla notes of Licor 43 Original. Licor 43 Baristo has an ABV of 31%. It is perfect consumed straight over ice.
About Zamora Company
Zamora Company is a 100% family-owned Spanish company, which produces and sells high added-value wines and spirits and strives to ensure customer satisfaction and build and develop premium brands.
With a presence in over 80 countries, Zamora Company boasts over 350 experienced international staff and an extensive portfolio of premium brands. With production facilities in Spain, Italy and the Dominican Republic, its annual turnover is €160 M.
Zamora Company owns world-class brands such as Licor 43, Bodegas Ramón Bilbao, Villa Massa Limoncello, Mar de Frades, Patxarán Zoco, Cruz de Alba and Thunder Bitch, in addition to the brands it distributes and in which it holds shares, that are part of the family business’s product portfolio including, among others, Martin Millers, Matusalem, José Cuervo Tequila and Bushmills. www.zamoracompany.com