Spanish wine and spirits producer, Diego Zamora Group is launching a non-dairy cream liqueur – Licor 43 Orochata.
Licor 43 Orochata will be available exclusively in the duty free channel from June and in selected domestic markets in the autumn.
The new liqueur, inspired by Horchata, a traditional drink from Valencia, is also made with tiger nuts and then infused with Licor 43, 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. It has an ABV of 16%.
The Spanish heritage of Licor 43 Orochata is reflected in its distinctive packaging. Inspired by the architecture of Valencia the label carries a mosaic, hand-drawn and painted by Spanish craftsmen. The bottle showcases the Licor 43 logo in the centre and has a creamy pearlescent finish, which reflects the colour of the liquid inside and also provides stand out on shelf. Perfect serve information is included on a neck-hanger.
Licor 43 Orochata is primarily aimed at women aged 23-45. It is light, easy to drink and best served chilled over ice. Supporting glassware features the distinctive bottle curves and mosaic label design and carries the Licor 43 Orochata logo.
Consumer research amongst cream and non-cream liqueur drinkers showed a positive response and was enjoyed for its lighter taste, smoothness, flavour and ease of drinking.
International sales of Licor 43 have more than doubled over the past five years. It is the #1 liqueur in The Netherlands, the #1 international fruit liqueur in Germany, the fastest growing imported liqueur in Mexico and the #1 imported liqueur in Brazil. New packaging was introduced globally last year to reinforce its Spanish heritage and premium credentials.
Thomas Clamens, managing director for Zamora International says: “This is the first innovation in Licor 43´s history. 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 pasión.”
Licor 43 Orochata will be available to the on- and off-trade from September in Denmark, The Netherlands, Belgium Germany and Mexico and should be stocked next to other cream liqueurs and priced at the same level as Licor 43 Original.
19 May 2016 - Felicity Murray The Drinks Report, editor
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