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New look Licor 43 unveiled in Cannes

Zamora International, the premium wines and spirits producer, unveiled at the TFWA exhibition in Cannes last week the new packaging for Licor 43 liqueur from Spain.

The modernised look, created by the branding and packaging design consultancy Cartils in Amsterdam, enhances visual impact and strongly conveys the brand’s rich Spanish history and heritage while reinforcing its premium credentials. It is to be introduced globally across the full range of pack sizes from February 2015.

The new Licor 43 bottle is taller and more sophisticated than the existing pack and carries an indented swirl wrapped around the label on the front of the pack, inviting consumers to touch and discover the brand. The beautifully crafted label strengthens premium values and the enlarged cream and black '43' logo increases visual presence. The family crest and Diego Zamora’s signature are incorporated to emphasise links to the Zamora family since 1946. Concealed on the base of the bottle is the renowned Liqvor Mirabilis emblem.

Licor 43 has more than doubled in international sales over the past five years. Available across 68 markets, its most significant international presence is in the Netherlands, Germany, the US and Mexico.

Crafted from "a secret Spanish family recipe” of Mediterranean citrus fruits infused with spices and botanicals, this golden liqueur delivers layered flavours of vanilla, caramel and honey. 

Zamora International, director global duty free, Antony Kime comments: “Licor 43 has grown consistently and from strength to strength in recent years and the new bottle will heighten awareness and drive the brand’s continued global success.

“As part of our overall growth strategy for Licor 43, travel retail plays an important role in building consumer awareness and trial. It is integral to our ambition for it to become a 1 million case brand.”

3 November 2014 - Felicity Murray The Drinks Report, editor