Made of Spain Art Edition sleeve for Licor 43

Zamora Company, a premium wines and spirits producer, has unveiled special edition packaging for its Licor 43 Original, a first that will be available internationally.

The Made of Spain Art Edition bottle will be available from early October 2017, initially in global travel retail in Dufry stores for three months before rolling out across international domestic markets and other duty free operators in 2018.

Licor 43 Made of Spain Art Edition pays tribute to the creativity and craftsmanship of Spanish artists and aims to become an iconic series with an annual release in years to come celebrating Spanish identity through art. This 2018 edition is inspired by Antonio Gaudi’s use of the traditional trencadís mosaic technique to build the most iconic landmarks of Catalonian Modernism, such as in Barcelona’s Park Güell.

With its colourful, mosaic sleeve, the Made of Spain Art Edition sits on the shelf between Licor 43 Original and Licor 43 Orochata inviting consumers to experience the brand and its Spanish heritage.

Dufry’s global category head of liquor, David de Miguel comments: “Licor 43 is an iconic Spanish brand and this new packaging demonstrates that. With standout presence on shelf, this new packaging will generate shopper interest and provide a point of difference in this channel.”

Zamora international director global duty free, Antony Kime says: “Bright, bold and eye-catching, the mosaic bottle is ideal for the duty free channel where consumers are looking for a piece of Spain to bring home. Demand for Licor 43 has grown consistently in recent years and this special edition bottle will heighten awareness and recruit new consumers as well as attract existing Licor 43 fans, fuelling its continued global success.”

The Zamora family has been producing spirits since 1946. Licor 43 is crafted from a Spanish family recipe of Mediterranean citrus fruits infused with selected spices and botanicals. Careful maceration and blending gives it a golden colour with a smooth texture and layered flavours of vanilla, caramel and citrus, making it exceptionally versatile offering a range of signature serves.

Licor 43, which is a top selling Spanish liqueur brand in European duty free, has an ABV of 31%. The Made of Spain Art Edition 1ltr bottle retails in travel retail at €17.50 and £19.90, the same price as Licor 43 Original. 

Licor 43 is available in over 70 markets and is becoming a brand leader in the Netherlands, Germany, Spain, the US and Mexico. It is now the fastest growing liqueur in the world with around 700,000 cases sold worldwide in 2016.

29 September 2017 - Felicity Murray The Drinks Report, editor in chief