Family-owned drinks company Zamora has released a ‘Tastes Better Together’ campaign for its Licor 43 liqueur.
According to the company, the campaign underlines Licor 43’s popularity with millennials who are looking for brands which offer “provenance, heritage and natural ingredients”.
It highlights the 70-year-old “secret family recipe” of 43 natural ingredients used to create Licor 43 and also features range extensions Licor 43 Baristo and Licor 43 Orochata, which fuse the essence of Licor 43 Original, with coffee from the Canary Islands, and tiger nut milk from Valencia, respectively.
Zamora said it has invested €6 million in the campaign to bolster Licor 43’s position as the “fastest growing premium liqueur in the world”. It will feature in print and digital media in key markets including Spain, Mexico, Germany and the Netherlands.
Zamora Company Global Marketing Director Julian Fernandez said: “Millennial foodies account for 2.3 billion people worldwide and will be 75% of the global workforce in 2025. These consumers are interested in the provenance behind and ingredients in a brand, so it’s important we position ourselves as the product we are: an on-trend liqueur with a long, strong heritage that has always, and will always, be a fusion of natural ingredients.”
Promotions will also see the circle from the Licor 43 logo become the key signifier for the brand.
“The Licor 43 circle has long been an integral part of our branding and now we’re making it the symbol of how Licor 43 tastes better together with the best ingredients, and the best company,” Fernandez added.
