Spanish wine and spirits producer Diego Zamora Group has launched a new product into the cream liqueur category. Licor 43 Orochata will be available exclusively in global travel retail from late May and in selected domestic markets in the autumn.
Inspired by Horchata, the national drink of Spain, Licor 43 Orochata is based on the traditional recipe from Valencia. The creamy liqueur is made with tiger nuts and infused with Licor 43 Original, which is said to result in delicate, sweet Mediterranean flavours layered with tiger nuts, spice and citrus.
According to the brand, unlike traditional cream liqueurs, Orochata is vegetable-based and contains no cream. It has an ABV of 16%.
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According to consumer research conducted, Licor 43 Orochata was enjoyed for its lightness, flavours and ease of drinking | |
Inspired by the architecture of Valencia, Licor 43 Orochata’s label features a hand-drawn and painted mosaic by Spanish craftsmen. The bottle displays the Licor 43 logo in the centre and has a creamy pearlescent finish, which reflects the colour of the liquid inside.
Aimed at women aged 23 to 45 who are “adventurous”, Licor 43 Orochata is best served chilled over ice.
According to Diego Zamora, international sales of Licor 43 Original have more than doubled over the past five years. It is the number one liqueur in The Netherlands, the number one international fruit liqueur in Germany and the fastest growing imported liqueur in Mexico. Sales in global travel retail have grown by +64% in the last three years.
Zamora International Managing Director Thomas Clamens said: “This is the first innovation in Licor 43´s history, 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. It is a unique product steeped in Spanish heritage and comes from a well-known and much loved brand renowned for its vibrancy and inimitable pasión.”
