OUR
HISTORY
Attitude
209 BC
ROMANS DISCOVER LIQVOR MIRABILIS
When the Romans conquered Carthago Nova, they discovered a delicious golden and aromatic elixir made with fruits and herbs from the area called Liqvor Mirabilis.
To avoid temptations, the Romans banned their production and consumption, but the Carthaginians continued to do so in secret. This elixir inspires today the recipe of Licor 43
1946
THE ZAMORA FAMILY STARTS THE PRODUCTION
Mr. Diego Zamora with his brother and sister, Angel and Josefina, and the support of Emilio Restoy, Josefina’s husband, gathered all they had and, with hard work and unlimited enthusiasm, started to bottle the liqueur themselves.
A humble beginning made of passion that started the history of Diego Zamora group.
THE 1950s
ESTABLISHING A TOP NOTCH BRAND
Within a few years, we became a market leader. The advertising industry in Spain was still emerging, but the investment in graphic and audiovisual media set a constant in our development. Besides, it helped to create some of the most memorable ads from that era.
THE 1960s
FROM SPAIN TO THE WORLD
Spain started to see the arrival of thousands of tourists eager to enjoy the paradisiac climate and the unforgettable beaches. All these people discovered Licor 43 and the word of mouth started to spread when they returned.
Naturally, the next step was to export our golden liqueur so it could be enjoyed everywhere.
THE 1970s
OUR ADVERTISING BECOMES POP
In the 70’s our messages were full of colour and modernity, associated with crushed ice, consolidating itself at that time as a long drink: Pilé 43. The borderline between advertising and pop art was blurred, inviting a generation to declare the “war on vulgarity”.
The success was overwhelming, and we became a top national brand.
THE 1980s
NEW WAYS TO ENGAGE OUR CONSUMERS
Seeking to make our brand flourish among consumers, we looked for new ways to engage our audiences by sponsoring first class events.
One of the most memorable ones, was when we sailed around the globe. We built a yacht with a Spanish crew to sail 27,000 nautical miles from Cape of Good Hope to Cape Horn. All of this while we sponsored and participated in the Whitbread Round the World Race, the most prestigious race in the world.
THE 1990s
A STEADY PACE OF GROWTH
After more than a century we were already known around the world with a strong marketing communications presence in all media. This strategy, in addition to a great product, helped to consolidate our image both in Spain and internationally.
THE 2000s
THE MOST INTERNATIONAL SPANISH SPIRIT
The first decade of the XXI century was driven by an unstoppable international expansion. We reached over fifty countries such as Australia, Germany, Mexico, and the USA, making it the most international premium Spanish liqueur of all time.
2015
PURA PASIÓN
Coinciding with the redesign of the new bottle, we unified our global image through what best defines the Spanish character: our pure passion.
Our mission is to spread our passionate way of living making the most of every little moment. A core idea that summarises what’s inside each bottle of Licor 43: Pura Pasión
2016
INTRODUCING LICOR 43 HORCHATA
After 70 incredible years enjoying Licor 43 we can finally say that we have a new sibling able to be at its height: Licor 43 Horchata. A light, delicious silky liqueur inspired by the “horchata”, iconic drink in Spain, and fused with Licor 43 Original. A new taste sensation that will not leave you indifferent: you like it or you love it!
2018
INTRODUCING LICOR 43 BARISTO
Only a year later, we make the family grow with the launch of Licor 43 Baristo. A complex and surprisingly unique fusion of Licor 43 with coffee from The Canary Islands in Spain. An elegant and premium liqueur for food and drink lovers.
2019
TASTES BETTER TOGETHER
The brand evolves to a new positioning bringing dynamism, excitement and passion to the after meal. We love putting extraordinary things together to get something even better. And when that happens, sparks fly. It communicates through a new global campaign under the tagline: Tastes Better Together.