The Zamora Company’s Licor 43 has announced a three-year long partnership with the World Coffee Events, becoming title sponsor of the Licor 43 World Coffee in Good Spirits Championship, beginning with the 2020 event hosted in Warsaw, Poland.
Licor 43 Original and its most recent creation, the coffee-focused Licor 43 Baristo, will be the exclusive liqueurs used by National Champions from around the world, in on-stage performances in the preliminary and final rounds of competition.
Competitors in the 2020 Australian Monin Coffee in Good Spirits Championship MUST use the alcohol supplied by the World Coffee Events sponsor in BOTH the hot and cold beverages for Stage Presentation in the preliminary round. Competitors MUST also use the alcohol supplied by World Coffee Events sponsors for the current year in their designer drinks and/or Irish Coffee round in Final round.
“Coffee has long been close to Licor 43’s heart, going back to the Café Asiatico in Cartagena and Café Barraquito in Tenerife in the 1950s, because there is a natural marriage of aromas and flavours between the two and our vision is to become the reference liqueur of choice in coffee cocktails,” comments Julian Fernandez Estevez, Global Marketing Director of Spirits at Zamora Company.
“Working so closely with the WCIGS Championship means we can step up our work educating and training bartenders and baristas, increasing our brand awareness and inspiring coffee cocktail creativity the world over.”
Licor 43 Original was first launched in 1946 and uses a secret family recipe of 43 natural ingredients, which includes selected Mediterranean citrus fruits and botanicals.
“The WCIGS Championship is one of the fastest-growing competitions in the industry which celebrates the fusion of two different, but aligned, industries: coffee and spirits. Bartending techniques and equipment have long been influential on barista competitions and more and more entrants are embracing the challenge of directly incorporating coffee and spirits,” says Amy Ball, competitions director for WCE.
“The flavour of Licor 43’s has been used all over the world to compliment coffee, and we are excited to work with the brand as a headline partner, supporting the global coffee and spirits industries.”
Image: Jeff Hann for World Coffee Events