A distinctive mosaic label (click to enlarge).

Spanish wine and spirits producer, Diego Zamora Group, has brought a Spanish favourite to the cream liqueur category in global duty free and travel retail with the launch of light and creamy liqueur, Licor 43 Orochata.

Available exclusively in the DF&TR channel starting from the end of May – and in selected domestic markets from autumn – Licor 43 Orochata is inspired by Horchata, claimed to be an iconic national drink of Spain, and thought to have originated in ancient Egypt.

Based on the traditional recipe from Valencia, Licor 43 Orochata (16% ABV) is made with tiger nuts and infused with Licor 43 Original resulting in delicate, sweet Mediterranean flavours layered with tiger nuts, spice and citrus. Unlike traditional cream liqueurs, it is vegetable-based and contains no cream bringing a fresh twist to the category.

The Spanish heritage of Licor 43 Orochata is reflected in its packaging which is inspired by the architecture of Valencia. The label carries a mosaic, hand-drawn and painted by Spanish craftsmen, and the creamy pearlescent bottle showcases the Licor 43 logo in the centre.

Licor 43 Orochata is primarily aimed at women aged 23-45. Thomas Clamens, Managing Director for Zamora International, says: “This is the first innovation in Licor 43´s history. We see the cream liqueur category benefiting from premiumisation; shaking up the category and building value. This unique product is steeped in Spanish heritage and comes from a well-known and much loved brand renowned for its vibrancy and inimitable pasión.”

International sales of Licor 43 Original have more than doubled over the past five years and sales in DF&TR have grown by +64% in the past three years.