Licor 43 launches global campaign to ‘mix something new’

Licor 43 has unveiled a new global campaign under the banner ‘mix something new’, as part of its updated brand positioning focused on inspiring creativity through connection and mixing. 

The campaign presents a refreshed vision for the Spanish liqueur brand, which is owned by Zamora Company, and aims to highlight how mixing different elements – be it people, cultures or ingredients – can lead to innovation and unique experiences.

“Licor 43 was born nearly 80 years ago when the Zamora family first crafted it by mixing 43 secret ingredients,” said Blanca de la Infiesta, CMO at Zamora Company. “From that moment on, Licor 43 began its journey around the world to become what it is today: an international, versatile brand with a unique spirit.”

Senior Global Brand Manager Marta Martínez-Turmo added: “That’s what we aim to express through this new positioning: the transformative power of mixing people, moments, and experiences. Because when you do, amazing things happen, just like Licor 43.”

Campaign rollout and international reach

The ‘Mix Something New’ concept underlines the brand’s belief in embracing difference and novelty as a source of inspiration, especially at a time when routine can stifle creativity.

The campaign will roll out in key markets including Germany, the Netherlands, the United States, Brazil, Mexico and Spain. It will be supported across multiple platforms, including TV spots, outdoor media and digital content.

The campaign’s message draws directly from the brand’s identity. Made from 43 ingredients, Licor 43 is positioned as a versatile product that adapts and evolves when combined with other flavours and cultures.

A notable example is the brand’s success with Carajillo43 – a popular after-dinner drink in Mexico which combines Licor 43 with espresso. The serve currently holds a 65% share of after-dinner drink consumption in Mexico and is now gaining traction in Brazil, the US and Spain.

Renata de Oliveira, global band director at Licor 43, said: “This campaign speaks not only to the versatility of our liqueur, but also to an open-minded and creative attitude toward every moment. We invite our consumers to explore new blends, from innovative combinations in the glass to spontaneous encounters. Because it is in the mix that the magic happens.”

Founded nearly 80 years ago with the creation of Licor 43, Zamora Company is a family-owned Spanish firm producing and marketing premium spirits and wines. Operating in over 80 countries, the company’s portfolio includes brands such as Ramón Bilbao, Martin Miller’s Gin, Villa Massa Limoncello and Lolea.

The business employs more than 580 people and reported a turnover of €260 million in 2024. Zamora Company also distributes brands including Tito’s Vodka, Ron Abuelo, and Champagne Pommery.

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