Licor 43 sponsors World Coffee Championship
Licor 43 has agreed a three-year partnership with the World Coffee Championships (WCC) and will become the title sponsor of the World Coffee in Good Spirits (WCIGS) Championship.
Beginning at the 2020 event in Warsaw, Poland, Licor 43 will be the exclusive liqueur used by the national champions and, as title sponsor, will have prominent brand placement from 2020-2022.
Julian Fernandez Estevez, global marketing director of spirits at brand owner Zamora Company, said: “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.
“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.”
The Spanish brand will continue to run its own Bartender & Baristas Challenge, with the winning team from this year’s grand final joining the WCIGS judging panel as guest judges in 2020.
Amy Ball, competitions director for WCC, said: “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.
“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.”
Qualifying events for the 2020 Licor 43 WCIGS Championship are already underway – visit worldcoffeeingoodspirits.org for more information.
Earlier this month the Spanish liqueur brand unveiled a €6 million (US$6.5m) campaign to promote its portfolio to the “millennial foodie sector”.