Licor 43 announces three-year partnership with World Coffee in Good Spirits Championship
Licor 43 has announced a three-year long partnership with the World Coffee Championships, becoming title sponsor of the Licor 43 World Coffee in Good Spirits Championship (WCIGS), beginning with the 2020 event hosted in Warsaw, Poland.
Licor 43 Original and its most recent innovation, 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. As title sponsor, Licor 43 will also have exclusive trademark licensing opportunities and prominent brand placement from 2020-2022.
“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 Spirit s 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.”
Amy Ball, competitions director for the World Coffee Championships, which is endorsed by the Speciality Coffee Association portfolio adds, “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 World Coffee in Good Spirits Championship are already underway globally – see www.worldcoffeeingoodspirits.org from early 2020 to learn more about the competitors that will be represented in Warsaw.