MILAN — World Coffee Events announce a new three-year partnership with Zamora Company for Licor 43 to be the title sponsor of the 2020-2022 World Coffee In Good Spirits Championships (WCIGS). This championship has incredible energy and growth, with the 2019 Berlin event featuring many incredible competitors, including previous world champions from WCIGS, the World Barista Championship, and World Latte Art Championship. World Coffee Events and Zamora Company will be working together to support the Licor 43 World Coffee In Good Spirits Championship through its next phase of growth, bringing the unique blend of coffee and alcohol competition to new audiences.
Zamora Company’s 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.
The Spanish brand, which is one of the world’s fastest growing premium liqueurs and available in over 60 markets around the world, will continue to run its own Bartender & Baristas Challenge, with the winning team from this year’s Grand Final (to be held in Gran Canaria next month) joining the WCIGS judging panel as guest judges for the Spirit Bar in 2020.
“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.”
Amy Ball, competitions director for the World Coffee Championships, adds “The WCIGS Championship is one of our fastest-growing competitions which celebrates the intersection of two different, but aligned, industries: coffee and alcohol. 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 alcohol. The flavour of Licor 43 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 alcohol industries.”
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.
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.
