Zamora Company’s Licor 43 has announced a three-year partnership with World Coffee Events to become the title sponsor of the Licor 43 World Coffee in Good Spirits Championship (WCIGS).
The sponsorship begins with the 2020 event hosted in Warsaw, Poland, and continues until 2022.
Licor 43 Original and 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.
“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. 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,” says 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.”
The Spanish brand, available in more than 60 markets around the world, will continue to run its own Bartender and 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.
“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, says Amy Ball, Competitions Director for the World Coffee Championships.
“The flavour of Licor 43 has been used all over the world to complement coffee, and we are excited to work with the brand as a headline partner, supporting the global coffee and alcohol industries.”
Qualifying events for the 2020 Licor 43 World Coffee in Good Spirits Championship are underway globally.
For more information from early 2020, visit www.worldcoffeeingoodspirits.org
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Image: Jeff Hann for World Coffee Events
