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Spain’s Zamora Co. Boosting U.S. Investment

October 12, 2022

Spain-based wine and spirits group Zamora saw sales rise 28% to €220 million ($221m) for 2021, with sales up 6% compared with pre-pandemic 2019. EBITDA jumped 59% year-on-year to €43 million ($43m). The company’s Licor 43 liqueur recently earned Impact “Hot Prospect” honors after roughly doubling in size in the U.S. over the past three years. This year, it’s projected to reach 115,000 cases on ongoing double-digit growth. Southern Glazer’s handles the Zamora portfolio across 41 states.

“In the U.S., priority number-one for us is Licor 43,” Javier Pijoan, Zamora’s global CEO, tells SND. “We’ve made important investments in key markets like Texas, California, and Florida, and we’ve seen a positive return.” In recent weeks, the portfolio was extended with Licor 43 Chocolate, a flavor extension bottled at 16% abv that combines the brand’s original liqueur with sustainably sourced chocolate.

Along with Licor 43 ($30 a 750-ml.), the Zamora Co. USA portfolio includes Double Cross Vodka, Yellow Rose Whiskey, Don Papa Rum, Martin Miller’s Gin, Sangría Lolea, Mezcal San Cosme, and Villa Massa (Limoncello, Amaretto, and Vermouth Giardino), plus Spanish wines Ramón Bilbao, Mar de Frades, and Cruz de Alba.

Yellow Rose, based in Houston, is also a priority and has likewise seen investment lately. “We have opened up a new hospitality experience all around the theme of outlaw country, and it’s going to become an important destination in Houston for whiskey lovers,” Pijoan notes.

Looking head, Pijoan says Zamora Co. USA continues to be interested in adding agency brands in attractive categories as it rounds out its portfolio, such as this year’s partnership with Mezcal San Cosme ($40). The group is also considering making a move into the red-hot Tequila category in the near term.

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