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Zamora Co signs three-year Licor 43 deal with World Coffee Championships

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Zamora Co is to sponsor barista-and-bartender event the World Coffee Championships through its Licor 43 brand.

Zamoras sponsorship deal with the coffee championships starts in Warsaw next year

Zamora's sponsorship deal with the coffee championships starts in Warsaw next year

The three-year deal will make Zamora's flagship liqueur the title sponsor of the tournament, starting with the 2020 championships in Warsaw. The move follows Zamora's launch of the coffee-focused Licor 43 Baristo last year.

Financial details of the agreement were not disclosed.

In the World Coffee Championships, competitors battle to create the best coffee-and-spirit cocktails. Organisers say the event aims to promote "innovative beverage recipes" that showcase coffee and spirits.

Zamora has placed a greater focus on coffee in the past year. As well as the launch of Baristo, the company is working on coffee-infused RTD cans for Licor 43, Zamora CEO Emilio Restoy told just-drinks this year. The company is also encouraging new on-premise coffee serves for Licor 43.

Under the terms of the new sponsorship deal, Licor 43 Original and Licor 43 Baristo will be the exclusive liqueurs used by competitors at the coffee championships. 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 because there is a natural marriage of aromas and flavours between the two," said Julian Fernandez Estevez, Zamora's global marketing director of spirits. "Working so closely with the championship means we can step up our work educating and training bartenders and baristas."

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