“We believe that our consumers want to enjoy quality drinks that they are able to connect with on an emotional level,” says Kirsty Loftus, UK & Ireland Area Manager for Zamora Company. “The drinks market is extremely competitive, so it’s important to create engaging stories around our brands. Having worked in both the spirits and the wine industries, I know that traditionally these sectors have very different strengths. Spirits companies understand the need to create aspirational brands that consumers can identify with and adopt, while the wine world, based in agriculture, derives its premium image from provenance and artistry.”
This traditional family-owned Spanish drinks business was initially famous for its heritage brand Licor 43, a citrus-flavoured, 31 per cent proof Spanish liqueur made from 43 ingredients. However, its portfolio has grown internationally, living up to its mission statement “Unique Brands: Passionate People”. Its roster includes niche, artisanal brands such as Villa Massa (an authentic limoncello from the protected lemon orchards of Sorrento) and Yellow Rose American Whiskey (a premium small-batch spirit produced by a boutique Texan distillery), as well as three premium wineries in Spain: Bodegas Ramón Bilbao, Mar de Frades and Cruz de Alba.
“We are primarily brand builders and work very closely with our distributors in each market to engage effectively with target consumers,” says Kirsty. “For example, Bodegas Ramón Bilbao is a premium Spanish wine producer from the Rioja region. Consumers are invited to discover it through a journey of exploration, since the eponymous founder was an explorer and traveller in the early 20th century. The branding connects consumers with this heritage via labels depicting 1920s modes of transport such as hot air balloons and airships. It’s a very refreshing approach to labelling, storytelling and brand communication.”
Zamora Company innovates brands to be appealing to consumers, yet also ensures that the integrity of its products is always evident. “My favourite wine is perhaps our famous Mar de Frades, DO Rias Baixas, which is bottled in a striking blue glass,” says Kirsty. “It contains hints of apple and peach but with a mineral backbone that picks up the minerality of shellfish, in particular. It’s perfectly refreshing paired with seafood on a sunny day beside the Atlantic.”