Licor 43 is more than just a drink. It's a symbol of Spanish passion that spans centuries. Its story begins in 209 BC, when the Romans conquered Carthago Nova—modern-day Cartagena. There, they found a golden beverage called Liqvor Mirabilis, made from fruits and herbs. Even though the Romans tried to ban it, locals preserved the recipe. That ancient inspiration still lives on in every bottle of Licor 43.

A bold start in 1946

Fast forward to 1946. Diego Zamora, his siblings Ángel and Josefina, and Josefina’s husband Emilio Restoy started bottling the golden drink. With limited means but unlimited passion, they created what would become one of Spain’s most iconic liqueurs.

Making waves in the 1950s

In the 1950s, Licor 43 gained popularity in Spain. Clever investments in print and radio helped shape its image. The sweet, complex flavor did the rest. Soon, the golden bottle was everywhere.

Going global in the 1960s

Spain’s tourism boom in the 1960s played a key role. Tourists fell in love with the local lifestyle—and brought Licor 43 home with them. Exporting became the natural next step. The liqueur found fans far beyond Spanish borders.

Pop art meets liqueur in the 1970s

The 1970s brought bold colors, bold messages, and bold drinks. Licor 43 launched a fresh long drink called Pilé 43 and tapped into pop art culture. The result? A brand that felt young, vibrant, and modern.

Sailing into the spotlight in the 1980s

In the 1980s, Licor 43 sponsored the Whitbread Round the World Race. It wasn’t just about drinks anymore—it was about adventure, prestige, and global presence. The message was clear: Licor 43 goes wherever passion takes it.

Strengthening the brand in the 1990s

By the 1990s, Licor 43 was a household name. Smart advertising and a loyal fanbase kept the momentum going. The golden drink wasn’t just a Spanish favorite anymore—it was a global player.

A worldwide presence in the 2000s

In the 2000s, Licor 43 expanded to over 50 countries. From Mexico to Australia, its rich, smooth flavor earned a place in homes and bars across the world. It became the most international Spanish liqueur on the market.

A fresh look in 2015

In 2015, the bottle got a sleek redesign. The new global campaign launched under the slogan Pura Pasión. It reflected the Spanish spirit—fiery, elegant, and full of life. The message was simple: passion in every drop.

New flavors, same passion

In 2016, Licor 43 introduced Licor 43 Horchata. Light and creamy, it blended the classic liqueur with traditional Spanish horchata. A year later came Licor 43 Baristo, a rich mix of Licor 43 and coffee from the Canary Islands. Both offered new ways to enjoy the golden essence.

Looking ahead

In 2019, the brand launched a new campaign: Tastes Better Together. It celebrated the magic of perfect combinations—just like the 43 ingredients that create Licor 43’s iconic taste. One thing is clear: the future of Licor 43 shines as brightly as its golden hue.

source and (c) photo: www.licor43.com