Licor 43’s leading markets are currently Spain, Germany and US, but in enlisting its first UK brand ambassador, the liqueur aims to improve on the 2,500 cases sold last year.
Mariam Ridley, marketing manager for J Wray & Nephew UK, distributors for Licor 43, described the company as having “wild ambition, but limited resources”.
Ridley added that “double digit growth” was not out of the question for 2011, and that “If British consumers like a product, the sky is the limit”.
The ambassadorship – awarded to mixologist Joey Medrington of Tiger Lilly in Edinburgh - will commence in 2011, with year-long duties to include training, judging, attending photo shoots, writing the liqueur’s blog and compiling a Licor 43 booklet guide.
Medrington said: “I want to raise the awareness of Licor 43 [in the UK]. It’s a product that’s in every bar, but not many people know much about it, or how to use it. We need to get people working with it and enjoying it.”
The final of the competition, which was held in London, saw five mixologists competing on brand knowledge, cocktail creativity and presentation skills.
The event was the culmination of UK heats and a regional winners’ tour of Spanish cities Barcelona, Valencia and Ibiza Town.