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The Spanish liqueur Licor 43 has conquered the world. This proud export product from Cartagena owes its success to a number of things. Reason 1, and without a doubt the most important, is that many people like the drink made up of 43 natural ingredients. Moreover, this liqueur has proven to be very versatile. The number of popular applications is virtually endless. Enthusiasts drink it neat (with or without ice), in cocktails, in coffee or in long drinks with fruit juices, cola or milk. Finally, the marketing and promotion of the product is very well organized.
The people who have taken a tour through the factory know the latter. Under the motto 'Experience Licor 43', the owners have put together a varied program that usually elicits positive reactions. The two-hour English excursion starts with a welcome drink of coffee with the liqueur. In a space called the 'zone for the senses', the museum then extensively reflects on the history, the evolution of the drink, the advertising campaigns and the tools involved in the production process. All this happens while the senses are stimulated by the aromatic smells that enter the room. Of course it concerns the smells of the different ingredients, which are incorporated in the secret formula of Licor 43. At the end, a look in the kitchen (the factory) and two more drinks: a cocktail and a pure shot.
Licor 43 has been made in Cartagena since 1924 according to an 18th century recipe. Still, the drink actually goes back much further. Around the beginning of the era, during Roman rule, the predecessor Licor Mirabilis was already brewed near Cartagena. Despite attempts by the occupiers to ban the early version of Licor 43 version, they were unsuccessful. The tradition around the drink and its popularity were so strong that the Romans gave in. In the end they went one step further. They initially tolerated the liqueur, but then decided to export the alcoholic stuff to all corners of the Roman Empire.
For the newcomers, who are unfamiliar with Licor 43, a short description of the liqueur is in order. The sweet drink has an alcohol content of 31 percent and there are, among other things, the recognizable aromas of various citrus fruits, vanilla and coriander.
The factory is easily accessible. Since 2012, the new, colorful accommodation is located directly along the highway at the Cartagena exit towards Alicante.
