Premium cocktails boost coffee in the beverage industry
Premium cocktail making, the art of creating sophisticated drinks focused on the sensorial experience, reinforces the use of coffee beans for the diversification of final by-products with added value and caffeine. The strategy is strengthened by large companies in the beverage segment such as the Spanish Zamora Company, which is betting on the combination of coffee and Licor 43 to expand its presence in the Brazilian market.
The strategy, adopted globally since 2020, transformed Carajillo, a drink prepared with espresso and liqueur, into one of the brand's main products and an important growth vector in the premium segment. The consolidation of new consumption occasions follows a current market trend followed by baristas.
Present in Brazil for more than a decade, the company seeks to take advantage of the advancement of the culture of specialty coffees and cocktails to expand its operations in bars, restaurants and gastronomic events.
"According to Carina Sena, Marketing Manager at Licor 43 in Brazil, the decision to position coffee as the protagonist of the strategy came after the company identified the success of the combination in the Mexican market.
Our global director was in Mexico when he realized that this mixture was widely consumed there. Soon after, we expanded our strategy to the premium market. This combination gained strength and started to position the brand, expanding our presence", he told CNN Brasil.
Carajillo, traditionally prepared with liqueur and espresso, has become one of the company's main bets to attract new consumers, especially those looking for different gastronomic experiences.
"People are surprised because they don't expect this mixture. For those who don't like the bitter taste of coffee, the liqueur brings a balance, adding sweet notes and providing a different experience. Today this experience is already shared globally", said Sena.
The focus on coffee follows the growth in consumption of the drink in the country and the appreciation of specialty coffees, a movement that has opened up space for drinks like Carajillo on the menus of bars and restaurants.
The cocktail gained notoriety for combining the intensity of coffee with notes of vanilla, citrus fruits and spices present in the liqueur. The simple preparation and balanced sensory profile have made Carajillo one of the drinks that has gained the most space in cocktails in recent years.
For the company, the combination represents more than a new recipe: it has become an instrument to increase the brand's relevance, attract new consumers and consolidate Brazil as one of the priority markets in the operation's growth strategy in Latin America.
The strategy is part of a broader movement by the company to diversify the occasions for consuming liqueurs. Historically associated with post-meal and a more mature audience, the category's products have started to gain space in contemporary cocktails, bringing together younger consumers interested in new gastronomic experiences.
With operations in more than 50 countries, Licor 43 considers Brazil a strategic market for its expansion. The brand has been strengthening its operations through experiences linked to gastronomy, entertainment and premium cocktails.
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Source: CNN