Learn more about the most popular liqueur in Spain on a guided tour of the factory and museum

The tour includes tastings and a chance to pick up a great gift pack.

The Licor 43 Experience offers visitors the chance to get to know one of Spain’s favourite drinks, and at the same time provides a scintillating treat for all the senses. Along the way you will discover all of the secrets of this refreshing concoction of natural local flavours, aromas and colours. Well, almost all the secrets: the recipe itself is kept in the hands of just three people!

On arrival at the new Licor 43 factory and showroom visitors are greeted in the chill-out bar, which has both indoor and outdoor seating areas, and there are then two visiting options, both of which begin with a short large-screen video presentation of the group which owns and makes the Licor 43 brand alongside other hugely successful drinks, such as Villa Massa Limoncello, Pacharán Zoco and the acclaimed wine labels of Mar de Frades and Ramón Bilbao.

Legend has it that a version of Licor 43 known as “Liquor Mirabilis” was first produced and enjoyed in the time of the Romans, who conquered the city of Qart Hadasht (Cartagena) in 209 BC, but the story of the drink as we know it today began in 1946, when the secret recipe was bought by three members of the Zamora Conesa family.

Over the following decades the company was a pioneer in the field of advertising in Spain, and a series of fascinating exhibits features some of the posters, TV and cinema ads, sports sponsorship deals and promotional offers which converted this local family business into an international product: it now sells seven million bottles per year from its Cartagena base.

Two tour options

The "Visita Premium" visit begins with an organoleptic tasting of Licor43 Original, followed by the guided tour through the museum and the manufacturing plant of Licor43. There is then a cocktail presentation and tasting of “Ginger43”.

The visit lasts approximately one hour and is available from Monday to Saturday at a price of 14 euros per head (adults only). Prior booking is essential. Children may also visit under adult supervision, and must always be accompanied by adults.

Note: at weekends the bottling line is not in operation, and videos are shown on Saturdays when the tour reaches this part of the factory.

Due to sanitary considerations masks must be worn throughout the visit, and unfortunately the maximum group size has to be set at 12.

Alternatively, an even more complete tour is available under the title of “Masterclass and Fruit Picking”. This includes an additional focus on the texture, aromas and sensations that the citrus fruits from the Mediterranean garden alongside the Experiencia 43 building provide, all of them contributing to the secret recipe of Licor 43. In the garden visitors choose and pick their own fruits for the cocktail they will prepare at the end of the visit!

During the Master Class, brand ambassadors transport you to a world of complex nuances as you get to know Licor 43 through its three main flavour varieties: Original, Horchata (tiger nuts) and Coffee.

A full tour of the factory and museum is also included, and then it’s time to show your skills and prove that your cocktail creation is the most valued among all the day’s competitors! Then visitors wind down with a cocktail presentation of the Perfect Serve of Ginger 43, usually outside on the terrace accompanied and accompanied by a snack.

The Masterclass and Fruit-Picking tour is held on weekdays at 12.00 noon and is priced at 30 euros per head.

Bookings at Experiencia 43 should be made here, by telephone on 968 030188 or by email at experiencia43@zamoracompany.com.

Tours can be booked between 9.00 and 16.00 from Monday to Sunday in Spanish, English and German. Visits in French and Italian can be organised with prior notice.

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