Inclusivity is not necessarily exclusive to the Latino audience. Case in point, our efforts on behalf of Licor 43, a European liqueur that’s a beloved spirit in Mexico. Licor 43 called on FPO to expand their market to include millennials while retaining their core Latino consumer.
Research told us that millennials are adventure seekers who hunger and thirst for new and exhilarating dining experiences. Equipped with that knowledge, FPO created a branding campaign aimed at foodie culture that positions Licor 43 as the ideal accompaniment for an epic meal occasion. And millennials have enthusiastically embraced the message.
Today, Licor 43 is one of the fastest-growing premium spirits in the US, having seen sales peak over 100%. Spiked coffee sales are trending way up as well. Coincidence? Hmm…let’s sip on that a while.