Licor 43 Fresco is the innovative Licor 43 brand new proposition to reach new opportunities. With the objective to grow volume for Licor 43, the classic Spanish  liqueur, VBAT was tasked to develop a RTD line extension, the first in the history of the brand, that could connect with consumers through other retail channels and drive penetration. In this new environment, crowded with international, premium brands and local value propositions, shelf visibility is key and brand recognition needed to be established.