On the heels of launching its ready-to-drink tequila cocktail, Mexican spirits company Casa Lumbre is debuting a new product to compete with the orange liqueurs on the back bar.
Launched today, Alma Finca Orange Liqueur is positioned as the “only super-premium Mexican orange liqueur made with all fresh citrus,” according to a press release. The new liqueur, made with fruit and spices from the Yucatán Peninsula, is aimed at “setting a new standard for margaritas,” putting itself in competition with ingredients like Cointreau, a component of America’s favorite cocktail.
“The margarita is the world’s most popular cocktail, and it is proudly Mexican, and now, with Alma Finca Orange Liqueur, people can enjoy it with all Mexican ingredients,” said Adhel Martinez, national ambassador in a release. “With rich flavors, Alma Finca Orange Liqueur also adds new layers to the margarita as well as other classics that call for orange liqueur such as the cosmopolitan and white lady.”
Casa Lumbre has found success in the past by focusing on the opportunity for premium Mexican cocktail additions. In 2019, Campari acquired a majority stake in Casa Lumbre’s Ancho Reyes liqueur, made from chiles, and Montelobos Mezcal for $35.7 million.
Since then, Casa Lumbre has also developed other Mexican distillate brands and launched them further into the U.S. market with a boost from several major partnerships and celebrities. Last month, Spirit of Gallo announced it was partnering with Casa Lumbre and world champion boxer Saúl “Canelo” Álvarez for the launch of VMC, a tequila-based canned cocktail. Pernod-Ricard has also bought stakes in several Casa Lumbre brands including Abasolo Ancestral Corn Whisky, Ojo de Tigre Mezcal, and Lenny Kravitz-backed sotol Nocheluna.
Separately, Casa Lumbre also recently launched a premium cristalino mezcal, Contraluz, with Colombian singer Maluma.
“Casa Lumbre is synonymous with innovation, and Alma Finca Orange Liqueur is a continuation of that commitment to artisanal values and sharing our love of the different terroirs and flavors of Mexico with the world,” said Iván Saldaña, master distiller and co-founder.
The ingredients – including sweet and bitter orange peels, fresh Persian lime leaves and citrus blossoms, and local spices – are harvested seasonally from October to December in the town of Oxkutzcab, Yucatan, by a cooperative of local farmers using traditional techniques. There are no additives or flavorings used, and each ingredient is macerated individually for a period of five days, longer than most triple secs or curacaos, according to the release.
The 40% ABV liqueur launches today in select markets and will begin rolling out nationwide in 700 ml bottles for SRP of $34.99.