Zamora Company, the owner of Licor 43 and Ramón Bilbao, among other premium brands, has invested two million euros in expanding the Villa Massa limoncello plant, located on the Sorrento peninsula in Italy.

With this expansion, the group will double its production capacity as part of its strategy to maintain leadership in countries like Spain and the Netherlands and expand its business in other markets such as the United States and Latin America.

Villa Massa was the first non-Spanish brand acquired by the Cartagena-based group, which initially acquired 20% of the shares before later taking full control of the brand. Currently, Spain, the Netherlands, and Portugal are the main markets for Villa Massa, and the company is looking to gain market share in other countries where its presence is smaller. “When we redefined the company’s Strategic Plan in 2023, we reaffirmed the brand’s growth potential globally and recognized the need to expand production to access more markets”, explains Javier Pijoan, CEO of Zamora Company.

Part of the two million euros invested has also been allocated to the implementation of the SAP system, fully integrating the plant into the company’s operational model. Additionally, the team has been strengthened, without losing the essence of the Italian brand, known for using 100% natural products to create a premium limoncello.

“We are dealing with a unique product in the world, handcrafted with 100% natural ingredients, whose key element is the Sorrento lemons, a unique variety thanks to an enviable microclimate and the fertile volcanic soil from Mount Vesuvius. It is, without a doubt, the best premium limoncello in the world”, says Javier de la Viuda, Global Director of Operations at Zamora Company.

With the momentum the group is giving to the brand—currently the best-selling limoncello in Spain according to De la Viuda—the company aims to transform the category and conquer other consumption occasions beyond after-dinner moments. “We believe that due to the characteristics of Villa Massa—its organoleptic profile, its color, and its natural essence—our limoncello is also perfect for enjoying as an aperitif or during afternoon drinks, with new consumption trends such as the Villa Massa spritz”, emphasizes De la Viuda.

The company’s 2023 strategic plan already set the goal of boosting its brands in international markets. With more than 15 brands (both owned and distributed), it is currently operating in over 80 countries, responding to current consumption trends through its portfolio.

A handcrafted and 100% natural product

The history of Villa Massa limoncello dates back to the early 1890s, when the Massa family first crafted the homemade recipe for this lemon liqueur. More than 100 years later, in 1991, the family combined their traditional recipe with modern production techniques to establish Villa Massa, the family-run limoncello business. Today, its current owner, Zamora Company, markets the product in 40 countries worldwide.

The secret of its recipe lies in the quality and uniqueness of the Sorrento lemons, which are designated as Protected Geographical Indication by the European Union. Its traditional production process begins with the handpicking and selection of the lemons. Once at the factory, the lemons are washed, dried, and peeled. The lemon peel is then macerated in high-quality alcohol, and sugar is added before the liqueur is bottled.