At the end of the 19th century, the Velasco family was producing liqueurs in Viana, Navarre. Among them was pacharán, although it was not until 1956 that it began to be marketed under the name Zoco. The new name distinguished the product and gave prominence to a brand that would go on to introduce Navarrese pacharán to consumers across Spain. Pacharán Zoco is instantly recognisable by its iconic, sleek and transparent bottle, which beautifully showcases the deep cherry-red colour of the liquid, made from 100% Navarrese sloe berries. In 2024, Zoco expanded its portfolio with the launch of Anís Zoco, a natural extension of the brand, inspired by the use of anise in the production process of Pacharán Zoco.