THE CONVERSATION WITH
VICTORIA ARACELI VANN
Araceli Marigold Liqueur is the world’s very first marigold liqueur of its kind and pays tribute to the centuries-old Hispanic holiday tradition El Día de Los Muertos (Day of the Dead), a celebration of love, life, joy and remembrance. Araceli (Spanish for “Altar Of Heaven”) was created by Founder & CEO, Victoria Araceli Vann, as a tribute to her love of Mexico and the Hispanic, Latin celebration El Día de los Muertos.
Victoria explains, "Rather than just choosing to place a Día de los Muertos inspired label on a tequila, wine or beer bottle, I wanted something much more meaningful that truly honored the love of life, people and family, which is what El Día de los Muertos is all about.
My inspiration for Araceli Marigold Liqueur came from the beautiful Orange Marigold (Cempazúchitl) flowers of Mexico, which are profoundly a significant symbol used throughout Día de los Muertos celebrations. Stunning displays of marigolds are used in abundance to decorate elaborate reverent statues, altars, crosses, garlands, clothing, gardens, pathways and walkways,
and are used eminently throughout the celebration. It is believed that the scent or the fragrance of the Marigold flowers serves as a guide for spirits, in finding their way, back to join amongst loving family gatherings honoring them. I thought, how amazing it would be, if I were able to capture the essence of these magical flowers and create a beautiful liqueur as a tribute to both The Sacred Marigold Flower and Día de los Muertos together, wherein which people could celebrate their loved ones year round. After much research, I discovered that Marigold flowers contain unique healing properties, and have been used throughout the world for medicinal purposes dating back to the ancient Aztecs.
"As we see numerous beverage products enter the marketplace each year, it is on the rare
occasion that a product stands out in the crowd of over-saturated beverage brands. Araceli
Marigold Liqueur is indeed one of those very special brands that not only stands out from the crowd, but it brings something new and exciting to the table. Araceli is a unique exceptional brand that represents love, honor, and respect, and it carries with it a deep spiritual connection with people unlike any other brand in the marketplace. People love Araceli and the historic, centuries-old story that comes with it." -Victoria Araceli Vann
In developing the formula for Araceli, I didn't want the liquid to be overly sweet, and I wanted a higher alcohol content than most liqueur brands. My ultimate goal was to create a product that would taste amazing straight from the bottle, but also I wanted it to be one that would mix and blend suitably with most spirit categories.
The development of the actual Araceli formula took a considerable amount of time to perfect, and after much, much trial and tribulation, I finally found the perfect blend for the brand. At that point, I hired a small boutique distillery to help with the finalization and stabilization of the Araceli Marigold Liqueur formula, and to prepare it for market.
The second piece of the puzzle was to create a package for Araceli that was equally as special as the liquid itself. I knew that I needed to create something that would stand alone in an overcrowded beverage marketplace and connect with both younger and older consumers across the board. In creating the label for the Liqueur, there were several key elements involved. First of all, the label required exceptional artwork that captured the beauty of Día de los Muertos in my opinion, and the beautiful Sacred Marigold Flower along with it’s majestic, breathtaking color and design, and secondly, I wanted the label to be as substantial as possible, to encompass the bottle as much as possible, and also emulate a high quality descriptive piece of artwork.
So I specifically custom designed the bottle to allow for an acceptable amount of room on the front of the bottle to embrace the over-sized label artwork, characterizing what I had envisioned, and I do believe that I've succeeded in achieving my goal, as the Araceli packaging is simply stunning! I'm quite pleased with it. We have found that people are automatically visually drawn to the packaging and want a bottle of Araceli Marigold Liqueur albeit without even sampling it first! It's just that special! Araceli Marigold Liqueur is still in its very early stages and we've had nothing but positive reviews and feedback from distributors, retailers and consumers alike, which is an extremely rare feat in the beverage industry these days."