Celebrating National Licorice Day: Red Vines Shares Sweet Moments with Communities

A Celebration of Community and Sweetness

Every year, April 12th marks an important occasion for candy lovers across the United States: National Licorice Day. Established in 2004 by the National Confectioners Association and Licorice International, this unique celebration brings together enthusiasts of all things licorice to revel in the flavors and nostalgia associated with this beloved confection. In 2025, Red Vines® Candy, a brand under American Licorice™ Company, made sure to give back in a memorable way.

Honoring the Legacy of Licorice

This year, the occasion resonated with even more significance as Red Vines celebrated its history of providing sweet delights since the 1950s. Beyond just a day of enjoyment, the brand took the opportunity to connect with communities, embodying its mantra of spreading "peace, love, and vines."

In particular, Red Vines partnered with local non-profit organizations in key locations such as Indiana, California, and Texas, gifting custom Red Vines jars filled with delicious candy. Among the highlighted partners were the Boys & Girls Club of La Porte County, Dunebrook, and The Pax Center food bank. This initiative was not only a token of appreciation but also a chance to forge deeper relationships within the community and share the joy of their brand with those in need.

Engaging Fans with Sweet Challenges

Moreover, the brand did not forget its loyal fans who have enjoyed Red Vines for over 70 years. To engage their passionate community, Red Vines introduced a fun challenge encouraging fans to snap pictures featuring their favorite candy during sporting events. The top ten submissions would win exclusive Red Vines bundles, adding an exciting competitive twist to the festivities. Social media platforms such as Instagram and Facebook became buzzing hubs for shared moments and creative tributes to the iconic candies.

Discounts and Promotions Galore

Alongside the community activities and fan challenges, American Licorice also rolled out enticing discounts on its online store for a limited time. Fans could find their classic favorites while enjoying a treat with the delightful haunting of nostalgia. It was a perfect chance to restock or rediscover the joy of Red Vines candy, which has been a staple at movie theaters and family picnics for decades.

Looking Ahead: New Innovations

As National Licorice Day festivities came to a close, American Licorice Company assured fans that innovation remains central to their mission. They recently expanded their product line with a new sub-brand, Vines, which debuted its first product: Vines Gummy Peaces. These soft and chewy gummy candies reflect a commitment to delivering novel flavors and experiences while upholding the legacy of Red Vines.

This continual evolution signifies the brand's dedication to keeping the spirit of licorice alive while reaching out to new generations of candy lovers. With each gummy and licorice twist, the brand endeavors to create moments filled with sweetness and unforgettable memories.

Conclusion

Red Vines Candy’s celebration of National Licorice Day embodies more than just a marketing strategy; it reflects a genuine effort to give back to the community while connecting with fans. With a legacy of quality and flavor spanning over seventy years, the brand remains committed to ensuring that every bite brings happiness to consumers, one sweet twisted licorice strand at a time.