Cocalero Launches Limited Edition Labels Inspired by the Oruro Carnival

Spring/Summer Limited Edition of Cocalero

Intrepid Spirits Japan Co., Ltd., located in Akasaka, Minato, Tokyo, is set to launch a special limited edition bottle design, "Cocalero Spring/Summer Limited Label," inspired by Bolivia's UNESCO World Heritage Oruro Carnival in April 2025. This product encapsulates the spirit of Cocalero, which embodies boldness and freedom.

What is the Oruro Carnival?

The Oruro Carnival (Carnaval de Oruro) ranks as one of the largest celebrations in South America and is held in the highland city of Oruro between February and March each year. Registered as an intangible cultural heritage by UNESCO in 2001, the carnival attracts around 400,000 tourists from across the globe. Its roots trace back to pre-colonial indigenous ceremonies, which evolved into a unique cultural festival blending Andean mythology and Christianity following the arrival of the latter. The highlight of the festival is the "Diablada" or dance of the devils, where dancers, adorned in elaborate devil masks and costumes embellished with gold and silver, perform to powerful rhythms of drums and brass instruments. Contrary to traditional beliefs, devils in Andean culture are not seen as evil; they represent earth's generosity and the bountifulness of mines, revered since ancient times. The Diablada embodies this spirit, serving as a hallmark of the Oruro Carnival.

The Connection Between Cocalero and the Oruro Carnival

Cocalero prides itself on celebrating a spirit that is "bold, free, and instinct-driven." Originating from Bolivian culture and crafted from botanicals nurtured in the Andes, Cocalero embodies the same essence of the Oruro Carnival.

The Oruro Carnival transcends mere festivity; it represents a ritual merging identity, strength, and faith. The masked dancers and rhythmic drumbeats reflect the spirit of the people embedded in the land. The newly designed limited edition bottles draw inspiration from the masks worn by performers of the Diablada. The "Clasico" variation, featuring a vibrant green and pink color scheme on a black background, conveys strength and dynamism, while the "Vida" variant showcases lively pink and purple hues to capture the festive essence of the carnival. Together, they symbolize the spirit of freedom and life that the Oruro Carnival represents, aligning seamlessly with the world of the Cocalero brand.

Product Details

- Product Name: Cocalero Clasico Spring/Summer Limited Label

- Type: Liqueur
- Alcohol Content: 29%
- Volume: 700ml
- Price: ¥4,980 (excluding tax)
- Release Date: April 2025
- Country of Origin: Ireland
- Sales Area: Nationwide (bars, clubs, liquor stores)

- Product Name: Cocalero Vida Spring/Summer Limited Label

- Type: Liqueur
- Alcohol Content: 22%
- Volume: 700ml
- Price: ¥4,980 (excluding tax)
- Release Date: April 2025
- Country of Origin: Ireland
- Sales Area: Nationwide (bars, clubs, liquor stores)

Launch Background and Brand Comments

Since its debut in Japan in 2021, Cocalero has gained significant support, especially from the younger generation in their 20s and 30s, primarily within the bar and club scene. In 2025, the brand plans to roll out a new flavor called "Picante" and introduce a series of smaller bottles, providing varied brand experiences in numerous settings.

The spring/summer limited edition labels, inspired by the Carnaval de Oruro, represent a fusion of Cocalero's essence of "unleashed freedom and vitality" with one of the world's biggest cultural celebrations. Set to enliven the nightlife even further, this special release is expected to make a significant impact.

Website Renewal for Limited Labels

In conjunction with the launch of the limited labels, the company has revamped its website, showcasing a dynamic design that reflects the vividness of Andean culture. The new site offers an immersive brand experience, featuring clear descriptions of Cocalero's various bottles—Clasico, Vida, Picante, and De Altura—alongside cocktail recipes tailored to each variant.