National Licorice Day Celebrations Throughout the Years

National Licorice Day Celebrations Throughout the Years

National Licorice Day logo


Did you know?  National Licorice Day is April 12th! The national holiday was created in 2004 by the National Confectioners Association and Licorice International. However, tasty licorice candy has been around much longer than that. Here at American Licorice Company, we got our licorice-making start back in 1914! This year, join us as we take a look back at some of our favorite ways we’ve celebrated National Licorice Day.



In 2017, the Red Vines brand kicked off its “Made in California” tour. The tour was part of a bigger launch of a brand new product, the California Collection, and allowed us to make our way around California in a super sweet, custom-branded Volkswagen bus and trailer. The goal was to generate awareness of the new Red Vines California Collection, and of course, help create some good times and lasting memories.

California Tour Bus for National Licorice Day 2017



To celebrate National Licorice Day in 2019, we kicked off yet another exciting tour.  The 2019 tour launched in celebration of our newly-crafted Peace, Love & Vines brand purpose message. We toured around the Bay Area giving away free Peace, Love & Vines Red Vines trays, and encouraged folks to share them with others.

Norris Frederick, U.S. Olympian and long time partner of American Licorice, also joined in the celebrations. He and two of his friends handed out free trays of Red Vines at Washington State University, and shared the new Red Vines brand purpose. Check out the clip he captured below!

Additionally, we created personalized National Licorice Day Red Vines jar labels and sent them to a handful of the brand’s biggest fans. We received quite a few shout-outs, including from American professional wrestler, Flip Gordon!


Flip Gordon Red Vines Shout Out



As part of National Licorice Day 2020, we ran a nationwide drawing contest where artists could submit a piece of artwork featuring Red Vines candy. We selected 30 artists’ drawings to be printed on the inner tray of our Red Vines Original Red Twists packaging. First-through-third place winners were awarded Visa gift cards and jam-packed Red Vines prize packs. The first place winner was also given the opportunity to make a $1,250 donation in their name to charitable organization. Check out some of the winning drawings below, and visit the 2020 drawing contest site to view all entries that were printed in our trays!



For National Licorice Day 2021, we wanted to show that “We’ll Be There.” In the past 100+ years of creating happy experiences for our loyal Red Vines fans, we’re proud to have been there for all of life’s twists and turns. From the tough stuff, to the triumphs, to the unforgettable moments… the Red Vines family is proud to be there as a small way to share peace and love (and vines, of course!). After all, sometimes the twists are the sweetest part! As a way to thank Red Vines fans, a free tray of Red Vines Original Red Twists was included with everyone online order placed throughout the month of April.



This year is loaded with some of our most exciting National Licorice Day festivities yet! Candy fans will receive a free tray of Red Vines Original Red Licorice Twists with every order this month, but the fun doesn’t stop there. We’ve also introduced our first ever Red Vines brand MASCOT, and we are asking our loyal Red Vines fans to help name it!

  • Until April 12th, Red Vines fans can head to our National Licorice Day 2022 website and submit a name for the mascot
  • On April 22nd, the top five winners will be announced!
  • From there, voting opens up for the final, favorite name out of the top five
  • Anyone who votes for the final name will receive a special discount code via email for 25% off their next Red Vines order on our shop site (be sure to check out our new Red Vines Tees, too!)
  • Finally, the #1 mascot name will be announced on May 6th!

National Liicorice Day Timeline 2022

Supporting New Traditions: The Halloween Boo Box From American Licorice® Company

Supporting New Traditions: The Halloween Boo Box From American Licorice® Company

Halloween Boo BoxAmerican Licorice® Company is here to help families create new memories and adjust to new traditions. This Halloween season, we’re thrilled to introduce a fun and engaging alternative to trick-or-treating that the entire family is sure to enjoy.

American Licorice Company developed the NEW Halloween Boo Box with your favorite little ghouls and goblins in mind. It’s the perfect way to ensure their faces light up like jack-o-lanterns on one of the most anticipated days of the year, even if you can’t see them in person. What’s more? We’ll deliver the Boo Box straight to their door.

The Halloween Boo Box is filled with tasty treats from RED VINES®, SOUR PUNCH®, COW TALES®, DUM-DUMS®, and JELLY BELLY® brands. Plus, in an effort to support development and creativity, you’ll find Halloween-themed activities like a maze, puzzle, word search and mask to be colored and cut out.

Halloween Boo Box

In addition to the Halloween Boo Box, American Licorice Company is excited to offer a wide variety of FREE funtastic challenges, crafts and recipes to try at home so that every family can experience Halloween magic. Head to Boo-Ville for more information on all the mischievous ways to spread Halloween cheer!

Jack-O-Lantern Printable Cut Out


The Halloween Boo Box from American Licorice Company was created with support from fellow members of The Candy Alliance LLC. Many thanks to Goetze’s Candy Company, Inc., Jelly Belly Candy Company and Spangler Candy Company for their tasty contributions.

LeBron: A Superstar Off The Court

LeBron: A Superstar Off The Court

While everyone enjoyed the sudden burst of attention that LeBron James inadvertently provided Red Vines licorice, we truly admire all of the incredible philanthropic work LeBron does in underserved communities around the country. He is a Superstar on and off the court. Lebron James

Image credit: | Hans Gutknecht/Digital First Media/Los Angeles Daily News via Getty

Two notable charitable organizations that LeBron supports are The LeBron James Family Foundation and After-School All-Stars The LeBron James Family Foundation is a remarkable program. Based in LeBron’s hometown of Akron, Ohio, his foundation provides resources, incentives, academic, and emotional support for the city’s most challenged students and their parents. Since its inception in 2004, the organization has grown by leaps and bounds. It has instituted a community wide PROMISE program, opened its own school, and offers 4 year college scholarships to the University of Akron for all eligible PROMISE students. His efforts are changing the lives of the families of Akron and is a model for others to follow.

After-School All-Stars & The Lebron James Family Foundation

After-School All-Stars is one of the nation’s largest free after-school programs for under-resourced students. With many chapters across the country, It provides a safe place for students where dedicated mentors help them develop skills that promote success in school and life. Students participate in a wide range of activities, including health & fitness, academic readiness, STEM programs, career exploration, and visual & performing arts.

The Impact Of Promoting Kindness

The Impact Of Promoting Kindness

Our message of Peace, Love & Vines encourages kindness and sharing. We incorporate this philosophy in our everyday lives as well as in our Red Vines brand. As members of our community, we are active volunteers for a variety of causes. As candy makers, we find opportunities to share positivity along with our delicious treats. One way we try to spread joy on a daily basis is by printing encouraging messages inside every tray of Red Vines licorice twists. These inspiring notes were actually submitted by Red Vines fans. Our goal is to surprise and delight each customer with these positive thoughts as they finish their licorice.

We recently heard from someone who was moved by that little message of support and kindness. They were moved enough that they felt compelled to let us know how much it meant to them. They did not throw the empty tray away… instead, they kept it as encouragement to help them through their day. The inspirational quote they discovered in their Red Vines tray and their note to us are below:

Red Vines tray message Message from customer

Needless to say, we were incredibly touched by their note. Our hearts swelled to learn that our simple effort to spread a tiny bit of joy actually impacted someone who needed extra positivity in their life. We hope they realize that they’ve made a positive impact in the world by spreading kindness and joy to us.

The wonderful note we received coincided with a new social media program that we’ve recently implemented: Motivation Monday. We often see negativity online and wanted to insert a little caring and love on Facebook. Look for one of our inspirational messages each week… or post your own. Random Acts of Kindness truly can make a difference.