Violetas and the connection with WTW
Violets have been a popular treat for madrileños for over 100 years. A family of sweet makers first started producing them in 1915, and violetas have remained an icon of Spain’s capital city to this day. The recipe is simple: sugar and violet flavouring or essence. But the magic, the secret, lies in making the perfect mix.
The sweets have been loved by writers, politicians, and actors. Rumour has it that even the former king of Spain Alfonso XIII was a big fan of violets and used to buy them as gifts. Madrileños of all ages have kept the tradition alive through the years, always carrying a bunch of sweets in their pockets. And that brings us to the present day.
Choosing these sweets as a corporate gift is no coincidence. At WTW, we feel very connected to these violetas. Not only due to our shared purple corporate branding, but more importantly, because of their values – bridging heritage and innovation. WTW Spain is celebrating its 40th anniversary this year - a team with a focus on heritage and specialisation - combined with local know-how and global vision. But the magic, again, lies in having professionals who know how to make that perfect mix of global expertise with a truly local flavour.