Diageo offloads Safari liqueur to Casa Redondo

Portuguese firm Casa Redondo has acquired Safari liqueur for an undisclosed sum.

Safari is a fruit-flavoured liqueur that is predominantly sold in Belgium, the Netherlands, and Luxembourg (Benelux), Portugal and Türkiye.

Diageo stated the transaction was ‘in line with its strategy of maintaining a sharp focus on effective portfolio management’.

John Kennedy, Diageo’s president – Europe, said: “The sale of Safari reflects Diageo’s commitment to delivering consistent growth and value creation for shareholders.

“This transaction will allow us to further concentrate on our core areas of strength, including Tequila and whisk(e)y, as we accelerate towards our ambition; to be one of the best-performing, most-trusted and respected consumer products companies in the world.”

Casa Redondo was formerly known as the Liquid Company, but rebranded in 2023 to match its aspirations for global expansion.

Daniel and Ricardo Redondo, chief executive and chief financial officer of Casa Redondo, commented: “We are thrilled to announce the acquisition of Safari from Diageo. This transaction underscores our commitment to expanding our portfolio with premium offerings that resonate with consumers globally.

“We look forward to integrating this brand into our family, continuing to innovate for our customers, while ensuring exceptional quality.”

Earlier this month, The Spirits Business spoke to Daniel Redondo about the firm’s rebrand and its plans for Licor Beirão.