Casa Redondo expands European distribution
Portuguese company Casa Redondo has appointed Alcobrands as the exclusive distributor of Licor Beirão and Safari liqueur in Luxembourg and Belgium.
Casa Redondo, formerly known as Liquid Company, signed the strategic distribution agreement with Alcobrands in April.
Alcobrands has specialised in distributing drinks brands in Belgium, the Netherlands, and Luxembourg since 2008.
The partnership is said to represent an important milestone in Casa Redondo’s international expansion into strategic markets. Casa Redondo aims to focus on ‘high-potential markets and strong partnerships’, aligned to reinforce brand awareness through campaigns and activations.
In Belgium and Luxembourg, Alcobrands will manage Casa Redondo’s flagship Licor Beirão and Safari liqueur, which it acquired in July 2024 from Diageo.
The new partnership promises a wider market presence for Licor Beirão, which was born in Lousã in Portugal in the 19th century.
According to the brand, “the partnership is a firm step towards expanding Licor Beirão’s presence beyond borders, introducing its rich heritage and authentic taste to an even broader international
audience.”
Safari aims to strengthen its presence in the European market with a refreshed and modernised positioning, ’embracing the vibrant world of cocktails and mixology where it truly excels’. The fruit-flavoured liqueur has already established a strong presence in the Benelux region, as well as in Portugal and Turkey.
Last year, Licor Beirão launched in the Netherlands as part of its partnership with A Brand New Day.
Earlier this year, Casa Redondo expanded the distribution of Licor Beirão and Per Se apéritif in Peru.
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