Diageo sells Sheridan’s to Casa Redondo
After purchasing Safari liqueur last summer, Portuguese spirits company Casa Redondo has acquired another brand from Diageo: Sheridan’s coffee and cream liqueur.
Sheridan’s joins Casa Redondo’s portfolio just over a year after the company purchased Safari liqueur for an undisclosed sum from Diageo in July 2024.
Alonside Safari and Licor Beirão, the company owns brands such as Amarguinha, FoxTale Gin, and Per Se apéritif.
The acquisition is said to represent a “significant” step in Casa Redondo’s international growth strategy. By acquiring Sheridan’s, the company aims to expand its global reach and enhance its portfolio with a brand that has strong consumer recognition.
Presented in a unique dual-chamber bottle, the coffee and cream liqueur is currently available in more than 50 markets, with a strong presence across Europe.
Daniel Redondo, CEO of Casa Redondo, said: “Sheridan’s is a unique brand with strong consumer recognition and an enduring identity. Bringing it into our portfolio represents a pivotal moment for Casa Redondo. This acquisition strengthens our international presence and reflects our ambition to build an increasingly global business.”
Dayalan Nayager, Diageo’s president for Europe and chief commercial officer, said the deal was part of the company’s strategy of focusing on “effective portfolio management”.
He continued: “It follows previous European transactions including the sales of Pampero, Cacique and Safari as we continue to focus on our core areas of strength to accelerate towards our ambition; to create one of the best performing, most trusted and respected consumer products companies in the world.”
The UK-based drinks conglomerate has sold several of its non-core brands over the last 12 months, including Cacique rum to La Martiniquaise-Bardinet, and Pampero rum to Gruppo Montenegro.
To support the company’s growth, Casa Redondo plans to enhance its commercial, marketing, and logistics teams and capabilities.
To ensure a seamless integration of Sheridan into its portfolio, the company will invest in new talent and resources in the brand’s key international markets.
Ricardo Redondo, chief financial officer of Casa Redondo, added: “This step consolidates our position as a competitive global player. It also underlines our long-term commitment to sustainable growth and to building stronger partnerships across international markets.”
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