Tradition meets global ambition
Casa Redondo has been making headlines with its recent acquisition of the Sheridan’s and Safari brands from Diageo, reinforcing its position as one of the most dynamic companies in the spirits sector.
For nearly a century, Casa Redondo has embodied the Portuguese spirit of craftsmanship and creativity. Founded by José Carranca Redondo, a visionary entrepreneur and pioneer of modern advertising, the company has grown from a family-run distillery into an international powerhouse of brands – one that balances heritage with innovation, and local roots with global reach.
At the heart of Casa Redondo’s success lies its commitment to quality and authenticity. The company’s flagship brand, Licor Beirão, remains Portugal’s number-one spirit and a national icon. Crafted from a secret blend of 13 botanicals at Quinta do Meiral in the heart of Portugal, it has become a symbol of the country’s conviviality. With distribution in more than 70 countries and a portfolio of more than 50 brands, Casa Redondo continues to represent the essence of Portuguese excellence internationally.
Casa Redondo’s growth is guided by a clear vision: to build a diverse and globally relevant portfolio that resonates with contemporary consumers. Beyond its beloved liqueur, the company successfully launched Per Se, an apéritif inspired by the relaxed and easy-going lifestyle of Southern Europe. Light, aromatic and versatile, Per Se reflects Casa Redondo’s ability to innovate while staying true to its Mediterranean soul – designed for cosmopolitan drinkers seeking authenticity with a modern twist.
Acquisitions add strength
Recent acquisitions have further strengthened Casa Redondo’s international footprint. The addition of Safari and, most recently, Sheridan’s – two well-established global brands previously under Diageo – mark a new chapter in the company’s evolution. These integrations not only expand Casa Redondo’s reach but also highlight its global growth strategy, representing two international purchases in just two years. This achievement reinforces the company’s position as a trusted, forward-thinking partner for distributors and retailers worldwide.
The acquisition of Sheridan’s marked a significant milestone in Casa Redondo’s global growth goals. With this addition, the company broadens its global reach and strengthens its premium portfolio with a brand that enjoys worldwide consumer recognition. To support this growth, Casa Redondo will expand its commercial, marketing, and logistics teams, investing in new talent and capabilities to ensure seamless integration and sustained momentum across key markets.
Bold initiatives
Creativity has always been central to Casa Redondo’s DNA. Its founder, José Carranca Redondo, revolutionised Portuguese marketing with irreverent, daring campaigns that broke conventions and pushed boundaries. That same spirit remains alive today, seen in bold initiatives such as Licor Beirão’s television campaign in the Netherlands, created specifically for non-Portuguese audiences. It’s proof the company continues to communicate with humour, intelligence and cultural relevance.
As it nears a century of history, Casa Redondo stands as one of Europe’s most exciting family-owned spirits houses – confident, innovative and ready to collaborate with partners who share its belief that great brands are built on passion, authenticity and imagination.
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