Sheridan’s strengthens German presence
Casa Redondo has enhanced its partnership with Mack & Schühle in Germany by appointing it as Sheridan’s exclusive distributor.
The move follows Casa Redondo’s acquisition of Sheridan’s from Diageo earlier this year.
Since the purchase, Casa Redondo has formed new distribution partnerships for the dual-chamber coffee-and-cream liqueur in Poland, Romania, and the UK.
The agreement with Mack & Schühle strengthens an already established collaboration between the two companies, which began in March 2025 with the distribution of Licor Beirão and Safari in the German market.
The partnership has already achieved strong commercial results, including national off-trade distribution through the Rewe Group and high-impact brand activations, such as a prominent presence at the Hamburg Film Festival.
Daniel Redondo, CEO of Casa Redondo, commented: “Our collaboration with Mack & Schühle has already demonstrated its strength through the successful development of Licor Beirão and Safari in Germany.
“Extending this partnership to Sheridan’s reflects our confidence in their market expertise and their ability to support the brand’s long-term growth in this key market.”
Sheridan’s is already available in more than 50 countries worldwide, with a strong presence in Europe and global travel retail.
The brand’s growth in Germany is said to represent a key component of Casa Redondo’s long-term international strategy.
Founded in 1939, Mack & Schühle is one of Germany’s leading distributors of wine and spirits.
The family-owned company has a robust nationwide sales structure that serves both on-trade and off-trade channels, and is known for its ability to create sustainable value for premium international brands.
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