Casa Redondo expands Belux partnership
Portuguese spirits company Casa Redondo has appointed Alcobrands as the exclusive distributor of Sheridan’s in Belgium and Luxembourg (Belux).
The partnership builds on the company’s existing distribution agreement of Licor Beirão and Safari in both countries.
Sheridan’s is globally recognised for its dual-chamber bottle, which combines two distinct liqueur styles: a coffee liqueur infused with whiskey, and white chocolate cream, poured simultaneously.
The brand is present in more than 50 markets worldwide, with a strong presence in global travel retail and Europe, including the Netherlands, Germany, the UK, Poland, and Romania.
Following Casa Redondo’s acquisition of the brand from Diageo, Sheridan’s is committed to increasing its international momentum, with Belgium said to represent a key market in the brand’s next phase of growth.
The appointment of Alcobrandsis said to demonstrate Casa Redondo’s commitment to enhancing Sheridan’s performance in Belgium and Luxembourg by collaborating with a reliable local partner experienced in developing premium spirits brands across key trade channels.
Daniel Redondo, CEO of Casa Redondo, said: “Belgium is an important market for Sheridan’s and a clear priority for our growth ambitions in Europe. Alcobrands has delivered strong results with both Licor Beirão and Safari, combining excellent market knowledge with an agile and ambitious approach.
“We are confident this partnership will help unlock Sheridan’s full potential across Belgium and also Luxembourg.”
Founded in 2008, Alcobrands is an independent premium drinks company recognised for its professional and impact-focused approach to brand development, supported by a robust commercial structure and expertise in local markets.
Pascal Merchiers, managing director of Alcobrands, commented: “We’re delighted to take on Sheridan’s in Belgium and Luxembourg as exclusive distributor. It’s a globally established brand with a unique proposition and exciting growth potential.
“Together with Casa Redondo, we’re looking forward to delivering strong commercial momentum and increasing the brand’s presence across the market.”
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