Licor Beirão lands in the Netherlands
Casa Redondo-owned Portuguese liqueur Licor Beirão has launched in the Netherlands as part of its partnership with A Brand New Day (ABND).
The launch marks the liqueur’s first substantial entry into an international market outside Portugal.
“It’s the perfect market because of its robust liqueur segment, growth potential and Dutch consumers’ flavour profile, which resonates well with Licor Beirão,” said Eduardo Sousa, chief commercial officer of Casa Redondo.
“This launch marks the beginning of a promising partnership between Casa Redondo and ABND. Together, they aim to bring the unique taste of Licor Beirão to a broader audience.”
Of the company’s vision for the partnership, Sousa added: “We chose ABND as our distributor in the Netherlands because of its deep market knowledge, extensive network, and proven track record in successfully introducing premium brands. Its passion mirrors our own, making it the ideal partner to bring our liqueur to Dutch consumers.”
To engage with consumers directly, Licor Beirão was featured at popular consumer events and introduced to the new market with a local TV commercial and a digital video campaign.
It is available at Gall & Gall, the Netherlands’ leading liquor retailer, as well as at various independent liquor stores across the country.
Ruud Goesten, founder and managing director at ABND, said: “We are very happy to welcome such an iconic and premium brand like Licor Beirão. Its unique heritage and flavour profile perfectly complement our portfolio, and we are confident it will resonate well with Dutch consumers.
“We look forward to further expanding this remarkable brand in the Netherlands.”
Licor Beirão is family-owned by the third generation of the Redondo family. The liqueur has a rich history dating back to the 19th century and is crafted using 13 secret ingredients, offering a ‘distinct and versatile flavour profile’ that can be enjoyed neat, on the rocks, or as a key ingredient in cocktails.
Formerly known as Liquid Company, Casa Redondo rebranded to its new name last year as it aimed to expand globally.
CEO Daniel Redondo shared his thoughts about the brand’s future with The Spirits Business.
Meanwhile in June, Licor Beirão headlined the world’s first prime-time cocktail competition, Mistura Beirão, in Portuguese TV.
For 2025, the brand plans to expand its distribution in the Netherlands and continue increasing brand awareness through targeted marketing efforts and strategic partnerships.
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