Sheridan’s names new UK distributor
Portuguese family-owned Casa Redondo has appointed Proof Drinks as the exclusive distributor for Sheridan’s in the UK.
Casa Redondo said the appointment of Proof Drinks underscores its focus on choosing the right partner to enhance Sheridan’s performance in the UK across both on-trade and off-trade channels.
Sheridan’s has a presence in more than 50 markets worldwide and is particularly strong in Europe and global travel retail.
The brand continues to build its international momentum under Casa Redondo’s ownership, with the UK playing a significant role in its growth strategy.
Daniel Redondo, CEO of Casa Redondo, said: “The UK plays an important role in the global cream liqueur category, so ensuring we had the right partner for Sheridan’s was essential.
“Proof Drinks has demonstrated strong category expertise, market understanding and the commercial ambition needed to grow Sheridan’s in the UK. We are excited to begin this new chapter together.”
The liqueur comes in an iconic dual-chamber bottle, which allows coffee liqueur infused with whiskey and white chocolate cream to be poured simultaneously.
Founded in 2010, Proof Drinks is a UK-based distributor and brand builder that specialises in the import, distribution, sales, and marketing of premium beverage brands.
The company has established relationships with more than 110 national and regional wholesalers throughout the UK. It has a strong presence in the off-trade sector, with listings in all major UK supermarkets.
John Vider, managing director at Proof Drinks, added: “We are delighted to be appointed as the exclusive UK distributor for Sheridan’s. The brand has a strong heritage and clear potential in today’s market.
“We look forward to working closely with Casa Redondo to bring exciting plans to life and support Sheridan’s growth across the UK.”
Last month, Casa Redondo appointed new distributors for the brand in Poland and Romania.
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