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Casa Redondo acquires Safari from Diageo

Diageo has announced the sale of fruit-flavoured liqueur Safari to Casa Redondo, a Portugal-based drinks company. Safari, which is mainly sold in Portugal, Benelux, and Turkey, has been acquired by Casa Redondo for an undisclosed amount.
Diageo says the sale is in line with its strategy for effective portfolio management. John Kennedy, Diageo president, Europe, explained: “This transaction will allow us to further concentrate on our core areas of strength, including tequila and whisk(e)y, as we accelerate towards our ambition; to be one of the best performing, most trusted and respected consumer products companies in the world.”
Daniel and Ricardo Redondo, chief executive and chief financial officer of Casa Redondo, added: “We are thrilled to announce the acquisition of Safari from Diageo. This transaction underscores our commitment to expanding our portfolio with premium offerings that resonate with consumers globally. We look forward to integrating this brand into our family, continuing to innovate for our customers, whilst ensuring exceptional quality.”
Safari joins family-owned Casa Redondo’s portfolio of spirits, which includes its flagship brand Licor Beirão, a Portugese liqueur. 

8 July 2024 - Lucy Schofield