Diageo has agreed to sell its longstanding Sheridan’s coffee-cream liqueur to Portugal’s Casa Redondo, a third-generation family-owned spirits company. The deal follows last year’s handover of Safari liqueur and brings the dual-chamber brand—popular in over 50 countries, especially in Europe—into a portfolio that already champions Portugal’s top-selling Licor Beirão, alongside Amarguinha liqueur, Aperitivo Per Se, and innovative FoxTale Gin.
For Diageo, offloading Sheridan’s exemplifies sharp portfolio management, prioritizing powerhouse brands like Johnnie Walker, Smirnoff, and Guinness. Dayalan Nayager, President for Europe and Chief Commercial Officer, stated: “The sale follows previous European deals including Pampero, Cacique, and Safari, as we focus on core strengths to build one of the world’s best-performing, most trusted consumer companies.”
Casa Redondo, founded in 1940 by José Carranca Redondo, views this as a cornerstone for its international ascent. CEO Daniel Redondo emphasized: “Sheridan’s unique identity and strong consumer recognition represent a pivotal moment, strengthening our portfolio and reflecting our ambition to forge a truly global business.” CFO Ricardo Redondo echoed this, noting the move consolidates their competitive edge while committing to sustainable growth through enhanced partnerships and expanded marketing, commercial, and logistics teams in key markets.
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To ensure seamless integration, a Transitional Services Agreement will support business continuity post-completion. Casa Redondo’s proven track record—transforming local icons like Licor Beirão into national treasures—suggests Sheridan’s could thrive under fresh stewardship, blending its coffee-cream allure with targeted innovations for untapped regions.
This deal highlights a vibrant shift in the spirits sector: as giants like Diageo streamline for efficiency, agile independents like Casa Redondo seize opportunities to grow. Sheridan’s isn’t just changing hands—it’s set to enter a new phase of cross-cultural appeal, with the potential to redefine liqueur dynamics from Lisbon to beyond.
