LONDON, 5 July 2024 – Diageo, a global leader in premium drinks, today announces it has agreed the sale of Safari, a fruit flavoured liqueur brand, to Casa Redondo, a Portuguese beverage-alcohol company. This transaction is in line with Diageo's strategy of maintaining a sharp focus on effective portfolio management.
Safari is predominantly sold in Benelux, Portugal and Türkiye. Given its consumer base, Diageo believes Casa Redondo is the right owner to take Safari into its next chapter of growth across Europe and beyond.
John Kennedy, Diageo's President, Europe said: "The sale of Safari reflects Diageo's commitment to delivering consistent growth and value creation for shareholders. 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."
On the purchase of Safari, Daniel and Ricardo Redondo, Chief Executive and Chief Financial Officer of Casa Redondo said: "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."
About Casa Redondo
Casa Redondo is a third-generation beverage-alcohol company started in 1940 by José Carranca Redondo. The Company's flagship brand is Licor Beirão, the best-selling spirit brand in Portugal. The Company also manages Aperitivo Per Se, Amarguinha, FoxTale Gin and has recently expanded its portfolio with the purchase of Aldeia Velha brandy.
For more information about Casa Redondo, visit or email us at welcome@casaredondo.com
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).
For more information about Diageo, our people, our brands, and performance, visit us at . Visit Diageo's global responsible drinking resource, for information, initiatives, and ways to share best practice.
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