UK – Diageo, the maker of Johnnie Walker whisky, has announced the sale of its Safari fruit-flavored liqueur brand to Casa Redondo, a Portuguese beverage-alcohol company.
This transaction aligns with Diageo’s strategy of effective portfolio management.
Safari is predominantly sold in Benelux, Portugal, and Türkiye. Diageo believes Casa Redondo is well-positioned to lead Safari into its next growth phase across Europe and beyond.
John Kennedy, Diageo’s President for Europe, commented, “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 companies in the world.” d,
Casa Redondo, a third-generation beverage-alcohol company founded in 1940, is renowned for its flagship brand, Licor Beirão, the best-selling spirit in Portugal.
The company also manages brands such as Aperitivo Per Se, Amarguinha, and FoxTale Gin and recently expanded its portfolio with the purchase of Aldeia Velha brandy.
Daniel and Ricardo Redondo, Casa Redondo’s Chief Executive and Chief Financial Officer, stated, “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 while ensuring exceptional quality.”
This divestment follows Diageo’s recent sale of its majority stake in Guinness Nigeria to the Singapore-based Tolaram Group.
Despite this sale, Guinness Nigeria will retain the rights to manufacture and distribute Guinness and other Diageo brands, including Johnnie Walker, Singleton, and Baileys.
Diageo stated that it is creating a “new model for Guinness in Nigeria,” collaborating with Tolaram under new, long-term license and royalty agreements for its locally manufactured ready-to-drink and mainstream spirits products.
This approach aims to sustain the brand’s market presence while optimizing operational efficiency.
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