Portugal's No. 1: Daniel Redondo about Licor Beirão

[Advertorial] Licor Beirão, Portugal’s No. 1 spirit, has stood for tradition, conviviality and an unmistakable herbal liqueur for decades. What began in central Portugal in the late 19th century has developed into an internationally successful brand that is now present in more and more markets – most recently in Germany. The manufacturer, Casa Redondo, works closely with Mack & Schühle to achieve this.

Daniel Redondo is CEO of Casa Redondo and the third generation to run the family business. In our interview with him, we talked about the eventful history of Licor Beirão, its positioning in its home country and its market strategy in Germany, as well as its plans for 2026.

Please introduce yourself first: Who are you and what is your position?

Daniel Redondo: My name is Daniel Redondo, and I am the CEO of Casa Redondo, a Portuguese family-owned spirits company founded nearly 100 years ago. The company began with Licor Beirão, a brand created by my family and which, since 2007, has been the number one spirit in Portugal.

I represent the third generation of the Redondo family, leading a phase of strong international growth – especially in the past two – marked by the acquisition of the global brands Safari and Sheridan’s from Diageo, significantly strengthening our international footprint while using this growth to take Portuguese culture, craftsmanship, and lifestyle to consumers around the world through our brands.

Let’s talk about Licor Beirão. How did it all begin?

Daniel Redondo: Licor Beirão has its roots in the late 19th century in Lousã, in central Portugal, where the liquid that would later become the brand was first produced – a place that remains today the headquarters of Casa Redondo and the home of our distillery.

A defining moment in the brand’s history came in 1940, during the war. My grandfather, José Carranca Redondo, who had recently lost his job, made a bold promise to his girlfriend, Maria: “If you marry me, I will buy the distillery.” She accepted – and that promise led to the acquisition of the distillery, marking the beginning of Licor Beirão as a family business.

From that point on, my grandfather focused on sales, marketing, and promotion, taking Licor Beirão far beyond its local origins, while Maria became the master distiller for the second half of the 20th century, ensuring the consistency and quality of the liquid. Together, they laid the foundations for the brand that the second generation – and now we, the third generation of the Redondo family – lead today.

A lot has happened since then. What milestones have shaped the history of Licor Beirão?

Daniel Redondo: While my grandmother focused on crafting an exceptional liqueur, my grandfather, José Carranca Redondo, dedicated himself to building the brand. He is widely regarded as one of the pioneers of marketing in Portugal, firmly believing that even the best liquid needs strong, disruptive communication to stand out. This conviction – bold ideas, humor, and a playful approach to marketing – became part of Licor Beirão’s DNA and remains one of the brand’s defining strengths.

That belief proved right. In 1997, Licor Beirão reached the milestone of one million bottles sold in a single year for the first time. Shortly after, the third generation joined the business. I entered the company in 2000 – the same year sales reached two million bottles – followed by my brother Ricardo five years later. Together, we took the brand to new heights, making Licor Beirão the number one spirits brand in Portugal by 2007, a position it has held ever since.

As the brand grew, so did our ambition. What began with a strong connection to Portuguese emigrant communities in markets such as Switzerland and France has evolved into a more structured international strategy. In recent years, Licor Beirão has launched impactful campaigns beyond Portugal, including in the Netherlands, Belgium, and now Germany, bringing the brand’s distinctive spirit, creativity, and disruptive marketing mindset to new audiences.

Today, the brand is the No. 1 spirit from Portugal. How is Licor Beirão positioned in its home country and internationally – especially in Germany?

Daniel Redondo: In Portugal, Licor Beirão is deeply rooted in everyday life and social moments. It is a brand that naturally brings people together – around a table, among friends, with laughter, long conversations, and a relaxed way of drinking that is very characteristic of Portuguese culture.

Internationally, our ambition is to take that same spirit to the world. We position Licor Beirão as an iconic Portuguese liqueur, culturally relevant and flexible in how it shows up, offering a versatile and approachable way of drinking that fits modern social occasions. Our focus is not only on the liquid itself, but on the role it plays in shared moments – making simple occasions more joyful, more connected, and more memorable.

Germany is a key strategic market for us within this vision. Our official entry began last year, marked by a strong cultural activation at the Filmfest Hamburg, which provided the ideal setting to introduce Licor Beirão in a premium and experiential way. The response from both consumers and industry professionals confirmed that there is genuine interest in discovering the brand – not just as a product, but as a way of drinking and socializing inspired by the Portuguese lifestyle.

Let’s talk about the product: The recipe is a secret, but what can you reveal about it?

Daniel Redondo: I can honestly say that I don’t actually know the full recipe myself – and I’m perfectly fine with that. The complete recipe is known only by my father and my brother, who are the only ones responsible for the production process, including maceration and distillation. It’s very much a hands-on, family-led process.

What I can reveal is that Licor Beirão is made with 13 ingredients, including lavender, mint, cinnamon, clove, and nutmeg. Some of these ingredients are even grown on our own Quinta do Meiral, reinforcing our close connection to origin and quality. Beyond that, the secret stays where it belongs – in the family.

How does the liqueur taste?

Daniel Redondo: Licor Beirão has a smooth and aromatic profile, with aromatic plants and slightly spicy notes, a gentle sweetness, and a fresh, clean finish. It is complex but light, which makes it ideal for modern drinking occasions and particularly suitable for lower-ABV cocktails that are fresh and easy to enjoy.

Licor Beirão is traditionally drunk on ice with a few drops of lemon juice. What other cocktails can you recommend?

Daniel Redondo: That traditional serve remains a classic, but Licor Beirão truly comes to life in cocktails.

The Pink Beirão was the signature and standout cocktail at our official launch during the Hamburg Film Festival, where it proved to be an ideal serve for cultural and social occasions, resonating strongly with both German consumers and industry professionals. It combines Licor Beirão with pink grapefruit soda and fresh lime juice, resulting in a fresh, low-ABV cocktail with strong visual appeal and an easy, refreshing taste profile.

Among our most established serves is the Caipirão, inspired by the classic Brazilian Caipirinha and long one of the most popular ways to enjoy Beirão. More recently, we introduced the Maracujão, internationally known as Passion Punch, made with passion fruit juice. Over the last two years, it has become a real success — not only in the on-trade, but also at some of the largest music festivals in Portugal.

In these settings, Beirão-based cocktails have emerged as a refreshing and sociable alternative to beer: easy to drink, sessionable, and perfectly suited to long, shared moments. This versatility is one of Licor Beirão’s greatest strengths and a key driver of its growing international relevance.

In Germany, you work with Mack & Schühle. Through which distribution channels is the liqueur marketed?

Daniel Redondo: In Germany, we work closely with Mack & Schühle across both the off-trade and on-trade. At this stage, Licor Beirão is building a national presence in the off-trade, which remains our primary focus, with key retail partners such as REWE and EDEKA playing an important role in building awareness and availability.

At the same time, our next strategic step is to win in the on-trade, allowing us to be closer to consumers and to express the brand through cocktails and experiences. We are starting this journey in Hamburg, where Licor Beirão first entered the German market, and gradually expanding to other key cities, supported by education, bartender engagement, and strong brand storytelling.s

Are there any current campaigns, measures, promotions or similar planned for 2026?

Daniel Redondo: Our communication journey in Germany began last year with the official launch at the Hamburg Film Festival in September, which marked the starting point of a broader awareness campaign that ran through to the end of the year. This launch was supported by a strong digital-first approach, including social media, Amazon activations, and presence on streaming platforms such as Netflix and Joyn, allowing us to reach consumers in relevant and contemporary environments.

For 2026, our focus is on strengthening brand awareness and consistency in key consumption moments. We plan to activate around important occasions such as Mother’s Day, summer, and Christmas, combining continued digital support with a more visible ATL presence. The objective is to reinforce Licor Beirão’s relevance throughout the year, building familiarity, consideration, and long-term brand equity in the German market.

What are your short- and long-term goals for the German market and for the collaboration with Mack & Schühle?

Daniel Redondo: In Germany, our short- and long-term ambition is very clear: to build Licor Beirão as a strong, relevant, and loved brand. In the short term, this means increasing awareness and trial, strengthening our off-trade presence while accelerating our development in the on-trade, starting with key cities such as Hamburg.

At the same time, we approach brand building with a long-term perspective. Establishing Licor Beirão in Germany is not about quick wins, but about a sustained journey that requires consistency, clear vision, and ongoing investment over the years. This same long-term mindset also underpins the introduction of Safari and Sheridan’s into the German market, allowing us to build a coherent and complementary portfolio with shared ambition and scale.

In this journey, Mack & Schühle is the right partner. Their deep market expertise, long-term mindset, and proven ability to build brands sustainably give us great confidence that together we can grow Licor Beirão, while also developing Safari and Sheridan’s in a way that creates value for all brands. We share a common goal: to build strong, relevant brands in Germany, with ambition, discipline, and a clear vision for long-term success.

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+++ We would like to thank Daniel Redondo for the open and very interesting interview! If you also have an interesting brand, then we should talk. Just send us an e-mail with the subject “about-drinks interview” to redaktion@about-drinks.com – we look forward to hearing from you! +++