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Diageo has announced the sale of its fruit-flavoured liqueur brand, Safari, to Casa Redondo, a Portuguese beverage-alcohol company.

The move aligns with Diageo’s strategy to refine its portfolio management.

Diageo believes that Safari – a popular liqueur in the Benelux region, Portugal and Turkey – can drive the brand’s 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.”

Daniel and Ricardo Redondo, CEO and CFO 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.”

#Diageo #Safari #CasaRedondo