The Portuguese spirits company Casa Redondo, based in Lousã, is participating at the TFWA World Exhibition & Conference in Cannes with an ambitious message for worldwide travel retail. Following the acquisition of Sheridan's from Diageo, the company announces the beginning of a new era for the brand, proposing to make it an indispensable presence in duty-free channels and one of the main growth drivers in the cream liqueurs category.
Sheridan's, the world's only two-liquid liqueur, presents its most ambitious plan ever at Cannes. The brand has developed a new visibility system for travel retail, ranging from complete brand spaces to more compact secondary placements, with the goal of putting the gesture of serving the two liquids in front of the consumer. The company also announced new gift packs for the gifting segment, which represents approximately one quarter of all beverage purchases in the channel. Daniel Redondo, CEO of Casa Redondo, stated that the ambition is to make Sheridan's the cornerstone of the cream liqueur category and a true growth engine for retail partners worldwide.
In addition to Sheridan's, Casa Redondo presents a portfolio of three distinct brands for the duty-free market. Safari is a tropical passion fruit liqueur targeting Generation Z and young travelers. Licor Beirão, Portugal's number one spirit, based on a secret family recipe of 13 spices and doubly distilled in copper stills for over 100 years. Aperitivo Per Se, already a winner of the Travel Retail Awards in the Best Spirit under €45 category, combines 24 botanicals in a distinctive design that evokes the lifestyle of a southern European sunset.
The company's stand, called Red Village K22, was designed around genuine hospitality, featuring a bar open all day for brand tasting experiences. For retail partners and distributors, there is a dedicated meeting space for detailed conversations about exclusive channel formats, listings, and marketing activations.