Casa Redondo Relaunches the SAFARI Brand at the Largest Spirits Fair

Casa Redondo took part in the largest bar and beverage industry fair in Berlin, where this year it intensified its strategy with the acquisition of the Safari brand from Diageo. For many, Safari evokes memories of youth, and this edition marks its relaunch under Casa Redondo’s management.

With the goal of international expansion, the brand created a vibrant and energetic atmosphere. "Stay Wild" serves as the motto, reminding us of the importance of being free, staying young, and seizing the moment. This concept arises from Safari’s heritage as a brand that has accompanied memorable nights and first experiences. In an era of self-awareness and nostalgia, "Stay Wild" encourages consumers to embrace the present, live fully, and create lasting memories. The brand refresh reflects a modern, bold, and untamed aesthetic that aligns with this ethos.In addition to Safari, Aperitivo Per Se will also be in the spotlight, inspired by the views and sunsets of Lisbon, as well as the famous Licor Beirão, Portugal’s No. 1 drink, which will be well-represented, offering a unique and authentic experience.

This participation highlights Casa Redondo’s commitment to bringing its brands to new markets and consolidating a global presence that already spans over 70 countries. Casa Redondo has created a dynamic space at the fair, providing visitors with an immersive experience that blends the energy of the tropical and the urban, allowing them to discover or rediscover everything from exotic flavors to the most authentic Portuguese ones.

"We are very excited to relaunch the Safari brand under Casa Redondo, giving it new life and a contemporary touch. This is the first step in an ambitious international expansion strategy we have for the brand, aiming to reach new audiences and strengthen our global portfolio," says Daniel Redondo, CEO of Casa Redondo.

This event in Berlin is just the beginning of a series of activations to reposition Safari as a leading brand in the liqueur segment. With a focus on strategic markets and a bold marketing approach, Casa Redondo aims to take the brand to new heights and make it a choice among young adult consumers.

About Casa Redondo

Casa Redondo is more than just a "house"; it represents the heart of a family legacy, now proudly in the hands of its third generation. It embodies the spirit of innovation and quality in Portuguese spirits and wines, representing over 50 brands, from the leading spirit in Portugal – Licor Beirão – to the distinctive Amarguinha, Aperitivo Per Se, The FoxTale Gin, and Aldeia Velha.

Casa Redondo is also a partner of major international producers and brands, such as Proximo, Bushmills, Rémy Cointreau, Maison Villevert, and Dalmore, helping expand their presence in the Portuguese market, from traditional restaurants to the most renowned Michelin-starred establishments.