New owner Casa Redondo has lined up a repositioning of its recently-purchased Safari liqueur brand.
The family-owned company, which as well as being a spirits brand owner also handles distribution for several others in its home market of Portugal, promoted the move at the BCB trade show in Berlin last week. The tagline ‘Stay Wild’ has been unveiled, to highlight “the importance of … staying young and seizing the moment”.
Redondo also highlighted its intention to expand the liqueur’s presence worldwide going forward, with a particular focus on young LDA consumers.
“We are very excited to relaunch the Safari brand under Casa Redondo, giving it new life and a contemporary touch,” said CEO and family member Daniel Redondo. “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.”
Safari left Diageo’s ownership in July when Redondo paid an undisclosed sum for the fruit-based brand. With an ABV of 20%, the liqueur’s main markets currently are Portgual, Turkey and the Benelux countries.
Among the company’s that Redondo distributes for in Portugal are Proximo Spirits and Rémy Cointreau.
