Casa Redondo will be present at the TFWA World Exhibition & Conference in Cannes, showcasing an expanded portfolio for the travel retail channel and a reinforced commitment to the internationalization of Sheridan's, acquired from Diageo.
The creamy liqueur brand now plays a central role in the Portuguese company's duty-free strategy , with Casa Redondo aiming to transform it into one of the main growth drivers for the category.
Sheridan's enters a new phase.
Sheridan's, known for its double-chamber bottle that combines two liquids, will be the main brand presented by Casa Redondo in Cannes.
According to the company, the brand is now entering a phase of accelerated investment, with TFWA serving as the stage to present for the first time all the work developed since the acquisition.
The strategy involves reinforcing brand visibility at the point of sale and exploring the ritual of serving the two liquids as the main element of differentiation.
Casa Redondo has developed new display systems for travel retail , ranging from complete brand spaces to more compact secondary placements, seeking to make this gesture more visible to the consumer.
Gifting accounts for about a quarter of beverage purchases in the channel.
The strategy for Sheridan's also includes new gift packs specifically for travel retail . According to data released by the company, about a quarter of beverage purchases in this channel are made as gifts, which leads Casa Redondo to position Sheridan's as a proposition for the gifting segment as well.
“Our ambition is to make Sheridan’s the cornerstone of the cream liqueur category and a true growth engine for our retail partners worldwide ,” says Daniel Redondo, CEO of Casa Redondo.
Licor Beirão, Safari and Per Se complete the portfolio.
In addition to Sheridan's, Casa Redondo will be showcasing three other brands from its portfolio in Cannes: Safari, Licor Beirão, and Aperitivo Per Se.
Safari emerges as a proposition geared towards younger consumers and Generation Z, supported by a new image and a positioning associated with discovery and energy.
Licor Beirão is presented as the number one spirit in Portugal, produced from a family recipe of 13 spices and with a double distillation process in copper stills.
The Per Se aperitif arrives at the event after winning a Travel Retail Award in the Best Spirit category up to 45 euros, combining 24 botanicals and a positioning linked to relaxed consumption and the world of aperitifs.
The booth will have a bar and space for business meetings.
Casa Redondo will be located at the Red Village K22 stand, with an area designed for tastings and meetings with distributors and retail operators.
The space will include a bar open throughout the day, allowing customers to sample different brands, and a dedicated area for business meetings about exclusive channel formats, listings, and marketing activations.
With this participation, Casa Redondo seeks to strengthen its international presence and explore travel retail as a strategic channel for brands with a strong component of differentiation, offering, and discovery.
