Casa Redondo, one of the leading spirits companies in Portugal and the esteemed producer of Licor Beirão, the number one spirit in the country, has won the Marketing award in the 2025 Just Drinks Excellence Awards for its marketing initiatives, which have not only captivated consumers but have also set benchmarks for brand engagement and cultural relevance.
The Just Drinks Excellence Awards honor the most significant achievements and innovations in the beverages industry. Powered by GlobalData’s business intelligence, the Awards recognize the people and companies leading change and shaping the future of the industry.
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Casa Redondo garnered the recognition for its successful campaigns that resonate with contemporary trends, including the launch of the Maracujão cocktail, a delicious cocktail with passion fruit, and the pioneering the 1st TV prime-time cocktail competition –Mistura Beirão, which have significantly elevated not only brand visibility but the consumer interaction with the cocktail culture too.
Innovative campaigns and engaging advertising
Casa Redondo has successfully tapped into popular culture with its TV advertising campaign “Um Beirão de Sorte,” inspired by the Netflix series “Turn of the Tide.” This strategic move resonates with younger audiences who seek engaging and relatable content. The campaign cleverly integrates elements from the series, creating a narrative that appeals to viewers’ emotions and interests. By utilizing familiar cultural references — something the brand has done consistently over the years — Casa Redondo has reinforced Licor Beirão as not just a beverage but a lifestyle choice that aligns with contemporary social trends. This enduring approach has helped make Licor Beirão one of the most beloved and iconic brands within the Portuguese beverage landscape.
The introduction of the Maracujão cocktail further enhances the connection with a younger audience. Designed to cater their preferences, Maracujão offers a refreshing alternative to traditional spirits, featuring a lower alcohol by volume (ABV) and a vibrant flavor profile that includes passion fruit. This cocktail is not only easy to prepare but also visually appealing, making it ideal for social media sharing. The campaign effectively communicates the simplicity of the Maracujão recipe—10cl of passion fruit juice, 6cl of Beirão, and 3cl of lemon—encouraging consumers to recreate the experience at home or in social settings.
The launch of Maracujão was supported by a robust 360-degree marketing strategy that encompassed national outdoor advertising, a strong digital presence, and impactful in-store promotions, with more than 170,000 value-added promotions (VAPs) and on-pack communications. With over 1,000 outdoor placements across Portugal and significant investment in digital marketing, Casa Redondo has amplified its brand visibility. Collaborations with macro and micro influencers enriched the storytelling around Maracujão, making it an aspirational yet accessible choice for consumers during the vibrant summer festival season.
Consumer engagement and cultural elevation
The presence at summer festivals, like Rock in Rio or Nos Alive allowed Casa Redondo to engage directly with consumers in a lively, social environment, with Maracujão taking center stage. At these events, the company set up interactive booths where attendees could taste the refreshing Maracujão cocktail, receive exclusive brand merchandise, take part in entertaining dares hosted by the brand’s entertainer, and engage with well-known macro influencers. This dynamic and immersive experience boosted brand visibility while fostering a genuine emotional connection with attendees, allowing them to interact with the brand in a fun, bold, and memorable way.
Additionally, the strategic use of social media during these events amplified consumer engagement beyond it. Attendees were encouraged to share their experiences online, using specific hashtags related to the Maracujão campaign. This user-generated content further promoted the brand and created a sense of community among consumers, enhancing brand loyalty.
Professional development and industry impact
Casa Redondo’s commitment to elevating the spirits industry and nurturing talent was brought to life with the launch of Mistura Beirão – the world’s first TV prime-time cocktail competition. As owners of the number one Portuguese spirits brand, Casa Redondo embraces a deep responsibility not just to promote its own brands, but to lead the way in making the category more accessible, exciting, and relevant to consumers.
This groundbreaking media initiative marked a historic moment for the industry, shining a national spotlight on the art of mixology and the creativity of professional bartenders across Portugal. The show achieved impressive viewership ratings, with the premiere reaching an audience share of 11.7%, and the third episode achieving an 18.7% share. By blending entertainment with education, Mistura Beirão helped demystify cocktail culture and deepen consumers’ understanding and appreciation of the spirits world.
But Casa Redondo’s efforts go far beyond entertainment. The company actively invests in the professional development of bartenders — a mission reflected in the grand prize of Mistura Beirão: an advanced bartending course in New York City. This opportunity not only sharpens the skills of the winning mixologist, but also promotes international recognition for Portuguese bartending talent.
Through initiatives like “Mistura Beirão”, Casa Redondo is taking an active role in shaping the future of the spirits industry. By showcasing the skill, passion, and cultural relevance of mixology, the company continues to inspires a new generation of mixologists and cocktail enthusiasts — while reinforcing its leadership and sense of purpose in driving the industry forward.
Company Profile
Casa Redondo is a Portuguese company with an almost century-old family heritage, dedicated to innovation and quality in the spirits sector.
As a family business, the company remains committed to its mission of bringing Portuguese excellence beyond borders, now established in over 70 countries. Since 2012, it has taken on an increasingly important role as a leading independent distributor in the Portuguese market, supported by a highly qualified sales and marketing team that drives the growth and reach of our brands.
The iconic Licor Beirão, Portugal’s number one spirit, remains the company’s flagship product, now complemented by a diverse portfolio of over 50 spirits brands. Some of the key brands include Aperitivo Per Se, Amarguinha, The Fox Tale Gin, and the recently acquired Safari, purchased from Diageo and now managed from Portugal to the world.
Casa Redondo is also a trusted partner of major international producers and brands, such as Proximo, Bushmills, Rémy Cointreau, and Dalmore, helping to expand their presence in the Portuguese market, from traditional restaurants to Michelin-starred establishments.
Links
Website: www.casaredondo.com
