“The weather is great… our food, our culture. Nowadays, Portugal is very trendy”, says Daniel Redondo, CEO and third-generation member of Casa Redondo. “When people come to Portugal they have a good experience, and that’s why we are seeing more of a demand for our products internationally,” he explains.
Casa Redondo, a family-owned legacy, was founded in 1929 by Jose Carranca Redondo. It is renowned for producing the country’s best-selling spirit, Licor Beirao liqueur, made from a secret recipe of 13 botanicals. Daniel, Jose’s grandson, now at the helm, is charting a new course for the company with an expanded portfolio of spirits, including the exquisite Per Se, a Portuguese aperitif described by Daniel Redondo as “made for sunsets before dinner on a rooftop.”
“Per Se was two years in the making. It was a journey of discovery, a delightful exploration into the world of aperitifs and bitters. We traveled to countries like Italy, France, Germany, and Switzerland, tasting various products and absorbing a wealth of knowledge. Our mission was clear – to create the first authentic Portuguese aperitif,” Daniel shares with a hint of pride in his voice.
He continues, “The aperitif culture has always been robust in our neighbors like Spain and throughout the Mediterranean in Italy, but it never really took off in Portugal until about a decade ago. Cities like Lisbon, Porto, and the Algarve, bustling with tourists, started adopting new consumption habits.”
“Launched in 2019, Per Se’s growth in Portugal has been phenomenal, the acceptance has been very positive and overall, it has exceeded our expectations. But we know there’s more to achieve. We are now expanding to other markets, and we have partnered with Friarwood Wines & Spirits for our UK market expansion,” Daniel reveals.
For Daniel Redondo, Per Se is a reflection of Casa Redondo’s values and heritage. “We cherish our family roots. My grandfather began working at a young age, gaining experience in various roles, including at a small distillery. He always said, ‘you can have the best liquid in the world, but if you don’t promote it, it will never sell.’ We are maintaining that ethos, we have an interesting story to tell, and we believe our brand experience is a great opportunity to be explored overseas”, Daniel explains.
Discussing Per Se’s unique characteristics, he adds, “Its bright warm orange color is reminiscent of the iconic sunsets of southern Portugal. The aroma, a refreshing blend of cardamom, orange, and Jamaican Pepper, takes you back to summer’s best days. Its flavour, though complex with 24 botanicals, is light and uncomplicated, ending with a smooth, citric finish. We believe in its potential, not just as a drink, but as an experience of relaxation and memorable moments with friends.”
Despite the competitive market, Daniel remains optimistic about Per Se’s future. “It’s a long-term vision. We’re investing consistently, knowing it’s a long journey. But it’s ambitious and achievable. Per Se is not just another aperitif on the market, it’s the embodiment of our family’s passion and commitment to excellence,” he concludes with a confident smile.