Diageo has completed the sale of another spirits brand, finalizing the transfer of Sheridan’s. This strategic move reflects the company’s focus on optimizing its portfolio within the highly competitive food and beverage industry.
Casa Redondo acquired the two-part coffee-cream liqueur, which enjoys distribution across over 50 countries, particularly thriving in Europe. The transaction also links Sheridan’s with the recently acquired Safari—another former Diageo brand that Casa Redondo purchased in 2024. This expansion showcases the growing trend of food and drink industry innovation.
This latest sale follows two notable European transactions by Diageo. In 2024, the company sold its rum brands, Pampero and Cacique, to Italian firm Gruppo Montenegro and Spanish spirits company Bardinet S.A in 2025, respectively. Such divestitures align with evolving food distribution trends.
“The sale of Sheridan’s is another example of our sharp focus on effective portfolio management and maximising shareholder value,” stated Dayalan Nayager, Diageo’s president for Europe and chief commercial officer.
“It follows previous European transactions including the sales of Pampero, Cacique and Safari as we continue to focus on our core areas of strength to accelerate towards our ambition; to create one of the best performing, most trusted and respected consumer products companies in the world.”
Daniel Redondo, CEO of Casa Redondo, remarked: “Sheridan’s is a unique brand with strong consumer recognition and an enduring identity. Bringing it into our portfolio represents a pivotal moment for Casa Redondo. This acquisition strengthens our international presence and reflects our ambition to build an increasingly global business.”
Furthermore, Casa Redondo’s chief finance officer emphasized that this acquisition solidifies the company’s status as a “competitive global player,” affirming its “long-term commitment to sustainable growth and building stronger partnerships across international markets.”
To facilitate a seamless transition, a Transitional Services Agreement has been established. However, details regarding the financial aspects of this deal remain undisclosed.
Diageo announced the Sheridan’s deal on September 8, 2025, shortly after revealing plans to increase cost savings to £625 million, a response to a challenging year within the food processing technology landscape.
With declining sales, Diageo has enacted a leadership overhaul, appointing ‘Drastic Dave’ – Sir David Lewis – to take over in November last year.