Diageo sells Pampero rum and flavored liqueur Safari
Pampero rum is the top rum in Italy by volume, and also has a strong presence in other continental European countries. It is being sold to Gruppo Montenegro, a Italian company focused on premium foods and spirits with brands such as Amaro Montenegro, Select Aperitivo, Vecchia Romagna Brandy and Rosso Antico Vermouth.
Diageo says the sale of Pampero will allow it to concentrate on its portfolio's core areas of strength: which in rum includes global heavyweights Captain Morgan and Bundaberg.
Meanwhile, the acquisition of the brand represents an opportunity for Gruppo Montenegro to 'significantly enhance' its growth trajectory both in Italy and on the international stage.
Safari sold to Portuguese company
Safari will be sold to Portuguese beverage alcohol company Casa Redondo. The brand is mainly sold in Benelux, Portugal and Türkiye: with Diageo deciding Casa Redondo is best placed to take the brand forward for growth across Europe and beyond.
Casa Redondo – whose flagship brand is Licor Beirão, the best-selling spirit in Portugal - is a third-generation beverage-alcohol company started in 1940 by José Carranca Redondo.
The company also has Aperitivo Per Se, Amarguinha and FoxTale Gin; and has recently expanded its portfolio with the purchase of Aldeia Velha brandy.
Liqueurs make up a small part of Diageo’s portfolio – around 5% - with net sales down 1% in 2023.
Leading the portfolio is cream liqueur Baileys (sales up 1% in 2023) and coffee liqueur Sheridan’s; while it fully acquired Australian premium cold brew coffee liqueur Mr Black in 2022 (after an initial investment in 2015).
