Diageo: agreement to sell Safari to Casa Redondo

(CercleFinance.com) - Diageo announced today that it has reached an agreement to sell Safari, a fruit-flavored liqueur brand, to Casa Redondo, a Portuguese alcoholic beverage company.


This transaction is in line with Diageo's strategy of focusing on efficient portfolio management.

Safari is mainly sold in Benelux, Portugal and Turkey.

Given its consumer base, Diageo believes Casa Redondo is the right owner to take Safari into its next chapter of growth in Europe and beyond.


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