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Licor Beirão - História

A HISTORY WITH MORE THAN 130 YEARS

With its secret recipe guarded with lock and key, Licor Beirão has a history as intriguing as its unique flavor. Get ready for a tasty journey full of incredible stories.

Licor Beirão
SÉC. XIX
1890

IT ALL BEGINS AT THE END OF A GREAT CENTURY

Licor Beirão was born in a magical world of sweet feelings and secret formulas that continue to captivate generations, century after century.

But the story goes like this: in the late 19th century, a traveling wine salesman from Porto, passing through Lousã, fell in love with the daughter of a pharmacist, and the courtship led to marriage. In the pharmacy, besides the usual medicines, "natural liqueurs" were sold, made from ancient formulas kept in secret.
Meanwhile, a law came into force prohibiting the attribution of medicinal properties to alcoholic beverages. Seizing the opportunity, the young man from the north set up the independent production of these nectars using the same artisanal methods, in a small factory.
The story of our Liqueur begins here, built on the pillars that remain today. Born from love, passion, and an originality that mixes pharmacies and traveling salesmen, it overflows from Portugal into every glass. In a century when the most delirious dreams began to take shape thanks to technological advances, this dream drink was born.

Licor Beirão
SÉC. XX
1916

JOSÉ CARRANCA REDONDO, MR. LIQUEUR, IS BORN

For many, the first portuguese marketeer. A creative mind with ideas far ahead of his time.

He was born in Lousã in 1916 and started working in a paper factory in 1929, during the aftermath of the First World War. After working at another local company, he joined the small factory that produced Licor Beirão and later became a typewriter salesman. Later, he promised his love that he would buy the Licor Beirão factory—if she accepted his marriage proposal. This marked the beginning of the tough task of selling liqueur during a time when there wasn’t even enough money for food.
Necessity sharpens creativity, and in a stroke of genius, José Carranca Redondo took out a loan to launch a major nationwide advertising campaign for Licor Beirão, from the North to the South of Portugal. It was so successful that other companies hired his company to create their advertisements. Taking advantage of the trips made to promote other companies—and with a mindset that always saw the glass half full—José Carranca Redondo also promoted his own product. This helped Licor Beirão spread, gain popularity by word of mouth, and achieve the fame it still enjoys today.
A man who did a little of everything, he can proudly claim the title of Father of "The Liquor of Portugal"—and for many, the first portuguese marketeer.

Licor Beirão
SÉC. XX
1929

CALL HIM BEIRÃO, LICOR BEIRÃO

What does a name say? In this case, (almost) everything!

It was in this year that this nectar officially became Licor Beirão, after the second edition of the prestigious Beirão Congress and in honor of him - after all, he had won the first prize. A name that carries a unique identity and a proper name that is now recognized (and requested...) everywhere.

Licor Beirão
SÉC. XX
1940

JOSÉ CARRANCA REDONDO BUYS THE SECRET FACTORY

The year that changes everything. For Carranca Redondo... and for Licor Beirão.

The liqueur already existed and was already called Licor Beirão. Portugal's love for this nectar was beginning to grow, becoming a regular presence on the taste buds of distinguished palates.
But it was only in this year that José Carranca Redondo decided to acquire the factory, put up for sale due to the hardships brought by World War II, and he founded the company J. Carranca Redondo Lda.
At just over 20 years old, he decided to invest his savings. He bought the company (and the secret...) and dedicated himself, body and soul, to the Liqueur, which was then produced by his wife, Maria José.
José Carranca Redondo’s dream was becoming more and more of a reality: Licor Beirão was here to stay.

Licor Beirão
SÉC. XX
1950

GOOD LIQUEUR, GOOD ADVERTISING

Licor Beirão has always had the most irreverent advertisements. It's no wonder that the memory of so many still lingers today.

It is in this decade that the advertising talent of José Carranca Redondo begins to shine. The roads of Portugal and the cafés introduced passersby to advertisements that captured the attention, taste, and passion of a people for this liqueur.
The most iconic poster is probably the wooden sign featuring a perched bird with the Serra da Lousã in the background. More controversial was the American-style Majorette, which ended up being censored for its "lack" of clothing. Another example of José Carranca Redondo's visionary genius was the sticker saying "Don't forget to tighten your pants," which was placed in restrooms. Who would have thought that, 50 years later, this advertising method would be one of the trendiest in New York restaurants!
Recently, campaigns like “What do you drink here?”, "Shot Face," the letter to Harry Kane, and “Soluções à Portuguesa” with Paulo Futre, as well as "Beirão de Sorte" (a spinoff of Netflix's "Rabo de Peixe"), show that Licor Beirão continues to delight the Portuguese with its sharp humor and irreverent advertising. Values that have been part of its identity since its very first bottle.

Licor Beirão
SÉC. XX
1960-1980

"O LICOR DE PORTUGAL"

A criatividade corre no sangue da família Redondo. E assim nascia um slogan clássico, pela mente da Segunda Geração...

"O Licor de Portugal" tem uma história. Com a necessidade de uma nova campanha que fosse ecoar nos ouvidos dos portugueses, José Redondo, filho do fundador, lança o slogan "Licor Beirão, O Licor de Portugal". Não "licor de Portugal" ou "um licor de Portugal", mas "O". Com apenas 18 anos e a estudar Engenharia Mecânica na Universidade de Coimbra, José (atual Mestre Destilador), acreditou no fator-portugalidade e a frase é hoje sinónimo do próprio nome da marca.

José Carranca Redondo confiava no seu filho como autêntico braço-direito, executante das suas ideias - e não descansava até serem materializadas. José Redondo acabaria por inventar o líquido refletor que adornou muito da Estrada da Beira (e não só...) com menções à marca. A passagem de testemunho para a segunda geração foi algo gradual - e natural.

Licor Beirão
SÉC. XXI
2001

AND NOW, SOMETHING COMPLETELY DIFFERENT.

Caipirão arrives and showcases the versatility of Licor Beirão in a cocktail that is a success.

With new consumption methods in mind, Caipirão emerges as the cocktail that is a favorite among Portuguese who enjoy savoring the best of life.
Created in partnership with Professor Eduardo Vicente, who accepted the challenge of creating a cocktail that showcases the versatility of Licor Beirão, it has become a true success in Portuguese bars. It's a distant cousin of the Brazilian caipirinha, but made with The Licor of Portugal and—very importantly—without any added sugar.
Following the success of Caipirão, Morangão was born. Those who think it's just a matter of adding strawberries to Licor Beirão are mistaken. There is a whole recipe beyond just 'here are some strawberries.' With fruity flavor, it’s a delicious cocktail, perfect for refreshing moments when the conversation starts to heat up...

Licor Beirão
SÉC. XXI
2004

A FAMILY SECRET.

The secret is the soul of Beirão. With a lot of love mixed in.

After the passing of his mother, José Redondo became the sole Master Distiller of Licor Beirão, a responsibility he now shares with his son, Ricardo Redondo. “I spent many years weighing plants with my mother. During the trips I took with my father, she would call me and say to come with her to the seed room,” recalls the son, with nostalgia. “I learned everything I know from both sides, but only now do I realize that this ritual was also my mother’s way of spending more time alone with me.” A familial process (on many levels), that continues from generation to generation and ensures that the Licor is made with the most well-known ingredient: love. José Redondo would eventually absorb the more strategic and business-oriented side from his father, while taking in the nuances of production from his mother. A legacy so great that it is shared with subsequent generations, with the success that is well-known.

Licor Beirão
SÉC. XXI
2005

FAREWELL, JOSÉ CARRANCA REDONDO

Farewell to an undeniable figure in our history.

José Carranca Redondo passed away on June 15, 2005, at the age of 89. He was a daily presence at the distillery of Quinta do Meiral until the end of his life, directly involved in all areas of the company, from production to marketing.
A man who will always be associated with the world of liqueurs, advertising, our country, and good times. He will forever be present through the brand he left us: Licor Beirão. A liqueur that is his: The Liqueur of Portugal.

Licor Beirão
SÉC. XXI
2011

THE THIRD GENERATION

The generation of the present, with a bright future.

A new generation always represents a rejuvenation at various levels. At Licor Beirão, this trend is confirmed. The third generation, with grandchildren Daniel and Ricardo Redondo (General Director and Financial Director of José Carranca Redondo, Lda., respectively), has constantly energized the brand—and the company—for new challenges.
Licor Beirão's presence at large-scale events consistently reflects the innovative spirit of this new generation. Starting with the Queimas das Fitas, continuing through the successive Rock in Rio and NOS Alive festivals, as well as the biggest and best Portuguese festivals, Beirão is present wherever people want to have a good time. These appearances serve to bring the brand to younger audiences, ensuring it remains the number 1 spirit in Portugal, generation after generation.
At the same time, the founder's grandchildren are the main drivers of innovation and growth—both in Portugal and beyond. Daniel and Ricardo have kept the brand in line with technological trends and major consumption trends, all while maintaining the irreverence in how Licor Beirão communicates, wherever it may be.

Licor Beirão
SÉC. XXI
2013

LIQUOR THAT IS STILL MADE AT HOMEV

From Lousã to the world. With a recipe that only the family knows...

Currently, Licor Beirão is produced at Quinta do Meiral in Lousã, in the Coimbra district. With over 12 hectares, some of the aromatic plants and seeds used in production are grown locally, ensuring better quality control.
The remaining ingredients are imported from distant locations such as India, Sri Lanka, Brazil, and Turkey, among others.
It is with this respect for the original recipe—whose secret is well kept within the family—that Licor Beirão maintains a flavor that is cherished in Portugal and beyond.
Each bottle of Licor Beirão is adorned with a ribbon, placed by hand. More than just a technical detail, it adds a touch of humanity and affection to such a beloved product.

Licor Beirão
SÉC. XXI
2016

JOSÉ CARRANCA REDONDO WAS BORN 100 YEARS AGO, AND THE WORLD BECAME LESS SQUARE.

One hundred years since the birth of someone who always wanted a less gray world. And he succeeded.

On April 29, 1916, José Carranca Redondo was born, considered the first Portuguese marketer. A pioneer of advertising and marketing in Portugal—activities he began to develop in the 1940s during World War II—the businessman brought the liqueur he produced in Lousã to all corners of the country. His brand was the first to advertise on the jerseys of cyclists in the Volta a Portugal and the creator of outdoor advertising panels, precursors to today’s billboards.
Creative, entrepreneurial, and ahead of his time, he risked investing in advertising at a time when the concept was unknown in Portugal. “A hen clucks immediately after laying an egg,” he used to say. He traveled the country, filling it with posters and “Beirão-style” messages that he painted by the roadside with a reflective paint invented by his son. Time would prove him right: sales doubled after the first year of advertising.

Licor Beirão
SÉC. XXI
2017

TO CELEBRATE A DIFFERENT MAN, A DIFFERENT BEIRÃO

Beirão d'Honra is a tribute from the family to a man who leaves a family legacy.

To conclude a year of celebrations for the centenary of the founder of the iconic Portuguese brand, the Redondo family presented the Beirão d’Honra.
This is a special recipe created by the third generation. As the name suggests, this product represents a symbolic tribute that honors the memory of the patriarch of this family.
José and Ricardo Redondo, the son and grandson of the founder, developed the recipe for this new product over several months, resulting in a beverage never before made by the brand.
Made with the same spices and aromatic plants that compose the original recipe, Beirão d'Honra is enriched with aged grape brandy. With an amber color and enveloping flavor, the notes of grape brandy blended with the characteristic aromas of Licor Beirão are elements that distinguish this drink. It should preferably be consumed in a balloon glass and neat—without ice—so that one can enjoy the perfect harmony of this liqueur.
This was certainly a risky bet, diversifying the offering of the Licor Beirão brand, with the potential to dilute the relevance of the original product. The truth is that not only does Licor Beirão continue to be the leader in Portugal, but Beirão d'Honra has also become a new reference in spirits in our country. Alongside this liquid tribute, a book celebrating the 100th anniversary of José Carranca Redondo's birth was launched to document the journey of a unique brand in Portugal and worldwide.

Licor Beirão
SÉC. XXI
2022

RTD LAUNCH

Is it now or now? With Beirão's ready-to-serve cocktails, the answer has become easier...

Innovation is in the DNA of Licor Beirão, and in 2022, the brand from Lousã surprised once again with fresh and ready-to-drink novelties (the so-called RTD - Ready to Drink). The classic cocktails Caipirão and Morangão are now available in cans, a very practical solution for those who prefer everything already made...
With the campaign "Already or Now?", it showed the Portuguese that all you need is to keep the cans nice and cold, just like the humor of "The Licor of Portugal." And the rest is just conversation...

Licor Beirão
SÉC. XXI
2023

LAUNCH OF THE NEW BOTTLE

The best thing about the new bottle is that it still has the same Beirão as always. But... what else does the bottle have?

Christmas 2023 will forever be marked in the history of Licor Beirão. With the launch of the 8th generation of the bottle of Portugal's Licor, there was a return to the origins (in terms of colors) while pointing to the future, with care for sustainability (through the recycled materials used). A family brand that, despite slight changes, continues with a bottle recognized by all and an icon of Portuguese identity.
To celebrate this novelty, a campaign worthy of the occasion during Christmas. "Beirão de Sorte" was the trailer for a fictional series (...or is it?) that left the Portuguese eager for more. With a mega-production "à Patrão," no one was indifferent to the story of Bernardo, Bruna, and Biló, and the campaign was a resounding success. The presentation of Maracujão, the new Beirão cocktail, was also part of the storyline - but the recipe was anything but fiction...
"Beirão de Sorte" is available to watch again here.

Licor Beirão
SÉC. XXI
Presente

WHAT DO WE DRINK HERE?

The story of Portugal's Licor is written every day, always thinking of a bright future.

About to turn 100, Licor Beirão continues with a contagious youthfulness. A regular presence in the best moments of the lives of the Portuguese, it is always at the table and part of the conversation.
Always relevant, the irreverence of Licor Beirão's communication is evident in its presence on major social media platforms, consistently offering a sharp perspective that brings genuine smiles even to the most resistant. The new bottle and the "Beirão de Sorte" campaign marked Christmas 2023, and it seems that the brand, which has been with the Portuguese for almost a century, is not going to stop here.
Internationally, Licor Beirão continues to gradually expand beyond the so-called "saudade market," showing sustainable growth. Spain is one of the markets where this new generation's efforts have gained significant visibility, and a distribution structure is being implemented with long-term goals.
Currently, the fourth generation—the great-grandchildren of José Carranca Redondo—are starting to take on various roles within the company, preparing for a promising future. The family character of Casa Redondo is ensured, and it remains to be seen what innovations this new generation will bring to Licor Beirão...