Licor Beirão

The Licor Beirão brand was created in the late 19th century in the town of Lousã (Beira region) as a medicinal liqueur prepared in a pharmacy by a traveling wine merchant who married the pharmacist's daughter and took over the old family recipe. This pharmacy sold vegetable and herbal liqueurs as a remedy for stomach problems.

The name Licor Beirão (meaning "liqueur from Beira") was officially introduced in 1929, when the product won a gold medal at the second Beira region congress in Castelo Branco and became a symbol of Portuguese identity.

In 1940, the brand was taken over by José Carranca Redondo, who transformed it into a modern business, founded the manufacturer J. Carranca Redondo Lda., launched a nationwide advertising campaign, and laid the foundations for the brand's success as the "liqueur of Portugal."

Production still takes place today at Quinta do Meiral in the Serra da Lousã region (12 ha) – production is family-run and consists of home-grown lavender and mint.

José Carranca Redondo is considered the first great Portuguese marketer – in the 1950s and 1960s, he launched an extensive billboard campaign with the iconic slogan "Licor Beirão – O Licor de Portugal", which gave the brand national recognition.

Since 2023, the brand's bottle has undergone its eighth modernization. The new narrow brown bottle made of recycled glass, the embossed logo, the hand-glued ribbon, and the eco-friendly design reflect both heritage and sustainability.

Licor Beirão is the best-selling liqueur in Portugal and is exported to more than 40 countries. Exports account for approximately 25% of sales.

The producer is still family-run, with the fourth generation of the Redondo family gradually taking over. The brand preserves the heritage of its formula and founders, while investing in innovation.