A magical and secular history born in Licor Beirão was ysterious a magical and m elings world, of sweet fe las. and secret formu ating That keep fascin tury after generations, cen century. T he history of Licor Beirão begins in the 19th Century, when a travelling salesman, passing through Lousã, fell in love with the daughter of a pharmacist. At that time, besides usual medicines, pharmacies also sold natural liqueurs. When a law came into force prohibiting the attribution of medicinal properties to alcoholic drinks, the salesman decides to create a small distillery where he continued to produce the nectars of his father-in-law, using the same artisan processes. Vintage illustration of a Coimbra s Student singing traditional Coimbra s Fado.
a visionary founder J osé Carranca Redondo was born in Lousã in 1916, and joined the distillery in the 1930 s. In 1940, by the time of the World War, he bought the liqueur s factory and the secret and started the difficult task of selling liqueur at a time where there wasn t enough money for even the most basical needs. A creative and enterprising man, José Carranca Redondo kept inventing ways to draw attention to his liqueur, and started to place billboards throughout the country. He eventually created an advertising company that played a special role in the success of Licor Beirão. And so, during his journeys to place billboards, he took the chance to advertise Licor Beirão. José C. Redondo died at the age of 89. He was a daily presence at the factory until the end of his life, getting involved in every detail of the business, from the production to the marketing activities. Three genarations of Redondo s family: José Carranca Redondo (founder, at the centre), José Redondo (left) and Daniel Redondo (right). José Carranca Redondo and his son José Redondo
AN IRREVERENT ADVERTISING I t was after the 50 s that a wide marketing campaign on the Portuguese roads and coffee shops made it possible for the label Licor Beirão to be recognized by the most consumers. José Carranca Redondo was a pioneer in many aspects. Named by all as the father of the billboards in Portugal, his marketing campaigns were a huge success, being his most famous billboard an icon of the 50 s and 60 s. By that time, the slogan Licor Beirão O Licor de Portugal, had already been created and it is still the one that and best describes the product to this day. Without a doubt, his most famous billboard is the one that shows a wood sign with the words Licor Beirão, with a bird sitting on it and the Lousã hills as its background. Its mass distribution made it a symbol of the liqueur and of the advertising of that time. But other billboards didn t have the same acceptance and were even removed, such as the one that showed an American majorette, drawn in Rockwell s style, with a red t-shirt showing the belly and tiny shorts assuring that it is Tastefully served. Tastefully savored. It was not well taken at the time, because of the reduced outfit... Another daring advertisement was the sticker in the public bathrooms saying: Don t forget to zip your pants. Fifty years later this type of communication is used in shopping malls and chain restaurants. The brand is history of mass communication also went through television. The small screen was still in a early stage and yet Licor Beirão was the second RTP s advertiser and the first country one, showing his pioneer character and mostly his sharp vision of TV s advantages. Licor Beirão marked its brand, first with the phrase Licor Beirão The Liqueur of Portugal seconded by a Coimbra fado, then with Tony de Matos a very popular romantic singer at the time at a burlesque theatre play scene. After becoming popular
with What does it drinks here?, result of a campaign starring the irreverent Manuel João Vieira, Licor Beirão was represented by José Diogo Quintela, from the comedy group Gato Fedorento who, under the skin of his campino character Fernando (a kinf of portuguese cowboy), reprehends anyone who dares to order foreign drinks at a Portuguese bar. In 2009 the company invested in two major campaigns: the first in the summer, promoting the Caipirão. In the second campaign, a new concept was born, the Liqueur heart of Portugal, which represents the place that this liqueur intends to conquer in the heart of the Portuguese people forever. The initiative thrives on feelings that are complementary in many media and platforms, to draw the fans of Licor Beirão to the point of sale. Licor Beirão is the Portuguese Liqueur and the concept created reinforces this legacy, not only at Christmas but throughout the year. For several years, Licor Beirão made Christmas campaigns that aim at promoting the consumption of Licor Beirão during this festive season, as well as offering the bottle as a Christmas gift suggestion. For this purpose, Licor Beirão has invested heavily in design and creativity in packaging. Since 2009 the packaging uses elements of the portuguese crafts, making the portuguese culture his main source of inspiration. Licor Beirão turned to humor on the last Christmas campaign led by the caricatures of Angela and Nicolas. In many billboards, mupies, ATMs and press, European leaders appear with a bottle of Licor Beirão in their hand and a Happy Holidays card. The aim was to gave an account of the Portuguese effort to overcome the crisis. The presence of the brand at big events has also been very important throughout the years. Music festivals, specially the exclusive presence at Rock in Rio 2006, 2008, 2010, university parties in the most important portuguese cities and other popular events all over the country were important to reinforce presence and reputation of the brand.
Events
Forms of consumption Some suggestions to enjoy Licor Beirão Just put several ice cubes into an old-fashioned glass and serve 5 cl of Licor Beirão. Try also with a touch of citrus adding a few drops of lemon. Lime + Ice + Licor Beirão Cut a lime into thin slices, put it into a glass and macerate. Place crushed ice to taste and cover with Licor Beirão. Serve it on Old-Fashioned glass. Put multiple already washed strawberries in a blender, add ice and lemon juice without gas. Whirl it well. Fill an Old- Fashioned glass half-full, complete with crushed ice and 5 ml of Licor Beirão. Mix well and enjoy! SANGRIA The sangria is a classic of Portuguese Summer. Licor Beirão gives it an aromatic flavor, enriching it. Ingredients:1 apple, 1 orange, 6 strawberries, 1 lemon or lime, 20 cl of Licor Beirão, 5 cl of Vodka, 5 cl of red Vermout, 25 cl of peach juice, 50 cl of lemon lime soda, 50 cl of red wine, ice cubes, a portion of sugar, cinnamon stick and mint leaves. In a large pitcher or bowl, mix together the spirits, the wine and sugar. Cut fruits in cubes or slices and mix with above ingredients. Add ice and peach juice, let them soak and mix. Add soda and mix strongly to extract gas. Finally, add the wine, the cinnamon and the mint. Serve chilled.
Barware
Technical information Formula Prepared with natural products, from a secret formula created in the 19th century. Aroma Obtained from double distillation of aromatic plants, seeds and spices. Flavour Sweet, engaging and uncommon. Alcohol Content 22% Alc. Vol. Ideal Consumption Ideal as a cordial or a digestif, straight up or on the rocks, but also great in mixed drinks and cocktails. Excellent to use in desserts and many recipes.