José 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 basic 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.

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