Licor Beirão, commonly simply known as Beirão, is a Portugueseliqueur from the Beira region of Portugal. Originating in the 19th century, it is the most consumed alcoholic spirit in Portugal.[1]
Beirão is a Portuguese adjective meaning "from Beira", the name of a former province in Portugal, currently contained within the country's Centro region. It got its name in 1929 in Castelo Branco, during Congresso Beirão, as a homage to the event.[3]
History
The liqueur was produced in the 19th century as a medicinal product for stomach aches by a pharmacy in Lousã. In the late 19th century alcoholic beverages were no longer qualified as medicinal but the liqueur was kept in production in a small factory owned by the son-in-law of the original producer. In 1929 the liqueur entered a contest on the 2nd Beirão Congress where it earned a gold medal and its name of Beirão.[3] In 1940 the factory and the secret recipe were bought by José Carranca Redondo (1921-2005). In the 1960s Redondo drove Beirão to a nationwide success.
Redondo understood the importance of advertising - he used to say that "after laying an egg, the hen clucks" – so he launched the first Portuguese advertising campaign using billboards.[4]
These first billboards, picturing a simple sign-board with "Licor Beirão, the liqueur of Portugal" on a country landscape, became an icon of Portuguese advertising.
A later billboard, picturing an American style majorette, wearing very short and tight red T-shirt and breeches, and showing her belly, had to be withdrawn because it was not well accepted due to the girl's unorthodox lack of clothing.
A punch line used by then, O Beirão que todos gostam (port. The one from Beira which everybody likes), had a subtle reference to António de Oliveira Salazar, "the one from Beira which not everybody likes", the leader of Portuguese authoritarian New State.
Quinta do Meiral
The family estate, named Quinta do Meiral, was bought by Carranca Redondo in 1970. The Licor Beirão headquarters, factory and family residence are all located within it. The land, which is over 12 acres in size, produces some of the ingredients used in the liqueur's secret recipe, namely lavender and mint.[5]
After being bottled, the liqueur is dispatched and distributed to Portugal and to all foreign markets (which make up about 25% of the sales share),[1] always from Quinta do Meiral.[6]
The liqueur is still produced and bottled at Quinta do Meiral, according to the original secret recipe, by double distillation of 13 different aromatic seeds, herbs and spices.
After being weighed out and mixed, the plants and herbs are mixed with alcohol, and remain in maceration for a minimum of about twenty to twenty five days. The resulting contents are then twice distilled in copper alembics.[1]
The use of natural plants and herbs is one of this liqueur’s main distinctive factors, since it doesn’t make use of essences and artificial aromas — rather, the aroma used is produced locally, an alcoholate made from the base ingredients.[1] Once the alcoholate is ready, it is then added into a mixture of alcohol, sugar and water. This mixture is then tested to ensure it fits the secret recipe’s parameters.[1]
^"O dono do licor mais irreverente de Portugal - DN". www.dn.pt (in Portuguese). Retrieved 2019-12-18.
^ ab"O Licor Beirão mudou! Mas só por fora..." Boa Cama Boa Mesa (in European Portuguese). Retrieved 2019-12-18.
^Jegundo, André. "Morreu o homem do Licor Beirão". PÚBLICO (in Portuguese). Retrieved 2019-12-18.
^Licor Beirão tem segredo mais bem guardado do que a Coca Cola, archived from the original on 2021-12-19, retrieved 2019-12-18
^Company, Liquid. "Liquid Company". Liquid Company (in Portuguese). Retrieved 2019-12-18.
External links
Official website
March 03, 2023
licor, beirão, commonly, simply, known, beirão, portuguese, liqueur, from, beira, region, portugal, originating, 19th, century, most, consumed, alcoholic, spirit, portugal, typeliqueurmanufacturerj, carranca, redondo, country, originbeira, region, portugalintr. Licor Beirao commonly simply known as Beirao is a Portuguese liqueur from the Beira region of Portugal Originating in the 19th century it is the most consumed alcoholic spirit in Portugal 1 Licor BeiraoTypeLiqueurManufacturerJ Carranca Redondo Lda Country of originBeira region PortugalIntroduced19th CenturyAlcohol by volume22 ABVWebsiteOfficial websiteProduction began in the 19th century in Lousa in the Beira region from where it got its name Beirao means from Beira It is made from a double distillation of seeds and herbs including mint cinnamon cardamom and lavender from all over the world including former Portuguese colonies of Brazil Sri Lanka and India 2 1 Contents 1 Name 2 History 2 1 Advertising 3 Quinta do Meiral 4 Production 5 References 6 External linksName EditBeirao is a Portuguese adjective meaning from Beira the name of a former province in Portugal currently contained within the country s Centro region It got its name in 1929 in Castelo Branco during Congresso Beirao as a homage to the event 3 History EditThe liqueur was produced in the 19th century as a medicinal product for stomach aches by a pharmacy in Lousa In the late 19th century alcoholic beverages were no longer qualified as medicinal but the liqueur was kept in production in a small factory owned by the son in law of the original producer In 1929 the liqueur entered a contest on the 2nd Beirao Congress where it earned a gold medal and its name of Beirao 3 In 1940 the factory and the secret recipe were bought by Jose Carranca Redondo 1921 2005 In the 1960s Redondo drove Beirao to a nationwide success Advertising Edit Advertisement on a Lisbon tram Redondo understood the importance of advertising he used to say that after laying an egg the hen clucks so he launched the first Portuguese advertising campaign using billboards 4 These first billboards picturing a simple sign board with Licor Beirao the liqueur of Portugal on a country landscape became an icon of Portuguese advertising A later billboard picturing an American style majorette wearing very short and tight red T shirt and breeches and showing her belly had to be withdrawn because it was not well accepted due to the girl s unorthodox lack of clothing A punch line used by then O Beirao que todos gostam port The one from Beira which everybody likes had a subtle reference to Antonio de Oliveira Salazar the one from Beira which not everybody likes the leader of Portuguese authoritarian New State Quinta do Meiral EditThe family estate named Quinta do Meiral was bought by Carranca Redondo in 1970 The Licor Beirao headquarters factory and family residence are all located within it The land which is over 12 acres in size produces some of the ingredients used in the liqueur s secret recipe namely lavender and mint 5 After being bottled the liqueur is dispatched and distributed to Portugal and to all foreign markets which make up about 25 of the sales share 1 always from Quinta do Meiral 6 Production Edit Licor Beirao factory in Lousa The liqueur is still produced and bottled at Quinta do Meiral according to the original secret recipe by double distillation of 13 different aromatic seeds herbs and spices After being weighed out and mixed the plants and herbs are mixed with alcohol and remain in maceration for a minimum of about twenty to twenty five days The resulting contents are then twice distilled in copper alembics 1 The use of natural plants and herbs is one of this liqueur s main distinctive factors since it doesn t make use of essences and artificial aromas rather the aroma used is produced locally an alcoholate made from the base ingredients 1 Once the alcoholate is ready it is then added into a mixture of alcohol sugar and water This mixture is then tested to ensure it fits the secret recipe s parameters 1 References Edit a b c d e f RTP Fabrico Nacional Ep 13 Licor Beirao retrieved 2019 12 18 a href Template Citation html title Template Citation citation a CS1 maint url status link O dono do licor mais irreverente de Portugal DN www dn pt in Portuguese Retrieved 2019 12 18 a b O Licor Beirao mudou Mas so por fora Boa Cama Boa Mesa in European Portuguese Retrieved 2019 12 18 Jegundo Andre Morreu o homem do Licor Beirao PUBLICO in Portuguese Retrieved 2019 12 18 Licor Beirao tem segredo mais bem guardado do que a Coca Cola archived from the original on 2021 12 19 retrieved 2019 12 18 Company Liquid Liquid Company Liquid Company in Portuguese Retrieved 2019 12 18 External links EditOfficial website Retrieved from https en wikipedia org w index php title Licor Beirao amp oldid 1105800034, wikipedia, wiki, book, books, library,
