De Kuyper redesigns liqueurs range

Apr 3, 2018by Melita Kiely

Dutch firm De Kuyper has introduced a new packaging design for its namesake liqueurs range, as it also prepares to launch two new flavours: pineapple and peach.

The new bottle design was first rolled out in March this year and will be extended to all bottles by May. The new look has been designed to help consumers “visually differentiate” between the “essentials” and “variations” within the collection. By the end of 2018, the new bottles will be available in more than 100 markets globally, with the exception of the US, which carries different packaging regulations. The relaunch will be supported by on-trade and off-trade activities, which will be accessible online via De Kuyper’s social media channels and Mark de Witte, CEO of De Kuyper Royal Distillers, said: “We initiated a business transformation two years ago to improve our portfolio and match our company’s ambition to ‘own the cocktail’. “Along with a number of initiatives and upcoming innovations for our other brands, this relaunch is a major step in thinking in terms of the cocktail lover’s needs instead of from the product-intrinsic viewpoint, as is still common in the cocktail liqueur category. “We want to be the heart and the anchor of the cocktail, just as our logo conveys. This redesign is a further step toward achieving our ambition to be the best spirits partner for trade and bars, enabling more people to enjoy excellent cocktails.” In November last year De Kuyper launched a new coffee liqueur brand, called Bébo.