Dutch spirits company De Kuyper Royal Distillers has redesigned the packaging of its range of spirits as it seeks to differentiate between its ‘essentials’ mixers and drinks which provide ‘variations’ on traditional cocktails.
Redesigned bottles will start being introduced from March onwards, and the company claims that its entire range of drinks will be available in the redesigned bottles by the end of 2018, except in the US.
The ‘essentials’ in the redesigned range will include De Kuyper Triple Sec, De Kuyper Crème de Café and De Kuyper Blue Curacao, and the design for the essentials range will be “clear and settled”.
Meanwhile, the new designs for the ‘variations’ range will be “more creative” and will highlight the main ingredient in the drink.
Drinks such as De Kuyper Watermelon, De Kuyper Passionfruit, De Kuyper Wild Strawberry and the soon to be released De Kuyper Peach and De Kuyper Pineapple are included in the ‘variations’ range.
Mark de Witte, CEO of De Kuyper Royal Distillers said: “We initiated a business transformation two years ago to improve our portfolio and to match our company’s ambition to ‘Own the Cocktail’.
“Looking specifically at our De Kuyper liqueurs brand has led to a new brand campaign ‘De Kuyper Home of 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.”
Albert de Heer, global marketing director at De Kuyper added: “We want to make mixing cocktails as easy and intuitive as possible, for both bartenders and consumers.
“The redesign makes the brand benefit visible at first sight and enables easier at-home consumption as well as intuitive use in high-speed bars.”
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