De Kuyper Royal Distillers announced today that it has acquired Archers from Diageo, adding to its international liqueur portfolio.
The British brand will join De Kuyper’s existing cocktail liqueurs, and strengthen its position in the peach category.
Mark de Witte, CEO of De Kuyper: “We want to own the peach category. With Peachtree we do so in a number of important cocktail markets, but in the UK the peach category is historically owned by Archers. We will contribute our over 325 years of expertise in liqueurs and our specific knowledge in the peach category to bring out the best in Archers.”
“We see an interesting growth platform for Archers in the category of cocktails and will utilise the insights, experience and best practices we gained with Peachtree. Our focus stays on the current audience where the brand is popular and which is fitting very well with the cocktail-drinker target group,” added Godelief van Erve, global marketing director at De Kuyper.
Financial terms of the deal were not disclosed.
© FoodBev Media Ltd 2022
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