De Kuyper Royal Distillers has revised the product design of its cocktail liqueur range as well as some of its liquids. The redesign is a fundamental makeover in order to visually differentiate between “essentials” and “variations” within the range. The essentials consist of must mixers for world-renowned cocktails, while the variations are an inspiration for modifying traditional cocktails into numerous variations depending on personal preferences. Accordingly, the essentials’ design is clear and settled, while the variations’ design is more creative and highlights the main ingredient. The idea of the visual differentiation is to distinguish at first glance which liqueur is essential for creating world-renowned cocktails and which is for crafting a variation of a cocktail.
The production of the first bottle sizes with the new design has started in March 2018 and will be extended to all bottle sizes by May. The revised bottles will become available in bars and on supermarket shelves throughout summer 2018. By the end of 2018, the redesigned bottles will be available in each of the over 100 markets that De Kuyper supplies except the USA, where a different product design applies. The relaunch will be supported by locally led On Trade and Off Trade activities converging in an online communication platform (www.dekuyper.com) through De Kuyper social media.
Mark de Witte, CEO of De Kuyper Royal Distillers explains: “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.”