De Kuyper Royal Distillers (De Kuyper), a company with a rich heritage of over 325 years, has won two awards in the 2024 Just Drinks Excellence Awards, in the Innovation and Product Launches categories.
The Just Drinks Excellence Awards celebrate the greatest achievements and innovations in the industry. Powered by the business intelligence of GlobalData, the programme provides a platform to recognise the people and companies that are driving change.
Go deeper with GlobalData
De Kuyper Royal Distillers won the Innovation award for its partnership with ecoSPIRITS, which introduced a closed-loop distribution system in the Netherlands and Belgium, significantly reducing packaging waste and the carbon footprint in the spirits industry. It won the Product Launches award for expanding the company’s new ready-to-serve (RTS) Cocktails range by introducing the new Sex on the Beach cocktail in 2024, in addition to the six ready-to-serve cocktails they successfully launched in 2023.
Expanding the ready-to-serve cocktail portfolio
The full lineup, which also includes the De Kuyper Espresso Martini, Passionfruit Martini, Piña Colada, Strawberry Daiquiri, Cosmopolitan, and Clover Club, showcases the brand’s expertise in crafting popular and classic cocktails.
The RTS range has been designed with the consumer in mind, offering a high-quality cocktail experience that is both convenient and consistent. The ability to enjoy a premium cocktail at home, without the need for complex preparation or bartending skills, has resonated with consumers and has contributed to the doubling of at-home cocktail consumption since 2019. De Kuyper’s RTS cocktails not only meet the demand for convenience, but also maintain the brand’s reputation for quality.
Each cocktail in the RTS range is crafted with De Kuyper’s premium liqueurs, ensuring that each bottle delivers the same taste and quality as a cocktail made from scratch. The range’s versatility is further showcased by the option to either shake the cocktails with ice to create a bar-like experience or simply pour the chilled drink into a glass for immediate enjoyment. This flexibility caters to both the cocktail aficionado and the casual drinker, broadening the appeal of the RTS range.
Thus, De Kuyper Royal Distillers has demonstrated a profound understanding of the current market needs by focusing on sustainability and consumer convenience. The company’s partnership with ecoSPIRITS and the expansion of their RTS cocktail range reflect their innovative and forward-thinking approach.
Innovative sustainable packaging: De Kuyper’s closed-loop system
ecoSPIRITS appointed De Kuyper Royal Distillers in September 2023 to launch a closed-loop distribution system for spirits in the Netherlands and Belgium, utilising the former’s circular packaging technology to offer De Kuyper’s spirits and liqueurs in ecoTOTE™ format. Developed by the Singapore-based circular economy tech company ecoSPIRITS, the system aims to significantly reduce waste and carbon emissions in the spirits and wine distribution sector. The ecoTOTE™, a reusable 4.5L vessel, is set to replace traditional six-bottle cases, potentially reducing glass and cardboard waste by 95% and supporting De Kuyper’s sustainability efforts in responsible consumption, sourcing, production, and community engagement.
De Kuyper will initially release popular brands such as Peachtree, Rutte gin and vodka, and De Kuyper Triple Sec in the ecoTOTE™ format, enabling these products to be distributed to bars and venues with a substantially lower environmental impact. The move is part of De Kuyper’s broader commitment to sustainability and aligns with the company’s ongoing initiatives to minimize its ecological footprint.
The collaboration between De Kuyper and ecoSPIRITS reflects a strategic response to market demands for sustainability and convenience. By expanding their ready-to-serve (RTS) cocktail range and adopting ecoSPIRITS’ innovative distribution model, De Kuyper Royal Distillers showcases its dedication to environmental responsibility and positions itself as a leader in the beverage industry’s shift towards more sustainable practices.
“Our Global vision of ‘Own the Cocktail’ embodies our commitment to democratising cocktails, empowering enthusiasts and professionals alike to craft exceptional cocktails no matter where they are. We pride ourselves on offering a diverse range of products tailored to meet the needs of all cocktail lovers from seasoned bartenders to casual consumers, ensuring that everyone can effortlessly enjoy the best-tasting cocktail of their choice.” – Godelief van Erve, Global Marketing Director De Kuyper Royal Distillers
Company Profile
De Kuyper Royal Distillers is a family-owned liqueur and premium botanical-base spirits company founded in 1695 by Petrus De Kuyper. The company is headquartered in Schiedam near Rotterdam (NL). De Kuyper Liqueurs is the global market-leading brand in cocktail liqueurs. De Kuyper is both the owner and the producer of a number of world-famous liqueurs such as Peachtree, Archers, Heering, Kwai Feh, Acqua Bianca, Muyu, Dutch Cacao, Mandarine Napoléon, Bébo and the botanical-based spirits of the Rutte gin and genever.
Bringing in its more than 325 years of expertise in creating high-quality liqueurs De Kuyper consistently pursues its vision to “Own the Cocktail” and enables everyone to enjoy great cocktails on every occasion and every location. Being among the world’s leading liqueur distilleries, curiosity and passion for the distilled product are the constant driving force behind innovative and successful new product developments. The Dutch family business received the prestigious “Liqueur Producer of the Year” award from the internationally leading ISC in 2023 for the fifth time in a row.
Contact Details
Godelief van Erve
Global Marketing Director
De Kuyper Royal Distillers
E-mail: gverve@dekuyper.nl
Links
Website:
