Dutch liqueur specialist repositions its premium brands
Schiedam, 26 May 2021 – De Kuyper Royal Distillers transfers part of its spirits brands to a new and a proven partner in Germany. From 1 July 2021, VOLUME SPIRITS will be in charge of the world’s leading premium liqueurs Cherry Heering and Mandarine Napoléon, as well as Kwai Feh. In addition to Dutch Cacao and Acqua Bianca, TENDER SPIRITS will in future also be responsible for Rutte’s Gin and Genever, which are particularly appreciated by bartenders, the award-winning Muyu Range and Bébo Cuban Coffee. The cooperation offers advantages for both sides: With the De Kuyper premium brands, the new distribution partners receive significant added value for their existing portfolio. The Dutch spirits company optimises with this new set-up its route-to-market strategy and the clear gastronomy focus of its premium brands, as VOLUME SPIRITS and TENDER-SPIRITS stand for their strength in the on-trade in particular. With its existing partner Beam Suntory Germany, De Kuyper continues to further establish the De Kuyper cocktail liqueurs and the peach liqueur Peachtree across all distribution channels.
“We are very pleased that we were able to win VOLUME SPIRITS and TENDER SPIRITS for our premium liqueurs and gins. Each partner is individually selected for our respective brands. In this way, we achieve a clear focus and concentrated attention for our brands in the important German market and build on the foundation that Beam Suntory has successfully laid in recent years” explains Mark de Witte, CEO of De Kuyper. “Together with our new and existing partners, we are working towards our vision of ‘Own the Cocktail’ and putting the cocktail at the heart of everything we do.”
With 325 years of distilling expertise, De Kuyper Royal Distillers is one of the oldest family-owned companies in the Netherlands and one of the world’s leading liqueur distilleries. Curiosity and passion for the distilled product is the constant driving force behind innovative and successful new product developments. In 2020, the Dutch family-owned company received the prestigious “Liqueur Producer of the Year” award from the internationally leading ISC for the second time in a row and was recently voted “Distillery of the Year 2021” at the London Spirit Competition. “Germany is one of the most important and promising markets for the liqueur category. With the new distribution, we see our brands perfectly positioned”, says Alex Veen, De Kuyper’s export manager responsible for the German market.
De Kuyper has a long-standing, successful cooperation and trusting friendship with Joerg Meyer’s TENDER SPIRITS. Together with the spirits company, Meyer created Dutch Cacao in 2019. Consequently, all premium brands of the De Kuyper Bartender Edition – Muyu, Acqua Bianca and Dutch Cacao – as well as Bébo Cuban Coffee and the Rutte Gins and Genevers will be brought together at TENDER SPIRITS in the future. “TENDER SPIRITS is always looking for something new and out of the ordinary. Similar to De Kuyper, we also want to inspire people to mix exceptional ingredients to serve great drinks. The De Kuyper liqueur specialities fit perfectly with our idea of mixability,” says Joerg Meyer, founder and managing director of TENDER SPIRITS, Le Lion Bar de Paris, THE BOILERMAN BAR, Trinkabenteuer.de .
VOLUME SPIRITS GmbH is a 100% subsidiary of HAWESKO Holding AG and specialises in the international distribution of high-quality spirits. The three worldwide known De Kuyper premium brands Cherry Heering, Mandarine Napoléon and Kwai Feh fit perfectly into the premium portfolio of VOLUME SPIRITS. “With De Kuyper Royal Distillers, we were able to gain an established and globally successful partner. Together with De Kuyper, our teams will develop individual concepts for our customers and consistently expand brand building. We are looking forward to the long-term cooperation and will continuously develop the brands Cherry Heering, Kwai Feh and Mandarine Napoléon in Germany,” says Thomas David, Managing Director of VOLUME SPIRITS GmbH.
About De Kuyper Royal Distillers
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, Cherry Heering, Kwai Feh, Acqua Bianca, Muyu, Dutch Cacao, Mandarine Napoléon, Bebo and the botanical-based spirits of the Rutte gin and genever. De Kuyper has been awarded “Liqueur Producer of the Year” at the International Spirits Competition (ISC) two years in a row (2019, 2020). Mark de Witte is the company’s global CEO. Contact De Kuyper Royal Distillers: Yvonne Naber, Global PR, email@example.com