ARCHERS ACQUISITION IS FINAL

De Kuyper Royal Distillers closed the deal with Diageo and adds a new brand hero to its international liqueur portfolio. The acquisition of Archers Peach Schnapps from Diageo is a fact. De Kuyper Royal Distillers is excited to welcome Archers Peach schnapps to their premium Brand portfolio and looking forward to further build this iconic Brand. The British brand icon is the perfect complement to our premium cocktail liqueurs portfolio, making us world leader in the peach liqueurs category. In line with our vision “Own the Cocktail”, this further strengthens our position, especially in the UK, the second most important cocktail market in the world. 

“We want to own the peach category. With Peachtree we do so in a number of important cocktail markets, but in UK the peach category is historically owned by Archers. We had the choice to keep competing with Archers or to try to acquire Archers and add the brand to our premium liqueur portfolio. We decided to do the latter,” explains Mark de Witte, CEO of De Kuyper. “Archers is a high-quality liqueur with a great heritage, deeply rooted in UK consumers’ minds when it comes to peach liqueurs. This strong brand performs very stably and has remained  relevant for consumers in the UK ever since its launch. For De Kuyper the brand will have high priority and 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.”