De Kuyper rebrands and expands portfolioBy Becky Paskin
De Kuyper has revealed a new design for its liqueur range, as well as three new pot stills at its Schiedam distillery that it will use to branch into whisky and rum production.
The Netherlands-based group has installed two new 1,000-litre pot stills with condensers and paired column stills, plus a new 50-litre experimental vacuum still, in its new “Creative Kitchen” – a hub for De Kuyper’s distillation, research and development, and marketing departments.
Production of the group’s liqueurs range will transfer from the three existing 100-year-old, 3,000-litre stills to the two new larger stills, with the exception of Peppermint.
In addition to distilling botanicals for its liqueur range, the two larger stills will be used to create a range of new spirits to diversify De Kuyper’s portfolio.
Speaking at the launch event at Schiedam last week, Albert de Heer, marketing director for De Kuyper, said: “Besides our liqueurs business we see a lot of opportunities in all kinds of sectors. We could do a lot of other spirits in these new stills like whisky, gin and rum; we think we belong in these kind of categories.”
De Kuyper plans to use its smaller experimental still to “play around” with new liqueur flavours, using its vacuum capability to distil fragile botanicals such as herbs and delicate fruits such as basil and tomato.
To coincide with the launch of its Creative Kitchen, De Kuyper has also unveiled a new look for its 43-strong liqueur range – the brand’s first revamp for 18 years.
“We wanted to create a contemporary classic just like the old bottle was,” explained De Heer. “The range has an identity when it stands as a whole, but not when it’s an individual bottle. We wanted to create authority and identity for the individual bottles, and not just when part of a group.”
The new asymmetrical bottle design features a raised label, long neck “as bartenders find it very important”, embossed glass and more detailed product descriptions. Each flavour in the range is given its own identifiable colour.
De Kuyper has also divided its range into four segments to aid bartenders when choosing flavours for their back bar: Essential, Traditional, Distillers’ Signature, and Fruit.