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De Kuyper switches distributor in Germany

Dutch drinks firm De Kuyper has extended its distribution partnership with Beam Suntory to cover Germany, ending its long-term relationship with Borco in the market.

Beam Suntory will distribute De Kuyper’s portfolio in Germany

From 1 July, US group Beam Suntory will distribute the following De Kuyper brands in Germany: De Kuyper cocktail liqueurs, Peachtree, Rutte Gins and Genever, Mandarine Napoléon, Bébo Cuban coffee liqueur, Kwai Feh lychee liqueur, De Kuyper Piña Colada, Fiorito Limoncello and Cherry Heering. The two businesses already work together in the Netherlands, Austria and the US.

For the past 40 years, De Kuyper’s products have been distributed in Germany by Borco, which will continue to work with the Dutch firm in the Netherlands.

Nicole Ehlen, managing director, Beam Suntory Germany, said: “We are delighted to extend our collaboration with De Kuyper now as well to Germany.

“The De Kuyper products complement our portfolio very well and with Beam Suntory’s own global brands like Jim Beam, Maker’s Mark or Roku Gin, we can offer complete and innovative cocktail solutions to our German customers.”

Mark de Witte, CEO of De Kuyper Royal Distillers, added: “Our long-term international partnership is based on a considered growth strategy. We choose the best-positioned party for each market.

“For the German market, we are delighted to rely on Beam Suntory, which is well-positioned to successfully grow our brands due to its long-standing experience, successes and excellent network in the on- and off-trade.”

He added: “We also want to take this opportunity to thank Borco and especially the Matthiesen family for our long and trusting cooperation. Borco has mainly shaped our brands in Germany in recent years with its excellent brand building and distribution power in the German on- and off-trade, and our success is to its credit.”

The move marks the continued development of the partnership between De Kuyper and Beam Suntory. In April, De Kuyper named Beam Suntory the distributor for its products in Austria, while De Kuyper took on total distribution responsibility for Beam brands in the Netherlands last year.

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