De Kuyper debuts UK cocktail campaign

Dutch liqueur brand De Kuyper has created a new campaign in the UK that pairs cocktails with moods and occasions.

The multi-channel campaign, called Colourful Cocktail Vibes, will launch on 30 June and run for 13 weeks.

Through the campaign, De Kuyper aims to inspire consumers to ‘find their perfect serve for any occasion’.

The campaign includes PR, social media, influencers, digital, on- and off-trade activations, and Amazon amplification.

Consumers visiting Stonegate, Marstons, and Mitchells & Butlers venues will be invited to discover their ‘colourful cocktail vibe’ through a personalised quiz.

Accessible on menus and online, the quiz has been designed to ‘unlock’ the cocktail personality of drinkers, matching their mood and occasion with a recommended De Kuyper serve.

Among the cocktails and occasions are a Blue Lagoon (holiday vibes), Kir Royale (celebration), Margarita (party), and the ‘fruity’ Passionfruit Martini. Each is made with De Kuyper’s extensive range of liqueurs.

Godelief van Erve, De Kuyper global marketing director, said: “We’re excited to be bringing our Colourful Cocktail Vibes campaign to the consumers via social/digital media and on-trade and off-trade activations this summer, with a variety of vibrant and delicious serves, perfectly matched to suit any mood or occasion.

“Whether it’s a refreshing Blue Lagoon, a sophisticated Kir Royale, or fruity Passionfruit Martini, there’s a serve to suit everyone’s cocktail vibe. With more than 325 years of distilling experience and a commitment to use the best possible quality ingredients, we create the best liqueurs that we know bartenders and customers love using in their cocktails.”

In addition, the brand is offering a deal through wholesaler Matthew Clark until 31 August, where operators can receive a free ROS (return on sale) driving kit, including cocktail recipe inspiration booklets to gift customers that order De Kuyper cocktails.

Point-of-sale activations will include branded glassware, cocktail shakers, jiggers, and strainers along with menu clips, a frame and tabletop chalkboards, and posters to help bring the campaign to life in venues.

De Kuyper has also partnered with UK supermarkets Waitrose, Tesco, Sainsbury’s and Morrisons, which will offer the quiz via QR codes and promotions in stores and online.

From 9-10 September, the Dutch brand will showcase its cocktails alongside Michelin-starred chefs at The Home of Food festival at Lord’s Cricket Ground in London.

Festival attendees will have the opportunity to book a cocktail masterclass with De Kuyper’s global brand ambassador, Max de Smit.

De Kuyper also launched its first cocktail terrace with Delta Hotels by Marriott in Liverpool on 30 April. The space will be open until the end of September, offering cocktails throughout the summer.

The liqueur brand is distributed in the UK by William Grant & Sons.

In May this year, De Kuyper rolled out five bottled cocktails to the on-trade.