De Kuyper debuts Peach on the Beach RTD

De Kuyper-owned liqueur Peachtree has created a ready-to-drink (RTD) expression for summer, inspired by the Sex on the Beach cocktail.

Named Peach on the Beach, the RTD will be available in the Netherlands just in time for summer.

Inspired by the classic long drink, the brand said the expression combines the flavours of peach, cranberry, and orange to ‘create a convenient, refreshing drink on the go’.

“We believe that Peach on the Beach will resonate strongly with Dutch consumers who value the convenience and quality of cocktails in a can, especially considering the immense popularity of ‘Sex on the Beach’ which ranks among the top two cocktails in the Netherlands,” said Godelief van Erve, global marketing director at De Kuyper. “Specifically, consumers aged 18 to 34 are avid fans of this classic drink.”

Peach on the Beach is offered at 4.5% ABV with a suggested retail price of €2.19 (US$2.35) per 250ml can.

Peachtree was introduced in 1984 and was given a redesign by De Kuyper in 2018.

Lucien Heusy, managing director of De Kuyper Netherlands, added: “With 70% of consumers expressing a likelihood to repurchase the drink for home consumption after enjoying it elsewhere, demand for ready-to-drink cocktails is higher than ever.”

Based in the Netherlands, De Kuyper was established in 1965.

In 2020, the firm unveiled three RTD products made with its namesake liqueurs.

Earlier this year, the family-owned company introduced its ready-to-serve cocktails for the UK market and renamed its business-to-business arm.