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SB meets… Leo Evers, De Kuyper Royal Distillers

Dutch liqueur producer De Kuyper Royal Distillers has a 329-year history. We spoke to the firm’s new CEO to discuss his first few months in the role, and his vision for the company’s future.

Leo Evers CEO De Kuyper
Leo Evers, CEO, De Kuyper

What made you choose De Kuyper as your next venture?

Joining De Kuyper was like coming home, in many ways. I started my career in the industry with liqueurs in 1990 but soon found myself working for some of the world’s biggest beer companies, travelling and living abroad for decades. After meeting with the De Kuyper family, I was convinced it was the right time to return to my home country and into the spirits sector. The values of a family-owned firm, De Kuyper’s global recognition and the potential significant growth of cocktails as a category attracted me to join. Not to mention the impressive product portfolio and the opportunities for innovation.

How have your first few months been as CEO of De Kuyper?

It has been hectic but also extremely rewarding and exciting. I spent the first few months getting to know the company, meeting stakeholders, distributors, employees, and customers, and visiting our key markets. I have been genuinely impressed by the passion of the whole team, which works hard to make the company thrive. I am honoured to be part of De Kuyper’s future as it is about to enter its 11th family generation, and continue my predecessor’s vision of owning the cocktail category.

What have been the challenges as CEO, and what are your main goals?

The challenge I have been given is to write the next chapter of De Kuyper. The spirits industry and the category are affected by the economy, and are subsequently under pressure. But when we look at cocktails, I am confident that the demand is growing. When I started in the industry, cocktails were non-existent at many bars. Today, every hospitality venue has a cocktail list, and they are more accessible to a large group of people. A significant challenge and a personal goal the company shares with me is promoting responsible drinking and moderation.

We want people to enjoy our products, but I believe that educating people is the key to success. It is good to enjoy a nice cocktail but do it responsibly. I want De Kuyper to continue to play a very active role in promoting moderation. I also want to further diversify our range to include more low- and no-alcoholic cocktails. I believe the industry has an obligation to provide consumers with an option. Our products have been created to enhance the flavour of cocktails, and we should offer the same choice to diverse cocktail-drinking experiences for those looking for low- or non-alcoholic options.

How has the recently acquired Archers integrated into De Kuyper’s portfolio?

Archers is fully integrated into the company, and I think it has been a very good acquisition. The UK market is very important for the brand, and we have had a great response to the ‘Make it peachy’ campaign. Globally, with our Archers and Peachtree liqueurs, both of which have their own markets, we are the market leaders in peach-flavoured liqueurs. We are happy that young adults above legal drinking age are embracing the brand.

Are there markets in which you aim to increase the company’s presence?

One of my first questions when discovering which of our products will succeed in a specific market is which are the top 10 cocktails and the five top flavours in the country. Since we specialise in cocktail liqueurs, it is an excellent starting point. We have a wide portfolio that has the opportunity to grow organically. Our products are available in 100 countries globally, with around 10 to 12 key markets, including the UK, the US, South Korea, and Japan. We also want to increase our footprint in Asia and South America, where cocktail culture is blooming.

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