Cherry Heering reveals new look

Dutch company De Kuyper Royal Distillers has introduced the first redesign for Cherry Heering liqueur in three decades.

The new design features a squared base and narrow neck for easy handling, a label with vintage elements, a red logo and a new metal screw cap.

The new label, which uses elements of vintage bottles, such as the gold medals and the Danish coat of arms, is said to underscore Heering’s heritage.

The new 700ml bottle will be rolled out in Europe in January 2025, followed by a 750ml alternative in the US.

Godelief van Erve, marketing director of De Kuyper, said: “Heering has a longstanding reputation as a premium cherry liqueur that can be found in almost every bar worldwide and is beloved by bartenders and cocktail enthusiasts alike. However, Heering is often only used for complex cocktails like the Singapore Sling.

“By refreshing the brand image, we want to highlight that our premium cherry liqueur is a versatile ingredient that can be used in a wide range of cocktails, from classic drinks like the Manhattan to more modern creations such as the Jungle Bird. Next to re-engaging existing consumers, we aim to make it more appealing and relevant to new ones”.

Originating from Copenhagen, Denmark, Heering is considered the world’s first cherry liqueur, introduced in 1818.

Made according to an old family recipe, the kosher liqueur is made without artificial flavours.

Heering joined De Kuyper’s portfolio in October 2017 following its acquisition from Danish producer Peter F. Heering.

Earlier this year, De Kuyper introduced two draught cocktails for the on-trade and extended its range of pre-mixed cocktails.

In October, The Spirits Business interviewed Leo Evers, the new CEO of De Kuyper, about his first few months in the role and his vision for the company’s future.

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