De Kuyper takes Archers to Australia
Dutch producer De Kuyper Royal Distillers will launch peach schnapps Archers in Australia next month in partnership with William Grant & Sons.
Archers, which De Kuyper purchased from Diageo in 2022, is the leading peach-flavoured liqueur brand in the UK.
De Kuyper believes Australia is the “natural next step” in its growth strategy for Archers. The company plans to explore additional markets in the coming months.
Scottish spirits firm William Grant will manage the brand’s debut in Australia, which will begin on 1 October 2025.
William Grant has worked with De Kuyper for several years as its distribution and marketing partner in the UK.
“Archers will be available across select independents and wholesale channels throughout Australia,” said Lucien Heusy, chief commercial officer of De Kuyper.
“Having William Grant & Sons Australia by our side gives us tremendous confidence. They’ve been instrumental in our UK success over the years, and their expertise in both markets makes them the perfect partner to introduce Archers to Australian consumers.”
De Kuyper cited CGA data that shows the Sex on the Beach was the seventh most-popular cocktail in Australia in 2024. The serve combines vodka with peach schnapps and cranberry juice.
Leo Evers, De Kuyper’s CEO, described Australia as an “incredibly promising market” due to its cocktail culture and the country’s “cultural connection” with the UK.
He continued: “We’ve identified Australia as one of our high-potential growth markets. The country boasts an impressive 3.17 million cocktail drinkers with cocktails accounting for approximately 20% of all alcohol consumption.”
Alongside William Grant, De Kuyper plans to support the Australian launch with social media, PR amplification and on-trade activations in key cities.
Earlier this year, De Kuyper gave Archers its first new look in two decades.
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