Archers lands in South Africa
Dutch drinks group De Kuyper Royal Distillers has introduced peach-flavoured liqueur Archers to South Africa as part of the brand’s global expansion.
Building on its position as the UK’s ‘number one’ peach liqueur, Archers will expand its global presence by entering South Africa for the first time since its launch in 1986.
Last year, De Kuyper revealed a new look for the brand after acquiring it from Diageo in 2022.
Leo Evers, CEO of De Kuyper, commented on the launch: “With its vibrant cocktail culture and the liqueur category showing yearly double-digit growth of the last five years in South Africa, this is a very promising market for us.
“We are seeing a very high penetration of cocktails in the on-trade, with millions of consumers embracing mixed drinks. Over a third of on-premise visitors regularly enjoy cocktails, and there is a clear tendency of people drinking them even more frequently.
“This makes it the perfect time to introduce Archers to South African consumers.”
Archers will enter the market on 1 April through local distribution partner Nicholson Smith.
The peach liqueur will be available nationwide at key retailers and wholesale channels, including Makro, Checkers, and Ultra Liquors.
Lucien Heusy, global sales and distribution director of De Kuyper, said: “Having Nicholson Smith by our side gives us very good confidence. Their deep understanding of the South African beverage landscape and their solid distribution network make them the perfect partner to successfully introduce Archers to local consumers.”
In South Africa, the strategy to promote the ‘accessible and subtly sweet’ peach liqueur will focus on refreshing, easy-to-mix drinks that align with the local climate and consumer preferences, such as Archers and lemonade and the classic Bellini cocktail.
Jason Neal, CEO of Nicholson Smith, added: “Given the rapid growth of the liqueur category and the expanding cocktail culture here, we believe there are fantastic opportunities for the brand.
“We look forward to establishing Archers as a favourite across both on- and off-premise channels.”
Earlier this month, De Kuyper agreed to sell its Mandarine Napoléon liqueur brand to French firm Iconic Nectars.
Related news
Top seven best-selling liqueur Brand Champions
Creamy Creation: how cream liqueurs became a standout spirits category
