Archers reveals new bottle design

De Kuyper Royal Distillers has given Archers Peach Liqueur an updated look following its acquisition of the brand in 2022.

The redesigned Archers bottle features a peach colour palette, a roundel with a peach icon and an elegant peach pattern in the background.

Dutch liqueur producer De Kuyper Royal Distillers acquired Archers from Diageo in 2022 for an undisclosed sum.

According to De Kuyper, Archers’ first makeover in two decades creates a distinctive visual identity that aims to stand out in the peach liqueur category.

Responding directly to consumer feedback, the new design is also said to balance visual innovation with environmental responsibility.

The design features a 16% reduction in glass weight and a perforated sleeve made from 30% recycled PET plastic, simplifying recycling processes.

Additionally, the brand has significantly heightened its commitment to sustainable materials, boosting recycled glass content from 43%-60%. These advancements result in a 19% reduction in emissions.

Godelief van Erve, global marketing director at De Kuyper Royal Distillers, said: “We’ve worked hard on Archers’ new bottle design over the past month and are very happy with the result.

“It showcases a vibrant and refreshing peachy colour scheme with a distinctive peach icon prominently displayed, complemented by a background pattern that evokes the liqueur’s natural essence. It reflects our dedication to sustainability and will reinvigorate Archers’ market presence.”

The new bottle will be available in UK retail stores starting March 2025, distributed by William Grant & Sons.

Celebratory initiatives

In April, an integrated campaign will launch across major media channels to celebrate the new design. The campaign will include video-on-demand ads on ITV X, Channel 4, Sky, Sky Shortform, Netflix and Amazon.

The ads will also be supported by creative social media activations on Instagram and Snapchat and strategic PR initiatives to engage consumers at all touchpoints.

The ‘Make it Peachy: Refreshed’ campaign showcases the new packaging while highlighting the unchanged taste of Archers Peach Liqueur and its mixability in cocktails.

According to the CGA mixed drinks report 2023, peach is a top 10 trending flavour in cocktails in the UK.

Peach is also a key ingredient in drinks like Sex on the Beach, the most popular cocktail in the UK (taken from CGA global reach April 2024 data).

Archers can be enjoyed in cocktails, including Archers Lemonade, a long drink served in a glass with ice and lemonade. The peach schnapps also pairs well with cranberry juice, orange juice or tonic.

The Spirits Business interviewed De Kuyper Royal Distillers’ new CEO, Leo Evers, last year to discuss his first few months in the role after the departure of former CEO Mark de Witte.

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