The revised bottle design features a distinctive squared base and narrow neck for easy handling, a classic label with vintage elements, a striking red logo and a new metal screw cap to preserve freshness. The rollout of the 70cl bottle size in Europe starts in January 2025, followed by the US, where the 75cl bottle will be available.
Building on the growing interest in cocktails and Heering’s rich history, De Kuyper intends to improve shelf presence, enhance functionality, differentiate from competitors and maintain brand consistency.
It is the first bottle revision of the world’s first and most-awarded cherry liqueur for over 30 years.
“Heering has a longstanding reputation as a premium cherry liqueur that can be found in almost every bar all over the world and is beloved by bartenders and cocktail enthusiasts alike,” says De Kuyper marketing director Godelief van Erve. “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”.
An homage to strong heritage and unique flavour
The distinctive revised shape of the Heering bottle with a squared base and a narrow neck is easy to grip and pour. What sets it apart from other liqueur bottles next to its shape is the classic label and the striking red colour of the logo. The label underscores Heering’s strong heritage dating back to 1818 by using elements of the vintage bottles in the new design, such as the gold medals and the Danish coat of arms. The logo reflects the rich, natural red colour of cherries and makes it easy to distinguish Heering from other liqueurs on a back bar or store shelf. The new metal screw cap helps to preserve the freshness of the liqueur and prevent evaporation.
Overall, the new classic and elegant design of the Heering bottle reflects the brand’s longstanding history and commitment to quality.
The World’s first and most-awarded cherry liqueur
Since 1818, Heering Cherry Liqueur has explored the world. Being the first cherry liqueur, this iconic and authentic product, originated in Copenhagen, is a true treat unlike any others. All natural, using real cherries and botanicals to create its rich flavour. No artificial flavours or colourings are used. Heering Cherry Liqueur has a sweet flavour profile that is distinct from any other cherry liqueur on the market, which makes it a memorable ingredient in cocktails. Easily mixed or at the centre of a cocktail, Heering is that special, exciting and well-crafted ingredient that makes the drink and tells a story.
Made according to the old family recipe, the kosher liqueur is all about heritage, craft, flavour and quality in a timeless and cool, sophisticated way. Thanks to the attention to detail and commitment to quality, Heering has been winning awards year on year, such as the gold medal at International Spirits Challenge for three years in a row.
