De Kuyper Royal Distillers brings Archers, its premium peach liqueur, to South Africa, marking another significant milestone in its international expansion.
Building on the momentum of being the number one peach liqueur throughout the UK, South Africa represents a natural next step for the brand’s global growth strategy. Starting on 1 April 2026, the South African launch will be managed by Nicholson Smith, an established local distribution partner. This partnership provides a strong foundation for Archers’ highly anticipated debut in the country.
“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,” says Leo Evers, De Kuyper’s CEO. “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.”
The South African launch is a key component of De Kuyper’s international growth strategy, bringing its leading peach liqueurs to dynamic new markets.
“Archers will be available nationally across key retailers and wholesale channels, including Makro, Checkers and Ultra Liquors,” states Lucien Heusy, Global Sales & Distribution Director of De Kuyper. “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.”
Popular peach liqueur
The taste profile of Archers is exceptionally accessible and popular. Its subtle sweet palate with a ripe peach taste maintains a perfectly balanced sweetness, making it an excellent choice for various cocktails and serving styles. In South Africa, the strategic focus will be on refreshing, easy-to-mix serves that perfectly suit the local climate and consumer preferences. It’s perfect as Archers & Lemonade, as well as in a classic and elegant Bellini cocktail. The famous peach liqueur also pairs beautifully with cranberry juice, orange juice, or tonic, and can add a delightful twist of peach to any favourite cocktail.
“We are thrilled to drive the Archers launch in South Africa,” says Jason Neal, CEO of Nicholson Smith. “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 favorite across both on- and off-premise channels.”
Brand heritage and performance
The success of Archers is deeply rooted in its rich heritage. Building on this traditional production method, G.W. Archers and Co. innovatively developed Archers in 1986, setting a new standard for premium, easy-drinking spirits.
Upon its launch, this peach liqueur quickly became the fastest-growing drinks brand in the UK market. Its impact was so significant that it spurred the creation of a whole new drinks category that didn’t exist prior to its introduction. Today, after decades in the market, Archers continues to maintain strong brand recognition and stable performance.
Since 2022, the popular peach liqueur has been part of De Kuyper Royal Distillers’ international liqueur portfolio, solidifying the Dutch family company as the world leader in the peach liqueurs category.
