De Kuyper Royal Distillers has revealed an updated bottle design for its Archers schnapps brand to create a “visual identity that stands out in the peach liqueur category”.
The redesigned bottle (above, right), which is composed of 30% recycled PET plastic, will be available in the UK off-premise channel from next month. De Kuyper said that the refreshed bottle’s glass weight has been reduced by 16% while the brand has also “significantly increased its commitment to sustainable materials, elevating recycled glass content from 43% to up to 60%”.
A marketing activation in the UK, the schnapps brand’s largest market, will follow in April, centred around an advert that will run across video-on-demand services ITV X, Channel 4, Sky, Sky Shortform, Netflix and Amazon. The ‘Make it Peachy: Refreshed’ campaign will also include social media activations on Instagram and Snapchat, as well as other “PR initiatives to engage consumers”.
“After two decades of unchanged packaging this contemporary look attracts consumers seeking both visual appeal and authenticity. It reflects our dedication to sustainability and will reinvigorate Archers’ market presence,” said De Kuyper’s marketing director, Godelief van Erve.
The Dutch group, which focuses predominantly on the cocktail channel, acquired Archers from Diageo in 2022 for an undisclosed fee.
