De Kuyper Royal Distillers is launching its Archers peach liqueur in Australia on 1 October, as part of the company’s wider international growth strategy for the brand.
Archers’ distribution and marketing will be handled by the Australian division of William Grant & Sons, which has worked with the liqueur in the UK for “several years”. De Kuyper CEO Leo Evers said Australia’s “cultural connections with Britain” and “strong appreciation for cocktails” made it an attractive destination, claiming the country has 3.17m cocktail drinkers.
Archers will be available through selected independents and wholesale channels with the release being supported by PR, social media and on-premise activations in key cities, De Kuyper added. The company mooted that it will explore additional markets in the coming months.
In February, De Kuyper revealed an updated bottle design for Archers to create a “visual identity that stands out in the peach liqueur category”.
The Dutch group, which focuses predominantly on the cocktail channel, acquired Archers from Diageo in 2022 for an undisclosed fee.
