Sunday, January 29, 2023

Diageo sells Archers brand to De Kuyper Royal Distillers

Diageo has sold Archers, the Peach Schnapps brand, to De Kuyper Royal Distillers, adding to its international liqueur portfolio.

John Kennedy, Diageo’s president, Europe, said: “We are committed to creating value for all our stakeholders through delivering consistent and efficient growth, including actively shaping our portfolio towards opportunities that will maximise growth over the long-term.

“We take a disciplined approach to capital allocation and this announcement continues our track-record of active portfolio management.”

Archers Peach Schnapps is a clear fruit schnapps that is sold internationally. After its launch in 1986 this British bar legend became one of the fastest growing drink brands in the UK market and founded a whole new category. Today, Archers is a very well-known brand in the UK for both consumption at home and in bars and restaurants. The famous peach liqueur is essential in many classic cocktails such as WooWoo and Sex on the Beach.

“We want to own the peach category. With Peachtree we do so in a number of important cocktail markets, but in UK the peach category is historically owned by Archers. We had the choice to keep competing with Archers or to try to acquire Archers and add the brand to our premium liqueur portfolio. We decided to do the latter,” explains Mark de Witte, CEO of De Kuyper.

“Archers is a high-quality liqueur with a great heritage, deeply rooted in UK consumers’ minds when it comes to peach liqueurs. This strong brand performs very stably and has remained relevant for consumers in the UK ever since its launch. For De Kuyper the brand will have high priority and we will contribute our over 325 years of expertise in liqueurs and our specific knowledge in the peach category to bring out the best in Archers.”

As part of this transaction, Diageo has agreed a 24-month manufacturing supply agreement with De Kuyper Royal Distillers.

“We see an interesting growth platform for Archers in the category of cocktails and will utilize the insights, experience and best practices we gained with Peachtree. Our focus stays on the current audience where the brand is popular and which is fitting very well with the cocktail-drinker target group,” explains Godelief van Erve, global marketing director at De Kuyper.

A message from the Editor:

Thank you for reading this story on our news site - please take a moment to read this important message:

As you know, our aim is to bring you, the reader, an editorially led news site and magazine but journalism costs money and we rely on advertising, print and digital revenues to help to support them.

With the Covid-19 pandemic having a major impact on our industry as a whole, the advertising revenues we normally receive, which helps us cover the cost of our journalists and this website, have been drastically affected.

As such we need your help. If you can support our news sites/magazines with either a small donation of even £1, or a subscription to our magazine, which costs just £31.50 per year, (inc p&P and mailed direct to your door) your generosity will help us weather the storm and continue in our quest to deliver quality journalism.

As a subscriber, you will have unlimited access to our web site and magazine. You'll also be offered VIP invitations to our events, preferential rates to all our awards and get access to exclusive newsletters and content.

Just click here to subscribe and in the meantime may I wish you the very best.

Latest news

Related news

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.