De Kuyper Royal Distillers has redesigned its cocktail liqueur range in a bid to simplify choice for customers and visually differentiate between ‘essentials’ and ‘variations’ products within the range.

This makeover is reportedly in line with the company’s slogan to ‘Own the Cocktail’.

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The move is aimed at helping customers discern at first glance which liqueur is necessary for creating cocktails and which is for crafting a variation of a cocktail.

“We want to be the anchor of the cocktail, just as our logo conveys.”

De Kuyper Royal Distillers CEO Mark de Witte said: “We initiated a business transformation two years ago to improve our portfolio and to match our company’s ambition to ‘Own the Cocktail’.

“Along with a number of initiatives and upcoming innovations for our other brands, this relaunch is a major step in thinking in terms of the cocktail lovers’ needs instead of from the product-intrinsic viewpoint, as is still common in the cocktail liqueur category.

“We want to be the heart and the anchor of the cocktail, just as our logo conveys. This redesign is a further step toward achieving our ambition to be the best spirits partner for trade and bars, enabling more people to enjoy excellent cocktails.”

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The company said that the production of the first bottle sizes equipped with the new design is underway and expects to extend the design to all bottle sizes by May 2018.

The essentials launched with the new design include De Kuyper Triple Sec, De Kuyper Crème de Café and De Kuyper Blue Curacao, while De Kuyper Watermelon, De Kuyper Passionfruit and De Kuyper Wild Strawberry are among the new variations.