De Kuyper Royal Distillers has unveiled a new look for Heering Cherry Liqueur, launching a revised bottle design for the first time in more than 30 years.
The new packaging design features a squared bottle base with a narrow neck for easy handling behind the bar. With a new metal screw cap, the freshness of the liqueur will be preserved for longer while also preventing evaporation.
The new label underscores the brand’s strong heritage by incorporating elements from vintage bottles, including the gold medals and Danish coat of arms. Reflecting the natural colour of cherries, the bold red logo was designed to enhance brand consistency by making it easily recognisable on a back bar or store shelf.
Godelief van Erve, Marketing Director of De Kuyper, says: “Heering has a longstanding reputation as a premium cherry liqueur that can be found in almost every bar all over the world and is beloved by bartenders and cocktail enthusiasts alike.
“However, Heering is often only used for complex cocktails like the Singapore Sling. By refreshing the brand image we want to highlight that our premium cherry liqueur is a versatile ingredient that can be used in a wide range of cocktails, from classic drinks like the Manhattan to more modern creations such as the Jungle Bird. Next to re-engaging existing consumers, we aim to make it more appealing and relevant to new ones.”
Established in 1818, Heering Cherry Liqueur is all-natural, crafted with real cherries and botanicals to achieve a rich, authentic flavour without the addition of artificial flavours or colourings. The liqueur is still made according to the old family recipe and is a popular addition to many cocktails, with signature serves like the Heering Old Fashioned and Heering Copenhagen.
The rollout of the updated 70cl bottle size began in Europe in January followed by 75cl bottles in the USA. The refreshed Heering Cherry Liqueur bottles will hit the Australian market in April.
