New look for pair of liqueur brands

18 March, 2014

First Drinks has introduced new packaging for its Bénédictine and De Kuyper liqueurs.

De Kuyper has a “sleeker” look for all 43 products in the range, while Bénédictine has moved to a green glass bottle while retaining features that have been on the bottle for 150 years.

Paul Curry, brand manager for both, said: “Liqueurs is an ever evolving category and as market leader, it is important De Kuyper remains relevant and appealing. 

“By modernising the packaging, we hope to give the individual bottles more of a clear identity when they stand alone on shelf as well as when displayed with other variants in the range.

“With Bénédictine, the new look gives the brand a uniform look and feel across the globe, while giving the bottle much greater standout in retail outlets.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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