Bénédictine’s bottle has switched to green glass with a contemporary and cleaner front and neck labels to create more stand-out on shelf.
However, the packaging remains true to the heritage of the brand and maintains some of the cues which have featured on the bottle for the past 150 years.
The new design will be uniform across all global markets and is being rolled out across the UK with immediate effect.
A new design has been introduced across all 43 liqueurs in the De Kuyper range. The bottles keep their bartender-friendly classic long neck but the shape is sleeker, giving it a more modern look and feel.
The front label features higher on the bottle for clearer visibility on the back bar and the De Kuyper name is now embossed on the glass.
The brand has also divided its range into four categories to make product selection easier for bartenders. The Essential category covers the key flavours such as Triple Sec and Blue Curaçao, Traditional includes the likes of Crème de Cacao White and Dark, Fruit includes Blackberry, Raspberry and Wild Strawberry that can be used as cocktail modifiers, and Distillers’ Signature covers the more experimental flavours such as the recently launched Lemongrass, Spicy Chilli and Lapsang Souchong.
Paul Curry, brand manager for both Bénédictine and De Kuyper, said: “Liqueurs is an ever-evolving category and, as market leaders, it is important De Kuyper remains relevant and appealing to drinkers and bartenders alike.
“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 and feel now give the brand a uniform look and feel across the globe whilst giving the bottle much greater stand-out in bars and on shelf in retail outlets.
“We are confident both brands will benefit from their new packaging and help towards the long-term sustained growth of De Kuyper and Bénédictine.”
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