CEO Mark de Witte joined De Kuyper a year ago

CEO Mark de Witte joined De Kuyper a year ago

De Kuyper Royal Distillers is set to target the high-end on-premise channel, as the spirits and liqueurs group looks to triple its top-line within the next decade.

Speaking to just-drinks at this week's Bar Convent Berlin show, CEO Mark de Witte, who assumed the role last September, provided details of his growth plans for the company. New initiatives include a focus on four core global brands - Rutte gin, Peach Tree, Mandarine Napoleon and the company's namesake liqueur range - and the creation of a new on-premise division in its home market of The Netherlands.

De Witte said the group is looking to assess and reposition its namesake liqueur range, in order to make it stand out from competitors such as Lucas Bols and Marie Brizard. Although the first concrete initiatives are set to launch in April or May, de Witte declined to give specific details on the plans, noting that the firm is looking at both the brand's positioning and new innovations.

Meanwhile, the company has created its own marketing and distribution service in The Netherlands, Cooper and Barrel, in order to reach the top tier of on-premise accounts. Launched earlier this year, the unit also handles third-party brands, including Berry Bros & Rudd's The Glenrothes, Del Maquey, Michter's, Calle 23 and the Cocchi aperitif brand.

De Witte said the firm would look to expand the concept into other European markets "where we can't find access to the top on-trade". He cited France and Spain as potential targets.

"It's too early to measure the success of Cooper and Barrel," he added, "but we are seeing lots of great brands coming to us because they like the model."

Within Cooper and Barrel, De Kuyper has moved away from individual brand ambassadors to introduce category ambassadors for its portfolio, including a juniper specialist, an agave specialist and a whisky ambassador.

Earlier this year, De Kuyper took ownership of Cooymans Eggnog liqueur and the Koffiekaatje, Millwood and Surfers cream liqueur brands, following a carve up of Distilleerderij Cooymans with two other Dutch companies, including Lucas Bols and Herman Jansen.