DeKuyper Injects Cordial Category With Flavor and Innovation

“One of our long-term strategies as a brand is to strengthen DeKuyper as the cordials category innovation leader,” says Senior Brand Manager Amy Underwood. Last year, the brand began to add extensions to its Pucker line, including Strawberry Passion, Berry Fusion, and this year launched Pomegranate, Mango, Papaya and PineappleCoconut flavors.
    “These are products tested with consumers, and they were rated very well,” Underwood says.

Where the Flavor Hits The Glass
    “These flavors work really well in Martinis, Margaritas and other mixed and frozen drinks. We have one account in California that is going to be using each flavor for a frozen Margarita, which is perfect for this time of year. Chicago has finally even warmed up, itself.
    “When we conducted our research, consumers who are drinking flavored base spirits were 4 1/2 times more likely to drink cordials,” she says. “There’s a great match there for people who like flavor, whether you want to com-plement a mango-flavored base spirit with an additional punch of mango flavor or complement a mango-flavored base spirit with pineapple-coconut. There’s a lot of room to mix with base spirits.”

Innovate and Prosper
    “We have some exciting products currently in testing right now for next year,” Underwood says. “Of two lines that we’re testing, we’ll definitely move forward with the launch of one. And it will move beyond just great quality flavor and into a little bit of innovation. You will see innovation from DeKuyper. That’s a promise.”