ADVANCED MIXOLOGY ANATOMY OF THE BOTTLE

“Heering is often used for complex cocktails,” says Godelief van Erve, Global Marketing Director of DeKuyper Royal Distillers. “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. Next to reengaging existing consumers, we aim to make it more appealing and relevant to new ones.”

The new labels are squared off like the bottle with a brighter cherry red Heering logo that makes distinguishing it on a back bar easy. Though more modern in feel, the label emphasizes both the founding date of 1818 and the liqueur’s place of birth with a Danish coat of arms. Heering’s commitment to quality is expressed graphically through gold and first-class medals to complete the label. Bartenders will love a new streamlined neck making it easier to grasp and pour, and the new metal screw cap that helps preserve freshness. The design was inspired by vintage bottles of Heering using iconic elements of previous labels, giving them a contemporary spin with a more Scandic style, connecting the brand’s heritage.

In conjunction with the brand refresh, this year’s “Open up for More” campaign, Heering challenges consumers and bartenders to explore new ways to use this versatile liqueur. Van Erve says, “The idea is to inspire consumers to look beyond the classic cocktail recipes that Heering Cherry Liqueur is known for, and to discover the liqueur's unique flavor profile and potential for experimentation.”

Elements of Gold

Cherry Heering’s new label keeps the golden hues introduced here in the 1980s, with earned Gold Medals proudly displayed along the bottom of the label. The Heering name is shown in large red font also found on the new label.

Heering Name

The new packaging keeps the iconic bottle design, featuring a shorter shape with a square body, and highlights many vintage bottle elements such as the cherry-hued Heering name front and center on label. The label design has undergone many changes, but since 1990 the square bottle design has distinguished Cherry Heering from other cherry liqueurs on the back bar.

Curious to see Heering’s new look? Come check it out at STAND

The New Bottle

Heering’s authentic new design, debuting this fall, is all about heritage, craft, flavor, and quality, shown in a timeless and sophisticated way. The new design reflects the brand’s long-standing history and commitment to quality. Modern elements like the new metal screw cap to preserve freshness join classic features found in past bottles of this iconic spirit.

For everything coconut: ➼ Cream of Coconut

➼ Coconut Water

➼ Coconut Milk