Sustainability and Responsibility
Enjoying with intention
De Kuyper promotes intentional enjoyment by combining responsible marketing with the development of healthier product choices.
Sustainable Development Goals
Responsible Marketing
Responsible marketing is a core element of our approach to intentional enjoyment. We ensure transparent product communication and carefully design our marketing activities so they do not target underage audiences. Our practices follow STIVA guidelines, avoid youth‑oriented channels, and include the provision of nutritional information via QR codes on key brands.
As expectations around transparency continue to evolve, we aim to further strengthen our communication by increasingly integrating sustainability information and educational messages into our consumer-facing materials.
Healthier Choices
At De Kuyper, we believe that no‑ and low cocktails offer an appealing alternative for consumers who wish to moderate their alcohol and calorie intake without compromising on taste or experience. A key milestone in this journey was the launch of Batched 0.0 for the on‑trade, delivering premium alcohol‑free cocktail classics. This was complemented by introduction of RTS 0.0 for the off-trade and the continued expansion of our zero and low‑ABV portfolio.
Looking ahead, our innovation efforts are increasingly focused on 0.0% solutions, including Ready‑to‑Serve and Batched options for both on‑trade and at‑home enjoyment. In parallel, we are working to reduce sugar levels and explore sugar reduction and replacement, supporting healthier choices and responsible enjoyment.
