Cherry Heering's Slogans & Taglines

Heering Cherry Liqueur (often referred to as Peter Heering or Cherry Heering) is a Danish cherry liqueur founded in 1818 by Peter F. Heering in Copenhagen. Originally launched as Cherry Cordial from a recipe given by his employer’s wife, the brand rapidly gained international renown, with ships captains carrying it to ports across Europe, Asia, and the Americas. The liqueur is crafted from Danish Stevns cherries—crushed with their stones to impart a distinctive almond note—blended with spices, then matured for three to five years in oak casks. It earned purveyor status to the Danish, English, and Russian royal courts, and became a key ingredient in classic cocktails including the Singapore Sling and Blood and Sand. In 2017, Dutch spirits group De Kuyper Royal Distillers acquired the brand, honouring the original recipe while modernising the packaging.

Brand messaging has evolved from the 1950 heritage claim World famous liqueur since 1818 to the playful 1965 promise Very cheering Cherry Heering. The contemporary positioning is anchored by the exploratory motto Exploring the world since 1818, reflecting its two-century legacy as a global traveller. The brand now describes itself as a fashion accessory that adds extravagance and civilization to cocktails, reinforcing its identity as the original, most awarded cherry liqueur and an indispensable bar staple.