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Ketel One

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Ketel One
TypeVodka
ManufacturerNolet Distillery
Country of origin Schiedam, The Netherlands
Introduced1691
Proof (US)80
VariantsRegular, Citron, Oranje
Websitewww.ketelone.com
The Nolet windmill at the distillery in Schiedam

Ketel (Dutch for: Pot still) One is a liquor brand of the Nolet Distillery in Schiedam, the Netherlands. Ketel One Vodka is distilled from 100% wheat in copper pot stills, filtered over loose charcoal, and rests in tile-lined tanks until ready. Ketel One Vodka is named after the original copper pot still, "Distilleerketel #1." The alcohol content of this spirit is 40% (80 proof (US), 70 degrees proof (international)). The Nolet Distillery also makes Ketel One Citroen, Ketel One Oranje, Ketel One Botanical (in the varietals Peach&Orange Blossom, Cucumber&Mint, and Grapefruit Rose) and Ketel 1 Jenever.

History

Ketel One is produced by the Nolet Distillery in Schiedam, the Netherlands.[1] The Nolet Distillery was founded in 1691 by the Nolet family, French Huguenot refugees, and has remained in the Nolet family ever since.[1] Ketel One is so named for the original coal-fired copper still that was used to distill it, Distilleerketel #1.[1][2]

In 1794 a windmill known as "the Whale" was built on the property.[1] In 1867 the family began to focus on exporting their products.[1] They opened a distillery in the United States in 1902[2] and sold vodka under the Imperial Eagle Vodka brand name.[3] However, they were forced to close it during the prohibition era,[1] with Joannes Nolet forced to flee the country.[3]

The town of Schiedam has long been known for the alcohol industry.[3] Currently it has a distillation museum.[3] By the end of the 1800s the town boasted over 400 distilleries.[3] However, the industry was hit hard by World War II, and by the end of the war only 40 were left.[3] Within the next few years changes in technology and consolidations and mergers left Nolet as the only distillery still operating in Schiedam.[3]

When Carolus Nolet, the tenth generation of the family to own the company, took over for his father in 1979,[4] the company made a wide range of spirits.[3] However, he made the decision to focus on one product, and make it the best it could be. The company began producing jenever exclusively.[3] Ketel 1 Jenever quickly became the best selling Jenever brand in the Netherlands.[3] At that point the company began to look at returning to the United States market.[3] Carolus began to develop a vodka designed specially for the American market, focusing on quality.[3]

Nolet returned to the U.S. market in 1983,[1] launching Ketel One Vodka in San Francisco at the BIX Restaurant and Supper Club.[3] Rather than advertising directly to consumers, the company encouraged bartenders and distributors to sell their product.[3] In 1991 Carl Nolet Jr. moved to the U.S. and founded Nolet Spirits USA.[1] Between 2000 and 2010 the company released two flavored vodkas, Ketel One Citroen and Ketel One Oranje.[1]

Sales of Ketel One increased from 7,000 cases in 1992-1993 to 250,000 cases world wide in 1997 and one million cases in 2002.[2] In 2003 the company launched its first advertising campaign, thanking Ketel One drinkers.[2] By 2008 the company was selling close to two million cases per year.[5]

In 2008, Diageo announced an investment of $900 million in a joint venture with the owners of Ketel One, with the Nolet family continuing ownership of the distillery in Schiedam.[6]

In 2009 the brand attracted attention for its first television commercials, which seemed "tailor-made" for the post-2008 recession economy.[7] Despite being sold in 25 countries, up until 2008 the United States was the only country where the company advertised.[5]

In 2014, The New York Times cited the Brand Keys Customer Loyalty Engagement Index as having the Ketel One brand at number 2, behind only Grey Goose among vodkas.[8]

References

  1. ^ a b c d e f g h i Marsland, David. "Ketel One Tasting Notes". Drinks Enthusiast. Retrieved 28 September 2015.
  2. ^ a b c d "just the facts – Ketel One vodka". justdrinks.com. Retrieved 28 September 2015.
  3. ^ a b c d e f g h i j k l m n Matus, Victorino (1 July 2014). Vodka: How a Colorless, Odorless, Flavorless Spirit Conquered America. Globe Pequot. pp. 63–79. ISBN 9780762786992. Retrieved 28 September 2015.
  4. ^ "Heritage". Ketel One. Retrieved 28 September 2015.
  5. ^ a b Kiley, David (24 April 2008). "Ketel One Finally Hits the Bottle". Bloomberg Business. Retrieved 28 September 2015.
  6. ^ Diageo Abandons Absolut Plans in Favor of Ketel One Deal Dealbook; The New York Times; February 6, 2008
  7. ^ Stevenson, Seth. "Who Drinks Ketel One in a Recession?". Salon. Retrieved 28 September 2015.
  8. ^ Bond’s Martini Will Be Shaken With a Different Vodka The New York Times; Media; DEC. 15, 2014
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