Ketel One

Ketel One is a vodka brand of the Nolet Distillery in Schiedam, Netherlands. Ketel One Vodka is distilled from 100% wheat in copper pot stills (Ketel is Dutch for pot still), 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.

Ketel One and the Nolet Distillery is 50% owned by the Nolet Family, and 50% owned by Diageo, which acquired its stake in 2009 for $900 million USD.<ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref><ref>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref>

History

File:Schiedam windmolen Nolet.jpg

The Nolet windmill at the distillery in Schiedam

17th century

Ketel One is produced by the Nolet Distillery in Schiedam, Netherlands.<ref name=DrinksEnthusiast>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> The Nolet Distillery was founded in 1691 by the Nolet family, French Huguenot refugees, and has remained in the Nolet family ever since.<ref name=DrinksEnthusiast /> Ketel One is so named for the original coal-fired copper still that was used to distill it, Distilleerketel #1.<ref name=DrinksEnthusiast /><ref name=JustDrinks />

18th century

In 1794, a windmill known as "the Whale" was built on the property.<ref name=DrinksEnthusiast /> In 1867 the family began to focus on exporting their products.<ref name=DrinksEnthusiast />

19th century

The town of Schiedam has long been known for the alcohol industry.<ref name=VodkaBook>Template:Cite bookTemplate:Dead link</ref> By the end of the 19th century the town boasted over 400 distilleries.<ref name=VodkaBook />

20th century

The Nolet Family opened a distillery in the United States in 1902<ref name=JustDrinks>{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> and sold vodka under the Imperial Eagle Vodka brand name.<ref name=VodkaBook /> Nolet were forced to close it during the prohibition era,<ref name=DrinksEnthusiast /> with Joannes Nolet forced to flee the country.<ref name=VodkaBook />

The distillery industry in Schiedam was hit hard by World War II, and by the end of the war only 40 distilleries were left.<ref name=VodkaBook /> Within the next few years changes in technology and consolidations and mergers left Nolet as the only distillery still operating in Schiedam.<ref name=VodkaBook />

When Carolus Nolet (1941–),<ref name=fd>Template:Cite news</ref> the tenth generation of the family to own the company, took over for his father in 1979,<ref name="Forbes">{{#invoke:citation/CS1|citation |CitationClass=web }}</ref> the company made a wide range of spirits.<ref name=VodkaBook /> He made the decision to focus on one product, and make it the best it could be. The company began producing jenever exclusively.<ref name=VodkaBook /> Ketel 1 Jenever quickly became the best selling Jenever brand in the Netherlands.<ref name=VodkaBook /> At that point the company began to look at returning to the United States market.<ref name=VodkaBook /> Carolus began to develop a vodka designed specially for the American market, focusing on quality.<ref name=VodkaBook />

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

Sales of Ketel One increased from 7,000 cases in 1992–1993 to 250,000 cases worldwide in 1997.<ref name=JustDrinks />

21st century

Ketel One reached sales of one million cases worldwide in 2002.<ref name=JustDrinks /> In 2003 the company launched its first advertising campaign, thanking Ketel One drinkers.<ref name=JustDrinks /> By 2008 the company was selling close to two million cases per year.<ref name=Bloomberg>Template:Cite news</ref>

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.<ref>Diageo Abandons Absolut Plans in Favor of Ketel One Deal Dealbook; The New York Times; February 6, 2008</ref>

In 2009 the brand attracted attention for its first television commercials, which seemed "tailor-made" for the post-2008 recession economy.<ref name=Salon>Template:Cite news</ref> Despite being sold in 25 countries, up until 2008 the United States was the only country where the company advertised.<ref name=Bloomberg />

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.<ref>Bond’s Martini Will Be Shaken With a Different Vodka The New York Times; Media; DEC. 15, 2014</ref>

External links

• Template:Official website
• Official corporate site