Ketel One - Wikipedia

Dutch vodka brand Ketel One

Type	Vodka
Manufacturer	Nolet Distillery
Distributor	Nolet Distillery (50% ownership) Diageo (50% ownership)
Origin	Schiedam, Netherlands
Introduced	1983; 43 years ago (1983)
Proof (US)	80
Variants	Regular, Citron, Oranje
Website	http://www.ketelone.com

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.[1][2]

History

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17th century

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Ketel One is produced by the Nolet Distillery in Schiedam, Netherlands.[3] The Nolet Distillery was founded in 1691 by the Nolet family, French Huguenot refugees, and has remained in the Nolet family ever since.[3] Ketel One is so named for the original coal-fired copper still that was used to distill it, Distilleerketel #1.[3][4]

18th century

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In 1794, a windmill known as "the Whale" was built on the property.[3] In 1867 the family began to focus on exporting their products.[3]

19th century

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The town of Schiedam has long been known for the alcohol industry.[5] By the end of the 19th century the town boasted over 400 distilleries.[5]

20th century

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The Nolet Family opened a distillery in the United States in 1902[4] and sold vodka under the Imperial Eagle Vodka brand name.[5] Nolet were forced to close it during the prohibition era,[3] with Joannes Nolet forced to flee the country.[5]

The distillery industry in Schiedam was hit hard by World War II, and by the end of the war only 40 distilleries were left.[5] Within the next few years changes in technology and consolidations and mergers left Nolet as the only distillery still operating in Schiedam.[5]

When Carolus Nolet (1941–),[6] the tenth generation of the family to own the company, took over for his father in 1979,[7] the company made a wide range of spirits.[5] He made the decision to focus on one product, and make it the best it could be. The company began producing jenever exclusively.[5] Ketel 1 Jenever quickly became the best selling Jenever brand in the Netherlands.[5] At that point the company began to look at returning to the United States market.[5] Carolus began to develop a vodka designed specially for the American market, focusing on quality.[5]

Nolet returned to the U.S. market in 1983,[3] launching Ketel One Vodka in San Francisco at the BIX Restaurant and Supper Club.[5] Rather than advertising directly to consumers, the company encouraged bartenders and distributors to sell their product.[5] In 1991 Carl Nolet Jr. moved to the U.S. and founded Nolet Spirits USA.[3] Between 2000 and 2010 the company released two flavored vodkas, Ketel One Citroen and Ketel One Oranje.[3]

Sales of Ketel One increased from 7,000 cases in 1992–1993 to 250,000 cases worldwide in 1997.[4]

21st century

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Ketel One reached sales of one million cases worldwide in 2002.[4] In 2003 the company launched its first advertising campaign, thanking Ketel One drinkers.[4] By 2008 the company was selling close to two million cases per year.[8]

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.[9]

In 2009 the brand attracted attention for its first television commercials, which seemed "tailor-made" for the post-Great Recession economy.[10] Despite being sold in 25 countries, up until 2008 the United States was the only country where the company advertised.[8]

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.[11]

References

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1. ^ "Our company". Nolet Distillery. Retrieved 2025-03-25.
2. ^ "Diageo Buys Stake in Ketel One". Consumer Goods Technology. 2008-02-06. Retrieved 2025-03-25.
3. ^ a b c d e f g h i Marsland, David (21 April 2013). "Ketel One Tasting Notes". Drinks Enthusiast. Retrieved 28 September 2015.
4. ^ a b c d e "just the facts – Ketel One vodka". justdrinks.com. 29 October 2009. Archived from the original on 29 September 2015. Retrieved 28 September 2015.
5. ^ a b c d e f g h i j k l m 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.[permanent dead link]
6. ^ Woudt, Job (2017-01-27). "Vader en zoons Nolet: 'probeer geen fouten te maken'". Het Financieele Dagblad.
7. ^ "The World's Billionaires: Carolus Nolet". Forbes. Retrieved 8 February 2017.
8. ^ a b Kiley, David (24 April 2008). "Ketel One Finally Hits the Bottle". Bloomberg Business. Retrieved 28 September 2015.
9. ^ Diageo Abandons Absolut Plans in Favor of Ketel One Deal Dealbook; The New York Times; February 6, 2008
10. ^ Stevenson, Seth. "Who Drinks Ketel One in a Recession?". Salon. Retrieved 28 September 2015.
11. ^ Bond’s Martini Will Be Shaken With a Different Vodka The New York Times; Media; DEC. 15, 2014

External links

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• Official website
• Official corporate site

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