The deal follows an agreement made in February by Diageo and the Nolet family of Holland to form a joint venture that owns the exclusive global rights to sell, market and distribute the super-premium vodka brand.
Ketel One vodka is produced at the Nolet Distillery in Schiedam, founded by Joannes Nolet in 1691. The distillery remains the family business and is managed by the eleventh generation of the Nolet family, which will continue to own the brand rights for both Ketel One vodka and Ketel One Citroe.
Ketel One’s ‘super premium’ reputation is upheld with the first and last 100 gallons (379 litres) of each distillate discarded as being too harsh or too weak. Each batch of vodka is then quality tested and personally tasted by a member of the Nolet family.
“We are extremely proud of what we’ve achieved building the Ketel One brand,” said Nolet Group chairman, Carolus Nolet Sr. “This alliance with Diageo is key for the Nolet Group and the Ketel One brand because we will now have sales, marketing and distribution expertise that will help us to build on our success and make Ketel One a truly global brand.”
Added Diageo Australia marketing manager – reserve brands, Aude Parichot: “The Ketel One brand is an excellent addition to Diageo’s Reserve portfolio and we look forward to growing [it] in the on- and off-premise, making it a super premium vodka choice for trade and consumers in Australia”.
Ketel One vodka and Ketel One Citroen are available nationally in 700 ml bottles for RRP $49.99.