NEW YORK, Nov. 28, 2016 /PRNewswire/ -- At the heart
of Ketel One Vodka lies one family's unwavering passion for
crafting the world's finest spirits. Inspired by over 325 years of
distilling expertise, the Nolet family brings old-world pot still
craft and modern distilling techniques together in one flawless
process. From Joannes to Jacobus to Carolus
Sr., creator of Ketel One Vodka, to Carolus Jr. and Bob Nolet today, each of the 11
generations of Nolet family distillers is
tasked with upholding a legacy of distilling excellence.
Some may consider the Nolets a little obsessive, but those
individuals just don't understand. Everything must be done with
meticulous attention to detail, because the family name is riding
on every bottle of Ketel One Vodka.
Experience the interactive Multimedia News Release here:
http://www.multivu.com/players/English/7975151-ketel-one-vodka
"We take our work very seriously, not ourselves," said
Carl Nolet Jr., 11th
Generation Nolet Family Distillery. "The stories we tell are
all true and based on family events, beliefs and the pressure of
upholding 11 generations of legacy for generations to come."
From this truth, a new campaign was born. Developed in
partnership with Barton F. Graf,
Ketel One's new 360 marketing campaign "You Don't Understand,
It Has To Be Perfect" has fun with generational pressure and its
result: the obsessive attention to detail and great lengths the
Nolet family goes to in order to ensure every batch of Ketel One
Vodka is perfect. This campaign represents a first glimpse at the
authentically Dutch and witty side of the Nolet family. Speaking to
the next generation of vodka distillers, the series of eight
humorous "training videos" directed by Canada made its national TV debut on
Monday, November 21st,
airing on a number of networks. In addition to the reach Ketel One
will garner through high impact TV, the films will live in digital,
primarily on YouTube, Hulu and programmatically across the web. OOH
and social media, principally Facebook and Instagram, will also
serve as touchpoints for the campaign.
Family tradition, heritage and perfection are themes woven
through the fabric of the new campaign from Ketel One that sets out
to bring its unrivaled family legacy and pioneering quality
credentials to consumers in a bold, engaging and distinctive
way.
Carl Jr. stated, "Consumers don't just buy what you do, they buy
why you do it. Through this campaign and our new Virtual Reality
experience, consumers can now experience first-hand why Ketel
One is made the way it is." The category is saturated
with products flaunting claims about how they are made.
However, unlike Ketel One, very few have an authentic explanation
for why they are driven to create quality spirits. "Lucky
for us, we have a true story to tell about living up to a legacy,
striving for perfection in every batch, and the pressure to please
one's family," said Carl. "These motivations are universally
relatable. My family and I are proud of what we have achieved over
the last 325 years, but rest assured, we are just getting
started."
The witty tone of voice, spirit of perfection and meticulous
attention to detail will inform all future initiatives for Ketel
One Vodka. This includes cocktail strategy, consumer events and
bartender engagement. "We have always considered talented
bartenders around the world part of our extended family," said
Carl Nolet Jr. "As gatekeepers of
the brand, bartenders have been vital in making Ketel One Vodka one
of the world's most recommended vodkas, and we will continue to
learn from them."
Much like the Nolets, today's bartending community is obsessed
with perfection. A new cocktail program, Perfect Pour, celebrates
the great lengths and painstaking attention to detail bartenders
demonstrate when crafting some of the world's most celebrated
cocktails with one of the world's top trending vodkas,1
Ketel One. Blended together by a family of diverse bartenders,
contemporary cocktail recipes inspired by tradition are at the
heart of the program.
For many years, the Nolet Family Distillery has opened its doors
to tens of thousands of visitors. "Seeing is believing," said Nolet
Jr. "For anyone travelling to Holland, please come and visit us at the Nolet
Family Distillery where Ketel One Vodka is made. It is a privilege
to open our distillery doors physically and now virtually, inviting
all to come see the care, attention and expertise fully on
display."
Progressive since 1691, the Nolet family continues to respect
tradition while infusing modern sensibility into everything they
do. This fall, Ketel One Vodka introduced its virtual reality
experience, which serves as the latest articulation of the Nolet
family's obsessive attention to detail and innovation.
Ketel One Virtual Reality leverages cutting edge technology to
transport users directly into the heart of the brand, offering a
firsthand look at the home and crafting of one of the world's
best-selling vodkas.2 With more than 25 hotspots and
360° views across never-before seen environments,
users can tour the famed Nolet Family Distillery, step into the
lively streets of Schiedam, Holland and engage in an immersive cocktail
demonstration narrated by Master Mixologist Dale DeGroff.
Throughout the holiday season, more than 80,000 limited-edition
Ketel One Virtual Reality viewers (approximate value $15) will be packaged with 1.75 liter bottles of
Ketel One Vodka where legal. Visit vr.ketelone.com to access
the experience via mobile, tablet or desktop.
When celebrating tradition and milestones, Ketel One Vodka
reminds you to please drink responsibly and secure the
perfect designated driver.
For additional information on Ketel One Vodka, please
visit www.KetelOne.com. Stay up to date on "You Don't
Understand, It Has To Be Perfect" by following the
conversation at @KetelOneUSA on
Facebook, @KetelOne on Instagram
and @KetelOne on Twitter.
1 "#1 Top Trending Vodka" of 2016 in The World's 50 Best Bars
Brand Report by Drinks International.
2 "#1 Best Selling Vodka" of 2016 in The World's 50 Best Bars
Brand Report by Drinks International.
About Ketel One® Vodka
Ketel One® Vodka is a vodka
rooted in authenticity, crafted honoring tradition and
sophisticated in taste. Ketel One Vodka is produced in Schiedam,
Holland by the Nolet family, who
have been distilling fine spirits for 11 generations. Ketel One is
produced from the finest quality wheat. The super-premium vodka is
crafted from small batches using traditional copper pot stills,
including the original copper Pot Still #1 after which Ketel One is
named, together with modern distillation techniques.
In 2008, the Nolet Group and Diageo announced that they had
completed a transaction to form a new 50/50 company called Ketel
One Worldwide B.V. to own the perpetual exclusive global rights to
sell, market and distribute Ketel One® Vodka, Ketel One Citroen®
flavored vodka and Ketel One Oranje® flavored vodka. The Ketel One
brand is owned by Double Eagle Brands B.V.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and
the London Stock Exchange (DGE) and our products are sold in more
than 180 countries around the world. For more information about
Diageo, our people, our brands and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives and ways to
share best practice.
Follow us on Twitter for news and information about Diageo North
America: @Diageo_NA.
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SOURCE Diageo