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 is produced by the Nolet Distillery in Schiedam, 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]
18th century
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]
19th century
The town of Schiedam has long been known for the alcohol industry.[3] By the end of the 19th century the town boasted over 400 distilleries.[3]
20th century
The Nolet Family opened a distillery in the United States in 1902[2] and sold vodka under the Imperial Eagle Vodka brand name.[3] Nolet were forced to close it during the prohibition era,[1] with Joannes Nolet forced to flee the country.[3]
The distillery industry in Schiedam was hit hard by World War II, and by the end of the war only 40 distilleries 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 (1941–),[4] the tenth generation of the family to own the company, took over for his father in 1979,[5] the company made a wide range of spirits.[3] 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 worldwide in 1997.[2]
21st century
Ketel One reached sales of one million cases worldwide 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.[6]
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.[7]
In 2009 the brand attracted attention for its first television commercials, which seemed "tailor-made" for the post-2008 recession economy.[8] Despite being sold in 25 countries, up until 2008 the United States was the only country where the company advertised.[6]
