KETEL ONE VODKA GETS DISCOVERY TREATMENT
Reserve Brands Group, the luxury division of Diageo Great Britain (GB), is pleased to announce its plans for super-premium Ketel One® vodka, which will include branded events and sampling, tutored tastings for the on-trade, partnerships with other premium brands and PR, to help promote the distinguished character of Ketel One.
In 2008, Diageo and the Nolet family who distil Ketel One, formed a joint 50-50 company, providing Diageo the perpetual exclusive global rights to sell, market and distribute Ketel One vodka. Since then, the two companies have been working hard to develop a powerful marketing strategy that reflects the heritage of the brand, 300 years of Nolet family tradition of distilling fine spirits.
From October, Reserve Brands will work with Future Shorts, one of the leading and most innovative short film labels, to host five flagship Ketel One screening events across the nation. Both Ketel One and Future Shorts appeal to consumers who seek out authentic products and experiences, making the ideal partnership. The screenings will offer guests the chance to discover and experience Ketel One vodka, with tastings and vodka martini master classes. Further to this, twenty outlets nationwide will host smaller screening sessions led by Ketel One Brand Ambassadors.
In addition to the screenings, Ketel One will also be working with Fever Tree, an award winning range of premium natural mixers, to encourage consumers to trade up to the ultimate sophisticated vodka tonic. There will also be cocktail evenings at top cookery school, L’atelier des Chefs, including a vodka masterclass, expert tuition on how to make the ultimate vodka martini and how to make a two-course pan-Asian menu, capturing the rich and varying flavours of the Far East.
Already a popular choice amongst discerning bartenders, to create further advocacy for Ketel One within the on-trade, European Brand Ambassador, Justin Smyth will be embarking on a tour of a selection of the nation’s outlets to run tutored Ketel One vodka tasting and nosing sessions. These will communicate the super-premium positioning of the brand and help further educate bartenders about the history and production process of Ketel One vodka.
Hugh Pile, Senior Brand Manager for luxury at Diageo GB, says:
“We are delighted to announce the marketing developments for Ketel One and to show how the brand is positioned within the Reserve Brands portfolio – as an iconic, superior quality vodka for people who are looking to discover an authentic brand with family at its core. To reflect this, the strategy is to build the brand whilst continuing in the spirit of 300 years of Nolet family tradition of distilling fine spirits.”
Bob Nolet, spokesperson for the Nolet Family, says:
“We are proud to be working with the Reserve Brands Group for their marketing and distribution expertise to fully develop the potential of Ketel One. The brand is inspired by ten generations of my family’s distilling experience and settling for nothing less than perfection. We are committed to crafting vodka of superior quality and the marketing plans developed allow us to maintain our brand values of family, genuine product and craftsmanship, keeping the liquid at the heart.”
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