Ketel One JV in first major ad push

The move is the first major marketing development for the brand since its Dutch, family-owned producer Nolet formed a global sales and marketing joint venture with Diageo last year.

The super-premium vodka will be backed by a $12 million campaign between now and September, also covering outdoor and digital advertising.

Carl Nolet said the budget would "position us for significant growth".

The TV ads are appearing on networks including ESPN, Comedy Central and Discovery, and focus on the idea of "modern masculinity", featuring sophisticated men in "classic guy moments".

Brand director of marketing Toby Whitmoyer said: "Our new advertising champions a distinctive set of values in the vodka category."

The formation of the Ketel One joint venture effectively ruled Diageo out of last year's race to buy Absolut, the market-leading premium vodka which was eventually bought by Pernod Ricard.

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