Lucas Bols re-launches 200 year-old "classic spirit"

Written by Claire Weekes

Monday, 08 September 2008

Lucas Bols, the world's oldest distilled spirits brand, is inviting a new generation of bartenders and their guests to experience a classic white spirit created almost two centuries ago. The launch for Bols Genever World's Most Authentic Spirit started this week in Holland and will continue in New York on September 29th, San Fransisco October 1st and in London on October 9th.

Distributed by Maxxium UK, the re-birth of Bols Genever, considered to be one of the ‘original white spirits', will introduce modern day drinkers to this re-emerging and unique spirit category. Blending a unique distillate called maltwine with a carefully selected secret blend of botanicals, the result is a superior quality spirit with a unique smooth character.

Genever has been an essential cocktail ingredient for nearly two centuries with Jerry Thomas, author of the world's first cocktail book ‘The Bartender's Guide' citing Genever as one of only four basic cocktail spirits in 1862. David Wondrich, celebrated author and mixologist, recently reaffirmed the importance of Genever, referring to Genever as "one of the most seductive potations known to natural science."

Huub van Doorne, CEO of Lucas Bols B.V. said: "We know the international bartending community is looking to classic cocktails, original recipes and authentic ingredients such as Genever. In response to this demand, we are proud and delighted to bring back the superior old school Bols Genever from 1820, the original ingredient for truly classic cocktails. This will allow Genever's most passionate fans - bartenders - to introduce this spirit category to a new generation of drinkers."

He added: "The re-launch of Bols Genever in the worldwide bartending market including the UK continues the global rejuvenation of the Lucas Bols Company brands as part of our ongoing commitment to innovation and excellence. Our goal is to introduce bartenders to the Genever category thus consolidating Bols as an innovator and leading authority in cocktail-making."

To celebrate the re-launch of this classic spirit, Bols has created a cocktail collection to inspire the bartending community. It includes original classics such as The Holland House and The Collins, as well as some great modern classics which combine the taste of 1820 with the plethora of bitters, fruits, juices and herbs now available to the modern mixologist.

Piet van Leijenhorst, Lucas Bols Master Distiller comments: "Bols Genever has been lovingly reinvented for today's taste, inspired by our original Bols Genever recipe from 1820 that conquered the world and helped define cocktails in their first Golden Age.

"It's the perfect cocktail ingredient due to the unique blend of rich maltwine which gives the spirit its unique depth of flavour and smooth taste. Combined with the redistilled botanicals and an optimum alcohol content of 42% determined by the Master Distiller and expert bartenders, this allows the powerful, complex flavour of Bols Genever to really shine."

As well as the ingredients, the new Bols Genever bottle also reflects the spirit's authenticity, taking inspiration from the traditional Bols Genever clay jug. This classic shape is contemporised with the use of distinctive and stylish iconic smoked glass, decorated with authentic Amsterdam handwritten typography, while retaining a nod to history in the form of a traditional cork closure.

The global launch of Bols Genever will be supported by an international print advertising campaign in on-trade publications from September. In addition a heavyweight marketing campaign targeting the bartender community including in-bar marketing, PR and international trade shows will further support the launch.