Dutch spirit - Currents

Cheers, July-August, 2003

> The competition in the international vodka category keeps getting tougher, so it's not surprising to see that Ketel One, one of the break-through ultra-premium vodka brands to make its presence known in the 1990s, has entered the world of spirit advertising. Previously marketed by hand only by members of the Nolet family (which has controlled the Schiedam, Holland, distillery since 1691), the company's new campaign reveals that even such well-established brands as Ketel One and Ketel One Citroen, with their history and imagery, sees the wisdom of advertising to keep their name in the public eye.