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Bols Genever
 

Bols Genever

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Bols Genever is an ancient recipe that was lost for years... Genever is the #1 spirit in Holland and used to be the drink of choice in America before prohibition

Bols Genever is an ancient recipe that was lost for years... Genever is the #1 spirit in Holland and used to be the drink of choice in America before prohibition

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Bols Genever Bols Genever Presentation Transcript

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  • BOLS GENEVER The next great US brand, the next great US category www.bolsgenever.com Lucas Bols Legal Lines © 2010
  • BOLS GENEVER Chapter 1 THE PRODUCT STORY BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • BOLS GENEVER 1575 Bols starts distiling liqueurs 1664 Bols starts distilling Genever In the 19th century cocktails and Genever flourish: 1820s Bols Genever recipe optimized and exported to the USA 1862 Jerry Thomas’ first cocktail book made 1 in 4 classic cocktails with Genever e.g. The Original Collins 1880 Genever outsells gin 6:1 in the USA 1920/1945 Prohibition and WW2 stop export of Genever out of Holland 2008 Bols Genever gets reintroduced in the USA TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 A RICH HISTORY
  • BOLS GENEVER What is it? Lucas Bols Legal Lines © 2010
  • BOLS GENEVER A BLENDED SPIRIT Lucas Bols Legal Lines © 2010 Malt Wine + Botanical Distillate + Juniperberry Distillate + Neutral Grain Alcohol + Water
  • BOLS GENEVER
    • High percentage of malt wine (rye, wheat and corn) for smooth, malty flavor (>50%)
    • Traditionally low distilled for more flavor, up to 47% in traditional copper pot stills
    BRAND PRESENTATION Lucas Bols Legal Lines © 2010 MALT WINE BASE
  • BOLS GENEVER
    • Juniper Berry distillate from juniper
    • berries soaked in malt wine and distilled
    • Botanicals distillate for fresh subtle flavor balance
    BRAND PRESENTATION Lucas Bols Legal Lines © 2010 BOTANICALS Anise Juniper Cloves Licorice Ginger Hops Angelica Root
  • BOLS GENEVER
    • 42% alcohol for optimal mixability
    • Crystal clear color, unaged
    BRAND PRESENTATION Lucas Bols Legal Lines © 2010 PERFECTLY BLENDED
  • Inspired by the past to create the best for today
    • Bols Genever is based on the original 1820 recipe that was rediscovered
  • BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 4 MAINCOCKTAIL SPIRITS Whiskey Rum Brandy Genever In the 1800’s
    • Author of the first ever cocktail book in 1862
    • Included many Genever recipes, several of which are still popular today
    BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 JERRY THOMAS
    • Jerry Thomas’ book and many cocktail books after contain recipes for:
      • The John Collins with
        • Genever, Lemon Juice, Sugar Syrup, Soda Water
      • The Holland House with
        • Genever, Dry Vermouth, Lemon Juice, Maraschino Liqueur
    • In 1880 Genever outsells Gin by 6 to 1
    BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 THE ORIGINAL COLLINS
  • BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 PROHIBITION & TWO WORLD WARS = End of Genever export
  • BOLS GENEVER Chapter 2 RENAISSANCE BRAND PRESENTATION Lucas Bols Legal Lines © 2010
    • David Wondrich
      • Cocktail expert and historian
      • Spirits writer for Esquire
      • Author of a new guide to mixology based on Professor Jerry Thomas’ book
      • Includes Genever and many Genever based cocktails
    BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 A RESURGENT CLASSIC COCKTAIL MOVEMENT “ Genever is poised to undergo the same revival”
    • Awarded prestigious A.O.C. status in 2007
    • Includes Holland and a few neighboring areas
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 A.O.C.
  • BOLS GENEVER
    • Modeled after the original Genever bottles
    • Signature grey glass
    • Calligraphy modeled after the traditional Dutch window designs
    BRAND PRESENTATION Lucas Bols Legal Lines © 2010 THE BOTTLE
  • BOLS GENEVER How do we describe it? Lucas Bols Legal Lines © 2010 Chapter 3
  • WE FOUND A REAL LIFE REFERENCE POINT FROM BARTENDERS “ When talking to other bartenders about mixing Bols Genever, I tell them to think of it like an unaged whisky or and Irish whiskey.” -Jim Meehan, PDT New York “ It has this malty, complex flavor that you usually don’t find in a white spirit.” -Matt Piacentino, ‘Inoteca New York “ I describe it as a malty nose at first blush and a sweet note at the finish.” -Emily Stanley, Greene Street Boston
  • AND FROM THE PRESS
  • BOLS GENEVER
    • Comparing Bols Genever to Gin is very unsuccessful because:
      • Bols Genever does not deliver on Gin taste
      • Bols Genever often does not mix as a gin (do not mix it with Tonic!)
      • Gin drinkers are not our target
      • Bols Genever has a much higher price than any Gin
      • Gin category has a low volume potential
    BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • BOLS GENEVER
    • Comparing us to Whiskey is a successful way to describe the Bols Genever taste
    • Bols Genever has:
      • The taste complexity and taste profile of whiskey
      • The same cocktail/mixing possibilities as a whiskey (Coke, Manhattan)
      • The same price range as a whiskey
      • Whiskey has volume potential
    BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • BOLS GENEVER And we are as clear and easily mixable as a Vodka Perfect for making the One Ingredient Martini BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • BOLS GENEVER CONSUMER COMMUNICATION Bols Genever is Genever It’s like nothing else out there Full of flavor yet highly mixable Combining the best of both whiskey and vodka. BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • BOLS GENEVER Chapter 4 DRINK STRATEGY BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • Cocktails BOLS GENEVER Lucas Bols Legal Lines © 2010
    • John Collins
    • White Manhattan
    • Dutch Blood & Sand
    • Dutch Martini
    Genever functions and mixes (mostly) like a whiskey
  • Genever Neat – Dutch Courage BOLS GENEVER Lucas Bols Legal Lines © 2010
  • BOLS GENEVER Kopstootje (cop-stow-tje) A.K.A. Little Headbutt = One Original Tulip Glass filled with Bols Genever & One Beer Lucas Bols Legal Lines © 2010
  • BOLS GENEVER Punch Lucas Bols Legal Lines © 2010
    • The Predecessor to the cocktail
    • Many original punches made with Genever
    • Fun for all and easy to make
  • BOLS GENEVER Chapter 5 COMMERCIAL STRATEGY BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 ACCOUNT SEGMENTATION
  • Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 COCKTAIL SEGMENTATION White Manhattan Dutch Blood and Sand Dutch Martini John Collins Genever Punch Bols and Coke Dutch Courage/Kopstootje
  • Low Volume High Volume Low Prestige High Prestige Cocktailian Bar Lounge Hotel Bar Fine Dining Gastropub Casual Dining Beer Pub Neighborhood Bar BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 PROGRESSION PLAN White Manhattan Dutch Blood and Sand Dutch Martini John Collins Genever Punch Bols and Coke Dutch Courage/Kopstootje
  • Whiskey Rocks Whiskey Cocktails Patron Shots Vodka Cocktails Genever Rocks Genever Classic Cocktails Genever Slurp Genever Contemporary Cocktails BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 COMPETITIVE SET
    • In the Bourbon Section
    • With small batch bourbons
    • Top shelf
    • Next to Woodford Reserve
    OFF-PREMISE SHELF SET BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • VPO Greater in Whiskey Section Survey of 8 Accounts over 4 month period Cases BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • BOLS GENEVER Chapter 6 TOOLS BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 ON-PREMISE MERCHANDISING
    • Priority Items:
      • Cocktail Menus
      • Signature Tulip Glasses
      • On-Premise POS
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 ON-PREMISE MERCHANDISING
    • Punch is the latest classic cocktail obsession
    • Easy and approachable
    • Authentically made with Bols Genever
    • Core Components
    • Discounted Punch
    • Signature BG POS
    • Promoted on FB and Twitter
    • Photographers (optional)
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 PUNCH PARTIES
    • Core Components
    • Discounted Tulips of Genever or Kopstootje
    • Signature BG Tulip Glasses
    • Promoted on FB and Twitter
    • Photographers (optional)
    • Authentic Genever ritual
    • Fun and infectious
    • Great for all types of accounts
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 DUTCH COURAGE EVENTS
    • Core Components
    • Discounted Classic Cocktails
    • Signature BG POS
    • Promoted on FB and Twitter
    • Photographers (optional)
    Bols Genever is THE Classic Cocktail Spirit BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 CLASSIC COCKTAIL EVENTS
    • Neckers being produced for all bottles
    • Features Genever cocktails
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 NECKERS
  • ‘ Strangely Perfect Punch Parties’
    • Core Components
    • Strangely Perfect Sampling Models
    • Genever Punch Sampling
    • Acrylic Punch Cups
    • New Amsterdam Cheese
    • BG Tablecloth
    • How To Host A Strangely Perfect Punch Party Cards
    • Signature BG POS
    • Promoted on FB and Twitter
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 OFF-PREMISE SAMPLING
    • High Quality Packaging
    • 2 branded Bols Genever tulip glasses
    • Brand journal inside
    • White will stand out in whiskey section
    • Only 3000 units produced
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 VAPs
    • $10 MIRs being produced for off-premise
    • Expire on 3/31/11
    • Used to sell in and encourage trial
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 MIRs
    • Shelf Talkers
      • Real wood
      • Metal vice
    • Case Cards
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 SHELF TALKERS & CASE CARDS
    • 30 windows being produced for geotargeted areas
    • Comes in 3 sizes
    • Gorgeous wooden whisky-cue stands with frames and BG ad copy
    • Allows consumers to still see in the store
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 WINDOW DISPLAYS
  • BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 GIFT BAGS
    • Be the best in the industry at targeting tech-savvy consumers
    • Take advantage of inexpensive digital media
    • Generate youth buzz
    BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 SOCIAL MEDIA
  • WE ARE GETTING NOTICED IN THE PRESS
  • BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 CONNECTING WITH CELEBRITY COULTURE
  • BOLS GENEVER BEST NEW PRODUCT Tales of the Cocktail- New Orleans DOUBLE GOLD San Francisco World Spirits Competition BEST COCKTAIL INITIATIVE Drinks International 92 POINTS Beverage Tasting Institute BRAND PRESENTATION Lucas Bols Legal Lines © 2010 2009 2009 2009 2010 WE’VE WON AWARDS….
  • BOLS GENEVER The End Lucas Bols Legal Lines © 2010