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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 ,[object Object],[object Object],BRAND PRESENTATION Lucas Bols Legal Lines © 2010 MALT WINE BASE
BOLS GENEVER ,[object Object],[object Object],[object Object],BRAND PRESENTATION Lucas Bols Legal Lines © 2010 BOTANICALS Anise Juniper Cloves Licorice Ginger Hops Angelica Root
BOLS GENEVER ,[object Object],[object Object],BRAND PRESENTATION Lucas Bols Legal Lines © 2010 PERFECTLY BLENDED
Inspired by the past to create the best for today ,[object Object]
BOLS GENEVER TITLE OF  THE PRESENTATION Lucas Bols Legal Lines © 2010 4 MAINCOCKTAIL SPIRITS Whiskey Rum Brandy Genever In the 1800’s
[object Object],[object Object],BOLS GENEVER TITLE OF  THE PRESENTATION Lucas Bols Legal Lines © 2010 JERRY THOMAS
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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
[object Object],[object Object],[object Object],[object Object],[object Object],BOLS GENEVER TITLE OF  THE PRESENTATION Lucas Bols Legal Lines © 2010 A RESURGENT CLASSIC COCKTAIL MOVEMENT “ Genever is poised to undergo the same revival”
[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 A.O.C.
BOLS GENEVER ,[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BRAND PRESENTATION Lucas Bols Legal Lines © 2010
BOLS GENEVER ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object]
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
[object Object],[object Object],[object Object],[object Object],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
[object Object],[object Object],[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 ON-PREMISE MERCHANDISING
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 PUNCH PARTIES
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 DUTCH COURAGE EVENTS
[object Object],[object Object],[object Object],[object Object],[object Object],Bols Genever is  THE  Classic Cocktail Spirit BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 CLASSIC COCKTAIL EVENTS
[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 NECKERS
‘ Strangely Perfect Punch Parties’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 OFF-PREMISE SAMPLING
[object Object],[object Object],[object Object],[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 VAPs
[object Object],[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 MIRs
[object Object],[object Object],[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 SHELF TALKERS & CASE CARDS
[object Object],[object Object],[object Object],[object Object],BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 WINDOW DISPLAYS
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 GIFT BAGS
[object Object],[object Object],[object Object],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

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Bols Genever

  • 1.  
  • 2. BOLS GENEVER The next great US brand, the next great US category www.bolsgenever.com Lucas Bols Legal Lines © 2010
  • 3. BOLS GENEVER Chapter 1 THE PRODUCT STORY BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • 4. 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
  • 5. BOLS GENEVER What is it? Lucas Bols Legal Lines © 2010
  • 6. BOLS GENEVER A BLENDED SPIRIT Lucas Bols Legal Lines © 2010 Malt Wine + Botanical Distillate + Juniperberry Distillate + Neutral Grain Alcohol + Water
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 4 MAINCOCKTAIL SPIRITS Whiskey Rum Brandy Genever In the 1800’s
  • 12.
  • 13.
  • 14. BOLS GENEVER TITLE OF THE PRESENTATION Lucas Bols Legal Lines © 2010 PROHIBITION & TWO WORLD WARS = End of Genever export
  • 15. BOLS GENEVER Chapter 2 RENAISSANCE BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • 16.
  • 17.
  • 18.
  • 19. BOLS GENEVER How do we describe it? Lucas Bols Legal Lines © 2010 Chapter 3
  • 20. 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
  • 21. AND FROM THE PRESS
  • 22.
  • 23.
  • 24. 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
  • 25. 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
  • 26. BOLS GENEVER Chapter 4 DRINK STRATEGY BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • 27.
  • 28. Genever Neat – Dutch Courage BOLS GENEVER Lucas Bols Legal Lines © 2010
  • 29. 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
  • 30.
  • 31. BOLS GENEVER Chapter 5 COMMERCIAL STRATEGY BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36.
  • 37. VPO Greater in Whiskey Section Survey of 8 Accounts over 4 month period Cases BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • 38. BOLS GENEVER Chapter 6 TOOLS BRAND PRESENTATION Lucas Bols Legal Lines © 2010
  • 39. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 ON-PREMISE MERCHANDISING
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 GIFT BAGS
  • 51.
  • 52. WE ARE GETTING NOTICED IN THE PRESS
  • 53. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines © 2010 CONNECTING WITH CELEBRITY COULTURE
  • 54. 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….
  • 55. BOLS GENEVER The End Lucas Bols Legal Lines © 2010

Editor's Notes

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