If you can't read please download the document
Upload
wirtz-nevada
View
2.414
Download
6
Tags:
Embed Size (px)
DESCRIPTION
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
Citation preview
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: 1820sBols Genever recipe optimized andexported to the USA 1862Jerry Thomas first cocktail book made 1in 4 classic cocktails with Genever e.g. The Original Collins 1880Genever outsells gin 6:1 in the USA 1920/1945Prohibition and WW2 stop exportof Genever out of Holland 2008 Bols Genever gets reintroduced in theUSA TITLE OFTHE 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. BOLS GENEVER
BRAND PRESENTATION Lucas Bols Legal Lines 2010 MALT WINE BASE 8. BOLS GENEVER
BRAND PRESENTATION Lucas Bols Legal Lines 2010 BOTANICALS Anise Juniper Cloves Licorice Ginger Hops Angelica Root 9. BOLS GENEVER
BRAND PRESENTATION Lucas Bols Legal Lines 2010 PERFECTLY BLENDED 10. Inspired by the past to create the best for today
11. BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 4 MAINCOCKTAIL SPIRITS Whiskey Rum Brandy Genever In the 1800s 12.
BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 JERRY THOMAS 13.
BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 THE ORIGINAL COLLINS 14. BOLS GENEVER TITLE OFTHE 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.
BOLS GENEVER TITLE OFTHE PRESENTATION Lucas Bols Legal Lines 2010 A RESURGENT CLASSIC COCKTAIL MOVEMENT Genever is poised to undergo the same revival 17.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 A.O.C. 18. BOLS GENEVER
BRAND PRESENTATION Lucas Bols Legal Lines 2010 THE BOTTLE 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 dont 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. BOLS GENEVER
BRAND PRESENTATION Lucas Bols Legal Lines 2010 23. BOLS GENEVER
BRAND PRESENTATION Lucas Bols Legal Lines 2010 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 Its like nothing else out thereFull 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. Cocktails BOLS GENEVER Lucas Bols Legal Lines 2010
Genever functions and mixes (mostly) like a whiskey 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. BOLS GENEVER Punch Lucas Bols Legal Lines 2010
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 GeneverClassic Cocktails Genever Slurp GeneverContemporary Cocktails BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 COMPETITIVE SET 36.
OFF-PREMISE SHELF SET BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 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.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 ON-PREMISE MERCHANDISING 41.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 PUNCH PARTIES 42.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 DUTCH COURAGE EVENTS 43.
Bols Genever isTHEClassic Cocktail Spirit BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 CLASSIC COCKTAIL EVENTS 44.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 NECKERS 45. Strangely Perfect Punch Parties
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 OFF-PREMISE SAMPLING 46.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 VAPs 47.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 MIRs 48.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 SHELF TALKERS & CASE CARDS 49.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 WINDOW DISPLAYS 50. BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 GIFT BAGS 51.
BOLS GENEVER BRAND PRESENTATION Lucas Bols Legal Lines 2010 SOCIAL MEDIA 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 WEVE WON AWARDS. 55. BOLS GENEVER The End Lucas Bols Legal Lines 2010