Nolet Distillery
Nolet Distillery is an 11th-generation Dutch family distillery founded in 1691 in Schiedam, producing super-premium Ketel One Vodka (90+ countries), NOLET'S Gin, and KETEL 1 jenevers, distributed globally via a 50% Diageo joint venture and consolidated by its 2024 acquisition of 75.8% of Lucas Bols.
- Company typePrivate
- Founded-
- HeadquartersSchiedam, Netherlands
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nolet Distillery does
Nolet Distillery B.V. is a privately held Dutch family distillery founded in 1691 in Schiedam, continuously owned by the Nolet family across 11 generations and currently led by Carel Nolet Sr. and his sons Carel Jr. and Bob. It produces super-premium spirits across vodka, gin, and jenever categories using a hybrid of traditional copper pot distillation — including Schiedam's oldest copper distilling kettle — and modern production facilities, supported by sustainability infrastructure such as an underground heat/cold storage system and the wind-powered Molen De Nolet, the world's tallest tower mill.
Its brand portfolio centers on Ketel One Vodka (40% ABV, sold in 90+ countries), Ketel One Botanical (30% ABV, with a US RTD Spritz variant), NOLET'S Gin and NOLET'S Gin Reserve, the KETEL 1 jenever range (Original, Signature Blend, and limited-edition Rum Cask Finish), and Proosje van Schiedam spiced liqueur. The company monetizes primarily through wholesale spirits sales to bars, restaurants, and liquor stores globally via a 50% joint venture with Diageo for Ketel One (in place since 2008, with a binding perpetual-production-in-Schiedam clause), supplemented by direct-to-consumer experiences (Nolet Copper Club, National Jenever Museum tours), merchandise sales via ketelonestore.com, and in February 2024 it acquired a 75.8% controlling stake in Lucas Bols to consolidate its position in the Dutch spirits market. Key customer segments are global premium-spirits consumers, professional bartenders and mixologists, the Dutch hospitality and retail trade, and the US market served through wholly owned Nolet Spirits U.S.A.
Nolet Distillery firmographics
Firmographics- Name
- Nolet Distillery
- Legal name
- Nolet Distillery B.V.
- Website
- https://noletdistillery.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Nolet Distillery is an 11th-generation Dutch family distillery founded in 1691 in Schiedam, producing super-premium Ketel One Vodka (90+ countries), NOLET'S Gin, and KETEL 1 jenevers, distributed globally via a 50% Diageo joint venture and consolidated by its 2024 acquisition of 75.8% of Lucas Bols.
- Ownership category
- akta.pro rank
Nolet Distillery industry classification
Industry- Product category
- Premium Distilled Spirits
- NAICS
- Distilleries (312140), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industries
- Distilled Spirits Production & Distilling (AFAFAAAC), Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)
Keywords
Where Nolet Distillery is headquartered
LocationHeadquarters
- HQ city
- Schiedam
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Nolet Distillery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Spirits Product Sales: Core revenue from producing and selling super premium spirits including Ketel One Vodka, Ketel One Botanical, NOLET'S Gin, NOLET'S Reserve, KETEL 1 Original, KETEL 1 Signature Blend, KETEL 1 Signature Blend Rum Cask Finish, and Proosje van Schiedam. Ketel One Vodka is sold in more than 90 countries worldwide. Diageo holds 50% joint venture stake in Ketel One distribution since 2008.
- Ready-to-Serve Cocktails: Marketing of ready-to-serve cocktails based on Ketel One Vodka in America, including Espresso Martini, Cosmopolitan, and Lemon Drop Martini.
- Ketel One Botanical Cans: Ketel One Botanical available in the United States with soda water in a can containing 4.5% alcohol as ready-to-drink format.
- Merchandise Sales: Ketel One Vodka and Ketel One Botanical merchandise available online through the Ketel One Store (ketelonestore.com).
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
Nolet Distillery product offering
Product offeringCore offering
Nolet Distillery produces and distributes a portfolio of super premium spirits, including the global Ketel One Vodka (available in 90+ countries), Ketel One Botanical, NOLET'S Gin and NOLET'S Gin Reserve, the Dutch KETEL 1 Original and KETEL 1 Signature Blend jenevers, the limited-edition KETEL 1 Signature Blend Rum Cask Finish, and the historic Proosje van Schiedam spiced liqueur. Production combines traditional copper pot distillation with modern facilities at Schiedam headquarters; international Ketel One distribution is handled through a 50/50 Diageo joint venture, Dutch wholesale via Maxxium Nederland, and US marketing/distribution via the wholly-owned Nolet Spirits U.S.A.
Product overview
Nolet Distillery is a family-owned distillery based in Schiedam, the Netherlands, operating continuously since 1691 and currently in its 11th generation. The company produces a portfolio of super-premium spirits using traditional craft methods enhanced by modern technology. Its global brands — Ketel One Vodka (40% ABV, sold in 90+ countries), Ketel One Botanical (30% ABV, with ready-to-drink spritz variant), NOLET'S Gin (47.6% ABV), and NOLET'S Gin Reserve (52.3% ABV) — are distributed internationally, primarily through a joint venture with Diageo for Ketel One. Its Dutch domestic portfolio includes KETEL 1 Original (35% ABV, a premium young jenever), KETEL 1 Signature Blend (38.4% ABV, oak-aged), the limited-edition KETEL 1 Signature Blend Rum Cask Finish (43.8% ABV, Caribbean cask-finished), and Proosje van Schiedam (a 37-herb spiced liqueur). In 2024, Nolet acquired 75.8% of Lucas Bols, consolidating further presence in the Dutch spirits market.
Differentiator
Problem solved
Functional benefit
Brands
- Ketel One Vodka: Premium vodka made from carefully selected European grain using modern and traditional distillation techniques
- Ketel One Botanical
- KETEL 1 Original
- KETEL 1 Signature Blend
- KETEL 1 Signature Blend Rum Cask Finish
- NOLET'S Gin
- NOLET'S Gin Reserve
- Proosje van Schiedam
Products and services
- Ketel One Vodka A premium vodka made from carefully selected European grain using a combination of modern and traditional distillation techniques. Known for its smooth and refreshing flavor, it is the preferred ingredient in renowned cocktails such as Bloody Mary, Espresso Martini, Cosmopolitan, and Vodka Martini. Sold worldwide in more than 90 countries through the Diageo joint venture.
- Ketel One Botanical A Ketel One Vodka-based spirit containing 30% alcohol, enriched with natural botanical ingredients and targeted at the mindful, adventurous consumer. Available in three varieties: Peach & Orange Blossom, Cucumber & Mint, and Grapefruit & Rose.
- Ketel One Botanical Spritz A ready-to-drink canned spritz made from Ketel One Botanical and soda water at 4.5% ABV, available in the United States as a lower-alcohol convenience format.
- KETEL 1 Original A premium young jenever (35% ABV) rich in history, tradition and future, with a distinctive and adventurous character and a smooth, fresh taste. One of the leading jenever brands in the Netherlands, typically served as the classic aperitif the 'Kopstoot' or in cocktails with a traditional Dutch twist.
- KETEL 1 Signature Blend A special blend rooted in barrel-aged grain brandy, juniper berries and spices (38–38.4% ABV). Smooth with woody tones and fresh hints of aniseed, juniper and vanilla, aged in oak barrels. Positioned as the premium expression in the KETEL 1 jenever portfolio.
- KETEL 1 Signature Blend Rum Cask Finish A limited-edition KETEL 1 Signature Blend (43.8% ABV) finished in three selected ex-rum casks from the Caribbean, with refined aromas of nutmeg, dried apricot, and spices including juniper berries, and a particularly warm and long-lasting finish. Awarded Double Gold Trophy (International Spirits Challenge) and Gold (World Spirits Awards) in 2024.
- NOLET'S Gin A premium gin (47.6% ABV) characterized by a unique combination of botanical herbs including raspberry, peach and rose, giving it a sweet fruity finish. Best served with tonic in a coupe glass filled with ice, topped with raspberries. Sold mainly in the United States, the UK, and the Netherlands.
- NOLET'S Gin Reserve The personal creation of Carel Nolet (10th generation), made in limited editions, hand-numbered and presented in a luxurious gold-coloured box. The result of years of craftsmanship and creativity, described as 'magnificent' and best drunk neat. The highest-alcohol spirit in the Nolet portfolio at 52.3% ABV.
- Proosje van Schiedam A spiced liqueur distilled from no fewer than 37 herbs and spices according to the original historical recipe, making it one of the oldest spiced liqueurs in the Netherlands. The ideal accompaniment to a rich assortment of Dutch cheese; can be drunk neat or with ice. Marketed exclusively for the Dutch market.
Quantifiable outcome
- Ketel One Vodka is sold in more than 90 countries worldwide and is stocked by better bars globally
- +1 more outcomes
Companies that use Nolet Distillery
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Nolet Distillery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Nolet Distillery partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Maxxium NederlandcoreNolet Family Distillery and Maxxium Nederland partnership strengthens commercial representation of KETEL 1 Jenever and NOLET'S Gin in the Netherlands. Maxxium becomes responsible as distributor of both brands toward wholesalers, providing efficient route-to-market, greater reach, and strengthened commercial power toward hospitality and liquor stores. This step aligns with Nolet's broader strategy to position brands through strong, specialized parties.
- DiageocoreIn 2008, Diageo acquired 50% stake in the distribution and sale of Ketel One through a joint venture, enabling the brand to grow beyond its home market to the United States. A key condition set by the Nolet family was that Ketel One would be produced in Schiedam in perpetuity. Ketel One is now available in over 90 countries worldwide.
- StroomopwaartscoreFor more than 25 years, Nolet has worked with Stroomopwaarts, the leading partner in social entrepreneurship. Stroomopwaarts helps residents of Schiedam, Vlaardingen and Maassluis who fall under the Dutch Participation Act or have work-limiting disabilities to find work. They help find approximately sixty temporary colleagues who package more than 200,000 gift packages annually for American customers. In 2022, they concluded a social work pact for preservation and fostering employment opportunities for vulnerable groups.
- OceanaminorEnvironmental charity supported by Nolet Distillery as part of corporate social responsibility initiatives.
- Arnold Palmer FoundationminorCharitable foundation supported by KETEL 1 brand as part of corporate social responsibility.
- Stichting Studiefonds KETEL 1minorScholarship fund granting scholarships for study and research projects in medicine, law, history and business administration. Established in 1995 by Leiden University year club KETEL 1. Nolet Distillery contributes financially to the fund.
- National Jenever MuseumcoreThe most beautiful tour takes place at the National Jenever Museum in Schiedam. This special Nolet tour is included in the museum's itinerary. Visitors experience the distillation process, visit the modernized distillery, and see Molen De Nolet. The museum celebrates the rich history of jenever and spirits in Schiedam.
- Stichting Verantwoorde AlcoholconsumptieminorNolet notifies the Foundation for Responsible Alcohol Consumption of all activities in the Netherlands, such as those in the hospitality sector.
Scale indicators9 records
Recent moves8 records
Expansion highlights5 records
Nolet Distillery competitors and assessment
Company assessmentBroad incumbents
- Diageo: Diageo is the world's largest spirits company and Nolet's 50/50 joint venture partner for global Ketel One distribution since 2008, giving it direct exposure to the same premium spirits category, on-trade channel, and brand-building playbook.
- Pernod Ricard: Global premium spirits group behind Absolut Vodka, Beefeater, Jameson and Malibu; competes with Ketel One in vodka and with NOLET'S Gin in gin, while sharing the same on-trade-led distribution model.
- Bacardi Limited: Privately held global spirits group that owns Grey Goose (direct vodka competitor to Ketel One), Bombay Sapphire (direct gin competitor to NOLET'S Gin), and Patrón, giving it category overlap across Nolet's entire portfolio.
- Brown-Forman: US-listed premium spirits company (Jack Daniel's, Woodford Reserve, Finlandia Vodka) competing with Ketel One across the super-premium on-trade channel and operating a similar brand-led spirits model.
- Beam Suntory: Premium spirits subsidiary of Suntory Holdings producing Maker's Mark, Jim Beam, Courvoisier and Pinnacle Vodka; competes with Nolet's portfolio in vodka and cognac-adjacent on-trade occasions.
- William Grant & Sons: Independent premium spirits group behind Hendrick's Gin, Glenfiddich, Reyka Vodka and Monkey Shoulder; directly comparable as a family-influenced, premium-positioned spirits house with overlapping gin and vodka SKUs to NOLET'S and Ketel One.
- Rémy Cointreau: French-listed premium spirits group (Rémy Martin, Cointreau, The Botanist gin, LOUIS XIII); competes with Nolet in super-premium on-trade gin and applies a similar craftsmanship-led, super-premium pricing model.
- Campari Group: Italian-listed global spirits group (Aperol, Campari, Skyy Vodka, Bulldog Gin); shares Nolet's focus on premium on-trade spirits, aperitivo occasions, and RTD adjacencies relevant to KETEL 1 jenever and Botanical Spritz.
Direct peers
- Lucas Bols: Amsterdam-based heritage spirits producer whose 75.8% controlling stake was acquired by Nolet in February 2024; overlaps directly with Nolet in Dutch genever, liqueurs, and cocktail mixology categories.
- Tito's Handmade Vodka: US craft-style vodka brand that has overtaken many legacy labels in US share of throat; competes head-to-head with Ketel One in American on-trade and off-trade premium vodka and targets a similar bartender-driven distribution channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Nolet Distillery social profiles
Digital presenceNolet Distillery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nolet Distillery leadership team
Management profileNumber of profiles
Profiles3 records
Nolet Distillery subsidiaries and ownership
Company hierarchySubsidiaries1 record
Nolet Distillery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nolet Distillery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Nolet Distillery
What does Nolet Distillery do?
Nolet Distillery produces and distributes a portfolio of super premium spirits, including the global Ketel One Vodka (available in 90+ countries), Ketel One Botanical, NOLET'S Gin and NOLET'S Gin Reserve, the Dutch KETEL 1 Original and KETEL 1 Signature Blend jenevers, the limited-edition KETEL 1 Signature Blend Rum Cask Finish, and the historic Proosje van Schiedam spiced liqueur. Production combines traditional copper pot distillation with modern facilities at Schiedam headquarters; international Ketel One distribution is handled through a 50/50 Diageo joint venture, Dutch wholesale via Maxxium Nederland, and US marketing/distribution via the wholly-owned Nolet Spirits U.S.A.
Is Nolet Distillery a public or private company?
Nolet Distillery is a private company. It is classified as family owned and is currently operating.
When was Nolet Distillery founded?
Nolet Distillery was founded in -1. It employs 51 to 100 people.
Where is Nolet Distillery based?
Nolet Distillery is headquartered in Schiedam, Netherlands, in the Europe region.
How does Nolet Distillery make money?
Four revenue lines are on record. Spirits Product Sales are the primary driver. The others are ready-to-Serve Cocktails, ketel One Botanical Cans and merchandise Sales.
Who are Nolet Distillery's main competitors?
Broad incumbents on record are Diageo, Pernod Ricard, Bacardi Limited, Brown-Forman, Beam Suntory, William Grant & Sons, Rémy Cointreau and Campari Group. Direct peers are Lucas Bols and Tito's Handmade Vodka.
Does Nolet Distillery have an API?
No public API is recorded for Nolet Distillery.
What industry is Nolet Distillery in?
Nolet Distillery's product category is Premium Distilled Spirits. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of AFAFAAAC, Distilled Spirits Production & Distilling. Its NAICS code is 312140 and its SIC code is 2080.