Nolet Spirits
Nolet Spirits U.S.A. is the Aliso Viejo, CA-based US import and sales/marketing arm of the 10th-generation Nolet family's spirits business, importing and distributing the Ketel One vodka line and NOLET'S gin portfolio through wholesalers to premium bars, retailers, and craft spirits consumers across the United States.
- Company typePrivate
- Founded1991
- HeadquartersAliso Viejo, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Nolet Spirits does
Nolet Spirits U.S.A. is the United States import, sales, and marketing entity for the Nolet family's spirits portfolio, headquartered in Aliso Viejo, California and founded in 1991 by Carolus Nolet Sr., the tenth-generation head of one of the oldest family-owned distillers in Holland. The company oversees two branded franchises produced at the Nolet Family Distillery in Schiedam, Netherlands: the Ketel One vodka line (including Ketel One Vodka, Ketel One Citroen, Ketel One Oranje, and the Ketel One Botanical trio of Peach & Orange Blossom, Cucumber & Mint, and Grapefruit & Rose) and the NOLET'S gin line (NOLET'S Silver Gin and the limited-edition, individually numbered NOLET'S Reserve Gin). Manufacturing is anchored in Schiedam, where production combines traditional copper-pot distillation with modern technology; botanical differentiation is the primary proprietary technology, including individual maceration and distillation of rose, peach, and raspberry for NOLET'S Silver Gin, and individual natural extraction methods for each Ketel One Botanical essence, with brand identities such as Ketel One and NOLET'S registered globally by parent Double Eagle Brands B.V.
The US business generates revenue by importing and distributing these premium spirits through wholesalers and on-premise accounts; the documented go-to-market combines enterprise field sales through established distributors with event-driven experiential marketing (formalized through a sponsorship-inquiry pipeline) and a digital presence emphasizing the family legacy and responsible drinking messaging. Customer focus is on premium/craft spirits consumers and top-tier bars and retailers, with cumulative industry recognition including Cigar & Spirits Magazine 98 Point ratings, #1 World's Best Gin (February 2018), and #1 Best Selling Vodka in Drinks International's 50 Best Bars Brand Report. The organization's branding remains under tight family control, with trademarks registered worldwide, and the US entity operates alongside sister importer Ketel One USA from the same Aliso Viejo location.
Structurally, Nolet Spirits U.S.A. sits as a US arm under the Dutch parent Double Eagle Brands B.V., which holds all core trademarks; the US entity is small (11-50 employees), privately held, and currently scoped to sales and marketing for NOLET'S gins and new product introductions following the historic 1991-2008 period when it imported Ketel One into the US market. Leadership is anchored by Carolus Nolet Sr. (Chairman, 10th generation), Niels Wormgoor (Managing Director), and Bob Nolet (Executive Vice President), with Carolus Sr.'s sons (Bob and Carl Jr.) carrying the business into the eleventh generation.
Nolet Spirits firmographics
Firmographics- Name
- Nolet Spirits
- Legal name
- Nolet Spirits U.S.A.
- Website
- https://noletspirits.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nolet Spirits U.S.A. is the Aliso Viejo, CA-based US import and sales/marketing arm of the 10th-generation Nolet family's spirits business, importing and distributing the Ketel One vodka line and NOLET'S gin portfolio through wholesalers to premium bars, retailers, and craft spirits consumers across the United States.
- Ownership category
- akta.pro rank
Nolet Spirits industry classification
Industry- Product category
- Premium Spirits
- NAICS
- Beverage Manufacturing (3121), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industries
- Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)
Keywords
Where Nolet Spirits is headquartered
LocationHeadquarters
- HQ city
- Aliso Viejo
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Nolet Spirits business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Premium Spirit Sales: Nolet Spirits generates revenue through the sale of premium alcoholic beverages including Ketel One Vodka, its flavored variants, and NOLET'S Gin products. The company imports and distributes these spirits in the US market through established distribution channels.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Nolet Spirits product offering
Product offeringCore offering
Nolet Spirits U.S.A. imports, markets, and distributes the Nolet family's premium spirits portfolio in the United States, including the Ketel One vodka line (original, Citroen, Oranje, and Botanical variants) and the NOLET'S gin line (Silver and Reserve). The products are produced at the Nolet Family Distillery in Schiedam, Holland, and sold through US distributors to retailers, bars, and restaurants.
Product overview
Nolet Spirits offers a portfolio of premium spirits under two main sub-brands: Ketel One vodkas and NOLET'S gins. The Ketel One vodka line includes the original vodka, flavored variants (Ketel One Citroen and Ketel One Oranje), and the Botanical line featuring fruit and botanical infusions (Peach & Orange Blossom, Cucumber & Mint, Grapefruit & Rose). The NOLET'S gin line features NOLET'S Silver Gin (created for a new generation of gin drinkers) and NOLET'S Reserve Gin (a limited edition, personally crafted by the 10th generation distillery owner). The products are produced at the Nolet Family Distillery in Schiedam, Holland, using craftsmanship combined with modern technology.
Differentiator
Problem solved
Functional benefit
Brands
- NOLET'S Silver Gin: Gin featuring unique combination of botanicals (rose, peach, raspberry) created for a new generation of gin drinkers. Rated #1 World's Best Gin by Cigar & Spirits Magazine.
- NOLET'S Reserve Gin
- Ketel One Vodka
- Ketel One Citroen
- Ketel One Oranje
- Ketel One Botanical Peach & Orange Blossom
- Ketel One Botanical Cucumber & Mint
- Ketel One Botanical Grapefruit & Rose
Products and services
- Ketel One Vodka Premium vodka made from carefully selected European wheat using a combination of modern and traditional distilling techniques, characterized by crisp taste and soft finish with notes of citrus and honey.
- Ketel One Citroen Flavored vodka infused with the essence of four different types of citrus lemons and two types of limes, featuring refreshing lemon zest aroma with hints of honey sweetness.
- Ketel One Oranje Flavored vodka infused with essence of Valencia and Mandarin oranges, offering bright orange crispness with floral and fruity notes, silky softness on the palate, and warm spicy finish.
- Ketel One Botanical Peach & Orange Blossom Botanical vodka featuring lush juicy white peaches and bold notes of fragrant orange blossoms, with botanical essences obtained through innovative extraction methods and distillation processes.
- Ketel One Botanical Cucumber & Mint Botanical vodka featuring crisp cucumbers and light tones of fresh garden mint, with botanical essences individually and naturally obtained through innovative extraction methods and distillation processes.
- Ketel One Botanical Grapefruit & Rose Botanical vodka featuring zesty mouthwatering grapefruit and the elegance of refined rose petals, with botanical essences individually and naturally obtained through innovative extraction methods and distillation processes.
- NOLET'S Silver Gin Premium gin featuring a unique combination of botanicals including fresh notes of rose, peach and raspberry, created for a new generation of gin drinkers with individually macerated and distilled botanicals for distinctive all-natural flavor and aromas. Bottled at 47.6% Alc./Vol. (95.2 Proof).
- NOLET'S Reserve Gin Limited edition gin personally created by Carolus Nolet, Sr., 10th generation distillery owner, highlighting warm spicy saffron and subtle delicate verbena botanicals. Bottles are allocated annually, individually numbered by hand, and presented in a prestigious gift box. Bottled at 52.3% Alc./Vol. (104.6 Proof).
Quantifiable outcome
- 98 Points - Cigar & Spirits Magazine (September/October 2014)
- +3 more outcomes
Companies that use Nolet Spirits
Customer profileSegments1 record
Ideal customer profiles1 record
Nolet Spirits technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nolet Spirits partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- The Century CouncilminorNolet Spirits USA is a member of The Century Council, a leader in the fight against drunk driving and underage drinking that promotes responsible decision making regarding beverage alcohol.
- American Beverage InstituteminorNolet Spirits USA is a member of the American Beverage Institute, a restaurant trade association dedicated to protecting the on-premise dining experience including the responsible consumption of adult beverages.
- International Center for Alcohol Policies (ICAP)minorNolet Spirits USA is a member of ICAP, a not-for-profit organization supported by major producers of beverage alcohol that promotes dialogue involving the drinks industry, research and public health communities, government, and civil society.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Nolet Spirits competitors and assessment
Company assessmentDirect peers
- Bacardi Limited: Owner of Grey Goose, the closest direct premium vodka competitor to Ketel One in the US on-trade channel. Bacardi also competes in gin (Bombay Sapphire) and flavored spirits, mirroring Nolet Spirits' portfolio structure.
- Mast-Jägermeister: Privately-held German spirits company famous for Jägermeister herbal liqueur, expanding into premium vodka and craft spirits. Comparable as an independent, privately-held European family heritage spirits producer with US distribution focus.
- William Grant & Sons: Independent family-owned premium spirits company, the most structurally comparable peer to Nolet Spirits. Owner of Hendrick's Gin (a direct competitor to NOLET'S Silver/Reserve) and Glenfiddich, with similar family heritage and premium positioning.
Broad incumbents
- Edrington: Privately-held premium spirits group focused on The Macallan, Highland Park, and The Glenrothes. Comparable as a privately-held, family-influenced premium spirits operator with a similar trade-up brand strategy.
- Diageo: Global premium spirits giant that acquired a majority stake in Ketel One in 2008 and is therefore directly intertwined with the Nolet family's flagship brand. Diageo's portfolio (Smirnoff, Johnnie Walker, Tanqueray, etc.) competes head-to-head across vodka, gin, and botanical categories.
- Campari Group: Owner of Skyy Vodka (premium vodka competitor), Aperol, Campari, and Wild Turkey. Competes across vodka, gin (Boodles), and aperitif categories overlapping with Nolet Spirits' portfolio.
- Rémy Cointreau: French premium spirits group owning Rémy Martin cognac and Cointreau liqueur, and notably Belvedere Vodka — a direct premium vodka competitor to Ketel One in US markets and the global on-premise.
- Beam Suntory: Premium spirits subsidiary of Suntory Holdings, with brands including Maker's Mark, Knob Creek, and Courvoisier. Competes with Nolet Spirits in the premium US on-premise channel and increasingly in flavored and botanical extensions.
- Pernod Ricard: Major premium spirits group owning Absolut Vodka, Beefeater Gin, Jameson, and other category leaders. Competes directly with Ketel One in vodka and with NOLET'S Gin in the premium gin category through Beefeater and The Glenlivet extensions.
- Brown-Forman: US-listed premium spirits company with Jack Daniel's, Woodford Reserve, and Finlandia Vodka. Competes in the same premium US on-premise and retail channels as Ketel One, with comparable trade marketing sophistication.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Nolet Spirits social profiles
Digital presenceNolet Spirits financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nolet Spirits leadership team
Management profileNumber of profiles
Profiles3 records
Nolet Spirits subsidiaries and ownership
Company hierarchySubsidiaries1 record
Nolet Spirits funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nolet Spirits 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 Spirits
What does Nolet Spirits do?
Nolet Spirits U.S.A. imports, markets, and distributes the Nolet family's premium spirits portfolio in the United States, including the Ketel One vodka line (original, Citroen, Oranje, and Botanical variants) and the NOLET'S gin line (Silver and Reserve). The products are produced at the Nolet Family Distillery in Schiedam, Holland, and sold through US distributors to retailers, bars, and restaurants.
Is Nolet Spirits a public or private company?
Nolet Spirits is a private company. It is classified as family owned and is currently operating.
When was Nolet Spirits founded?
Nolet Spirits was founded in 1991. It employs 11 to 50 people.
Where is Nolet Spirits based?
Nolet Spirits is headquartered in Aliso Viejo, United States, in the North America region.
How does Nolet Spirits make money?
One revenue line is on record: premium Spirit Sales.
Who are Nolet Spirits's main competitors?
Direct peers on record are Bacardi Limited, Mast-Jägermeister and William Grant & Sons. Broad incumbents are Edrington, Diageo, Campari Group, Rémy Cointreau, Beam Suntory, Pernod Ricard and Brown-Forman.
Does Nolet Spirits have an API?
No public API is recorded for Nolet Spirits.
What industry is Nolet Spirits in?
Nolet Spirits's product category is Premium Spirits. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of CRAOAIAA, Beer, Wine & Spirits Wholesale Distribution. Its NAICS code is 3121 and its SIC code is 2080.