Ketel One launches Botanicals range

May 2, 2018
By Alana House

The shift toward “conscious living” has led Ketel One – a joint venture between the Nolet Group and Diageo – to launch new Ketel One Botanical.

Crafted by 11th generation family distillers Carl Nolet Jr. and Bob Nolet, Ketel One Botanical is vodka distilled with real botanicals and infused with natural fruit and botanical essences. Made with 100% non-GMO grain, this first-of-its-kind 30% ABV spirit has no carbs, no artificial flavours, no added sugars, no artificial sweeteners and only 73 calories (40% fewer calories than a glass of white wine).

Unlike traditionally flavoured vodkas, Botanical is made like a gin, except that it doesn’t use juniper berries, which are required for a gin classification.

Ketel One Botanical has initially launched in the US, as a series of three varietals in beautifully illustrated, botanical-inspired bottles: Peach & Orange Blossom, Cucumber & Mint and Grapefruit & Rose.

“We’ve created a fresh-tasting, delicious new spirit that honors our family’s legacy while reflecting the progressive values of today’s conscious consumers,” explained Carl Nolet Jr. “People care deeply about what they put in their bodies, which is why we care deeply about what goes into every bottle.”

“There actually doesn’t exist a classification for this product,” Jim Ruane, Ketel One Vodka director, says. “It’s not a flavored vodka because of our two-tier production process, with the second distillation and the flavor infusion at the end.

“There doesn’t exist a botanical vodka category at the moment. Typically when you are the first in a category, it is a little more complicated to put yourself into a frame of reference for the consumer.”

Forbes notes: “While the average consumer may or may not care about the nuances of distilling, they are looking for lower-calorie and low-sugar beverage options. Over two-thirds (67%) of American consumers report that they are prioritising healthy or socially-conscious food purchases this year, according to a recent survey by Label Insight.  The same survey found that 22% of consumers are restricting their sugar intake, and half of Americans are seeking out products with less or no sugar additives.” 

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