Climbing to the Top of the Family Business: Nolet Spirits’ Carl Nolet Jr.
Mar. 14, 2017
Being handed the keys to a 325-year-old company is a promotion about as rare as they come. For Carl Nolet Jr., the 11th generation of Nolets to join the family business, taking the keys wasn’t a gift–it was a reward nearly 30 years in the making.
“It is a privilege and an honor,” said Nolet regarding his recent elevation to President and CEO of Nolet Spirits.
Nolet’s journey to the top of the iconic brand started on the ground floor of the Nolet Distillery, polishing copper. Starting small and owning unheralded tasks is how you earn your future responsibilities at one of the oldest companies in Holland, and it’s a path Nolet appreciates.
“You have to know every aspect of the distillery and the production process,” said Nolet. “Then I went on to learn everything on the sales side of the business, and then came to the U.S. to build the Ketel One brand.”
That first year was 1992, and according to Forbes, Nolet’s arrival began an impressive streak of escalating sales for Ketel One, beginning with 4,000 cases sold per year and culminating in the current annual haul of nearly 2.25 million cases.
We recently had the pleasure of catching up with Nolet to discuss his booming vodka, as well as his family’s emerging spirit–Nolet Gin.
You’ve been working on Ketel One for a quarter of a century now. How have you helped distinguish Ketel One against other leading vodkas?
Carl Nolet Jr.: One day, my dad handed a bottle of Ketel One to me and said, “Son, this is the best vodka that our family knows how to make.” And then he told me the issue was we now have to get this bottle to the consumer – “and that will be your job.” So we went out to the market and did a taste test at room temperature–our bottle of Ketel One against other vodkas available in the market. This initial taste test was important for us to make a name for Ketel One, and we’re still doing this test today.
What has been Ketel One’s biggest innovation during your time?
When I started, we had a video tape showing how the Ketel One distillation process was different from anybody else. So we started with that VHS tape. Now, we have vr.ketelone.com, and it’s a virtual reality tour of Ketel One, offering consumers a look at the home and making of our vodka, as well as teaching them how to create Ketel One’s signature cocktails. We have beautiful 360 degree views across different environments at the distillery. Of course, we’ve had innovations with flavors, but this immersive experience is just incredible.
Ketel One sales have grown nearly every year for the last 25 years. How do you do it?
The key to sustainable growth is to set realistic goals and targets about what the market should be able to do. We make sure we have early discussions with our distributors so we can all get on the same page about what the markets can do for us. I’ll say, it also helps when you have a really great distributor. We’re so proud to work with Breakthru–they’re fantastic. We were fortunate to get started with Rocky Wirtz. Rocky is a big fan of Ketel One, and we’re very proud about the fact that our vodka has been served out of the Stanley Cup several times.
Ketel One was just named the top vodka for a Bloody Mary by The 50 Best Bars Annual Report Drinks International. What is it about Ketel One that lends itself perfectly to a top cocktail?
It’s the way the ingredients stand out in the vodka, especially the finest European wheat. That’s what leaves the mark on the drink. It’s funny–after 26 years, the world has really come to Ketel One. The world is all about craft, and we have always done nothing but craft. We really focus on the bartender. If you go into any bar around the world, Ketel One is always one of the top choices for the bartender.
Tell us about Nolet Gin. What makes it a unique entry into the gin category?
The Nolet Gin is very special. There are many fantastic gins that are heavy on the juniper, or heavy on the cucumber. What we did was change the outlook of gin. Ours is about the nose–Turkish rose. It’s about the flavor profile–fruits, peaches, raspberries and so much more. The flavor profile of our gin brings a huge amount of versatility in cocktailing. We believe that the proof is in the bottle and that’s why Cigar & Spirits Magazine recently awarded Nolet's Silver as the "#1 World’s Best Gin" and a 98 point rating.
What does it mean to you to be a part of such a distinguished family in the spirits industry?
I’m honored to play a role in my family’s history. I made a decision at a young age to join the family business. It’s not something that’s just given to you. I started on the ground floor at the distillery polishing copper. Dad gave me the keys to the distillery and told me it opens at 5:59 a.m. If it’s not open at 6:01 a.m., it’s “one strike and you’re out.” In our family, you earn your responsibilities and work your way up. That’s how you get to know the entire process. Last year, I was elevated to President and CEO. I earned that title, it’s not just handed to you. I’m 48, I earned the respect from my dad, and that’s how we do things in our family business.
What are some recent industry trends that have caught your eye?
An interesting trend is Moscow Mules on tap. We’re taking over the beer handles. I’d love to wake up one day from a beautiful dream where there are nothing but Ketel One tap handles. This is a great trend because it guarantees drink quality and efficient speed of service. Mules are a long drink to make for anybody behind the bar. It’s one of the top call drinks in every bar.
What’s next for the Nolet family?
One puzzling thing about Ketel One is we have much lower awareness than some of the top recognized vodkas, yet our sales volume is the same. If we could match our awareness with their awareness, can you imagine what our volume would look like? That’s what pushes me every day. There is still an ocean ahead of us. I see a very bright future for Ketel One.
