Ketel One: For World-Class Cocktails—Start Locally, Think Globally

World-class cocktails don’t need to span the globe, according to the team behind “the bartender’s favorite vodka,” Ketel One. 

At this month’s World Class finals in Berlin, Ketel One unveiled a new push to encourage bartenders to start thinking about sustainability in their cocktail recipes, beginning with an emphasis on locally available ingredients.

Diageo’s annual World Class competition searches the globe for innovative, creative, and talented bartenders who elevate the art of cocktails, bringing together the best from dozens of countries to crown the world’s top talent. 

The men and women who take part in the competition are leaders in the community and influencing their views and practices will inspire thousands more bartenders to follow suit. To that end, Ketel One put on a full-court press for sustainability at the Berlin competition in October. 

According to a statement from Ketel One, the competition space featured a bar made from reclaimed wood and recycled furniture; chairs made from repurposed plastic bottles, old DVDs and scrapped mobile phones once destined for landfill; and tables made from pressed yogurt pots. The weekend also featured a Ketel One Bloody Mary made from ingredients sourced locally, “home-grown, not flown” to help spark ideas among participants about how drink recipes and preparation can be a vehicle for improving communities.

Bob Nolet, of the 11th generation of the family who created Ketel One, explained how his family’s history has influenced this new initiative. "My family has been distilling spirit since 1691,” he said, “and from that moment we have always sought the perfect balance between a commitment to taste, a commitment to bartenders and a commitment to the world around us.”

Through this initiative, Ketel One hopes to inspire a shift in thinking among bartenders the world over, putting a greater emphasis on using popular drinks to make a more positive impact on local communities. Ketel One shared recipes for reimagined drinks that reflect local communities and reduce waste, like Espresso Martinis, Bloody Marys, Vodka and Sodas and Dutch Mules created with natural ingredients and locally sourced garnishes.

Alexandre Rodrigues, Global Brand Director of Ketel One, explained why they are so invested in this shift: "People are increasingly looking for premium refinement and quality that's down to earth, simple and honest. This search for 'better' isn't just with ingredients, but with experiences and a brand's impact on society as a whole,” adding, "Cultural consciousness has been at the heart of Ketel One, that's why we decided to help inspire bartenders and bars around the world about how they can offer an even better drinking experience."

Bob Nolet added his own family’s perspective to the initiative, saying, "We built the world's largest windmill to help power our distillery and our family still tastes and approves every batch of vodka before it leaves our distillery to ensure the highest quality standards. We want to encourage bartenders to have the same attitude: always deliver the best drinks they can while also having a positive impact on their communities—this is what motivates me and my family every day."

Breakthru encourages innovation among cocktail makers, behind the bar or at home, and we are encouraged to see our partners at Ketel One making such a bold move at this year’s World Class. We look forward to seeing future competitors taking this challenge to heart.