AMSTERDAM 1 October 2024 Diageo has launched distribution of its Ketel One vodka brand in ecoTOTE format in The Netherlands, as part of its recently announced global agreement with ecoSPIRITS. ecoTOTEs are filled at a new ecoPLANT at the Nolet Distillery in Schiedam where Ketel One is produced, and they are then deployed to premium cocktail company, Amanti Cocktails, for the creation of pre-mixed cocktails. Amanti is distributing the Ketel One cocktails – such as the espresso martini – to more than 100 bars in cities including Amsterdam, Rotterdam and The Hague. The activity marks the first time Ketel One vodka has been made available in ecoTOTE format globally.
Ketel One vodka’s ecoTOTE debut will service bars across key cities in The Netherlands.
Ketel One is a family-made vodka brand created in 1983 by the Nolet Family in Schiedam, in the Netherlands. The Nolet Distillery, which was established more than 300 years ago, started by producing the grain-based spirit genever before expanding into other drinks, including vodka. The super premium Ketel One vodka is crafted in a copper pot still in combination with modern distilling techniques. In 2008, the Nolet Group created a 50-50 joint venture company with Diageo to market and distribute Ketel One vodka globally. The Schiedam-based Nolet Distillery is now home to a new ecoPLANT, where ecoTOTEs are filled (and cleaned, sanitised and refilled) with Ketel One vodka.
The family run Nolet Distillery in Schiedam produces Ketel One vodka and is now home to a new ecoPLANT.
Ketel One vodka in ecoTOTE format is sent from the ecoPLANT to the Amsterdam-based company Amanti Cocktails, where it is made into pre-mixed cocktails such as the much-loved espresso martini, for delivery to bars across the country. The empty ecoTOTEs are sent back to the ecoPLANT where they are cleaned, refilled, and sent back to Amanti, up to 150 times, eliminating the need for more than 1,500 glass bottles per month. The ecoTOTE is expected to deliver a carbon emissions reduction after the sixth use, with an anticipated total carbon reduction of 60%.
Amanti Cocktails creates ready-made premium cocktails for bars and hospitality venues across The Netherlands.
Amanti Cocktails was set up by Kas de Bruijne, who spent many years designing cocktail menus for Michelin starred chefs, and Tjeerd Schravendeel, an importer of innovative catering equipment. Together they started Amanti with the aim of developing ready-made premium cocktails “that are indistinguishable from freshly made cocktails”, specifically for the catering and hospitality industry. More than 100 bars in the Netherlands are taking delivery of the pre-mixed Ketel One cocktails, including the three-strong Benji’s, a café concept described as a “peaceful green oasis with an industrial feel”, and the popular restaurant-bar, Badhuis, all based in Amsterdam. Amanti Cocktails is also working with Hilton Double Tree Hotel in Amsterdam, which will start with a new draft cocktail concept in October 2024.
The Amsterdam-based Benji’s, Badhuis and Hilton Double Tree (all pictured above) are examples of bars taking delivery of the pre-mixed cocktails.
This activity in the Netherlands represents one of the first new markets out of an expected 18 for Diageo since it announced a three-year global agreement with ecoSPIRITS in November last year, for the distribution of a range of Diageo spirits brands in ecoSPIRITS’ circular packaging technology. Diageo first started working with ecoSPIRITS through the Diageo Sustainable Solutions programme in 2021. The global roll out of ecoSPIRITS forms part of Diageo’s goal of reducing carbon emissions across the supply chain. As part of this particular project, ecoPLANT No. 049 was commissioned in Schiedam, Netherlands, at the Nolet Distillery. In addition, Diageo and ecoSPIRITS have developed co-branded ecoTOTEs for Ketel One vodka.
Ciara Keenan, Global Head of Ketel One, Diageo
“We are delighted to partner with ecoSPIRITS so Ketel One can now be distributed in an ecoTOTE, helping us to reduce the number of glass bottles used and our carbon footprint. We’re the bartenders favourite vodka, so we’re making it even easier for them to use Ketel One, whilst also delivering a sustainability benefit. As a family made brand, we are passionate about exploring new ways to benefit bartenders, our customers and the community. We look forward to the roll out and hopefully extending the partnership to more markets in future.”
Kas de Bruijne, Co-Founder, Amanti Cocktails
“At Amanti Cocktails we are passionate about sustainability and reducing waste, so this partnership, which features Ketel One delivered in the low waste ecoTOTE format, aligns well with our company ethos. The amount of glass waste will be dramatically reduced and we also strongly believe that it will make the pre-batching process quicker and more efficient overall.”
Jack Davis, Global Customer Success Manager, ecoSPIRITS
“Ketel One vodka is much-loved by bar tenders globally and is a great brand for premium pre-mixed drinks, so we are delighted it has been chosen to debut the ecoSPIRITS packaging technology for Diageo in the Netherlands, in collaboration with Amanti Cocktails. This will immediately reduce single use packaging waste for more than 100 bars, while also making it quicker and easier for venues to serve Ketel One cocktails.”
For media inquiries or general information on ecoSPIRITS, you may contact Sonya Hook, Head of Communications [email protected].
About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Singleton, Smirnoff, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness. Diageo is a global company whose products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com.
Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Celebrating life, every day, everywhere.
About Amanti Cocktails
Amanti Cocktails was founded by Kas de Bruijne and Tjeerd Schravendeel with the intention of making convenient, quality pre-mixed cocktails for the on-trade. Its range includes an Espresso Martini, a Paloma and an Aperol Spritz.
For more information visit: www.amanticocktails.com
About ecoSPIRITS
ecoSPIRITS is a circular economy technology company that has developed the world’s first low carbon, low waste distribution technology for premium spirits and wine. Our patent-pending closed loop system nearly eliminates all packaging waste in the supply chain. By dramatically reducing packaging and transport, ecoSPIRITS provides a transformative carbon footprint reduction. Founded in Singapore in 2018, the ecoSPIRITS technology is now available in 27 countries across Asia Pacific, Europe and the Americas. Nearly 3,000 leading bars, restaurants, hotels and retailers have adopted the technology. ecoSPIRITS is now rapidly building a global network of closed loop service, with coverage to grow in 2024. Together with our brand partners, importers, distributors, wholesalers, venues, and retailers, we are already making a difference. Each year, ecoSPIRITS and our partners are eliminating hundreds of tons of single use glass waste, planting tens of thousands of trees, and inspiring others to change.
For more information, please visit https://ecospirits.global/.