AUS: Diageo adds Ketel One vodka to portfolio

Diageo Australia is to take over all national distribution of Ketel One vodka and Ketel One Citroen from 1 September.

The announcement today (29 August) follows an agreement made in February by Diageo and the Nolet family to form a new 50/50 company, which owns the exclusive global rights to sell, market and distribute the vodka.

Diageo, with a 50% equity share in the new company, has become the exclusive distributor of the brand globally and the Nolet family will continue to own the brand rights for Ketel One.

"We are extremely proud of what we've achieved building the Ketel One brand," said Carolus Nolet, chairman of the Nolet Group. "This alliance with Diageo is key for the Nolet Group and the Ketel One brand because we will now have sales, marketing and distribution expertise that will help us to build on our success and make Ketel One a truly global brand."

Ketel One vodka, produced at the Nolet Distillery in Schiedam, the Netherlands, will join the Diageo Reserve Brands portfolio, which also includes Ciroc vodka.

"The Ketel One brand is an excellent addition to Diageo's Reserve portfolio and we look forward to growing this brand in the on and off-premise making it a super premium vodka choice for trade and consumers in Australia," said Aude Parichot, marketing manager, Reserve Brands, Diageo Australia.

Ketel One vodka and Ketel One Citroen are available nationally in on and off-premise in 700 ml bottles for RRP US$49.99 per bottle.