Diageo and the Nolet family are looking to launch Dutch premium vodka Ketel One into a number of new countries, including Brazil.

The family, which formed a 50-50 joint venture with Diageo in June last year, said it is looking at "opportunities" in several markets.

"With Ketel One, as we have always done it, we look at a country, we do everything right," Bob Nolet, vice president of the Nolet Distillery, told just-drinks yesterday (28 October).

"With the partnership, that is exactly what we're doing. We're looking at a country, we're looking at opportunities, we're doing it only when the circumstances in the country are right."

He said: "For instance, Brazil is one of the new countries. We have asked [Diageo] to come up with a business plan. We gave them the information on how we see Ketel One being sold. It's not about volume it's only about doing the right thing."

The Nolet-Diageo venture launched Ketel One in Berlin four months ago. "[Germany] are absolutely doing the right thing," Nolet added.

In May, Diageo and the Nolet family launched a US$12m advertising campaign across the US for Ketel One.

Using the slogan, "Gentlemen. This is Vodka", the campaign marked Ketel One's first foray into national television adverts.