Spotlight

From Ketel's spout

Jason Bowden mixologist and global brand ambassador for Dutch vodka brand Ketel One that is distributed by Diageo in India, was in the country recently. He discusses what it will take for the beverage brand to become popular. By Sayoni Bhaduri

A new entrant in India's growing vodka segment, Ketel One boasts of a flavourful history. The Dutch vodka brand has been in existence for more than 300 years with ten generations of the Nolet family actively involved in the growth of the brand.

The vodka is available in three varietals - regular, Ketel One Citroen and Ketel One Challenge. It is described as crisp and sophisticated - derived from the use of copper pot stills for distillation.

Joannes Nolet, founder of the Nolet Distillery and the Ketel One brand developed this procedure 300 years ago and this provides a distinct character and personality to the vodka.

"The capacity of each of these pot stills does not exceed 25 hectolitres," says Jason Bowden, mixologist and global brand ambassador for Ketel One. The vodka itself has its roots in the town of Schiedam, near Rotterdam in the Netherlands. Bowden informs that this is also the town which saw the growth of various alcoholic beverages - the inception of both gin and brandy are from here.

The popularity for the vodka is now clearly defined and according to Bowden it has to catch on with the bartenders as a chosen distillation to gain popularity. "It has always been through the bartending profession that Ketel One has seen its growth and the company has a deep rooted respect for the community," he says. The mutual interaction and understanding between the bartenders and the distillers helps create a true blend and brand.

Distilling a new market

In India too Bowden hopes to achieve a similar accord. "We are aiming at building confidence about the product so that bartenders become keen on introducing the brand," he says.

The biggest issue that Bowden sees in a nascent market is the lack of knowledge and enthusiasm. "One has to understand the product before one starts working with it," he says. The cocktail culture in South East Asia and India is quite young, but the direction followed by bar professionals is the right way. For a product like Ketel One, blending it with local ingredients would be the best way to evolve the product. Bowden gives the example of green tea and whiskey which became a very popular drink in China. "This was because something foreign, which was too strong for the local palate, was converted into a local version," he says.

For the success of Ketel One in India it is important that the Indian taste profile is discovered and then experimented upon. This will also define the trends in the future. As of now, Bowden says that it is all about bringing back the classic mixes with a contemporary twist.

Drinks are all about adaptability and they also reflect the maker. "A bartender needs to have the confidence to present a new mix but at the same time allow the customer to make his/her own choice," Bowden explains.