You are on page 1of 8

Lucas Bols


Lucas Bols
Lucas Bols B.V.
Type Industry Founded Private Drinks 1575

Headquarters Amsterdam, the Netherlands Key people Products Revenue Owner(s) Employees Website Huub van Doorne, CEO Alcoholic beverages €90 million (2006) AAC Capital Benelux 28 [1]

Lucas Bols B.V. is a privately held Dutch company in the business of production, distribution, sales and marketing of alcoholic beverages. It is the oldest distillery brand in the world. Its brand portfolio consists of Bols, Galliano, Vaccari, Pisang Ambon, Gold Strike and a large group of Dutch genevers and liqueurs. It produces about 3 million cases a year, with yearly revenues exceeding 95 million euros.

Name and family origin
Bols is an old family name from the Antwerp, Belgium area. In Old Dutch, Bols means arrow. As a result of the Eighty Years War between the Netherlands and Spain and the Spanish Inquisition, part of the family fled to Germany. There is a record of a reverse emigration back to Amsterdam.

Although there is a lack of hard historical evidence, it is claimed by the company and generally accepted that in 1575 the Bols family arrived in Amsterdam and opened their distillery t Lootsje (the little shed). The distillery was located outside the city walls on the post road to Haarlem, situated next to a stream. By 1612 the city's walls had expanded to encompass the distillery, and the stream was dug out into a canal called the Rozengracht because of rose nurseries in the area. Around the same time, a new stone building was constructed to house the distillery. The first official mention is in 1634 in Amsterdam town papers, where Pieter Jacobszoon Bols is documented as operator of t Lootsje on the Rozengracht. Lucas Bols was born in 1652. His era corresponded with the Dutch golden age, when the Netherlands were a colonial power, and led the world in international commerce. The Dutch East India Company, of which Lucas was a major shareholder, brought exotic herbs, spices and fruits back to Amsterdam, and these were used to create new liqueurs and genevers. During the 18th century, the Bols family became a very prosperous dynasty, but found itself becoming more and more detached from the day to day operation of the distillery. This lack of family leadership, along with the Continental Blockade of Napoleon, severely weakened the company, and when last male heir, Herman Bols, died in 1813, the company was offered for sale.

Other distilleries were built in Scheveningen and in Emmerich. and various other fruit flavored beverages. the company was reorganized into an LLC. however. the last of the Moltzer family left the board of directors. bitters. the rozengracht canal was filled in order to provide a new major thoroughfare for Amsterdam. both aperitifs. Diversification Bols continued to expand its reach over the next few decades until it participated in almost every geographic market in the world. makers of still and sparkling mineral waters. Genever was still a large component of Bol's revenues. Former Dutch colonial possessions proved natural markets for the group's products. it is possible that some of these were never produced.V. including the firms of Hoppe[2] and Wynand Fockink. but by 1822 a falling out with partner Coenraad Adriaan Temminck caused him to abandon his efforts with the company. as global drinkers tended to prefer the British "dry" style of gin. and nearly all European Royal houses had appointed them Royal Warrants. In 1989. Bols became the dominant producer of genever with its 1986 acquisition of Rotterdam based Henkes[2]. Moltzer family era In 1868 the firm was again sold. and sodas. Spain (1935) and the United States (1947). particularly spirits. In addition. Management was quick to realize. Argentina (1935). which is now in the Bols archives. this time to the Moltzer family who greatly expanded the company. Sweden. Canada (1932). Belgium. The old site was abandoned and a modern steam powered distillery was built in nearby Nieuw Vennep. these brands became part of Campari Group). A price list from 1820 shows over 300 varieties of liqueurs. the wine and distilled beverages unit of Heineken. and in 1977 Italian brands Cynar and Biancosarti. non-alcoholic bitters. By the turn of the century. In 1892. instantly giving it the largest market share in the Korn Schnapps market.Lucas Bols 2 Van 't Wout era Napoleon's defeat in 1815 sparked buying interest in the company. Denmark. its largest competitor since 1679. and a rapid international expansion followed. The venture attained a near 50% market share in the Dutch . Bols was aggressively marketing its lines. and Rotterdam financier Gabri€l Theodorus van 't Wout acquired the firm with the condition that the company permanently retain the Bols name. New ownership revitalized the company. Already a leading producer of alcoholic beverages in its home country. forming Bols Benelux B. Belgium (1934). Bols acquired Strothmann Brennereien GmbH & Co AG. In 1889. Bols formed a joint venture with Gedistilleerd en Wijngroep Nederland (GWN). Van 't Wout succeeded in bringing the distillery back to profitability. were added. Poland (1922). Switzerland (1929). A strategy of diversification through acquisition was adopted. Bols also grew through takeover. as Henkes had a network of retail liquor stores in the Netherlands. along with distribution channels and production facilities in Germany. Luxembourg. Greece. threatened the company. Other courts followed such as several kings and queens of the Netherlands. and were merely disinformation aimed at competitors. (In a later divestiture. and this was a particularly difficult market to grow outside of its native Netherlands. and Bols Distilleries became a publicly traded company.. this allowed Bols to vertically integrate itself. In 1842 Van 't Wout wrote a manuscript entitled Distillateurs. In 1988. just over the Dutch border in Germany. and later in more modern times the courts of Ethiopia and Nepal. Through the 1980s. In 1954. including Crodino. elixirs and gins. and in 1983 the company added its first non-alcoholic beverages with the acquisition of Terme di Crodo. South Africa (1933). After World War I. Monaco.en Liqueurbereiders Handboek door een oude patroon van 't Lootsje (English: Distillers and Liqueur makers Handbook by an old patron of "The Little Shed"). In 1873 Bols won a Fortschritts-Medaille at the Weltausstellung 1873 Wien and one year later became purveyor to the imperial court in Vienna. Bols continued to expand its range of non-alcoholic beverages with particular emphasis on the Italian and Swiss markets. that societal trends away from alcohol consumption. distilleries were started in France (1921).

wherein CEDC took ownership of the Bols production facilities in Poland and licensed various trademarks for use in Poland and Russia in exchange for a 9% equity stake. The Bols side of the business was being neglected. Remy announced the sale of Bols to European investment fund ABN AMRO Capital (75%). Huub van Doorne (25%). agreed. and a merger was completed into a new company: Bols Wessanen. allowing Remy to diversify into products requiring no expensive aging stock. Immediately thereafter. The joint venture expanded into the rapidly growing wine segment. The new company is named Lucas Bols. The 1995 annual stockholders meeting was contentious and the company decided to focus its growth efforts toward the food sector. Dutch foods giant Royal Wessanen and Bols saw a natural fit for horizontal integration. integrating the two lines of business was difficult. and led the team that revitalized the Bols brand under Remy's aegis. it announced it would sell the Bols brand to concentrate on its core drinks. an Eastern European distribution network. and sold off its stake in the joint venture for 58. plus leading Dutch Origin . adding that company's Spumante and Ricadonna brands. due in part to GWN's earlier acquisition of Bokma. The company also boosted its operations in Italy in 1990. competition and consolidation in the industry had become cutthroat. and Maxxium committed considerable resources to modernizing the Bols image. The deal gave each company access to the other's distribution networks. formerly part of Douwe Egberts. it was obvious that the partnership wasn't working.V. Remy also received a seat on CEDC's board of directors. CVC Capital Partners. The merger was perceived as greatly helping both companies. and Remy paid CVC €510 million for Bols. Results in 2004 remained weak. Management buyout In 2005.6 million guilders. and is headquartered in Amsterdam.Lucas Bols liquor business. Bols. Vaccari Sambuca. including new packaging and refocusing on a youth driven market. Mr. In 2005. so it seemed natural to combine the two companies. until a weakening dollar and a temporary drop in sales of Bols Vodka in Poland due to taxation and counterfeiting issues hurt 2003 results. which retained a 9% equity stake in the enlarged group. B. Remy decided to focus on its premium brands. a private equity firm. 3 Wessanen merger By 1993. and access to Bol's management skills. and management wanted to unlock its potential for growth and profitability. Bols acquired a number of brands from British drinks conglomerate Diageo. while giving Bols access to Remy's joint venture worldwide distribution alliance. Bols was awarded "Best Brand Re-Launch" by the trade publication Drinks International Magazine. Mezzanine capital was provided by GSC Group. Remy struck a complex deal with Central European Distribution Corporation NASDAQ:•CEDC [3]. purchasing 85 percent of Consortium Vinicole de Bordeaux (CVBG). Its assets include the production facilities in the Netherlands. together with a management group led by Mr. the company moved to a new headquarters and production facility in Zoetermeer. and a management buyout was engineered forming Bols Royal Distilleries. Galliano. along with the brands. On 16 March 2006. CVC Capital had an existing relationship with Remy Cointreau. The synergies of the combined company were immediately felt. In August 2000 an agreement was reached. it became clear that Bols did not have the scale to effectively compete in the rapidly consolidating drinks industry. CEDC would later buy Bol's Hungarian subsidiary and trademarks. and so led to profit pressures. Other smaller French wine houses were quickly added to the portfolio. Pisang Ambon and Damrak Gin. but strong growth was noted of the vodka brand throughout Eastern Europe. Acquired by Remy Cointreau Almost immediately after the buyout. In 1997. Maxxium. By 1999. another leading genever brand. and on 8 December. buying up Ottavio Riccadonna. Van Doorne was a member of R‚my Cointreau's Management Board. Remy reported a string of strong earnings and profit growth. From the beginning. Heineken decided to retrench to its beer business.

flair bartending. and now as an independent company. ƒ Cherry brandy. as it capitalizes on evolving trends in the use of liqueurs. which includes not only a traditional museum of the history of the brand. as well as ones acquired in various stages of its evolution. a lighter orange colored liqueur made from Spanish oranges and bitter herbs. . and bartending academies and competitions. first as part of Remy Cointreau. To do this. orange flavored liqueur made from a variety of orange types and herbs. mixology (the science behind bartending) and hospitality management. Bols actively courts bar owners. imparting a slight almond flavor. its manufacturing methods and ingredients. innovation and new product development. Butterscotch schnapps. an egg based liqueur Amaretto. a wholly owned subsidiary of William Grant & Sons. It is common in the drinks industry for companies to buy and sell brands among themselves. an almond flavored liqueur made from apricot pits Apricot brandy Bitter orange. Bols is positioning itself as a leader to bar owners and their staff in support. sponsorships. Currently. The cherry pit is also used. Visitors can even practice flair bartending. To this end. with rum flavoring. Liqueurs Bols branded Bols has long produced liqueurs it marketed under its own eponymous brand. ƒ Coconut liqueur.. going back in time to the very first products it made. ƒ Coffee liqueur. With constant consolidation and divestiture in the industry. 4 Marketing Bols has greatly increased its marketing presence under the leadership of Mr. it produces a line of 38 different flavors. Bols owns brands that it has historically produced. The vision is to drive the Bols brands growth and profitability through the "on-trade" market. Museum Bols has constructed a "brand experience" in Amsterdam. USA. Bols wants its ingredients to be thought of as an irreplaceable component in mixology and cocktail culture. Products Bols produces a number of different brands. Bartending Academy Bartenders themselves are a top priority for Bols and the Bols bartending academy offers accredited courses in bartending.Lucas Bols spirit brands such as Bokma and Hartevelt genevers and Coebergh. bartenders and consumers through a marketing strategy of trade associations. Distribution will still be mostly done by Maxxium. Blueberry. although the United States will be handled by new partner William Grant & Son. a deep blue. and is commonly referred to as "Bols Blue". liqueur. campaigns. Blue Cura„ao. These include: ƒ ƒ ƒ ƒ ƒ ƒ ƒ Advocaat. Van Doorne. a company's brand portfolio is usually in a state of flux. meaning in bars and restaurants. sold in the new teardrop shaped bottle. either directly or through joint ventures or other partnerships. but also various interactive exhibits which involve the visitor and engage the senses. as business decisions are made about what market space a particular company wants to occupy. This is Bols' signature product.

a black sambuca. Bols classifies theirs as such. A fusion of lime extract and Triple Sec. almond. herbs. Galliano Galliano is a complex anise. Cr…me de cacao white. Triple sec Cura„ao. Kiwi liqueur. a clear. Cr…me de Cassis. Grune Bananes liqueur. Triple Sec & Lime liqueur. ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Peppermint Green and White. . ƒ Peach liqueur.Lucas Bols ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Cr…me de Banane. Sloe Gin liqueur. Strawberry (fraise) liqueur. Cr…me de cacao brown. Pisang Ambon Pisang Ambon is a banana and tropical fruit flavored liqueur. a clear Marasca cherry flavored liqueur Bols makes with Kirsch and a selection of herbs. vanilla and herbal liqueur first produced by Vaccari. Vaccari Sambuca Sambuca is a traditional Italian liqueur flavored with star anise. a blackcurrant flavored liqueur. Parfait Amour. Maraschino. Another of Bols' centuries old recipes. juicier Kirsch. a purple colored Rose petal and orange liqueur. Mango liqueur. 5 Also documented elsewhere. sweet blend of citrus and tropical fruit such as passion fruit and peach. a brand name for line of other liqueurs from Vaccari. a clear Schwarzwalder cherry brandy with added sweetener. a white sambuca and a white peach liqueur. A bright red. orange liqueur. Pomegranate liqueur. Kirsch liqueur. Melon liqueur. Watermelon liqueur. perhaps due to added sweeteners. with a hint of vanilla. Dry Orange Cura„ao. ƒ Passion fruit liqueur. most or all of which are no longer produced. Red Orange liqueur. The line included an amaretto. Prinzenkirsch. Note: Although fruit brandies are not strictly liqueurs. It is also confusingly. Bols' Cr…me de Menthe products. but not officially mentioned by Bols are blackberry liqueur and sour apple liqueur. Raspberry (Framboise) liqueur. and spices. Lychee liqueur. Green Tea liqueur. a dark orange colored liqueur made from orange peels and bitter herbs. Vanilla liqueur. with vanilla. a sweeter.

often in a mix with Sprite or 7-up. gin. . Evita A Dutch-only coffee flavored liqueur. Coebergh Red has a cranberry flavor. Goldstrike A Dutch-only cinnamon schnapps. The Benelux Court of Justice held that a similarly named liquid detergent infringed due to the concept of detriment of repute. A less alcoholic version with silver flakes called Silverstrike also exists. the Bols brand is produced and marketed by another entity.Lucas Bols Bootz Bootz is a Dutch-only brand which includes a wide range of liqueurs and spirits. Damrak Gin Damrak is a luxury. In the Netherlands it is informally referred to as 'bessen'.[4] Els La Vera nl:Els La Vera is a traditional bitters from the Limburg region. Bokma Bokma is a Dutch-only brand of genevers. similar to Goldschl†ger. It is produced in four styles: Coebergh Classic has a blackcurrant/blackberry flavor. Coebergh Cherry and Coebergh raspberry. Damrak was Amsterdam's first harbor. and genever. Konitiki Kontiki is a gin-based liqueur flavored with lemon and grapefruit. Claeryn Claeryn is a Dutch-only brand of jonge genever. CEDC. popular in the south of the Netherlands. and the name pays tribute to the original genever trade. and Lemon Brandy. international-style gin. As noted above. Coebergh Coebergh is a Dutch only brand which is the number one liqueur and the biggest drinks brand for women in the Netherlands.(literally meaning berries). 6 Liquors Bols branded Bols has a line of internationally shipped vodka. a thick and creamy eggnog flavored liqueur. flavored vodkas. Hartevelt Hartevelt is another complete line of genevers and lemon brandy. Claeryn was also involved in an important legal case involving trademarks. in Eastern Europe. Lemon Genever. It has been well reviewed in independent drinks competitions. Zwarte Kip Zwarte Kip is an advocaat. Parade An old Dutch value brand used in off-trade (home) Bootz official site (Dutch) (http://www.asp) Bols Bartending Academy official site ( Pisang Ambon official site ( Bols professional bartender site ( lucasbols. Dobbelaar. official site (http://www. p.Lucas Bols Hoppe Yet another jonge genever.houseofbols.lucasbols.redfruitfarm.asp) House of Bols official site (http://www. com/ [2] http:/ / toolserver.bolscocktails. nasdaq. judgment of 1 March 1975.bokma.J. ƒ "De branderijen in Holland tot het begin der negentiende eeuw" (The Dutch distilleries till beginning of the 19th century) by P. com/ symbol/ cedc [4] Claeryn / Klarein.asp) Coebergh site ( Hartevelt site (Dutch) (http://www. 1979•1995. External links ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ ƒ Lucas Bols B. 1990. py?page=Lucas_Bols& editintro=Template:Disambiguation_needed/ editintro& client=Template:Dn [3] http:/ / . Jurisprudence of the Benelux Court of Justice 1975. 7 Notes [1] http:/ / www. org/ %7Edispenser/ cgi-bin/ Galliano official site (http://www. Further reading ƒ "De lange levens van zeven Nederlandse bedrijven" by Wim Wennekes. 1930 ƒ Several contributions to the Quarterly Magazine of the Dutch bottle collectors club "De Oude Flesch" by Lodewijk van Sint Bokma official site (English) (http://www. Case A 74/1.

0/ . 17 anonymous edits License Creative Commons Attribution-Share Alike 3. Edward.php?oldid=576356287 •Contributors: Afasmit.0 //creativecommons. Michael Hardy. Shortride. Vegaswikian. Nipisiquit. BD2412. Sources and Contributors 8 Article Sources and Contributors Lucas Bols •Source: http://en. Alansohn. PeterS2009. Claus Ableiter.wikipedia. Consuelo D'Guiche. FakirNL. Inwind. Noctibus. Rjwilmsi. Tony1. ThreeBlindMice. Greenshed. Aleichem. Magioladitis. Mallerd. Urbanrenewal. Anthonyz747. GeeJo. Erianna. MisfitToys. Gryffindor. BarrelProof. Welsh. BernardSumption.