The Origins of the Cocktail Party, a short throwback story to 1917 in America where the social institution we know as the cocktail party all began.

Plus, The Commodore Cocktail, a look at the origins of this often forgotten bourbon classic which personifies the favoured tipples of pre-prohibition US during that time.

It’s all America, America this time around…

Bob Nolet is the 11th generation distiller of the Nolet family, and together with his brother Carl Jr. (who is US based mainly) and Jason Bowden as the global ambassador for the brand, they each sell the story of a brand that surprisingly has only been around since 1983, though the family’s distilling history dates back to 1691. It was Carl Snr’s move to San Francisco in the early eighties and his quest to create a clean-drinking neat vodka that prompted the brand’s creation, and as they say, the rest is drinking history….

Bob Nolet at Ketel One House event in Melbourne

You are both here for the Ketel One House Event in Melbourne, what is that, and seeing this is your second trip to Australia Mr Nolet, how would say the bartending scene here has changed?
The Ketel One House event is basically a three week branding experience, featuring a pop up bar, tastings and seminars to both trade and general consumer, and various events throughout the course of the festival to promote and highlight the unique characteristics of the brand and the family’s history with the brand. It’s also a chance for the consumer to buy into the family’s distilling history. By utilising design installations, art, furniture and complementing that with Ketel One inspired cocktails and serves we aim to present the brand in a unique and different way. We’ve decided upon certain style cities around the world to run this concept, and although we see both Sydney and Melbourne as key cities in Australia, we chose Melbourne over Sydney because we feel the city fits better with our brand and identity. On note of how the Australian bartending and bar scene has changed, I’d say it has greatly improved and we are always impressed by the level of skill and passion shown by Australian bartenders, whichever venue they work in.

What are the key functions of your role in the business Mr Nolet and that of your brother Carl Jr?
I am primarily involved in the production side of the business still, spending a lot of time at the distillery itself. Outside of that I act as the global ambassador for the brand, as the family representative and working alongside Jason in major cities around the globe. My brother Carl Jr is based mainly in the US with his family, and his primary role is sales for the North American market, which remains our biggest market.

What are the earliest memories from your childhood spent around the distillery, and with your grandfather Paulus Nolet?
My brother and I used to play at the distillery as kids, I recall being attracted to the glowing heat of the coal-fired copper still and this always intrigued us I remember, at that age it was an alluring sight.

You once worked for a clothing business before working within the family business; did you learn anything from that which taught you how to better run a vodka company/brand?
The biggest point I realised is that different consumers have different buying approaches, there is no one rule to choosing or deciding.

Ketel One Jenever has long been produced by your family in Holland, are there any plans to ever make it available here in Australia?
No, it will likely remain a domestic product just in Holland. It has a strong local following and demand and remains a well liked local product.

What is the biggest market for Ketel One, by volume, and how are they drinking it?
The United States by far. Classic vodka martinis are still very popular, as well as on-the-rocks without a mixer.

What are your thoughts on the “vodka is dead” mantra that has been going around and what can vodka (as a category) do to get back to the level where gin is at today?
The consumer needs better understanding of white spirits as a general category, and we must draw more attention to this broad category. Cocktail culture has been a great success building tool for vodka, especially Ketel Once, particularly when you look at the flavours market, which is still big overseas and in emerging cocktail markets. They have really broadened the vodka appeal.

Did you have any trepidation in aligning with Diageo globally to market/sell the brand?
Initially perhaps we did a little, but as a family we talked it over for a year and came to the decision it was the best way forward to further the brand.

Has your role changed at all given the partnership with Diageo?
Same responsibilities essentially as before, just bigger scale now, more people involved etc. We are welcoming the advantages of aligning with Diageo and its global reach will benefit the brand.

What are some of the more interesting ways you’ve seen Ketel One being enjoyed? And what is your preferred way of drinking it?
The cosmopolitan is an incredible cocktail, and when the call came ten years ago from the US for Ketel One Citroen, this cocktail became even better and more popular. I’ve also seen many people drinking it in well-made espresso martinis. As for me, I prefer it neat or on the rocks.

Bob Nolet at the distillery in Holland

Cheers to you Chris, your knowledge is infectious!

In other news:

Just weeks away now from my adventure to the Scottish highlands and the itinerary is filling up, the wonderful world of whisky awaits me and I’m ready to be up to my knees in sodden peat and good old Scottish cheer!
In a personal triumph, I have managed to also steal a wee few hours with the man himself Mr Tom Nicol, Tanqueray master distiller, at his home away from home the CameronBridge distillery down in Fife.
What a blessed industry I am in…
A toast!