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Lucas Bols

Lucas Bols N.V. is a Dutch public company in the business of production, distribution, sales and marketing of alcoholic beverages. It claims to be the oldest distillery brand in the world.[1] 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.[2][3]

Lucas Bols N.V.
Company typePublic
Euronext: BOLS
IndustryDrinks
Founded1575
HeadquartersAmsterdam, the Netherlands
Key people
Huub van Doorne, CEO
ProductsAlcoholic beverages
Revenue€80 million (2017)
€15 million (2017)
OwnerAAC Capital Benelux
Number of employees
68
Websitewww.lucasbols.com

History edit

Beginnings edit

In 1575 the Bols family opened their distillery t Lootsje (the little shed) in Amsterdam. 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 1640 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.

Van 't Wout era edit

Napoleon's defeat in 1815 sparked buying interest in the company, and Rotterdam financier Gabriël Theodorus van 't Wout acquired the firm with the condition that the company permanently retain the Bols name. New ownership revitalized the company. A price list from 1820 shows over 300 varieties of liqueurs, bitters, elixirs and gins; it is possible that some of these were never produced, and were merely disinformation aimed at competitors.

Van 't Wout succeeded in bringing the distillery back to profitability, but by 1822 a falling out with partner Coenraad Adriaan Temminck caused him to abandon his efforts with the company. In 1842 Van 't Wout wrote a manuscript entitled Distillateurs- en Liqueurbereiders Handboek door een oude patroon van 't Lootsje (English: Distillers and Liqueur makers Handbook by an old patron of "The Little Shed"), which is now in the Bols archives.

Moltzer family era edit

In 1868 the firm was again sold, this time to the Moltzer family who greatly expanded the company. In 1889, the Rozengracht canal was filled in order to provide a new major thoroughfare for Amsterdam. The old site was abandoned and a modern steam powered distillery was built in nearby Nieuw Vennep. Other distilleries were built in Scheveningen and in Emmerich, just over the Dutch border in Germany. In 1892, the company was reorganized into an LLC.

Former Dutch colonial possessions proved natural markets for the group's products, and a rapid international expansion followed. By the turn of the century, Bols was aggressively marketing its lines, and nearly all European dynasties had appointed them Royal Warrants. In 1873 Bols won a Fortschritts-Medaille at the Weltausstellung 1873 Wien and one year later became purveyor to the imperial court in Vienna. Other courts followed such as several kings and queens of the Netherlands, Belgium, Luxembourg, Greece, Sweden, Denmark, Monaco, and later in more modern times the courts of Ethiopia and Nepal.

After World War I, distilleries were started in France (1921), Poland (1922), Switzerland (1929), Canada (1932), South Africa (1933), Belgium (1934), Argentina (1935), Spain (1935) and the United States (1947).[4] Bols also grew through takeover, including the firms of Hoppe and Wynand Fockink, its largest competitor since 1679. In 1954, the last of the Moltzer family left the board of directors, and Bols Distilleries became a publicly traded company.

Diversification edit

Bols continued to expand its reach over the next few decades until it participated in almost every geographic market in the world. Management was quick to realize, however, that societal trends away from alcohol consumption, particularly spirits, threatened the company. Genever was still a large component of Bol's revenues, and this was a particularly difficult market to grow outside of its native Netherlands, as global drinkers tended to prefer the British "dry" style of gin. A strategy of diversification through acquisition was adopted, and in 1977 Italian brands Cynar and Biancosarti, both aperitifs, were added, and in 1983 the company added its first non-alcoholic beverages with the acquisition of Terme di Crodo, makers of still and sparkling mineral waters, non-alcoholic bitters, and sodas, including Crodino, and various other fruit flavored beverages. (In a later divestiture, these brands became part of Campari Group). Through the 1980s, Bols continued to expand its range of non-alcoholic beverages with particular emphasis on the Italian and Swiss markets.

Already a leading producer of alcoholic beverages in its home country, Bols became the dominant producer of genever with its 1986 acquisition of Rotterdam based Henkes [nl]. In addition, this allowed Bols to vertically integrate itself, as Henkes had a network of retail liquor stores in the Netherlands. In 1988, Bols acquired Strothmann Brennereien GmbH & Co AG., instantly giving it the largest market share in the Korn Schnapps market, along with distribution channels and production facilities in Germany.

In 1989, Bols formed a joint venture with Gedistilleerd en Wijngroep Nederland (GWN), the wine and distilled beverages unit of Heineken, forming Bols Benelux B.V. The venture attained a near 50% market share in the Dutch liquor business, due in part to GWN's earlier acquisition of Bokma, another leading genever brand. The joint venture expanded into the rapidly growing wine segment, purchasing 85 percent of Consortium Vinicole de Bordeaux (CVBG), formerly part of Douwe Egberts. Other smaller French wine houses were quickly added to the portfolio. The company also boosted its operations in Italy in 1990, buying up Ottavio Riccadonna, adding that company's Spumante and Ricadonna brands.

Wessanen merger edit

By 1993, competition and consolidation in the industry had become cutthroat. Heineken decided to retrench to its beer business, and sold off its stake in the joint venture for 58.6 million guilders. Dutch foods giant Royal Wessanen and Bols saw a natural fit for horizontal integration, and a merger was completed into a new company: Bols Wessanen. From the beginning, integrating the two lines of business was difficult, and so led to profit pressures. The 1995 annual stockholders meeting was contentious[5] and the company decided to focus its growth efforts toward the food sector. In 1997, the company moved to a new headquarters and production facility in Zoetermeer.

By 1999, it was obvious that the partnership wasn't working. The Bols side of the business was being neglected, and management wanted to unlock its potential for growth and profitability. CVC Capital Partners, a private equity firm, agreed, and a management buyout by the executive board (R.van Ogtrop, M. Emondts and T. Coenen ) was engineered forming Bols Royal Distilleries. Immediately thereafter, Bols acquired a number of brands from British drinks conglomerate Diageo.[6]

Acquired by Rémy Cointreau edit

Almost immediately after the buyout, it became clear that Bols did not have the scale to effectively compete in the rapidly consolidating drinks industry. CVC Capital had an existing relationship with Rémy Cointreau, so it seemed natural to combine the two companies. In August 2000 an agreement was reached, and Remy paid CVC €510 million for Bols,[7] which retained a 9% equity stake in the enlarged group.[8] The merger was perceived as greatly helping both companies, allowing Remy to diversify into products requiring no expensive aging stock, an Eastern European distribution network, and access to Bol's management skills, while giving Bols access to Remy's joint venture worldwide distribution alliance, Maxxium.[9]

The synergies of the combined company were immediately felt. Remy reported a string of strong earnings and profit growth,[10][11] until a weakening dollar and a temporary drop in sales of Bols Vodka in Poland due to taxation and counterfeiting issues hurt 2003 results. Results in 2004 remained weak, but strong growth was noted of the vodka brand throughout Eastern Europe, and Maxxium committed considerable resources to modernizing the Bols image, including new packaging and refocusing on a youth driven market.[12][13] Bols was awarded "Best Brand Re-Launch" by the trade publication Drinks International Magazine.

In 2005, Remy struck a complex deal with Central European Distribution Corporation (CEDC), 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.[14][15][16] The deal gave each company access to the other's distribution networks. Remy also received a seat on CEDC's board of directors. CEDC would later buy Bol's Hungarian subsidiary and trademarks.

Management buyout edit

In 2005, Remy decided to focus on its premium brands, and on 8 December, it announced it would sell the Bols brand to concentrate on its core drinks. On 16 March 2006, Remy announced the sale of Bols to European investment fund ABN AMRO Capital (75%), together with a management group led by Mr. Huub van Doorne (25%). Mr. Van Doorne was a member of Rémy Cointreau's Management Board, and led the team that revitalized the Bols brand under Remy's ownership. Mezzanine capital was provided by GSC Group.[17] The new company is named Lucas Bols, B.V. and is headquartered in Amsterdam. Its assets include the production facilities in the Netherlands, along with the brands, Bols, Galliano, Vaccari Sambuca, Pisang Ambon and Damrak Gin, plus leading Dutch Origin spirit brands such as Bokma and Hartevelt genevers and Coebergh.[2] [18] Distribution will still be mostly done by Maxxium, although the United States will be handled by new partner William Grant & Son, USA.,[3] a wholly owned subsidiary of William Grant & Sons.

Marketing edit

Bols targets the "on-trade" market, i.e. bars and restaurants and positions itself as a leader to bar owners and their staff in support, innovation and new product development. The brand seeks to be a part of the mixology and cocktail culture.[19] Bols sponsors trade associations, campaigns, and bartending academies and competitions.[20]

The Bols museum in Amsterdam presents the history of the brand, its manufacturing methods and ingredients, and interactive exhibits. Visitors can practice flair bartending.

The Bols bartending academy offers accredited courses in bartending, flair bartending, mixology (the method behind bartending) and hospitality management.[21]

Products edit

Bols produces a number of different brands. It is common in the drinks industry for companies to buy and sell brands among themselves, as business decisions are made about what market space a particular company wants to occupy. With constant consolidation and divestiture in the industry, a company's brand portfolio is usually in a state of flux. Bols owns brands that it has historically produced, as well as ones acquired in various stages of its evolution, either directly or through joint ventures or other partnerships.

Liqueurs edit

Bols branded edit

Bols has long produced liqueurs it marketed under its own eponymous brand, going back in time to the very first products it made. Currently, it produces a line of 38 different flavors, sold in the new teardrop shaped bottle. These include:

Also documented elsewhere, but not officially mentioned by Bols are blackberry liqueur and sour apple liqueur. Note: Although fruit brandies are not strictly liqueurs, Bols classifies theirs as such, perhaps due to added sweeteners.

Pisang Ambon edit

Pisang Ambon is a banana and tropical fruit flavored liqueur.

Galliano edit

Galliano is a complex anise, vanilla and herbal liqueur first produced by Vaccari. It is also confusingly the brand name for a line of other liqueurs from Vaccari, most or all of which are no longer produced. The line included an amaretto, a black sambuca, a white sambuca, and a white peach liqueur.

Vaccari Sambuca edit

Sambuca is a traditional Italian liqueur flavored with star anise.

Bootz edit

Bootz is a Dutch-only brand which includes a wide range of liqueurs and spirits. One of these is the no longer existing liqueur Tip van Bootz.

Coebergh edit

Coebergh is a Dutch only brand which is the number one liqueur and the biggest drinks brand marketed to women in the Netherlands.[3] It is produced in four styles: Coebergh Classic has a blackcurrant/blackberry flavor, Coebergh Red has a cranberry flavor, Coebergh Cherry and Coebergh raspberry. In the Netherlands it is informally referred to as 'bessen',(literally meaning berries), often in a mix with Sprite or 7-up.

Evita edit

A Dutch-only coffee flavored liqueur.

Goldstrike edit

A Dutch-only cinnamon schnapps, similar to Goldschläger. A less alcoholic version with silver flakes called Silverstrike also exists.

Kontiki edit

Kontiki is a gin-based liqueur flavored with lemon and grapefruit.

Zwarte Kip edit

Zwarte Kip is an advocaat, a thick and creamy eggnog flavored liqueur.

Liquors edit

Bols branded edit

Bols has a line of internationally shipped vodka, flavored vodkas, gin, and genever. As noted above, in Eastern Europe, the Bols brand is produced and marketed by another entity, CEDC.

Damrak Gin edit

Damrak is a luxury, international-style gin. It has been well reviewed in independent drinks competitions. Damrak was Amsterdam's first harbor, and the name pays tribute to the original genever trade.

Bokma edit

Bokma is a Dutch-only brand of genevers, Lemon Genever, and Lemon Brandy.

Claeryn edit

Claeryn is a Dutch-only brand of jonge genever. Claeryn was also involved in an important legal case involving trademarks. The Benelux Court of Justice held that a similarly named liquid detergent infringed due to the concept of detriment of repute.[22]

Els La Vera edit

Els La Vera is a traditional bitters from the Limburg region, popular in the south of the Netherlands.

Hartevelt edit

Hartevelt is another complete line of genevers and lemon brandy.

Hoppe edit

Yet another jonge genever.

Parade edit

An old Dutch value brand used in off-trade (home) mixing.

Statistics edit

In 2016 to 2019, there was a 5.6% loss in Lucas Bols, leading to less profitability of shareholders.

See also edit

Notes edit

  1. ^ . . Lucas Bols. Lucas Bols, N.V. Archived from the original on 3 January 2015. Retrieved 17 September 2007. Lucas Bols BV is the oldest Dutch company still active, and the oldest distillery brand in the world.
  2. ^ a b "ABN AMRO Capital announces return of Bols to the Netherlands in EUR 210 million deal" (Press release). ABN AMRO. 9 March 2006. Archived from the original on 21 October 2006. Retrieved 31 August 2006.
  3. ^ a b c (Press release). Lucas Bols. 13 March 2006. Archived from the original (DOC) on 14 July 2011. Retrieved 31 August 2006.
  4. ^ "BOLS FIRM TO GET NEW JERSEY PLANT; Building in Englewood to Be Erected for Old Liqueur Concern of Holland". The New York Times. Section: Real Estate. 23 July 1947. p. 39. Ervan Lucas Bols, Inc., liqueur concern of Holland, wall [sic] have its first American plant in Englewood, N. J., Lawrence W. Pugh, technical director of the company, announced yesterday.
  5. ^ Bloomberg Business News (6 April 1995). "Bols Wessanen strategy to focus on food". The New York Times. Retrieved 5 September 2007. {{cite news}}: |last= has generic name (help)
  6. ^ Bloomberg News; Business and Financial Desk (30 September 1999). "Diageo Sells Last of Four Liquor Brands". The New York Times. Late Edition – Final, Section C. pp. 4, Column 3. ...Diageo sold Asbach, a German brandy, and Metaxa, the world's biggest-selling Greek liquor, to Bols Royal Distilleries, owned by the British buyout firm CVC Capital Partners Ltd. {{cite news}}: |last= has generic name (help)CS1 maint: multiple names: authors list (link)
  7. ^ Sorkin, Andrew Ross (23 August 2000). "Remy Cointreau to buy Bols". The New York Times. World Business Briefing: Europe. Retrieved 6 September 2007.
  8. ^ "Remy Cointreau and Bols merge". Corporate Money. Centaur Publishing Ltd. 6 September 2000.
  9. ^ Owen, David (15 September 2000). "Remy Cointreau finds a cure for hangover: After a long night of foreign slumps and high gearing, the French drinks group has bounced back to buy Bols". Financial Times. Companies and Finance: Europe.
  10. ^ Minder, Raphael (21 June 2001). "Remy may divest some brands: French drinks group set to streamline operation after acquisition of Bols". Financial Times. Companies and Markets. p. 1. ...Remy reported yesterday a 71 per cent rise in net profits to Euros 94m for the year to 31 March. Sales climbed 26 per cent to Euros 926m. The earnings, which included six months of revenues from Bols, were slightly higher than analysts' forecast...
  11. ^ Minder, Raphael (14 June 2002). "Remy uncorks profits, up 12%". Financial Times. Companies and Finance: Europe. p. 1.
  12. ^ "Maxxium to position Bols as 'celeb drink'". Media Relations. PR Week. 20 August 2004. ...a range of different media promotions will be created because the 27 variants of Bols appeal to several distinct target markets...[and] seeks to link the brand more closely with its theme of 'lust for life'
  13. ^ "Bols in overhaul to ease handling". Marketing. Haymarket Business Publications Ltd. 3 November 2004. Promotional activity will target women through celebrity magazines such as OK! and Hello!. Women make up a high proportion of Bols drinkers, according to Maxxium.
  14. ^ "Central European Distribution Corporation Signs Definitive Stock Purchase Agreement With Rémy Cointreau and Takirra Investment Corp. to Acquire Bols Sp. z o.o., Poland's Third Largest Distiller" (Press release). Central European Distribution Corporation. 27 June 2005. Retrieved 6 September 2006.
  15. ^ "Central European Distribution Corporation Completes Strategic Alliance With Remy Cointreau; Acquires Bols Sp. z o.o., Poland's Third Largest Distiller" (Press release). Central European Distribution Corporation. 17 August 2005. Retrieved 6 September 2006.
  16. ^ (PDF) (Press release). Rémy Cointreau. 17 August 2005. Archived from the original (PDF) on 15 October 2006. Retrieved 6 September 2006.
  17. ^ . GSC Group. GCS Group. Archived from the original on 2 January 2008. Retrieved 20 September 2007.
  18. ^ "Rémy Cointreau completes the disposal of Bols FOR €210 million" (Press release). Rémy Cointreau. 10 March 2006. Retrieved 6 September 2006.
  19. ^ Sherer, Michael (July–August 2002). . Cheers. Adams Beverage Group. Archived from the original on 28 December 2007. Retrieved 12 September 2007.
  20. ^ "Trend: Liqueurs". Beverage Business. Hotel & Restaurant. 1 September 2003. Retrieved 12 September 2007. Bols is another brand working hard to promote liqueurs in the on-consumption market, with a highlight being the Bols Academy Roadshow....
  21. ^ Grant, Ben (15 August 2007). "Bols launches bartending academy". Drinks Business. Nikki Morrison, UK brand manager, says: "Bartenders are the top priority for Bols and the Bols Bartending Academy is the perfect way to inspire bartenders and demonstrate our support...."
  22. ^ Claeryn / Klarein, Case A 74/1, judgment of 1 March 1975, Jurisprudence of the Benelux Court of Justice 1975, p. 472.

Further reading edit

  • "De lange levens van zeven Nederlandse bedrijven" by Wim Wennekes. 1990.
  • "De branderijen in Holland tot het begin der negentiende eeuw" (The Dutch distilleries till beginning of the 19th century) by P.J. Dobbelaar. 1930
  • Several contributions to the Quarterly Magazine of the Dutch bottle collectors club "De Oude Flesch" by Lodewijk van Sint Maartensdijk. 1979–1995.

External links edit

  • Lucas Bols N.V. official site
  • House of Bols official site 30 September 2007 at the Wayback Machine

lucas, bols, this, article, needs, updated, please, help, update, this, article, reflect, recent, events, newly, available, information, february, 2019, dutch, public, company, business, production, distribution, sales, marketing, alcoholic, beverages, claims,. This article needs to be updated Please help update this article to reflect recent events or newly available information February 2019 Lucas Bols N V is a Dutch public company in the business of production distribution sales and marketing of alcoholic beverages It claims to be the oldest distillery brand in the world 1 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 2 3 Lucas Bols N V Company typePublicTraded asEuronext BOLSIndustryDrinksFounded1575HeadquartersAmsterdam the NetherlandsKey peopleHuub van Doorne CEOProductsAlcoholic beveragesRevenue 80 million 2017 Net income 15 million 2017 OwnerAAC Capital BeneluxNumber of employees68Websitewww lucasbols com Contents 1 History 1 1 Beginnings 1 2 Van t Wout era 1 3 Moltzer family era 1 4 Diversification 1 5 Wessanen merger 1 6 Acquired by Remy Cointreau 1 7 Management buyout 2 Marketing 3 Products 3 1 Liqueurs 3 1 1 Bols branded 3 1 2 Pisang Ambon 3 1 3 Galliano 3 1 4 Vaccari Sambuca 3 1 5 Bootz 3 1 6 Coebergh 3 1 7 Evita 3 1 8 Goldstrike 3 1 9 Kontiki 3 1 10 Zwarte Kip 3 2 Liquors 3 2 1 Bols branded 3 2 2 Damrak Gin 3 2 3 Bokma 3 2 4 Claeryn 3 2 5 Els La Vera 3 2 6 Hartevelt 3 2 7 Hoppe 3 2 8 Parade 4 Statistics 5 See also 6 Notes 7 Further reading 8 External linksHistory editBeginnings edit In 1575 the Bols family opened their distillery t Lootsje the little shed in Amsterdam 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 1640 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 Van t Wout era edit Napoleon s defeat in 1815 sparked buying interest in the company and Rotterdam financier Gabriel Theodorus van t Wout acquired the firm with the condition that the company permanently retain the Bols name New ownership revitalized the company A price list from 1820 shows over 300 varieties of liqueurs bitters elixirs and gins it is possible that some of these were never produced and were merely disinformation aimed at competitors Van t Wout succeeded in bringing the distillery back to profitability but by 1822 a falling out with partner Coenraad Adriaan Temminck caused him to abandon his efforts with the company In 1842 Van t Wout wrote a manuscript entitled Distillateurs en Liqueurbereiders Handboek door een oude patroon van t Lootsje English Distillers and Liqueur makers Handbook by an old patron of The Little Shed which is now in the Bols archives Moltzer family era edit In 1868 the firm was again sold this time to the Moltzer family who greatly expanded the company In 1889 the Rozengracht canal was filled in order to provide a new major thoroughfare for Amsterdam The old site was abandoned and a modern steam powered distillery was built in nearby Nieuw Vennep Other distilleries were built in Scheveningen and in Emmerich just over the Dutch border in Germany In 1892 the company was reorganized into an LLC Former Dutch colonial possessions proved natural markets for the group s products and a rapid international expansion followed By the turn of the century Bols was aggressively marketing its lines and nearly all European dynasties had appointed them Royal Warrants In 1873 Bols won a Fortschritts Medaille at the Weltausstellung 1873 Wien and one year later became purveyor to the imperial court in Vienna Other courts followed such as several kings and queens of the Netherlands Belgium Luxembourg Greece Sweden Denmark Monaco and later in more modern times the courts of Ethiopia and Nepal After World War I distilleries were started in France 1921 Poland 1922 Switzerland 1929 Canada 1932 South Africa 1933 Belgium 1934 Argentina 1935 Spain 1935 and the United States 1947 4 Bols also grew through takeover including the firms of Hoppe and Wynand Fockink its largest competitor since 1679 In 1954 the last of the Moltzer family left the board of directors and Bols Distilleries became a publicly traded company Diversification edit Bols continued to expand its reach over the next few decades until it participated in almost every geographic market in the world Management was quick to realize however that societal trends away from alcohol consumption particularly spirits threatened the company Genever was still a large component of Bol s revenues and this was a particularly difficult market to grow outside of its native Netherlands as global drinkers tended to prefer the British dry style of gin A strategy of diversification through acquisition was adopted and in 1977 Italian brands Cynar and Biancosarti both aperitifs were added and in 1983 the company added its first non alcoholic beverages with the acquisition of Terme di Crodo makers of still and sparkling mineral waters non alcoholic bitters and sodas including Crodino and various other fruit flavored beverages In a later divestiture these brands became part of Campari Group Through the 1980s Bols continued to expand its range of non alcoholic beverages with particular emphasis on the Italian and Swiss markets Already a leading producer of alcoholic beverages in its home country Bols became the dominant producer of genever with its 1986 acquisition of Rotterdam based Henkes nl In addition this allowed Bols to vertically integrate itself as Henkes had a network of retail liquor stores in the Netherlands In 1988 Bols acquired Strothmann Brennereien GmbH amp Co AG instantly giving it the largest market share in the Korn Schnapps market along with distribution channels and production facilities in Germany In 1989 Bols formed a joint venture with Gedistilleerd en Wijngroep Nederland GWN the wine and distilled beverages unit of Heineken forming Bols Benelux B V The venture attained a near 50 market share in the Dutch liquor business due in part to GWN s earlier acquisition of Bokma another leading genever brand The joint venture expanded into the rapidly growing wine segment purchasing 85 percent of Consortium Vinicole de Bordeaux CVBG formerly part of Douwe Egberts Other smaller French wine houses were quickly added to the portfolio The company also boosted its operations in Italy in 1990 buying up Ottavio Riccadonna adding that company s Spumante and Ricadonna brands Wessanen merger edit By 1993 competition and consolidation in the industry had become cutthroat Heineken decided to retrench to its beer business and sold off its stake in the joint venture for 58 6 million guilders Dutch foods giant Royal Wessanen and Bols saw a natural fit for horizontal integration and a merger was completed into a new company Bols Wessanen From the beginning integrating the two lines of business was difficult and so led to profit pressures The 1995 annual stockholders meeting was contentious 5 and the company decided to focus its growth efforts toward the food sector In 1997 the company moved to a new headquarters and production facility in Zoetermeer By 1999 it was obvious that the partnership wasn t working The Bols side of the business was being neglected and management wanted to unlock its potential for growth and profitability CVC Capital Partners a private equity firm agreed and a management buyout by the executive board R van Ogtrop M Emondts and T Coenen was engineered forming Bols Royal Distilleries Immediately thereafter Bols acquired a number of brands from British drinks conglomerate Diageo 6 Acquired by Remy Cointreau edit Almost immediately after the buyout it became clear that Bols did not have the scale to effectively compete in the rapidly consolidating drinks industry CVC Capital had an existing relationship with Remy Cointreau so it seemed natural to combine the two companies In August 2000 an agreement was reached and Remy paid CVC 510 million for Bols 7 which retained a 9 equity stake in the enlarged group 8 The merger was perceived as greatly helping both companies allowing Remy to diversify into products requiring no expensive aging stock an Eastern European distribution network and access to Bol s management skills while giving Bols access to Remy s joint venture worldwide distribution alliance Maxxium 9 The synergies of the combined company were immediately felt Remy reported a string of strong earnings and profit growth 10 11 until a weakening dollar and a temporary drop in sales of Bols Vodka in Poland due to taxation and counterfeiting issues hurt 2003 results Results in 2004 remained weak but strong growth was noted of the vodka brand throughout Eastern Europe and Maxxium committed considerable resources to modernizing the Bols image including new packaging and refocusing on a youth driven market 12 13 Bols was awarded Best Brand Re Launch by the trade publication Drinks International Magazine In 2005 Remy struck a complex deal with Central European Distribution Corporation CEDC 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 14 15 16 The deal gave each company access to the other s distribution networks Remy also received a seat on CEDC s board of directors CEDC would later buy Bol s Hungarian subsidiary and trademarks Management buyout edit In 2005 Remy decided to focus on its premium brands and on 8 December it announced it would sell the Bols brand to concentrate on its core drinks On 16 March 2006 Remy announced the sale of Bols to European investment fund ABN AMRO Capital 75 together with a management group led by Mr Huub van Doorne 25 Mr Van Doorne was a member of Remy Cointreau s Management Board and led the team that revitalized the Bols brand under Remy s ownership Mezzanine capital was provided by GSC Group 17 The new company is named Lucas Bols B V and is headquartered in Amsterdam Its assets include the production facilities in the Netherlands along with the brands Bols Galliano Vaccari Sambuca Pisang Ambon and Damrak Gin plus leading Dutch Origin spirit brands such as Bokma and Hartevelt genevers and Coebergh 2 18 Distribution will still be mostly done by Maxxium although the United States will be handled by new partner William Grant amp Son USA 3 a wholly owned subsidiary of William Grant amp Sons Marketing editBols targets the on trade market i e bars and restaurants and positions itself as a leader to bar owners and their staff in support innovation and new product development The brand seeks to be a part of the mixology and cocktail culture 19 Bols sponsors trade associations campaigns and bartending academies and competitions 20 The Bols museum in Amsterdam presents the history of the brand its manufacturing methods and ingredients and interactive exhibits Visitors can practice flair bartending The Bols bartending academy offers accredited courses in bartending flair bartending mixology the method behind bartending and hospitality management 21 Products editBols produces a number of different brands It is common in the drinks industry for companies to buy and sell brands among themselves as business decisions are made about what market space a particular company wants to occupy With constant consolidation and divestiture in the industry a company s brand portfolio is usually in a state of flux Bols owns brands that it has historically produced as well as ones acquired in various stages of its evolution either directly or through joint ventures or other partnerships Liqueurs edit Bols branded edit Bols has long produced liqueurs it marketed under its own eponymous brand going back in time to the very first products it made Currently it produces a line of 38 different flavors sold in the new teardrop shaped bottle These include Advocaat an egg based liqueur Amaretto an almond flavored liqueur made from apricot pits Apricot brandy Bitter orange a lighter orange colored liqueur made from Spanish oranges and bitter herbs Blueberry liqueur Butterscotch schnapps Blue Curacao a deep blue orange flavored liqueur made from a variety of orange types and herbs This is Bols signature product and is commonly referred to as Bols Blue Cherry brandy The cherry pit is also used imparting a slight almond flavor Coconut liqueur with rum flavoring Coffee liqueur Creme de Banane with vanilla almond herbs and spices Creme de cacao brown Creme de cacao white Creme de Cassis a blackcurrant flavored liqueur Dry Orange Curacao a dark orange colored liqueur made from orange peels and bitter herbs Grune Bananes liqueur Green Tea liqueur Kirsch liqueur a clear Schwarzwalder cherry brandy with added sweetener Kiwi liqueur Lychee liqueur Maraschino a clear Marasca cherry flavored liqueur Bols makes with Kirsch and a selection of herbs Mango liqueur Melon liqueur Parfait Amour a purple colored Rose petal and orange liqueur with a hint of vanilla Another of Bols centuries old recipes Passion fruit liqueur Peach liqueur Peppermint Green and White Bols Creme de Menthe products Pomegranate liqueur Prinzenkirsch a sweeter juicier Kirsch Raspberry Framboise liqueur Red Orange liqueur A bright red sweet blend of citrus and tropical fruit such as passion fruit and peach Sloe Gin liqueur Strawberry fraise liqueur Triple sec Curacao a clear orange liqueur Triple Sec amp Lime liqueur A fusion of lime extract and Triple Sec Vanilla liqueur Watermelon liqueur Also documented elsewhere but not officially mentioned by Bols are blackberry liqueur and sour apple liqueur Note Although fruit brandies are not strictly liqueurs Bols classifies theirs as such perhaps due to added sweeteners Pisang Ambon edit Pisang Ambon is a banana and tropical fruit flavored liqueur Galliano edit Galliano is a complex anise vanilla and herbal liqueur first produced by Vaccari It is also confusingly the brand name for a line of other liqueurs from Vaccari most or all of which are no longer produced The line included an amaretto a black sambuca a white sambuca and a white peach liqueur Vaccari Sambuca edit Sambuca is a traditional Italian liqueur flavored with star anise Bootz edit Bootz is a Dutch only brand which includes a wide range of liqueurs and spirits One of these is the no longer existing liqueur Tip van Bootz Coebergh edit Coebergh is a Dutch only brand which is the number one liqueur and the biggest drinks brand marketed to women in the Netherlands 3 It is produced in four styles Coebergh Classic has a blackcurrant blackberry flavor Coebergh Red has a cranberry flavor Coebergh Cherry and Coebergh raspberry In the Netherlands it is informally referred to as bessen literally meaning berries often in a mix with Sprite or 7 up Evita edit A Dutch only coffee flavored liqueur Goldstrike edit A Dutch only cinnamon schnapps similar to Goldschlager A less alcoholic version with silver flakes called Silverstrike also exists Kontiki edit Kontiki is a gin based liqueur flavored with lemon and grapefruit Zwarte Kip edit Zwarte Kip is an advocaat a thick and creamy eggnog flavored liqueur Liquors edit Bols branded edit Bols has a line of internationally shipped vodka flavored vodkas gin and genever As noted above in Eastern Europe the Bols brand is produced and marketed by another entity CEDC Damrak Gin edit Damrak is a luxury international style gin It has been well reviewed in independent drinks competitions Damrak was Amsterdam s first harbor and the name pays tribute to the original genever trade Bokma edit Bokma is a Dutch only brand of genevers Lemon Genever and Lemon Brandy Claeryn edit Claeryn is a Dutch only brand of jonge genever Claeryn was also involved in an important legal case involving trademarks The Benelux Court of Justice held that a similarly named liquid detergent infringed due to the concept of detriment of repute 22 Els La Vera edit Els La Vera is a traditional bitters from the Limburg region popular in the south of the Netherlands Hartevelt edit Hartevelt is another complete line of genevers and lemon brandy Hoppe edit Yet another jonge genever Parade edit An old Dutch value brand used in off trade home mixing Statistics editIn 2016 to 2019 there was a 5 6 loss in Lucas Bols leading to less profitability of shareholders See also edit nbsp Liquor portal nbsp Drink portal List of oldest companiesNotes edit About the Company Lucas Bols Lucas Bols N V Archived from the original on 3 January 2015 Retrieved 17 September 2007 Lucas Bols BV is the oldest Dutch company still active and the oldest distillery brand in the world a b ABN AMRO Capital announces return of Bols to the Netherlands in EUR 210 million deal Press release ABN AMRO 9 March 2006 Archived from the original on 21 October 2006 Retrieved 31 August 2006 a b c BOLS COMES HOME AS WORLD S OLDEST DISTILLER RETURNS TO THE NETHERLANDS IN 210 MILLION EURO DEAL Press release Lucas Bols 13 March 2006 Archived from the original DOC on 14 July 2011 Retrieved 31 August 2006 BOLS FIRM TO GET NEW JERSEY PLANT Building in Englewood to Be Erected for Old Liqueur Concern of Holland The New York Times Section Real Estate 23 July 1947 p 39 Ervan Lucas Bols Inc liqueur concern of Holland wall sic have its first American plant in Englewood N J Lawrence W Pugh technical director of the company announced yesterday Bloomberg Business News 6 April 1995 Bols Wessanen strategy to focus on food The New York Times Retrieved 5 September 2007 a href Template Cite news html title Template Cite news cite news a last has generic name help Bloomberg News Business and Financial Desk 30 September 1999 Diageo Sells Last of Four Liquor Brands The New York Times Late Edition Final Section C pp 4 Column 3 Diageo sold Asbach a German brandy and Metaxa the world s biggest selling Greek liquor to Bols Royal Distilleries owned by the British buyout firm CVC Capital Partners Ltd a href Template Cite news html title Template Cite news cite news a last has generic name help CS1 maint multiple names authors list link Sorkin Andrew Ross 23 August 2000 Remy Cointreau to buy Bols The New York Times World Business Briefing Europe Retrieved 6 September 2007 Remy Cointreau and Bols merge Corporate Money Centaur Publishing Ltd 6 September 2000 Owen David 15 September 2000 Remy Cointreau finds a cure for hangover After a long night of foreign slumps and high gearing the French drinks group has bounced back to buy Bols Financial Times Companies and Finance Europe Minder Raphael 21 June 2001 Remy may divest some brands French drinks group set to streamline operation after acquisition of Bols Financial Times Companies and Markets p 1 Remy reported yesterday a 71 per cent rise in net profits to Euros 94m for the year to 31 March Sales climbed 26 per cent to Euros 926m The earnings which included six months of revenues from Bols were slightly higher than analysts forecast Minder Raphael 14 June 2002 Remy uncorks profits up 12 Financial Times Companies and Finance Europe p 1 Maxxium to position Bols as celeb drink Media Relations PR Week 20 August 2004 a range of different media promotions will be created because the 27 variants of Bols appeal to several distinct target markets and seeks to link the brand more closely with its theme of lust for life Bols in overhaul to ease handling Marketing Haymarket Business Publications Ltd 3 November 2004 Promotional activity will target women through celebrity magazines such as OK and Hello Women make up a high proportion of Bols drinkers according to Maxxium Central European Distribution Corporation Signs Definitive Stock Purchase Agreement With Remy Cointreau and Takirra Investment Corp to Acquire Bols Sp z o o Poland s Third Largest Distiller Press release Central European Distribution Corporation 27 June 2005 Retrieved 6 September 2006 Central European Distribution Corporation Completes Strategic Alliance With Remy Cointreau Acquires Bols Sp z o o Poland s Third Largest Distiller Press release Central European Distribution Corporation 17 August 2005 Retrieved 6 September 2006 Remy Cointreau completes its strategic alliance in Poland with CEDC PDF Press release Remy Cointreau 17 August 2005 Archived from the original PDF on 15 October 2006 Retrieved 6 September 2006 Investments Representative selection GSC Group GCS Group Archived from the original on 2 January 2008 Retrieved 20 September 2007 Remy Cointreau completes the disposal of Bols FOR 210 million Press release Remy Cointreau 10 March 2006 Retrieved 6 September 2006 Sherer Michael July August 2002 Cordially yours cordials have solidly evolved from after dinner afterthought to mainstream cocktail ingredient Cheers Adams Beverage Group Archived from the original on 28 December 2007 Retrieved 12 September 2007 Trend Liqueurs Beverage Business Hotel amp Restaurant 1 September 2003 Retrieved 12 September 2007 Bols is another brand working hard to promote liqueurs in the on consumption market with a highlight being the Bols Academy Roadshow Grant Ben 15 August 2007 Bols launches bartending academy Drinks Business Nikki Morrison UK brand manager says Bartenders are the top priority for Bols and the Bols Bartending Academy is the perfect way to inspire bartenders and demonstrate our support Claeryn Klarein Case A 74 1 judgment of 1 March 1975 Jurisprudence of the Benelux Court of Justice 1975 p 472 Further reading edit De lange levens van zeven Nederlandse bedrijven by Wim Wennekes 1990 De branderijen in Holland tot het begin der negentiende eeuw The Dutch distilleries till beginning of the 19th century by P J Dobbelaar 1930 Several contributions to the Quarterly Magazine of the Dutch bottle collectors club De Oude Flesch by Lodewijk van Sint Maartensdijk 1979 1995 External links editLucas Bols N V official site House of Bols official site Archived 30 September 2007 at the Wayback Machine Retrieved from https en wikipedia org w index php title Lucas Bols amp oldid 1190072146, wikipedia, wiki, book, books, library,

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