Global relaunch of Bols Liqueurs

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Kirsten Blackie-Gault


Brand updates

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Lucas Bols has announced the global relaunch of its Bols Liqueurs, the world’s number one liqueur range. All its recipes are now crafted with natural botanicals to enrich their flavour with high quality ingredients to create unique tasting cocktails.

Research has confirmed that 70% of consumers prefer cocktails made with the new Bols Liqueurs over competitive brands.

To boost the relaunch, new trendsetting drink concepts have been introduced on a revolutionary cocktail gallery that is accessed via QR code on the bottle. This online portal contains cocktail tutorials which vary from easy to make, low-alcohol mixes to professional, complex cocktails. 

The Bols Liqueurs with natural botanicals will become available around the world in newly designed bottles starting this spring (on a market by market basis). 

Sandie van Doorne, creative and communications director Lucas Bols, said: “As the world’s first cocktail brand, we want to inspire bartenders and consumers to create great cocktails. Consumers around the world are increasingly conscious of their alcohol consumption and health. With our new Bols Liqueurs crafted with natural botanicals, we offer them a great base for high quality and tasteful cocktails which contain less alcohol and less calories. A revolution to the market, perfectly fitting these market trends and allowing us to further strengthen our global positioning to benefit from the ongoing rise of the global cocktail market."