Overview: With the Chinese market experiencing rapid growth in the spirits industry, Lucas Bols has taken a disciplined approach to expanding its presence. By focusing on building real commercial programmes rather than paying upfront listing fees, the company is establishing itself as a key player in China’s booming on-trade.
The Full Story
Lucas Bols’ history dates back to 1575 when it was founded in Amsterdam. Today, the company has established itself as one of the world’s leading cocktail companies with a portfolio that includes Bols liqueurs, Passoã passion fruit liqueur, Galliano Italian herbal complex, and Tequila Partida. The brand is building on its success by expanding into China’s rapidly growing on-trade market.
Lucas Bols’ strategy in China involves deploying its brands through hands-on partnerships with venues. By focusing on the development of cocktail culture rather than merely listing products, the company has been able to create a significant impact in the market. The brand is working closely with bartenders and venue owners to develop co-created signature cocktails menus that showcase its portfolio.
The results speak for themselves, as evidenced by Lucas Bols’ successful partnership with JW Marriott hotels. This programme saw an average 28% increase in cocktail sales at participating venues, highlighting the effectiveness of the brand’s approach. By investing in skilled teams and building real commercial programmes, Lucas Bols is demonstrating its commitment to long-term growth.
Production & Profile
Lucas Bols’ production process involves a rigorous attention to detail and quality control measures throughout every stage. The company prides itself on using only the finest ingredients and traditional methods of distillation, ensuring that each product meets the highest standards of excellence.
The brand’s portfolio offers an extensive range of products catering to diverse tastes. From Bols liqueurs with over 40 flavors to Passoã passion fruit liqueur, which has become a favorite among Chinese consumers for its unique and refreshing flavor profile. Galliano Italian herbal complex adds a sophisticated twist with its intricate blend of herbs, while Tequila Partida offers the premium spirits trend.
Brand & Industry History
Lucas Bols’ history spans over four centuries, making it one of the oldest companies in the industry. Founded by Lucas van der Borght in 1575, the company has played a significant role in shaping cocktail culture worldwide. With its rich heritage and legacy as a leader in spirits production, Lucas Bols continues to innovate and adapt to changing market conditions.
China’s on-trade sector is rapidly expanding due to an increasing demand for cocktails among consumers. This growth presents opportunities for companies like Lucas Bols that are willing to invest time and resources into building strong partnerships with venues and bartenders. By establishing itself as a key player in this space, Lucas Bols aims to capitalize on the market trend.
What This Means
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