Nolet Spirits Takes Shot With Harlem

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Curtiss Gibson
Posted: October 23, 2009

After having enormous success with upscale vodka Ketel One, Nolet Spirits USA has turned its attention to a new category: liqueurs. The Orange County, California-based spirits marketer recently introduced Harlem kruiden (herbal) liqueur to the U.S. market.
Harlem, meant to be served as an ice-cold shot, has rolled out in 14 states, including New York, California, Florida, Texas and Illinois. Harlem, named for Haarlem, The Netherlands (the town where Carl Nolet, Jr.’s grandmother was born), will be supported by a multi-million dollar marketing campaign guided by New York-based marketing firm Renegade.

Harlem is the first new product Nolet has introduced since 1983, when the company brought Ketel One to market. The liqueur will enter the market via Diageo NA’s distribution network (Diageo also owns a 50% stake in Ketel One), and will be available in 50ml ($2.99), 750ml ($22.99) and 1-liter bottles ($28.99). Nolet is hoping to grow and take a share in an ice-cold shot market that is currently dominated by Jägermeister.