Why Ketel One Has Placed Such A Big Bet On The Martini

Forbes

19-06-2025

Ketel One has placed a big bet on marketing activations around the martini, including an event held ... More at The Polo Bar restaurant last year in New York City.
Ketel One's big bet on the martini isn't just for National Martini Day on June 19. The Dutch vodka brand says it's all-in on the martini all year round.
'When that glass comes out, everyone thinks differently; there's an expectation that that person has a little bit more knowledge when it comes to cocktails,' Ryan Hughes, brand director at Ketel One, tells me during a virtual interview. 'That triangular-shaped glass has the opportunity to evoke a lot of emotions.'
Over the past year, Ketel One's martini-focused campaigns have included a holiday campaign with actor Patrick Schwarzenegger and a second campaign with the White Lotus star that highlighted a vesper martini that blends Ketel One with Tanqueray gin and took inspiration from the hit HBO TV show. Most recently, Ketel One is offering a sweepstakes giveaway for three Dorsia memberships, partnering with the members-only platform that raised $50.4 million in seed and Series A funding earlier this year and helps members get tables at the restaurant hot spots that are the most difficult to book.
Other recent activations have included influencer and media events at New York City restaurants The Polo Bar and Dante, as well as an espresso martini machine that can make cocktails in around 20 seconds for bars and restaurants.
The consumers that Ketel One says it is targeting with these marketing campaigns are cocktail enthusiasts who tend to be older, more likely to live in a city and come from a higher income household. 'You need someone who's going to want to get away from a vodka soda and say, 'You know what, it's time for me to have a martini,'' says Hughes.
Ketel One's martini marketing is also a nod to the brand's heritage. Ketel One was founded in 1983 by Carel Nolet Sr., part of a Holland family that has been distilling alcohol since 1691 and still retains 50% ownership of the brand after selling the other half to liquor giant Diageo for $900 million in 2008. His sons, Bob and Carl Nolet Jr., remain actively involved in managing the business.
NEW YORK, NEW YORK - NOVEMBER 19: Patrick Schwarzenegger attends Ketel One Family Made Vodka ... More Celebrates Patrick Schwarzenegger As Its First-Ever Spirit Advisor at Times Square EDITION Hotel on November 19, 2024 in New York City. (Photo byfor Ketel One Family Made Vodka)
Hughes credits Nolet Sr. for the brand's strong association with the martini. When he came to the U.S., he felt that no vodka he tried was able to shine in any of the cocktails he tried. 'And so when they created that vodka, it was always about creating unforgettable cocktail experiences,' says Hughes.
Rival vodka brands have increasingly been placing bets on the martini, which is a popular drink order at the bar, ranging from the espresso martini to even mini variations. Many have the campaigns have starred celebrities, including a spot that debuted just last week from Grey Goose featuring Oscar-winning actress Zoe Zoe Saldaña, Tito's Handmade Vodka spot with TV personality and entrepreneur Martha Stewart around Dry January and last year's campaign by Pernod Ricard's Absolut vodka with 'Espresso' singer Sabrina Carpenter.
'We've created a leadership gap and everyone is noticing that,' says Hughes. 'They're now nipping at our heels.'
Efforts to reinforce Ketel One's legacy association with the martini have paid off, according to the brand, which claims it has reached its highest level of U.S. household penetration in the last five years, citing data from market researcher Numerator. Ketel One also claims to have gained vodka market share for 105 consecutive weeks through May 24, citing data analysis from Nielsen and the National Alcohol Beverage Control Association.
Hughes says the martini's versatility can also help lure in new drinkers, those that may prefer the citrus that comes from a lemon drop or coffee in an espresso martini. Other drinks that Ketel One have recently promoted include a peppermint espresso martini and a White Lotus inspired Thai chili espresso martini. He says there's further experimentation around botanicals, cucumbers and other unique flavors that Ketel One keeps a close eye on.
'Vodka is so versatile,' says Hughes. 'It has this blank canvas for people to be able to play with.'