Bols takes its Watermelon Liqueur to the US

Dutch spirits company Lucas Bols has launched Bols Watermelon Liqueur in the US, following its recent success in Europe.

With a portfolio now boasting more than 30 different flavours, it is hoped the US launch of Bols Watermelon Liqueur will help the brand “strengthen its position” in the country’s premium liqueur category.

“Bols Watermelon showcases fruity, sweet and juicy flavour with a hint of marzipan,” commented Piet van Leijenhorst, Lucas Bols master distiller. “It has a deliciously refreshing, well balanced taste with a surprising, long finish.

“With its juicy red colour and distinctive, mouth-watering fragrance, it can be used to add flavour to a wide variety of cocktails.”

The flavour has so far proven popular with European consumers in martinis and Watermelon spritzers, according to Anthony Pullen, Lucas Bols brand ambassador and portfolio mixologist.

“Light, fresh cocktails like watermelon spritzers are some of the most popular summer drinks and have the added benefit of being extremely low-cost to the bar and having a high reorder rate for patrons,” added Pullen.

“The second round of drinks is where bars and bartenders make their money. Cocktails made with Bols Watermelon Liqueur are tailor made to secure that second round.”

In May, Bols celebrated the 350th anniversary of Bols Genever by opening a new distillery in Amsterdam.