Bols ‘strengthens’ US presence with new liqueur
Dutch spirits company Lucas Bols has launched Bols Maraschino Liqueur in the US, as it strives to “strengthen” its position in the American liqueurs market.
Lucas Bols has introduced Bols Maraschino Liqueur in the US marketThe new flavour variant was inspired by 18th century Europe, a period during which the brand claims the maraschino flavour initially became popular.
“Bols Maraschino is a clear, cherry-flavoured liqueur with the bright, slightly sour taste of fresh Marasca cherries, edged with hints of almond and rose petal,” said Piet van Leijenhorst, Lucas Bols master distiller. “It’s a classic ingredient that is essential to any bar.”
Bols Maraschino Liqueur is designed to provide a more accessible and “affordable” option to bartenders seeking to make classic cocktails.
“The idea here is to make classics like the Martinez, Hemingway Daiquiri, Beachcomber and Aviatino, to name just a few, accessible to cocktail enthusiasts who maybe don’t have US$40 to spend on a liqueur,” added Anthony Pullen, Lucas Bols brand ambassador. “The Maraschino liqueur selection in the US has long been limited and certainly has not featured a product that combines quality and affordability the way Bols Maraschino does.
“We’re thrilled to bring an alternative to the market. Moreover, the ergonomic design of the new Bols bottle makes it easier than ever for bartenders to mix cocktails in the midst of a busy shift.”
Available now throughout the US in on- and off-trade establishments, Bols Maraschino is bottled at 24% abv and carries an RRP of US$17.99 per 750ml bottle.
In February, Lucas Bols floated shares on the Amsterdam stock exchange for the first time, and also launched what it claims is the oldest genever in the US since Prohibition.
