Issue link: http://digital.copcomm.com/i/537687
CATEGORY REPORT 104 / the tasting panel / july 2015 For some, paying homage without seeming outdated can be tricky. Not for Bols. The well-established global liqueur brand has three dozen flavors in its portfolio and distribution in 110 countries, but lately it has answered the call for basic flavor profiles like apple and strawberry. "We're always using our past as inspiration for our future," says Jaron Berkhemer, Marketing Director for Lucas Bols USA. That's reflected in flavors like Maraschino and Bols Parfait Amour, a nod to drinks popular in the 19th century. Parfait Amour boasts a rich dark purple hue thanks to rose and violet petals, a floral aroma that gives way to vanilla, orange peel and almond notes. On the other end of the color spectrum is Bols Maraschino, a disarmingly clear cherry-flavored liqueur with hints of rose petal and the taste of fresh cherries from Dalmatia in Croatia. Historically, all trade passed through Holland's center, Amsterdam, where the brand is based, in the 16th and 17th centuries. Lucas Bols was a shareholder in the major trading company there, which gave him access to rare herbs, spices and exotic flavors along trade routes; with these ingredients, the brand's founder was able to extract from and make interesting liqueurs. With 440 years of experience in the spirits business this year, Bols could easily rest on its laurels, satisfied with its staying power. But, the secret to this global brand's success lies in exactly the opposite: innovation. The brand introduced Bols Yogurt Liqueur, a sweet and sour–tasting liqueur with a silky texture. The yogurt liqueur has only a quarter of the fat content of other cream liqueurs on the market, and doesn't curdle when mixed with other spirits or juices, a fact that delights those who care about it most. Part of being a pioneering company includes recognizing trends on the rise and tapping into the psyche of those on the front lines: in other words, what do bartenders want? "Everything is made by bartenders for bartenders," says Berkhemer. "We use bartenders in every step of the process because they are using the products every day." As bartenders are having more fun than ever making cock- tails—inspired by the trend of re-inventing 70s and 80s clas- sics—they are increasingly reaching for Bols Blue Curaçao, one of the brand's most iconic flavors. Blue cocktails are making a comeback in the likes of the Blue Hawaiian, the Harvey Wallbanger and countless tiki classics, often with a twist of craft. For its part, Bols plans to continue to draw on the past as inspiration for its future, adding flavor to the world for at least another 440 years—and beyond. Every Day is #TBT for Bols