Bols, the world’s oldest distilled spirit brand, has a remarkable 442-year history. Founded in 1575 in Amsterdam, the Bols family began crafting liqueurs, starting with flavors like cumin, cardamom, and orange.
In 1820, Bols introduced a groundbreaking genever recipe with a more accessible taste. This Bols Genever made its way to America in 1823, significantly influencing the emergence of cocktail culture in the USA. In 1862, Jerry Thomas penned the world’s first cocktail recipe book, where one in four cocktails were based on Dutch genever, including the enduringly popular Original Holland Gin cocktail. Since 2008, Bols has reintroduced the 1820 Bols Genever to major cocktail cities worldwide, establishing it as the preeminent genever brand globally.
Product innovation has been pivotal to Lucas Bols’ success over the years. The company’s master distiller draws inspiration from its rich heritage, resulting in successful innovations like Bols Honey and Watermelon liqueurs and groundbreaking creations like Bols Natural Yoghurt liqueur. Bols extends its product range beyond liqueurs, venturing into categories such as Bols Vodka, Bols Brandy, and Damrak Gin.
In 2007, the Bols Bartending Academy—Europe’s largest bartending school—opened in Amsterdam, providing education and inspiration to 3,000 professionals annually. Simultaneously, the House of Bols Cocktail & Genever Experience welcomed over 50,000 visitors each year, offering an interactive tour into the world of cocktails, Dutch genever, and the world’s oldest distilled spirits brand, Bols.
