Nolet Spirits U.S.A. Launches HARLEM® Kruiden Liqueur in the U.S.
Nolet Spirits U.S.A. today announces the launch of HARLEM®, a kruiden-based shot drink, imported from Holland. Best served ice cold, HARLEM is a bold, smooth blend of fresh herbs and spices with a hint of mandarin. HARLEM will roll out nationally across the U.S. beginning this month. With HARLEM, Nolet Spirits U.S.A. aims to grow the shot drink category by offering a distinctly sophisticated new shot drinking experience.
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HARLEM Shot Recipes on our MIXOLOGY Page!
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“The launch of HARLEM represents a new chapter in our family business,” said Carl Nolet, Jr., executive vice president, Nolet Spirits U.S.A. “In our research, we spoke to shot drinkers across the country and discovered that HARLEM has a broad appeal and that many of them are ready for a new shot drink. We’re thrilled to enter a growth category with such an exceptional product and to share a piece of our family history with U.S. consumers. ”
HARLEM is a special project of the Nolet family, one that has been in the making for decades and harnesses the family’s strong history of mixing herbs with spirits. HARLEM is a kruiden liqueur— kruiden being the Dutch term for herbs, which give HARLEM its bold, smooth taste. The liquid’s name pays homage to the birthplace of Carl Nolet, Jr.’s grandmother: Haarlem, a town just outside of Amsterdam.
“As our first consumer brand introduction since Ketel One® Vodka in 1983, HARLEM will play a central role in the future of Nolet Spirits U.S.A.,” said Bill Eldien, president & CEO, Nolet Spirits U.S.A. “Since the beginning, we’ve built our business on relationships we’ve nurtured with on- and off-premise accounts and distributors. These relationships, along with the Nolet family’s reputation for distilling best-in-class spirits will help to ensure a successful launch. HARLEM is new and different and will have a marketing campaign to reflect that.”
HARLEM will be made available beginning this month with a focused market roll-out planned for the following states: Nevada, New York, California, Florida, Illinois, Texas, New Jersey, Michigan, Ohio, Pennsylvania, Colorado, Wisconsin, Massachusetts and Arizona.
Click here for more information on HARLEM Kruiden Liqueur
