Bols Genever is designed to introduce bartenders and their guests to the classic white genever spirit. Bols Genever was re-launched in Holland on September 5th, 2008 and is imported into the United States by Cattani Imports and is distributed by Young's Market in New York and Southern Wine & Spirits in California. The new Bols Genever product is based on the 1820 recipe that brings together all of Bols experience distilling genever since then 1600's. The recipe contains over 50% maltwine in its recipe as it has since 1920.

As of October 1, 2008 Bols Genever has been available throughout New York and California at exclusive liquor shops and bars rolling out internationally throughout the 2008 year and early into 2009. Bols Generver's goal is to attack the marketing channels heavy so bartenders can understand and appreciate the genever spirit and begin serving it to patrons.

The suggested retail price of Bols Genever is USD $38.95.

The history of Bols Genever dates back to 1575, the year the Bols family established their distillery in Amsterdam. The first Bols Genever product was launched in 1664 and the recipe was re-designed and revolutionized in 1820 to optimize the balance of taste. The new recipe contained a subtle level of botanicals making it suitable for cocktail creation.

In 1823, Bols Genever shipped to the United Stastes and soon became popular importing six times the product than that of gin by 1880. The product grew many fans including that of Jerry Thomas, the first celebrity bartender and author of the first cocktail guide The Bartenders Guide written in 1862. The product was re-launched in 2008 with a heavy attack on making bartenders aware of the spirit again.

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