Marketing
Bols has greatly increased its marketing presence under the leadership of Mr. Van Doorne, first as part of Remy Cointreau, and now as an independent company. The vision is to drive the Bols brands growth and profitability through the "on-trade" market, meaning in bars and restaurants. To do this, Bols is positioning itself as a leader to bar owners and their staff in support, innovation and new product development. Bols wants its ingredients to be thought of as an irreplaceable component in mixology and cocktail culture, as it capitalizes on evolving trends in the use of liqueurs. To this end, Bols actively courts bar owners, bartenders and consumers through a marketing strategy of trade associations, campaigns, sponsorships, and bartending academies and competitions.
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