Established in 1575, The Lucas Bols Company is one of the world’s oldest distilleries. Yet, for a company that celebrated its 450th anniversary in 2025, Bols has managed to retain enviable agility.
“The company mantra is, ‘We’re a 450-year-old startup,’” says CEO Frank Cocx. “Yes, we have heritage, but on a day-to-day basis, the culture is very entrepreneurial.” That means fewer meetings and hierarchy, employing people with a wide range of ages and experiences, and taking risks when warranted.
Headquartered in Amsterdam, the Dutch company is best known for making a colorful array of more than 30 liqueurs, notably orange Curaçao—a key ingredient for margaritas, mai tais, and more—and eye-catching blue Curaçao. Over the years, Bols has steadily added to its global portfolio through acquisitions and partnerships. Some of the best-known brands in North America include Pallini Limoncello, Passoã fruit liqueurs, Partida Tequila, Italy’s Galliano, and Fluère, a collection of non-alcoholic spirits.
Because these liqueurs and spirits are often mixed into cocktails, connecting with the bartender community has been critical to innovation and success.
We’ve got the stomach to sit through a couple of bad quarters. We’ve been there before. We don’t freak out.
Frank Cocx, CEO, The Lucas Bols Company
“Seventy-five percent of our business is on-premise,” meaning at bars and restaurants, explains Brett Dunne, Managing Director – North America. “We’ve always been a bartender-focused company.” That strategy has worked both ways: supporting bar pros through educational opportunities has kept Lucas Bols front of mind, but it has also fostered a feedback loop.
“The bartender engagement program has allowed us to stay ahead of the curve of emerging trends,” Dunne says. “Nobody knows more than the person handling bottles 40 or 50 hours a week.”
Another benefit of working with a company with centuries of history: perspective. During a time when the industry seems singularly challenged, Lucas Bols is enviably calm.
“We’ve got the stomach to sit through a couple of bad quarters,” Cocx says. “We’ve been there before. We don’t freak out.” From the vantage point of the long view—some might say the longest possible view—the company sees opportunity during a moment of cyclical and structural change.
“We try to focus on identifying pockets of growth,” he says, whether that identifying means up-and-coming markets like Africa or occasions like non-boozy brunches where zero-proof Fluère can shine.
“We’re not standing still,” Dunne sums up. “We’re not resting on our laurels. For a 450-year-old company, I believe the best is yet to come for us.”
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The post Our Spirit Brand of the Year Calls Itself a ‘450-Year-Old Startup’ appeared first on Wine Enthusiast.
