Ketel One Vodka in San Francisco at the BIX Restaurant and Supper Club. Rather than advertising directly to consumers, the company encouraged bartenders and distributors to sell their product. In 1991 Carl Nolet Jr. moved to the U.S. and founded Nolet Spirits USA. Between 2000 and 2010 the company released two flavored vodkas, Ketel One Citroen and Ketel One Oranje. Sales of Ketel One increased from 7,000 cases in 1992–1993 to 250,000 cases worldwide in 1997. 21st century Ketel One reached sales of one million cases worldwide in 2002. In 2003 the company launched its first advertising campaign, thanking Ketel One drinkers. By 2008 the company was selling close to two million cases per year. In 2008, Diageo announced an investment of $900 million in a joint venture with the owners of Ketel One, with the Nolet family continuing ownership of the distillery in Schiedam. In 2009 the brand attracted attention for its first television commercials, which seemed "tailor-made" for the post-2008 recession economy. Despite being sold in 25 countries, up until 2008 the United States was the only country where the company advertised. In 2014, The New York Times cited the Brand Keys Customer Loyalty Engagement Index as having the Ketel One brand at number 2, behind only Grey Goose among vodkas. References External links Official corporate site Diageo brands Dutch vodkas Gins Schiedam