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American cocktail market must give Bols a boost
AMSTERDAM – Although he is increasingly targeting the ordinary consumer, his marketing focus is mainly on the bartender. Because as an influencer, he has to choose Lucas Bols liqueurs to make his cocktails and to serve them to customers. Those cocktails account for three quarters of the turnover. CEO Huub van Doorne about the lagging share price, the declining sales of young genever, and how the cocktail market in the United States should grow his company faster.
