Ketel One has to be perfect.

In a new ad campaign, Ketel One is trying to reach out to millennials. A bit of history is brought into the limelight for the Dutch vodka brand through a series of whacky “training videos.” “Millennial consumers are looking for brands that have authentic stories and substance,” Carl Nolet Jr., executive vice president of Ketel One states. In these new commercials, we learn more about what each bottle of vodka supposedly goes though. Every batch of Ketel One must be inspected and approved by a member of the Nolet family, there are five tasting profiles that all “future master distillers” must be able to recognize in every glass, and that it is Nolet family policy to alert the townspeople of Schiedam if any artificial flavors find their way into their beloved spirit. It’s definitely an amusing approach to promoting vodka and it should appeal to millennials as the message doesn’t take itself too seriously, yet still delivers the tradition idea all at the same time.

It’s nice to see Ketel One having little fun. After all, that’s what vodka is for. Cheers!

To see more of these “training films,” click here.

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