Bols has been making genever in Holland since 1664.
While English gin is now very popular in America, back in the 19th century the malty Dutch version (genever) was a best seller. Many of the cocktails that are currently made with gin were originally made with genever.
I'm happy Bols Genever is back but it's too bad they didn't bring it back at a lower price point. $35 for a 750ml bottle of an unaged spirit largely obtained from grain? Come on. For example, I can get a 1.75 liter bottle of Buffalo Trace bourbon for that price and it sure takes a heck of lot more time, skill, and money for a distillery to make something like that.
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