Ever since H G Wells published the seminal novel The Time Machine, a great hypothetical preoccupation has surrounded where and when you would visit if time travelling were possible.
The height of the Roman Empire, 10,000 years into the future or the Jurassic era might be popular choices.
Visiting the 17th century to experience the original taste and spirit of Bols Genever might be a bit further down the list, but this is exactly what brand owner Lucas Bols wants to offer.
You don’t actually get to travel back in time, but the producer calls its new Bols Genever 100% Malt Spirit (47% abv) a ‘special edition genever aimed at bartenders and consumers who wish to travel back in time to experience the original taste of the spirit as it was in the 17th century’.
Lucas Bols has been making genevers since 1664 – possibly creating an almighty tussle with Kronenbourg for supremacy in that fine year – and uses a unique malt spirit recipe, which is at the heart of all its genevers.
In the 17th century, Bols Genever consisted purely of malt spirit. By re-releasing this original recipe genever, Lucas Bols is showcasing its unique malt spirit for bartenders to discover and experiment with.
To mark the launch, 100 limited edition clay jars with a wax seal, featuring hand-written calligraphy and the Lucas Bols master distiller Piet van Lijenhorst’s autograph, have also been released.
He said: ‘As master distiller for over 30 years, this is one of my favourite genever expressions as it truly showcases our unique malt spirit recipe. Bols Genever 100% Malt Spirit has a huge complexity and richness, for those who like to taste real genever in its most original and purest form. This special edition explains why all Bols Genevers are so unique in taste.’
‘Pioneering is at the heart of Bols and dates back to the creation of Bols Genever in 1664,’ chief executive Huub van Doorne added. ‘By launching the most original of genevers, we take genever back to before the birth of cocktails giving bartenders and consumers an original taste of this exciting spirit.’