Ketel One Vodka Elevates the Martini in New 'Made to Cocktail' Campaign

With 11 generations of Nolet distilling experience, family-made Ketel One celebrates the craft, discernment and exceptional taste behind the modern martini

Campaign at-a-Glance:

• A new chapter of Made to Cocktail puts the martini at the center of Ketel One Family Made Vodka's brand story, spotlighting the craftsmanship, discernment and attention to detail behind a Ketel One martini. Those in the know, know, "Don't give me 'just a martini,' give me a Ketel One Martini."
• The campaign brings the martini experience to life through new creative and consumer activations, including Ketel One Martini Social Club events at participating bars and restaurants in Los Angeles, Miami, New York City and Chicago, with reservations available through OpenTable. In partnership with TAPE, Ketel One is offering three VIP memberships.
• The campaign reinforces Ketel One Vodka's longstanding connection to the martini, rooted in 11 generations of Nolet family distilling expertise and the vodka's creation in 1983 specifically to deliver the smoothness, flavor and finish suited to a martini.

NEW YORK, Nov. 12, 2026 /PRNewswire/ -- Ketel One Family Made Vodka unveils the next chapter of its Made to Cocktail campaign, celebrating the world's most iconic cocktail, the martini, and the vodka that makes it exceptional. Starting today, the new spots roll out across CTV, digital and social, supported by experiential activations in partnership with OpenTable and TAPE.

The cinematic campaign introduces a cast of distinct characters, each declaring exactly how they take their martini: wet, dry, dirty or espresso; shaken or stirred; garnished with olives. The creative captures the details of the martini ritual, featuring Ketel One poured over ice, the rhythm of stirring, and the finishing garnish. Viewers are left with what separates a good cocktail from a great one, with Ketel One as the ultimate sign of exceptional taste.

Elevated taste has a source. Before introducing Ketel One in 1983, Carolus Nolet Sr. spent nearly a decade perfecting a vodka with the smoothness, flavor and finish to stand up in a classic martini, drawing on 11 generations of Nolet family distilling expertise. Over 335 years of craftsmanship continue to shape the future of cocktail culture, transforming Ketel One's heritage into living proof of what it means to be Made to Cocktail.

"For our family, the martini has always been at the center of everything we do. It's the cocktail my father set out to make better when he first created Ketel One Family Made Vodka, with a relentless attention to detail that still defines us today," says Carl Nolet Jr., Eleventh Generation. "Today, we see the same attention to detail from martini drinkers themselves. They know exactly how they like their martini, from the preparation to the garnish, and most importantly, the vodka they ask for by name. Those in the know, know, 'Don't give me 'just a martini,' give me a Ketel One Martini.'"

As part of the Made to Cocktail campaign, the Nolet family recently welcomed long-standing brand partner, Ketel One Spirit Advisor, actor and entrepreneur Patrick Schwarzenegger, to the Nolet Distillery for an immersive, firsthand experience, from distillation to the final pour. New content from the visit will extend the creative across Ketel One's social channels, introducing the brand's craftsmanship to a new generation of martini drinkers.

From martini connoisseurs to the curious, Made to Cocktail goes beyond the screen, offering elevated cocktail-driven programming through the Ketel One Martini Social Club.

In partnership with TAPE, Ketel One is offering three VIP memberships, unlocking access to the cultural moments that shape modern taste - from restaurant openings to invite-only events. To enter, consumers must follow @ketelone_us AND @tapeselects on Instagram and comment on the posted Sweepstakes message with #KetelOneXTapeSweepstakes. The sweepstakes begins on November 12 and ends on November 22, 2026. Applicants must be 21+ to enter, subject to Official Rules*. Separately, from November to January, consumers can reserve a spot at a Ketel One Martini Social Hour at participating restaurants and bars in Los Angeles, Miami, New York City, and Chicago. Each experience features a Secret Menu of Ketel One Martinis and a food pairing, with reservations available through OpenTable.

"While the martini is timeless, it's undeniably having a moment, with dollar sales in bars and restaurants up 29% in the last quarter of 2025 alone, according to NielsenIQ's BeverageTrak Cocktail Report," says Jessica Rawlins, Brand Director, Ketel One Vodka. "Today, how you order your martini has become a statement in itself, and this campaign celebrates that the Ketel One call gives drinkers confidence that their order is in good taste."

Developed with creative agency Alto, Made to Cocktail is now live across linear TV, streaming and digital & social platforms, including HBO, Roku, Peacock, NBC, among others. For more information, visit KetelOne.com or follow along on Instagram @KetelOne_US.

*NO PURCHASE NECESSARY. U.S. only. Void in MD, ME, NJ & where prohibited. Winners selected at random. Alcohol NOT part of prize. Acceptance of winners as TAPE members at Tape Project, Inc.'s sole discretion & NOT guaranteed. If winner is denied TAPE membership, Sponsor & Tape Project, Inc. will NOT have any liability. Sponsor: Diageo Americas, Inc., New York, NY.

Sweepstakes is in no way sponsored, endorsed or administered by, or otherwise associated with, Instagram. 

About Ketel One Family Made Vodka
Ketel One Family Made Vodka is inspired by over 335 years and 11 generations of the Nolet Family's distilling expertise. Ketel One is crafted using only the highest-quality ingredients, including 100% non-GMO grain and is gluten-free. That quality has led to global recognition with Drinks International as the number one trending vodka in the world's best bars, a top ten bartenders' choice of vodka, and one of the best-selling vodkas in the world's best bars (Drinks International Brands Report, 2022). Inspired by the passionate pursuit of excellence in their craft, Ketel One continues to toast to the artists, trailblazers and innovators in the entertainment industry. Follow Ketel One Family Made Vodka on Instagram for additional inspiration and information: @KetelOne_US.

Diageo NA
Marissa Cassinelli
[email protected]

Bullfrog + Baum
Sasha Lampert / Elena Dabby
[email protected] 

SOURCE Diageo