Partner Content: ROLUS
With over 330 years of beverage craftsmanship in his family, Carl Nolet III is bringing that legacy to the non-alcoholic space with ROLUS, a brand designed for a modern social landscape. Rooted in real botanicals and functional ingredients, ROLUS aims to redefine non-alcoholic beverages with a fresh perspective that emphasizes keeping the good times going. In this interview, Carl shares insights on the brand’s origins, ingredient sourcing, and his new concept of “social hydration.”
Dry Atlas: Carl, you come from a long line of beverage makers. How has your family’s heritage influenced the development of ROLUS, especially in terms of taste and quality?
Carl Nolet III: It’s in everything we do. For over 330 years, my family has been obsessed with taste and quality. We don’t think in quarters; we think in generations. That’s how we’ve built enduring brands like Ketel One Vodka and NOLET’S Gin, and that same philosophy runs through ROLUS. As the 12th generation of my family’s business, I wanted to expand into non-alcoholic drinks with the same commitment to quality.
Our approach starts with real botanicals. My family has been blending botanicals for over 300 years, and my Family Archives inspired us for ROLUS, just like they did for our NOLET’S Gin. Thoughtful ingredient sourcing is crucial because it directly impacts taste. That commitment to crafting something refreshing and experiential is what we strive for. It’s also what attracts a great team; it takes brilliant minds to make something truly special, and we believe ROLUS is exactly what today’s consumers are looking for.
DA: You could have created a non-alcoholic spirit, but you took a different route. What about today’s consumer informed that decision?
CN: The non-alcoholic category is growing fast, and there are so many directions you can go. For us, it wasn’t about mimicking spirits. At least, we didn’t see it that way. Instead, we identified a gap in the market. Consumers today want taste and functionality. They want to know what’s in their drink, why it’s there, and how it benefits them.
With ROLUS, we made sure it has everything people want and none of what they don’t. We use real botanicals for taste, include electrolytes for hydration, and balance everything to create an experience similar to a premium alcoholic beverage. The Champagne-like bubbles, the rich flavor—it’s all there. Plus, it mixes beautifully, so it works on its own or in cocktails. That versatility was key to our development process.
DA: You source ingredients from specific locations rather than relying on artificial flavoring, and you’ve mentioned the Nolet Family Archives influenced those choices. How so?
CN: Our Family Archives are enormous, like football-stadium big. They contain centuries of botanical knowledge: which ingredients pair well, which flavors complement each other, geographies where to find the best herbs, spices, and botanicals. That foundation guided the development of ROLUS.
We rely on botanicals, a touch of citrus, and Hawaiian sea salt for electrolytes. Some ingredients, like sea salt, are new to our family’s history, but we always look for the best sources. This combination of tradition and innovation ensures ROLUS isn’t just another trendy product—it’s built to last, like everything we do. We think in generations, not quick wins, and that’s reflected in the way we approach ingredient selection. We like to be on-trend, not trendy.
DA: Were there any challenges in balancing those ingredients to achieve the right taste?
CN: Absolutely. Balance is everything, and it’s incredibly hard to get right. A small tweak can completely alter the flavor. The biggest challenge was creating the perfect mix of citrus, botanicals, and electrolytes, while keeping the drink light and refreshing.
ROLUS had to be something you’d want more than one of, not a one-and-done drink. On top of that, it had to mix well with spirits. That added another layer of complexity because it needed to stand alone, but also enhance a cocktail. We spent four years fine-tuning that balance to get it just right.
DA: You also worked with wellness experts throughout this process. How did they contribute?
CN: We built a medical wellness team that included doctors, dietitians, and wellness experts. Finding the right people took time, but it was essential. The doctors and dietitians provided the science—how much sodium, magnesium, and other elements were needed. The wellness experts focused on real ingredient sourcing.
For example, the wellness experts helped us choose Hawaiian sea salt because it contains no microplastics and retains its trace elements. They also recommended Greek verbena for its immunity-supporting properties. This collaboration ensured that ROLUS is backed by science and wellness principles.
DA: ROLUS introduces the concept of “social hydration.” What does that mean to you?
CN: Social hydration is a new concept and we’re pioneering it. Alcohol has dominated social settings for a long time, but people now want options. ROLUS fits into those moments when you want to keep the fun going, but also stay hydrated.
It’s about versatility. ROLUS looks and feels like a premium drink, so it blends seamlessly into social occasions. It’s not a sports drink, but it provides electrolytes. It’s not an energy drink, but it has that refreshing kick. It meets people where they are, whether they’re drinking alcohol or not. That’s what makes ROLUS a social chameleon.
DA: The brand identity of ROLUS is playful and energetic, which stands out in the non-alc space. How did you decide upon that direction?
CN: We didn’t want to be another wellness brand. That space can feel isolating. We wanted energy, confidence, and a bit of an edge—something eye-catching and fun.
ROLUS is about celebrating togetherness while staying fresh and hydrated. People want to enjoy the moment but also feel good the next day. That’s where we come in. We’re not about restriction. We’re about expanding options and making social occasions more inclusive.
DA: Zooming out, you’re also working on a regenerative farming initiative. How does that tie into ROLUS?
CN: It started after I watched Kiss the Ground on Netflix. That documentary changed my whole perspective. Initially, regenerative farming was simply something I was passionate about personally, but our Marketing Director [Jason Bowden] asked how we could integrate it into ROLUS, as he understood that soil hydration is as important as human hydration.
ROLUS is about hydration using real ingredients. Regenerative farming is the same principle: hydrating the soil, using real inputs, and avoiding chemicals. It’s still a new initiative for us, but we’re committed to raising awareness and encouraging people to support these farms. It’s all connected: better farming leads to better ingredients, which leads to better drinks.
DA: You’ve mentioned you’re building ROLUS to be a long-lasting brand. What are your future aspirations?
CN: We’re just getting started. The non-alc space is evolving fast, and ROLUS is leading the charge in making hydration social, fun, and flavorful. People will always want great-tasting drinks. We’ll keep innovating to provide that.
That means new flavors, new formats, and new ways to connect with our audience. But no matter what we do, we’ll stay true to what makes ROLUS special. We’re thinking in generations, and that’s what will keep us moving forward.
This interview has been edited for length and clarity.
