JBCHOLLAND brings small-batch spirits into the duty free spotlight
Industry veteran Jan Baljet is opening the door for small-batch and craft spirits to gain visibility in one of the world’s most complex and competitive retail environments
The duty free spirits aisle has long been dominated by global giants, but a shift is underway. JBCHOLLAND, founded by industry veteran Jan Baljet, is opening the door for small-batch and craft spirits to gain visibility in one of the world’s most complex and competitive retail environments.
“JBCHOLLAND was set up because there is demand from smaller and niche brands to get listed in duty free and travel retail,” Baljet explains, reflecting on his years at Dufry (now Avolta). “During my time there, I built a global network and saw an opportunity to connect unique products with the right operators.”
Positioned as both a connector and curator, JBCHOLLAND works with niche spirits brands to navigate the complex but lucrative world of travel retail, from securing listings to managing distribution. For retailers, the company offers a streamlined way to diversify their assortment while simplifying product selection. And for travelers, it means discovering a broader selection of spirits beyond the usual choices.
Distilled with intention
The company’s flagship brand, Ron Cueva 1501, anchors the portfolio. The Panamanian rum is crafted from 100% sugar cane molasses and aged in American ex-bourbon barrels, delivering a complex, spice-forward profile. Baljet developed the brand with European partner Michael Ranzau and quickly scaled it across more than 15 markets in Europe.
Ron Cueva 1501’s expansion has since gone global. It recently shipped its first orders to the United States and secured listings with prominent Caribbean retailer Penha Duty Free. In the Middle East, a strategic push has resulted in placements in Sharjah, Dubai, and, starting in October, Abu Dhabi. The brand is also gaining ground in Asia, specifically in the duty free zone of Labuan, Malaysia.
Strategic distribution partnerships continue to fuel this expansion. In the Middle East, for example, the company works closely with regional distributor Truebell. "Our approach is always that when we get a listing somewhere, we also make sure that we have the right distributor," Baljet emphasizes.
Alongside Ron Cueva 1501, JBCHOLLAND’s portfolio includes Spanish Oak, a modern take on brandy. The spirit has a mahogany color and features aromas of walnut, with tasting notes of plum and raisin. Its profile is made from Pedro Ximénez grapes, which are sun-dried on mats to naturally concentrate their sugars before distillation.
Curation over quantity
JBCHOLLAND keeps its brand portfolio intentionally small. "We are only working with one tequila and one gin and one vodka," Baljet states, sharing that he believes focus is the key to the company’s success. "Duty free buyers do not want to be confronted with too many SKUs."
“Tequila is now the new trend,” Baljet adds, pointing to rising global demand for premium tequila. “Although still small outside the USA, we see a growing interest.” The company recently introduced Tecán Tequila, its “new baby on board,” with high expectations for its performance within the portfolio. Tecán Reposado is aged eight months in American white oak barrels, resulting in a smooth, rounded profile with a subtle touch of vanilla – while Tecán Blanco, made from 100% Blue Weber agave, is fermented four times longer than average to achieve a crisp, clean, and perfectly balanced character.
JBCHOLLAND has also partnered with Onder de Boompjes, one of the Netherlands’ oldest distilleries, to create MOA Vodka. Distilled using a gin-style method, MOA is infused with ginger, bergamot, and makrut lime leaves, delivering a bright, layered profile without the use of added sugars or artificial flavorings.
In the gin category, Catz Dry Gin brings 18th-century heritage and a contemporary botanical blend including juniper, cardamom, coriander, and bergamot.
The portfolio rounds out with a selection of liqueurs, including AMICI Limoncello, made with aromatic lemons from Italy’s Amalfi Coast, and Caramol, a liqueur crafted from pure vodka and caramel, based on a recipe originating in St. Tropez.
The company's journey is far from over. "Our portfolio is not complete yet," Baljet concludes, revealing his next ambition. "We are still looking out for a bourbon and a whiskey brand.”
