The Lucas Bols Company


Festival Macumba

The Lucas Bols Company is taking its first steps towards festivals this summer by launching “Ready-to-Enjoy Cocktail Tubes”. These ready-made Tubes are ideal for the beach, park, at home or wherever you want to drink a cocktail. Festivals are a new way to reach the right target group. Three “signature cocktails” in Tubes will be served at the festivals: Pornstar Martini, Espresso Martini and Margarita Azul.

Quirijn de Koning, Global Business Director at The Lucas Bols Company: “At Lucas Bols, innovation is key. Our “Ready-to-Enjoy” cocktails are presented in a contemporary Tube made of recycled PET and taste just as good as served in a cocktail bar. Chill well, shake briefly and ready to use.”

Michiel van Rijn, founder of 10WAVES: “Bols is a beautiful, legendary cocktail brand that has been around since 1575. It’s not called ‘The World’s First Cocktail Brand’ for nothing. However, not everyone in the target group knows Bols in this way. This beautiful brand knows how to make cocktails like no other, and now it’s time for festivalgoers to experience this again.”

In setting up and taking care of the activation, The Lucas Bols Company was advised by 10WAVES from, an agency that specializes in devising, mediating, organizing and activating strategic collaborations between brands & events.


Brand activation