A round table discussion with Bill, Tom and Matt

So how did you guys start KEEL?

Bill: At my restaurant Billy's, I started thinking there really wasn’t much innovation with vodka. The only innovation was the flavors that rarely stuck around…

At the same time, I kept asking why should people change their drink when they could modify it by going with a light version of what they normally enjoy? How can we offer a product that delivers the same experience? What about a light vodka?

Tom: ...and as I was bartending in Newport, I couldn’t believe it - light beer was exploding in popularity and dominated sales in our bar.

Matt: ...and the more I heard about the idea the more I realized how smart the idea of drinking lighter was. Better tasting, more drinkable and didn’t ruin my next day.

Bill: Agreed. It’s all about having fun but being responsible at the same time.

Matt: Fun has always been the motivator for us. That’s why we’ve remained such good friends, but at the same time we like to be productive.

Bill: Wake up and get things done.

Tom: Right! Don’t be that guy! (Matt and Bill look at Tom)

Bill: So after talking about it a lot together we all decided to roll up our sleeves and get to work. We started the company from scratch.

Matt: It’s been a blast, particularly with the community that has embraced our product - and more importantly our philosophy. It’s great to see how many people feel like KEEL was missing from their lives.

Bill: The support we got from our home state of Rhode Island was incredible. It got us on our way.

Tom: Without the support of Rhode Island we definitely wouldn’t be here, but honestly the support didn’t stop there. We’ve since expanded far beyond New England and we’ve found that KEEL connects with a wide variety of folks who want to stay balanced. From millennials to folks who may or may not have their AARP card.

Matt: and extra large mammals like myself.

Bill: Right. And our goal is to give people the opportunity to own their experiences and enjoy life to the fullest. Have even more fun by staying balanced.

Tom: Keep an even keel - live the dream!

 

Our promise

 

Mission

To create spirits of unparalleled smoothness and drinkability so you can stay balanced tonight for a better tomorrow.

Pledge

We work hard to make you the best product with the best ingredients so you can have fun with your friends and reach your goals. Drink like there is a tomorrow. STAY BALANCED®.

Philosophy

We believe that when you know what you’re drinking, you own your experience. Whether sipping all day or enjoying at night, we created KEEL with your individual spirit in mind.

Yesterday, today, tomorrow

The idea for KEEL is created at Billy's restaurant, Barrington, RI.

Bill and Tom at Billy's conducting research.

BillandTomatBillys
April 2011

KEEL is officially started and we set sail.

Tom, Bill, and Matt in Newport, RI.

Bill, Matt, Tom set sail
June 2011

Time to go to work. Staying balanced.

Bill SUP boarding to work.

SUP KEEL
June 2011

First bottle of KEEL is produced.

KEEL bottle shown on a custom light stand created by a great friend.

The First Bottle of KEEL
January 2013

We sign with MS Walker as our first distribution partner.

Tom, Matt, and Bill with Mayor of Providence at MS Walker launch dinner.

Bill and Tom
February 2014

First shipment of KEEL is received.

They said it would take 2 years for us to go through it...we placed another order in 3 months.

Bill and Tom
April 2014

Our First Restaurant! The Capital Grille, Providence RI.

Bill, Tom, and Matt with Capital Grille team.

The Capital Grille
May 2014

KEEL expands out west to Colorado.

Bill and Tom
May 2017

We partner with Gillette Stadium to offer KEEL Light Lemonades on tap throughout the stadium.

KEEL Light Lemonade
September 2017

Thanks to your support, we've quadrupled our footprint since 2016 and you can find KEEL in over 11 states.

KEEL Dancing
April 2018

With your support we aim to be available throughout the world.

January 2025

Proost! Salud! Prost! Slainte! Gān bēi! Salute! Kanpai! Kanpai! Saude! Skål! Za zdravi!

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