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1973: the first herbal bitter

The next successful introduction is kicking off: Kalmoes Beerenburg. Introduced in 1973 Hooghoudt the gin drawn on lemon peels.
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Beerenburg Calmus
The unique Beerenburg Kalmoes is refined and complex with 77 herbs. It is a herbal bitter with a soft character, derived from the calamus root. You taste notes of cinnamon, nutmeg and ginger. The ingredients such as laurel, gentian root and a pinch of orange and lemon extract are on the go for three weeks.

"We don't make ordinary Beerenburg but Kalmoes Beerenburg, not ordinary lemon jenever but jenever drawn on peels. We make everything ourselves as much as possible."
– Hero Jan Hooghoudt junior

TV commercial
For the Hooghoudt Beerenburg, which was still called Beerenburger at the time, was then made a TV commercial: