Bart Jonker (30 years old) is a young, driven entrepeneur living in Amsterdam. Some of his favourite pastimes are sailing and spending time with friends.
After having worked in a family-owned bridal shop for 5 years, I was gripped by my enthusiasm for rum and decided to pursue this further.
My mate who works at E&A Scheers always used to bring all sorts of delicious types of rum that no one had ever heard of to birthday parties. That’s how he was able to create such a superb blend that really suits me, but also the people around us. When our friends kept asking us when they would be able to buy it, I decided to start a company for them: Mates. So what started small, quickly snowballed into something real which made me quit my job to fully focus on the company.
Rum is approachable, diverse and suited for a broad audience. I sail a lot and love being outdoors at the beach or in parks. The atmosphere there is not only relaxed but definitely also a mix of conviviality.
One gorgeous sunset, anchored in the middle of nowhere and watching the horizon with my two mates, really made me appreciate the beauty of rum. We all enjoyed it in our own way, one drank it neat and the other as a mixed drink. That really opened my eyes to all the possibilities that rum brings. All the different options and combinations of mixed drinks, cocktails, drinking it neat or even cooking with rum, I keep learning about it every day.
First of all, the natural taste of rum, which I translate into the smooth, sweet smell and taste. As I mentioned before, you can drink it neat but also mix it and still keep your drink stable and smooth.
That brings me to the second characteristic: the diversity of rum. The intensity it can bring but the smoothness you feel. For our Mates rum we like to say; the smell of funkiness, the taste of rum, the vision of color, the sound of freshness, and a touch of the Caribbean.
However, Rum is not only the Caribbean. No, Rum is the whole world. Everyday new things are popping up and the creativity is high. I like the tradtional ways of rum and believe in natural bases but I am still keen to explore the world.
Unfortunately at the moment we haven’t been able to contribute that much, as I’ve just started this company about a year ago and we currently only have a Gold rum. However, my goal is to introduce a line of affordable, high quality rum to the bigger audience. Starting with the Netherlands but eventually expanding to the entire world. Good rum really doesn’t have to be expensive! Sadly there’s still a lot of cheap, low-quality junk being sold.
I’ve been able to meet lots of wonderful people and have attended a substantial amount of conferences where 99% of the people react super enthusiastic and positive to Mates, which makes me get up each day with a smile on my face! In the future I hope to be able to travel the world in search of the most gorgeous, delicious, and newest types of rum.
My favorite place to enjoy rum has to be enjoying the sun on a boat, sundowner at the beach or on a café terrace with my mates. There’s not much that can make me happier! It’s all about sharing experiences, that why I always tell my mates: let’s share a Mates moment. One brings the sodas, the other one the ice and as long as I bring the rum, we’re all happy!
My favorite drink has to be our own Gold rum, combined with ginger ale! It’s really nice and fresh, but you can still fully appreciate the authentic rum taste. A winning combination, if I say so myself!
Other than rum I like to enjoy the occasional glass of limoncello.
When thinking of rum, people usually picture the large 2 liter bottles of Bacardi that they used to drink when they were younger. In the Netherlands we have an abbreviation for the combination of Bacardi rum and coke, called the Baco. This has basically become the acronym to describe a rum and coke, so most people instantly associate rum with Bacardi. However, there is so much more to rum than that. There’s such a large variation in taste and you can drink it in many different ways. Try a cuba libre with a variation of rums and you will instantly taste the difference. I would really like people to taste our Mates rum and experience this. After all, Baco and Maco (Mates and coke) are only one letter apart.
I’ve learned a lot by starting at the basis of rum. Look at light rum and study the different styles like for example the three rum worlds: English, Spanish and French. From there, find your way to heavy rums from Jamaica or the more intense French rhum agricole. Besides that, the world of premium rums (like aged) really show you what wood, temperature, climate and craft can do.
Thus my advice would be: get to know all the different rum worlds but try to avoid starting with the sugared/spiced rums first because these influence your taste and smell.
I believe in sticking to your vision and mission. By starting small you can focus on your targets. For example, the main target of our company is not to use any plastic.
However, bigger crises like the current COVID-19 crisis, are where we want to focus on our reselling Mates family, such as the liquor stores, restaurants, cafes and others alike.
Instead of just going around them and directly approaching the consumer, we want to keep working with our family. These are the people that will stay with you for life, so by helping them you’re also helping yourself and the consumer in the long run.
So let rum contribute and be like rum: funky, fun, open, and transparent and let’s share this with each other!
As a millenial it is key to think about sustainability and I believe permanence at the beginning of your brand is key to the success in the future. As a start-up you calculate your sutainability earlier than the larger firms. By starting earlier, your development has a longer run and can only improve, grow and innovate which translates into permanence of the Rum industry.
Because of the fact that Mates is blended in the Netherland, but has roots in the Caribbean, I would really like to meet the hardworking people behind these different rums. Not only the owners to learn about the origins, story and their craft, but mainly all the stakeholders that bring these amazing rums together.
Besides that I would love to spend and evening with Ian Burrel drinking all different types of rum.
Definitely spreading the word of Mates. We want to introduce a white rum but not only that. An older version maybe natural funky spiced Rum comes to mind as well. If you have a broad focus like Mates, which is for the people, you have to target a wide audience.
If I would HAVE to leave the rum industry, I would focus on the food service industries that are connected to the sea or other waters and maybe even open up my own café or restaurant. I would love to continue bringing people together by creating a place where they can enjoy each others company and of course, the taste of our own Mates rum! This way I would never have to completely leave the rum behind.
Bartenders mean so much in this industry, they can make or break your brand. After all, bartenders are the ones that promote and create the cocktails with your rum. That’s why I’m actively looking for bartenders that want to join me in bringing Mates to the next level. At the beginning of this start-up, I mainly focused on the liquor stores and smaller food service industries. However, now is definitely the time to start working with the bartenders to bring these awesome creations to the public. That’s why I’m launching Mates White Rum very soon. And who knows what more there is to come!
Be traditional but cross some lines. Blended rum creates so many possibilities; the scents and flavors are unlimited. Therefore my advice would be to develop a new creation, while still respecting the history. Really look at who you are, what you stand for and where you want to go.
You can get in touch through our website www.drinkwithmates.com, but definitely also follow our social media channels like instagram https://www.instagram.com/drinkwithmates/, to stay up to date with our developments. I like to actively keep in touch with our clients, relations and consumers. I really love seeing all the photos, shares and instagram stories that come in every day from our Mates all over the country. I can only imagine what that would be like when Mates becomes available around the whole world!
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