Focus on JD
JD is a bartender in Weert, two hours southeast of Amsterdam, who has pivoted from catering and bartending gigs to his own mail order cocktail business.
Five Questions for JD
What is the last drink you have at the end of a shift?
My own twist on a Sazerac.
Your bartender idol?
Roy Meijer.
What is your bartender superpower?
Guest Engagement. [Sharla’s Note: his smile]
If you were a bar tool, what tool would you be?
Speed opener.
Free pour or jigger?
Free pour.
Here is an interview I did with JD in the spring of 2020.
In the meantime, JD has been busy at work with his new venture, JD Hospitality.
Since COVID, his original consultancy idea morphed into a mail order business for cocktail boxes. Check him out in the video below:
I asked Jan Dirk Huijser van Reenen about his new venture called J.D. Hospitality. This Dutch 28-year old oozes charm and has a new venture in his mixing glass.
JD Hospitality’s logo
S: Well, the first thing I want to know about is your cool logo. What ìs the story behind it?
JD: The J you could see in the glass represents the first letter of my name and could be seen as the liquid/spirit of my company. My main focus is based around cocktails (bar consults, competitions and catering). Therefore, the outer rim of the glass is the letter D. The dot you see is the dot for the letter J, but in Dutch we say (puntje op de i zetten) meaning eye for detail/to refine. “dotting the i” is the same in English I believe. The hospitality industry is all about the experience, adding value and personalization. In my opinion you make the difference in the details. And that is what I stand for!
S: Can you give me a little bit about your background and how this experience has led you to start your venture?
JD: Back in 2011 when I started studying hospitality management and business administration I got in touch with a cocktail caterer and consultant called “The Fabulous Shaker Boys”. This company employed the best bartenders at the time for High-end events and I used to work for them every now and then. So I learned a lot from the big boys, asking questions like; what do you read, why do you grab your bottle like this and not like that? What is your opinion regarding working and exhibition/flair? We started pushing one another and Roy Meijer and I decided to organize some get-togethers. We used to call it “jam sessions” so that everyone could share their own expertise. No topic was too crazy, from how to (professionally) flirt behind the bar to infusions, how to impress on competitions, inspiring products & the classics.
So after a couple of competitions and seeing many venues over the years, I decided to freelance and do this by myself (2015). This was a good time because hospitality was flourishing and there was high demand for good bartenders & consultants. But the main reason was because I really liked what I was doing. After graduating, until 2017 I did some catering, helped cocktail bars that were understaffed, worked for The Fabulous Shaker Boys, worked on a yacht, spirits festivals and I did a lot of gigs for Tommy Hilfiger and Calvin Klein. They have their headquarters in Amsterdam with a huge hospitality department called “Peoples Place”. Those were outstanding events!
The last few years I have been working off and on at some hot spots in the south of the Netherlands. One of them is called Mr. Sammi in Roermond. During that time people started to ask me to do consultancy for them again. My girlfriend asked me “why aren’t you doing this anymore?” And I realized that I really miss the creativity, interaction with guests, the entire industry is just one of a kind. Therefore, I decided to start freelancing again.
S: What will JD Hospitality focus on?
JD: Bar consultation will be the main focus, is from training employees to making cocktail menus and giving seminars. Also, I will do cocktail catering. And for fun and exposure in the business I will start competing in cocktail competitions again.
S: Where will you source your clients?
JD: Mainly through my own network. And hopefully my Instagram account; Jan.Dirk.Hospitality will grow and I could source clients through there as well. The website is currently under construction.
S: What is your USP?
It is me. With a degree in hospitality management and business administration it puts me in a perfect position to help bar owners both behind the desk and behind the bar. A professional attitude is essential but you have to get your numbers right. As mentioned before, in hospitality it is all about details, making people feel at ease, personalization, basically dotting the i. That is where you make the change, and that is exactly what I love to do. In addition, it is also my sincere interest in guests and their stories plus my love for small talk ;).
A cocktail from JD’s Christmas selection…
This one is called “Holly Jolly Christmas”
S: In this difficult time of COVID 19, when we can't get out and enjoy bars, what are you planning?
JD: Well, not Netflix & Chill! My plan is to continue developing drinks at home. Think of new creative ideas and drinks to implement behind the bar and on the menus. In this period I will be reading a lot and doing research, do some photoshoots, work out recipes and finally work on my notes/idea book.
S: Do you think drinking practices will change when the crisis is over, and if so, how?
JD: I hope, I also think, that bartenders and bar consultants at the moment will invest in research & development. Now they have time to go crazy in the kitchen, now they have the time and hopefully energy to go crazy! Working shifts and irregular working times can be exhausting. So I hope they have the energy & creativity at the moment for the things mentioned above.
I say I hope because forced creativity does not always work like that. At least for me, if I have to be creative it does not always work. Luckily, I have always written down my strange or sometimes unique ideas once they pop up. And now is the time to prioritize and realize them.
So to answer your question will drinking practices change after the crisis; I think we are going to see some sick *ss drinks after the crisis, that will blow all our minds!
And one more to warm your spirits…
“Winter Wonderland”
S: What are the new trends that you think are not being stressed enough and that you will focus on?
JD: Trends, Trends I don’t know. Trends come and go, I will focus on just being myself and having fun. Doing things I believe in, with my vision and expertise. If you feel like promoting local businesses and do something with their products, go for it! That is the beauty about taste, taste differs. Some guests might like it and some not. In my opinion you should also look geographically. For example I live in the south of the Netherlands, where cocktails are quite new and exciting for guests. In Amsterdam and Rotterdam there is a full-on bar scene and savvy guests who are exposed to new flavours, but it’s all new for the people where I am outside the city. This is what one should always bear in mind while making menus; looking at trends, you have to know who your target is. I believe you also have the duty of educating your guests.
In my opinion people are focusing too much on what others are doing. Just focus on yourself, trust yourself, work hard and have fun along the way.
S: Can you give us a little teaser preview of what you have planned for the bar world?
JD: I have an idea that involves a fire extinguisher…
S: Thank you JD and make sure you dot those i’s!
For more information about JD, check out his portrait on SpiritsHunters.com.