Hertog Jan

A great host knows the difference between ’pouring’ and ’serving’, between ’good customers’ and ’being good to your customers’ and between ’a brew’ and ’a good glass of beer’. As such, hosts are essential to the way you experience your beer in a bar or a restaurant. And that is why we decided to connect and inspire them, by launching the Hertog Jan Circle of Friends, named after the four friends who started the Hertog Jan brewery. During the inaugural meeting, famous Dutch writer and beer drinker Bart Chabot gave a fiery speech about the essence of good hospitality, after which 148 bar and restaurant owners immediately decided to become a member. An impressive result, considering our goal of 100 new memberships over a longer period of time.