Est. Talks #5: Jeremy Zijlstra
Jeremy Zijlstra is the sparkling new co-host of First Dates, one of the Netherlands’ most popular TV programmes. Beyond his role as the charming bartender – easing the nerves of couples on their very first date – he was also a product developer at Bacardi, where he created Palette (a range of non-alcoholic spirits), and a creative producer at an experiential marketing agency. Whether mixing cocktails or ideas, Jeremy knows how to shake things up.
Starting behind the bar in his teens, Jeremy moved on to hosting clubs and developing innovative drink products, and now, he’s a reality TV star. With his magnetic personality captivating a wider audience as the country’s most recognisable bartender, it’s hard not to wonder what drives him. What fuels this stylish father of two to keep reinventing himself, never standing still? Established, but new.
1. Describe yourself in three words.
Live, love, laugh,… Hahaha!
No, let me try again… Spontaneous, curious, sincere.
2. With proud Surinamese roots on your father’s side, would you also consider yourself ‘Made by Amsterdam’? (as it says on our label).
Hold on a second, my Frysian roots from my mother’s side also deserve an honourable mention. Here, two distinct cultures meet, one from the northern part of the Netherlands, the other from Surinam. They stand juxtaposed in many regards, yet, from my perspective, are practically compatible and lovingly synergistic. This duality is a foundational aspect of my perspective in life.
Now, back to your initial question. I am, without question, a Mokumer, the native term for the people of Amsterdam. Originally from the tribe of De Pijp, I now pledge to De Baarsjes.
Few cities share her personality: a small-town feel with a metropolitan character. Growing up, I felt privileged by the opportunities presented, and while the city has shaped me, I also believe the influence of lush terrain is a two way street.
Allow me to illustrate in a metaphor, I view our home-base as a magnificent marble stone, marked by 750 years of accumulated sediment. Her layers are not uniform; it includes sheets of history, the influx of global influences. She tells stories of creativity, community, and influence, encompassing both the bitter and the sweet. It is with this raw, honest, and unapologetic material that we have the ultimate task of chiseling and carving out our purpose. Next to being ‘Made by Amsterdam’ I also create with, from and in my city. Quite the Meta answer if I say so myself.
3. The Palette range of non-alcoholic spirits was developed to encourage mindful drinking and creative cocktails. Can you share the sparkling inspiration behind it?
The inspiration arose directly from my background as a bartender and a recognition of necessity. I was constantly thinking in terms of new taste notes and flavour arrangements, always seeking to refine and improve upon the ordinary. Why not extraordinary?
With the rise of more conscious drinking and the deduction of alcohol from the cocktail equation, I observed a shortfall. Alternatives were lacking complexity, depth, and proper mouthfeel. The spirit has always formed the backbone of the drink. Removing it leaves a genuine void that most replacements failed to fill.
My decision was to create a range that stays away from mimicking existing spirits, but to address the function they perform. This meant creating an alternative that could provide a versatile body and genuinely understand the root flavour profile necessary for popular cocktails. The goal was to build a foundation, allowing for creative freedom for both professionals and enthusiasts, while maintaining balance. I felt that the widely adopted category term ‘non-alcoholic spirits’ or non-alc in general, was selling this broad and emerging category short and needed brand players to allow the general public to rethink pleasurable drinking.
4. Returning to the bar – albeit the one on First Dates – what do you see as the key traits of a great bartender, and how might those same traits drive success in the business world?
The most valuable traits of a good bartender are rooted in careful observation and measured action. A great bartender listens and observes keenly, filling the glasses and the conversational gaps exactly when required. At the appropriate time, never in a redundant or obvious manner. This requires you to be a good listener, but also a perceptive conversation partner. You must be people-centred and, genuinely interested and responsive rather than reactive in the moment. Anticipating any conversation or mood that defines the experience you co-create. If you can establish trust with integrity, even in a short interaction, it could lead to genuine and memorable exchanges.
In the business world, this translates directly to success in my humble opinion. Focusing attention outwardly, understanding the unspoken needs of guests, clients or colleagues, and executing accordingly. Success lies in managing circumstances by anticipating them, not merely reacting to them.
5. What is your proudest mistake?
My honourable slip occurred in 2006 when I assembled a very diverse group of individuals, from creatives, entrepreneurs, and defiant thinkers, to launch a hybrid venue, somewhere between a cultural centre and a co-working space. The latter wasn’t an household term amongst workers. Yet I had a proof of concept in Rotterdam, where I was close to such an initiative. With their blue print and blessing, I took the lead.
With little to no resources, I placed significant trust in the individual connections to pursue a greater, shared vision. My mistake was in placing too much trust in the calling and the rewards it would bring in a later stage. In my idealism I was blind to the influence of ego and the individual pursuit of status which was triggered by the high-profile location of this project. This ultimately led to the dissolution of the group within a relative short time period. It was a failure of structure, but a success in experience. It provided valuable lessons about leadership, incentives, and the practical realities of organisational structure.
6. From dreaming up new drinks, to hosting magical events, to becoming a BN’er (well-known Dutch TV personality), which projects excite you the most?
The projects that excite me the most are the ones that carry an unexpected twist or innovative component. I love to jump into the deep end, figuratively find my footing, and move forward from there. I am drawn to any challenge that requires a steep learning curve.
I often visualise this as wading into a pool: you find the point where your feet can no longer touch the bottom, and you are forced to figure out how to stay afloat. All the while aspiring to swim in lanes of Olympic-size pools. This necessity for adaptation is where growth occurs, a natural law by its own right. My assertiveness led to many projects in many different industries, from drinks development, textile innovation, assets creation for marketing purposes, rollouts in experiential software and the latest entry television. I promise there’s a design behind this awkward career path.
Anyway, I simply enjoy being close to the new. This is where work asks for trendslation (a term a friend coined). The process of making an emerging idea practical, by shifting your lens and making it palatable for a larger audience in the process. When it comes down to the practical, function over form first. This ironically translates back to defining a contemporary new form. Much like how Est. is redefining the alcohol-free category in its own rights with celebratory drinking without compromise.
7. What drives you, and what ultimately brings you the most satisfaction?
What drives me is the act of connecting people who are alike in interests, ideas, or are just on the same bandwidth.
I typically rely on a hunch or intuition, where I see it in a synchronistic fashion coming together in a first encounter. It is much like dating and feeling the first spark fly across. The satisfaction comes from experiencing the chemistry as interactions unfold, and knowing that potential has moved one step closer to fruition.
It is a privilege to be previewed to something new, especially from up-close. Witnessing the validation of ideas, the increase of enthusiasm, aspirations and goals aligning. Rare as it maybe, the ultimate reward is that profound ‘aha’ moment and having a personal paradigm shift as cherry on top.
8. Which established person do you admire the most, and why?
I only hold deep admiration for a few. Simply put, I can best relate and mirror with a person when they are close by and are not just an abstract form. In my life this has been my grandfather, a civil engineer and true provider who carried the torch of family responsibility. My admiration for established, historical figures centres on those who offer timeless wisdom. This perspective led me to research the philosophy of Stoicism, inspired partly by my grandfather’s own quiet resolve, a not uncommon trait in Fryslân (if you have paid attention thus far).
I particularly admire the legacy of thinkers like Socrates and Marcus Aurelius. Their principles hold the key to dealing with adversity and, equally important, staying grounded in moments of success. Even when the world feels unpredictable or ‘upside down’, their philosophy provides the necessary basis to remain fair, disciplined, and relentless in carrying out your duty for both yourself and others.
9. What is something that deserves more celebration?
The mentor and apprentice relationship deserves far more celebration and accolades. More common perhaps in other cultures or during different ages, it has always retained its value and is a 100% worth revisiting.
This dynamic takes many essential forms, whether fulfilling the role of an elder or, in professional life, consciously seeking out those we admire. We should actively reach out to others for their insights, wisdom, and achievements. By doing so, we not only celebrate their journey of mastery but also validate the enduring and virtuous process of knowledge transfer. Especially now in a time where A.I. becomes more and more prevalent in our information age, personal echo chambers becoming increasingly inviting, meaningful human contact is important more than ever. It is a recognition that wisdom is not innate but must be actively sought and shared to the benefit of all.
10. What’s next?
A steady mix between the expected and unexpected.
Television is a new avenue. Still learning a lot with regards to culture, where to fit in and where to go. In the end faith lies in the blessing of the audience. Interesting times, where many changes are taking place as linear television is losing relevance. Times call for reform and innovation.
After my experience with Palette I would love to get another shot at getting a drink on the market. Something where I can pour my soul and heart in and help it fly.
I will also continue to consult brands in finding ways to get back to more ‘IRL’ presence. Meaning more television, activations, events, partnerships and even technological innovation that helps people to connect in real life.
Photos: © Annemieke van der Togt
Interview with Jeremy Zijlstra, conducted by Garech Stone (Co-Founder Est., and The Stone Twins).
