In a basement on the Oosterstraat?
After his baker's training, Hero Jan lives in Amsterdam for a while. There he discovers that he would rather focus on distilling alcoholic beverages than baking bread. He chooses his native region Groningen, Hero Jan comes from Slochteren, to build something beautiful with his Grietje.
A few days after 'Gronings Ontzet' on August 28, 1888 – a party that celebrates the fall of the warlike bishop of Münster in 1672 – Grietje and Hero Jan open Hooghoudt proudly the doors of a shop, tasting and distillery.
They experiment to their heart's content with new recipes. Controlled fermentation of starchy crops produces alcohol to infuse fruits, peels, seeds and herbs. They make the most delicious drinks based on natural science.