“I want to grow, both personally and professionally”

We are proud to introduce our new brand ambassador, Yossi Saeroon. The 28-year old mixologist grew up in the north of the Netherlands, made a name for himself in Amsterdam and can’t wait to spread the story of Sir Edmond Gin.

Mr Saeroon was supposed to start back in March, until the corona crisis put his new adventure on hold. Now bars and beach clubs are welcoming guests again, he is finally able to spread the Sir Edmond gospel with a bottle of unusual gin under his arm.

Hello Yossi, what road led you to becoming a part of the Sir Edmond Gin family?

“I started in the hospitality scene when I was 20 years old, working at a grand café in the Dutch city of Groningen. That job is what sparked my interest in the spirits industry. Through my friend and mentor David Lumulisanay I made my way to Amsterdam to become a bartender at Bar Feijoa. In my three years there, I quickly expanded my network and drastically improved my bartending skills.”

What did you learn there?

“We had a very playful way of working. Usually there were no menus. It was all about the personal taste profile of the guests and creating cocktails based on their personalities. When I started out, I wrote down everything I did. Eventually I gained the confidence to just trust my instincts and have fun with it. I love making the perfect drink and seeing guests being surprised by the different tastes. That’s very important to me: enjoying everything I do.”

What’s the most adventurous thing you have done so far in your professional life?

“In May 2019, I went to Australia to travel and to work. I was bar supervisor at a Brisbane-based bar of Ovolo Hotels, a luxury chain with multiple locations in Australia and Hong Kong. The theme was middle eastern, with an Israelian kitchen. I worked there for seven months before coming back, via Bali and Israel, to the Netherlands. Now another exciting chapter of my life has started: helping grow a brand that is as ambitious as I am.”

Ideally, where will life bring you in the years to come?

“I don’t plan ahead too much. I go where the winds take me and create a place for myself wherever I land. At this moment in my life, I am focussing on taking on new adventures. I want to grow, both personally and professionally, and believe that I will eventually end up where I am supposed to end up.”

What’s your drink of choice?

“I’m not really a cocktail drinker myself. Maybe because I’m just too critical and I prefer to make drinks for guests. Whenever I do order a cocktail, I like to keep it simple. Vermouth with tonic or a Sir Edmond Gin & Tonic with orange and cinnamon. Spiced and fresh.”