Rembrandt, as it turns out, had befriended fellow Dutchman Lucas Bols, whose family produced genever, and once even paid his liquor bill with a painting by one of his students. That large canvas (The Cup of the Farao by Hendrik Heerschop) now hangs in a glass case in the fascinating House of Bols Cocktail and Genever Experience museum.
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While there are several Dutch-based genever distilleries, Bols is said to be the largest and best-known. In fact it bills itself as the “world’s oldest distilled spirit brand” - in Amsterdam since 1575. Originally, the company produced liqueurs (Lucas Bols now has 35 liqueurs sold in 100 countries).
Genever was added 100 years later.
“Gevener,” said my Dutch friend Nanda, after I convinced her to join me on a labyrinth tour of the museum, “that’s a popular drink with older people.” Maybe so, but the museum, with its flashy interior, dance hall music (in the club room), and innovative bottle shapes designed with savvy bartenders in mind, gives the impression it’s trying to appeal to a younger crowd. Opened in 2007, the museum won a prestigious Dutch Design Award.
If the property doesn’t dazzle you with its mirrors, reflective alcoves and mood-altering rooms, it’ll grab your attention with interactive exhibits that focus on the five-senses. Visitors can test their sense of smell with the 36 “sniffer” bottles. Squeezing the attached puffers releases a medley of scents.
In the Discover the Secrets of Taste section, large drawers open to reveal such items as an enormous book of herbs dating to 1644 - a reference book used by Lucas Bols, or juniper berries and cloves, which you’re encouraged to handle. Another drawer contains herbs and other ingredients used in Bols liqueurs such as vanilla pods, dried mint, star anise, black peppercorns and hops.
Then, there’s the collection of miniature Delft Blue houses, each one based on a famous building in the Netherlands. Given to KLM business class passengers since the 1950s, these were originally filled with Bols liqueur, and later Bols young genever. Each year a new house is introduced. There are now 87 in all, and they’ve become collector’s items.
I glance up at Nanda and notice an expression of shock.
“What’s wrong?” I ask.
“Last week I was cleaning and put a house just like this in a box and gave it to charity,” she laments. The wonderful Dutch trait of tidiness occasionally has its drawbacks.
Cheer up, the mirror bar (and our complimentary drink) is still ahead. But first we have to create our own cocktails, using an electronic terminal that will identify our taste preferences. The screen asks me to choose between aromatic or fruity, simple or complex, and then, one of five fruit flavours.
Seconds later, a machine spits out our personalized drink recipes, which we take to the bartender.
Nanda finds her drink a little too strong, so we share my icy Pomegranate Collins, a refreshing combination of Bols Corenwyn, pomegranate juice, mandarin slices and lemon juice.
I doubt if drinking genever will make either of us paint like an Old Dutch Master, but one thing is certain - a visit to the House of Bols museum definitely heightens the senses.
writer@interlog.com
All about Genever
- Genever was originally used for medicinal purposes and wasn’t widely consumed recreationally until the 17th century n The last descendant of the Bols family died in 1816, but the company continued to develop. After falling into foreign hands in 2000, Bols was brought back to the Netherlands in 2006.
- Traditionally, Bols Genever is filled to the rim of a tulip glass. The only way to drink it without losing a drop is to lean over and slurp the first sip from a stationary glass.
- Genever is the Dutch word for juniper. The juniper berry is one of the main ingredients in the alcoholic beverage.
- Bols zeer oude genever, the first genever distilled by Bols, is still made in copper stills using the same 400-year-old method and craftsmanship.
After the Second World War, a new recipe was created - young (jonge) genever - which is less sweet and has a lower malt-wine content.
- The Bols Bartending Academy offers a 90-minute cocktail workshop.
If you go to the Netherlands
Located across from the Van Gogh Museum, the House of Bols is open every day except Tuesday. Admission is 11.50 euros (about $14.50) or 25% off with the I Amsterdam City Card. Price includes a cocktail of your choice. The Bols shop at the end of the tour has all 36 Bols liqueurs.
Check houseofbols.com
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