IN CONVERSATION WITH DOUBLE DUTCH

interview by SONNY NGO

Joyce and Raissa de Haas founded their mix-drink company Double Dutch back in 2014, shortly after graduating with their master Entrepreneurship at University College London. Growing from a passion project to a global powerhouse, the sisters share their experiences, the challenges they have faced, and their future ambitions. 

You started Double Dutch at an early age during university. How have you managed to mix such an undertaking with student life? 

Joyce: We did our bachelor and masters in finance in Antwerp, after which we moved to London to start our second master in Entrepreneurship. During our years in Antwerp, we really started as a hobby; we created tonics and mixers for our friends. They called us the Tonic Twins. 

When we hosted parties in our student accommodation, the deal was that they brought a bottle of gin, tequila, or vodka, and we would create something with it. Quite primitive usually, just with a soda stream. It was a good deal for us [laughs], because we never had to buy spirits. Instead of student dinners, we had tastings for our own sodas. It was never a business idea or anything, moreso a hobby and passion. 

But once we moved to London, we came to the conclusion that it could become a business. The spirits industry was booming there. Hospitality was 10 to 15 years ahead of us and the restaurants and bars were stunning. However, when it came to options for mixers and tonics, they remained just as limited as in the Netherlands and Belgium. And so, in our year there we decided to turn our passion into our Master thesis. It became a business plan for more innovative and healthy mixers that were not limited to gin, but also for rums and tequila. 

Our university awarded our thesis too, and we received 10.000 pounds, which we used to turn our plan into a reality. Basically, London gave us a chance to turn our hobby into a profession. I’d say it was mixing business with pleasure. 

When you moved to London, how was that change in environment? Did it work as a source of inspiration? 

Joyce: Yes definitely. We never looked at it from a business point of view, but because the London hospitality scene was so big and on point, it seemed so much more plausible to make a living out of it. The start-up environment in the UK and in London was just so much greater. Besides, our university gave us the opportunity to see our passion from a business and economical perspective. To look at it through a lens of financial viability, I think that really pushed us.

How was the transition from hobby to business? And how was it to work together with your sister? Do you think family mixes well? 

Raissa: I think it has had both pros and cons. Most beneficial is that we know each other from the inside out. There are zero trust issues and we both know our values. When I look at Joyce in a meeting, it’s as if we can communicate non-verbally. She can answer questions when I don’t feel like answering them. We can fully rely on each other, both in good and bad times. 

Still, of course, we have our little challenges and fights. Even though we have such a strong sister-like bond, those sibling quarrels stay, too. Our relationship is super emotional. We are family, after all. I think having a business partner who you are not related to would be much  more professional. For example, if Joyce and I disagree, I won’t express it politely, I will tell her in a sibling-like way [laughs]. 

How have you guys navigated a mostly-male dominated industry as two women? How do you stand your ground, even if or when people might question your decisions? 

Joyce: It is very important to stay yourself and to hold onto your vision, despite the challenges. I think our advantage is that we had to fight so much harder to “prove” ourselves to be taken seriously. But I also think that it became an even greater motivation for us to persevere and to surround ourselves with a stronger network of other female, but also male, entrepreneurs. 

The beveraging industry is male-dominated, but being a minority also has its advantages because of that. A hospitality shark might see the same brands everyday, made by the same good guy in a suit. When two young women walk in with a certain colourful vibrancy, it makes you stand out. I think it’s better to look at it from a positive perspective rather than from a negative one, and to always keep being your authentic self. 

Besides that intrinsic motivation, were there people that you consider your role models and that motivated you through those challenges? 

Raissa: Early on in our journey we realised that we needed mentors. We arrived in a city where we knew no one, in an industry we hadn’t worked before. We needed shareholders and people who offered value, besides the monetary capital. Our advisory board today has been immensely supportive, both strategically and operationally. Moreover, in the UK there are a ton of female entrepreneurial networks. We are part of Buy Women Built, a group of female founders that really help and uplift each other. I think those initiatives really aided us in expanding our knowledge and network. 

What do you think are essential traits to run a successful business? 

Raissa: Perseverance. It’s never going to be a smooth ride, you need passion for what you do. Especially in the beginning, you’ll have to make sacrifices. There are going to be days when you have to work on Christmas or during someone’s birthday, and you have to be willing to do that, and take some enjoyment out of it too, otherwise it’s going to be really hard. You need to believe in what you do, too. Personally, I think Double Dutch is the best thing there is. The industry we’re in is amazing, the people are fun, and the work is all about having a good time. I believe it’s essential to choose an industry close to your heart. 

If you could give advice to your younger selves to do something different, or the same, what would you say? 

Joyce: A couple of things. On the one hand, I would say to be more patient. Rome wasn’t built in one day either. Everything is going to take longer than you expect and you can’t build a brand in one or two years. You really have to go from bar to bar, from country to country. I think only now I am starting to realise how long that journey is going to be. On the other hand, I think I would tell myself to be more organised -– to look more ahead and prepare for the future. Don’t just look at what you need today, but also at what you will need in two years. Otherwise, you’ll be chasing your own tail. 

Speaking of the future, in the past you have shared your ambitions to make Double Dutch a global brand. Today, you are available in over 45 countries. Looking back, do you think you have achieved your goal and how do you reflect on those years? 

Joyce: I think we have reached a great milestone, but it’s definitely not a finish line. We want to grow beyond where we are now, but also to expand in the countries we’re already in. We want to make the brand even more well known worldwide. 

Recently, you partnered with us for our 11th issue launch party. How important are events for you and how was it to work with a fashion title? 

Raissa: Events are an essential way for consumers to get acquainted with Double Dutch. I think the Numéro Netherlands audience perfectly aligns with who we are trying to reach as well, so it was a great way to let our brand awareness grow. 

Joyce: I also think that a lot of the experiences in hospitality can be translated to fashion or other events, as well. So for us, the collaboration marked a full circle moment and served as a way to showcase the Double Dutch experience outside of our own industry. 

Double Dutch is very easily recognisable due to its visual markers. What was your design process like? 

Joyce: During COVID, we underwent a total rebranding. We examined the market at the time and noticed that a lot of beverages were quite traditional, and not innovative or colourful. We tried to make our designs much more vibrant, lively, and relate it to our personal stories and to the ingredients we use.

Could you also share something about the future of Double Dutch? 

Raissa: Currently, we’re busy with a total redesign of our bottle. Starting next year, it will have a completely novel design that will look beautiful and premium. Besides that, we are always busy trying out new flavours. We’re still searching for a balance between innovation and staying true to our roots – but local tastes and limited edition products are definitely on the way. 

Finally, what are your favourite flavours? 

Raissa: This is always a difficult question, it’s like picking between your favourite children [laughs]. But my favourite is the Pink Grapefruit Soda, because it is just the best combination with a Paloma or Tequila. 

Joyce: Our ginger beer is incredibly spicy and now with us heading towards winter, it blends deliciously with a Moscow Mule or a Dark n’ Stormy. It’s the perfect winter flavour.

photography DOUBLE DUTCH