Why do easy when it can be hard?
Are there different wines on the market called Braun? This is what IJmuiden entrepreneur Matthijs Braun (31) wondered when the corona outbreak also left him out of work. He found the answer himself by driving around Europe in search of Braun wines. And now he imports the tastiest bottles of bubbles, red, white and rosé... from Braun.
It is a special story, which Matthijs Braun has to tell. A true hospitality man, he worked as a consultant for the renowned restaurant Diga in Haarlem just last year. After Covid-19 chased everyone home, Matthijs had only one piece of advice: "Keep the doors closed."
And so he found himself without a 'job' himself. "I did my job at Diga as a self-employed person and also knew immediately that I would start a new company. It's just that I don't like working for a boss, I'm too stubborn for that. But which way it would go? I had no idea."
Until a friend treated him to a bottle of wine with the name 'Braun' on the label. Suddenly the penny dropped. This became his new goal: bringing the Braun family to the Netherlands. In other words: wines bearing the name Braun or Brown, or Bruno or Maronne (Italy), Brun (France) or the Spanish-speaking Marròn. As long as the 'family name' was reflected on the label.
Flamboyant
"Did they even exist, different wines with the name Braun?" asked the flamboyant entrepreneur, with his hair locks down to over his shoulders and slot hat on his bearded head. After a brief internet search, he came up with 45 wineries. Matthijs decided to re-register at the Chamber of Commerce. That wine would take centre stage in his new venture is not surprising: he developed a passion for wines at Star restaurant Hotel Merlet in Schoorl. From the owner Martin van Bourgonje, he was offered a course that earned him the title sommelier (wine connoisseur) yielded. "I am still grateful to Martin for that," said the inspired IJmuiden native.
Boy's dream
He calls it a boyhood dream. Matthijs called wineries in Europe saying he wanted to honour them with a visit. "Then it was recorded with: 'Weingut Braun'. I then said: 'Mitt Matthijs Braun'. Yes, then it's like having family of mine on the line."
Matthijs went on a journey and wants his customers to experience that journey too. His website shows how he visits wine families. "I think it's important to really take people along. For me, it's not about cold selling wine, I want to share experience. That's why on the website we show everything about the adventure, the journey, the encounters. We even made a documentary of my encounters with the wine families. So everyone can see how special they are. And the nice thing is: ''they are all men'' Generally, the winemakers are my age, short in their 30s. Whereas you expect to find a Godfather of 70 with a walking stick among the vines. There is a younger generation active in the wine industry with much more knowledge of today. It's nice to think of things together, that gives so much energy."
With open arms
The wines of farmers who have the Braun name on their labels are not taken for sale in advance. As a 'sommelier', Matthijs is extremely critical. "I initially pick the wines by name and then go and taste them one by one. Only if I am really impressed do I add it to our collection." And winemakers in Germany, France and Austria - the countries he has visited so far - welcome their 'namesake' with open arms. "It really feels like family when I visit," he says.
And now he has gallons of wine from Europe in a cellar for sale? "Yes indeed! But that is going to change. The wine will soon go directly from the winery to the customer. And we will personally let them know that the wine is on its way." Matthijs cannot stress it often enough: he is all about experience. He wants his customers to experience what he experiences. "Many wineries have a beautiful resort. We are now organising overnight stays. So that customers can meet the families, taste wine and stay overnight. That way, we become a booking office as well as a wine importer, haha."
Challenge
Why does he choose this route? Surely you can import and sell wine in a much simpler way? Mathijs laughs. "That's the easy way, but why do easy if you can do difficult? I like the challenge. We like more to come up with something unique and come up with fun initiatives every day to raise awareness of the experience." And who is 'we'? "I have a club of people around me who do things they are much better at than me. My father has been an advertising entrepreneur for years and helps me get the brand out there. And my uncle is a copywriter. And so the family feeling comes into its own here with us as well."
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