An interview with Drink with Mates

Welcome to this interview with Drink with Mates, a brand that takes Rum to a new level. Not only with their signature Mates Rums but also with surprising innovations like Chocomates, a unique combination of Rum and chocolate balls, and the latest winter hit Glühmates, which turns any bottle of red wine into authentic mulled wine in minutes. Today, we dive into their story: from the first steps to their plans for 2026.

1. How did Drink with Mates start, and what was your original vision?

• What inspired you to begin with Rum?

Drink with Mates really started at home. Bart and I (Menno) were roommates in Amsterdam, sharing an apartment, long conversations, and a love for good drinks. At the same time, Menno was working for over eight years at E&A Scheer, one of the world’s leading Rum traders. Being surrounded by Rum on a daily basis. Mainly its origins, craftsmanship, and global culture the focus on true Rum was set. Being inspired by the idea that Rum deserved a more modern, open, and honest social approach, Bart started the business to inspire and get to know the market. Made by Mates, Drink with Mates.

What began as roommates slowly turned into “Rum-mates.” Our sport Sailing played a big role in shaping the brand. Time on the water teaches you about freedom, trust, and shared moments. The exact feeling we wanted to capture with Drink with Mates. Rum naturally fits that world: relaxed, adventurous, and meant to be enjoyed together.

• What did the first product look like, and what was your goal?

Our first product; Mates Gold Rum. A smooth, approachable Rum designed for versatility and the focus on being a typical Gold Rum without added sugars or other additives. The vision was never to create a distant luxury brand, but a Rum people feel comfortable opening with friends, whether on a boat, at home, or around a table. From the start, it was about connection, not complexity. Our slogan followed quite soon from a Dutch funny saying ‘Drink met Mate(n)’ which means Drink Conscious and on the other hand; Drink with Friends!

That inspired us to go for the long run and not add sugar or other additives and educate but mostly enjoy others that are living in certain famous white Rum mixed with cola culture that not even knows of drinking Rum.

2. What challenges did you face while building the brand, and how did you overcome them?

Almost everything was a challenge in the beginning. From finding the target group and convincing our first partners to believe in us. As a small brand and young mind we have started by just doing! So you don’t have the luxury of big budgets or established trust. So, it comes to lots of sampling and teaching yourself new skills to keep the process flowing.

We learned to turn that adaptiveness into a strength. Because we were small, we could move fast, listen closely, and adapt quickly. Every obstacle forced us to think more creatively, whether that meant rethinking packaging, sharpening our story, or finding crazy routes to market like our Chocomates. Those early challenges shaped the brand more than any success ever could. And Cheers to that. We are not only in Rum now but shaking the market in Hot Choco and Gluhwein as we speak.

3. Rum is traditionally drunk neat, with ice, or in a cocktail, but you have expanded that concept. How do you see the role of Rum in new markets and how did Choco Mates come about?

We’ve always believed Rum shouldn’t be limited to a single moment. For us, it’s about warmth, comfort, and togetherness. Meaning if there is something you don’t like, you like something else. And why push something or someone for our Mates instead of experience it the way you want to. It’s about your moment not ours.

Chocomates came from that mindset. We came across our Chocolatier Mate and were experimenting with warm drinks and noticed how naturally our Gold Rum and chocolate work together. From there on, it became a hands-on process of trial and error. With the versatility of our Gold Rum, we found out that it stands out in aroma’s instead of the alcohol. The Chocomates balls were already perfect as they are, but the combination finalized it. So many tasting, bit of adjusting we found out that we had to create the ‘Do it Yourself Kit’. Let the Mates at home find the right balance but when they start, the start is good enough.

What really surprised us was how broad the appeal turned out to be. Some people add Rum, others don’t. That flexibility opened new doors and showed us that Rum-inspired products can reach people who might never buy a bottle of Rum. With that mindset we have added more Rum so when people make the hot chocolate from the Chocomatesballs and add the Rum, they would still end up with a bit of Mates Gold Rum. With that, people who never experience high quality rum like that, are inspired and educated.

4. This year you introduced Glühmates. How did you come up with this idea, and how does it tap into seasonal experiences?

Glühmates started with our focus on the concept of the Do it Yourself kits. Most of the people in Winter times loves mulled wine, but hardly anyone enjoys making it from scratch. And the ones you buy at Christmas markets could be quite sour or cheap. We wanted to keep the tradition of using something to create something but remove the hassle.

The idea was to capture that winter feeling, cold outside, warm inside, and make it accessible. With Glühmates, you can turn any bottle of red (or white or even alcohol free) wine into a proper mulled wine in minutes. For hospitality, it saves time and ensures consistency; for consumers, it turns an ordinary evening into something festive. That’s exactly the kind of experience we like to create.

We’ve launched Glühmates focusing on making mulled wine but if you go across the border to Dusseldorf for example you can find Glühwein with Rum. So next step: Bring Glühmates back to Mates Rum again!

5. What opportunities and innovations do you expect in 2026 to continue growing?

Looking ahead, we see Drink with Mates evolving further into an experience-driven brand. We’re working on new concepts, some alcoholic, some not, that fit different moments throughout the year. Alcohol free is on the agenda but the DIY concepts are ready to expand as well.

Partnerships will play a big role as well but not our main goal. We have learned from difficult partnerships at the beginning and would recommend to try it yourself as long as possible.

We love collaborating with brands and businesses that share our mindset. International growth is definitely on the table, but our mainfocus is doing things properly rather than quickly. The goal is to grow without losing the personality that makes Mates feel like Mates.

6. Finally, if you could share one piece of advice with entrepreneurs who want to start or innovate in the Rum industry, what would it be?

Stay curious, don’t expand to fast and stay close to real people who actually help.

The best ideas we have had did not come from spreadsheets, but from conversations, experiences, and trying things ourselves. If you focus on creating moments people actually enjoy, the product will follow naturally.