ZoOnce we step onto the floor of Portuguese mosaic tiles at number 81 Denneweg, we are whisked back to 1870, the year that in this little building (70 square metres), the ceiling was decorated with ornaments of bunches of grapes and the walls were forever hidden from view by wine racks.

"In the wine shop that started here, customers brought their own bottle to tap wine from kegs here," Sarah Visser explains. For a year now, she has been co-owner of this branch of Wijnkoperij De Gouden Ton. The shop that took over the existing wine shop here in 1980 and has grown into a franchise organisation and its own company that imports quality wines from all over the world: Résidence Wijnen in Roelofarendsveen.  

Seven hundred wine titles

Back to the Denneweg. Visser puts an espresso in front of us and also sits down on a stool at the raised stemware table. We are surrounded by seven hundred wine titles. Soft jazz music sounds from the boxes. "I have plans to renew, but I mainly want to invest in what we already have here," Visser begins.   

Just as vines need time and attention to impart a deeper flavour to wine, Visser also builds her personal relationships. The Hague-born (1986) grew up with two brothers. "It was always a party; everyone was allowed to join us. I enjoyed eating and drinking together. Even with friends and in relationships, I sought that cordiality. And now I experience that in my work."   

"The Golden Ton feels like a familycompany. My colleague Jasper, with whom I stand in the shop, has worked here for ten years. In fact, our regular driver, Ajmal, has been working here for 12 years. We know our customers personally and know what they want." 

Nattering

Poched about the quality wines here, you will never experience as a customer. "About wine you shouldn't natter on. It's okay to talk about it casually. We are always cordial, open and above all: honest. People appreciate that honesty." 

"Our strength is that we import ourselves," Visser explains. "We always look for an elegant style in wine. And for companies that make wine with heart and soul." A smile appears on her face: "My wine crush within The Golden Ton is Domaine des Beaumard in the Loire. When you have a tasting appointment with Florent, you are never done in five minutes. He shows and tastes everything: white, sparkling, sweet, red, young, old, all of them awesome." 

Positive environment  

While studying sociology, Visser worked in the hospitality industry. "In former Restaurant Mutters, I worked in a close-knit team. I met my husband there. He was in the kitchen, I served. Classic story, right? The hospitality world is a very positive environment, that's where my heart lies."  

Visser knew about De Gouden Ton's range through the catering industry and Ian Wolbrink, the shop's manager on the Denneweg at the time. "He said: 'Come and work in the shop for a few days, see if you like it'. That was nine years ago. I never left." 

Wine Academy 

From De Gouden Ton, Visser was encouraged to do the Wine Academy, take wine tours and do a lot of tasting. "I still make about five wine tours a year. With other entrepreneurs within De Gouden Ton, but also with catering clients. The lavender fields, the cellars, the presses: the complete story behind the wine. That is very instructive. And it strengthens your bond with the producer." 

In wine, you can constantly evolve. "What is special now," Visser says, "is that the Netherlands is developing as a wine country due to climate change. Take the Kleine Schorre in Zeeland. Johan, the winemaker we work with, was ridiculed when he started planting grapes. His father was a potato farmer. Those wines are sold out every year before they reach the market at all. We really notice that the demand for Dutch wine is growing." 

Otherwise, the shop serves mainly classic drinks from France and Italy. And sparkling, from crémant to champagne. But most popular is riesling. Also Visser's personal favourite. "I like to drink a slightly older riesling. We work with Heymann-Löwenstein from the Moselle. She lets the grapes ripen longer: golden yellow in the glass, super-aromatic, from white peach to roasted coffee. An exciting wine."   

Tastings 

Scattered throughout the shop are also bottles worth 700 euros. "I find that casualness quite charming, it's also just wine, but it's better to put those titles centrally in one room." Visser points to a small office at the back of the shop. "There will be a luxury wine department there, air-conditioned. We will soon be remodelling, restoring mainly. The old character of the shop will remain."  

She also wants to intensify her customer contacts: doing more wine tours together and organising more tastings. "Last autumn, we organised a tasting event at Theater Diligentia, with master classes by wine producers."  

De Gouden Ton is also growing cautiously as a group: the 11th branch will open in early 2024, in Alkmaar. "The same applies to the franchise: we only expand if we find an entrepreneur with whom we have the right click," Visser says. "That personal touch is the most important thing." 

www.degoudenton.nl
www.degoudenton.nl/wijnkoperij-de-gouden-ton-den-haag
www.residence-wijnen.nl 

They too serve wines from De Gouden Ton 

Walter Benedict  

Denneweg 69A
2514 CE The Hague
www.walterbenedict.nl
070 785 37 45 

Restaurant LEF  

Doelenplein 2
2611 BP Delft
www.lefrestaurant.nl
015 212 06 17 

Diligentia Theatre 

Lange Voorhout 5
2514 EA The Hague
www.diligentia-pepijn.nl
070 361 05 40 

Restaurant Calla's (*)  

Avenue of Rose and Thorn 51a
2514 BC The Hague
www.restaurantcallas.nl
070 345 58 66 

Restaurant Palmette 

Place 27
2513 AD The Hague
www.palmette.nl
070 412 75 12