A Dutch Ginger and Herbs Based Bitter (18% ABV) Launches in Style
GRASSROOTS — The Artist’s Drink
SEPTEMBER 12, 2025 | AMSTERDAM
A new wave in spirits has arrived. Last weekend, GRASSROOTS officially launched its batch No. 1, at the iconic VrijPaleis in the heart of Amsterdam. More than a drink, GRASSROOTS represents an attitude: authentic, independent, a little eccentric, and unafraid to challenge the status quo.
GRASSROOTS — a driving force
Founded by entrepreneur and music innovator Paul de Kuyper, GRASSROOTS was born from a long-held dream to create a spirit that not only tastes exceptional but also embodies the creative spirit at the core of music and art. GRASSROOTS plays with nostalgia towards the roaring twenties and the prohibition era with its ‘bootleg ginger’ and an online speakeasy.
“I always dreamed of developing my own spirit. But I wanted it to do more — to connect with my other passions for art and music. GRASSROOTS is all about authenticity and freedom. It inspires people to search for that spark in themselves, to move, to create, to resist the ordinary!”— explains De Kuyper.
An Edgy & Versatile Spirit
Crafted with innovation in distilling and blending, GRASSROOTS Batch No. 1 is both smooth to drink neat and highly versatile in cocktails. It’s designed to feel equally at home in a classic Dutch “brown” café as in a high-end cocktail bar. Early tastings confirm its distinctive character — special, authentic, and designed to inspire.
Sustainability and experimentation are built into the brand’s DNA. Distribution has already begun with a playful bootleg approach, delivering bottles by cargo bike across Amsterdam in wooden crates. The brand is committed to continually improve on its sustainable character with each new batch. In addition, each batch will be unique so the drink and it’s usage keep evolving and so each batch can become a collectors item.
Launch at VrijPaleis
The launch at VrijPaleis (free palace in Dutch) combined art, music and creative community. Guests experienced a dynamic exhibition curated by local and international artists together with a live performance by the band WILD Organ & Drums. The atmosphere reflected the spirit of GRASSROOTS itself: bold, inspiring, and rooted in authentic and creative expression.
Art Gallery & Creative Community
Beyond the drink itself, GRASSROOTS launches with a clear cultural ambition. Through the GRASSROOTS Art Initiative, the company works together, and reinvest in, the creative sector, supporting artists, musicians and cultural projects. Its first investment is the relaunch of Gigstarter, a platform for discovering and booking independent musicians, founded in 2012 by De Kuyper with a group of live music enthusiasts. GRASSROOTS brings an entrepreneurial journey full circle: from music to spirits and back again.
Photos: © Jason Turner (@turnerturnerphoto)
Find your GRASSROOTS
GRASSROOTS is now available in selected bars in Amsterdam Noord and the city center, with distribution steadily expanding. Find out where to enjoy the GRASSROOTS experience.
