Interview with Rutger Siersma: Wine Trends and Stories from Robust Podcast

He started working in wine at fifteen. Now Rutger Siersma runs Wijnadvies.nl, hosts the Robust podcast — self-described as the wine podcast of the Netherlands — and is pruning Sauvignon Gris vines in freezing temperatures in Twente. In Sparks by VinoVonk, he tells Jeroen exactly where Dutch wine culture is heading.

A Multimedia Wine Business

Rutger positions his company as “the most multimedia wine business in the Netherlands.” Everyone sells wine, he knows that. The difference is the story behind the bottle. “Why is that wine so special? What makes the person who made it so remarkable?”

That story reaches people through three channels. A weekly podcast (Robust, every Thursday morning, thirty minutes), YouTube documentaries under the Wijnadvies channel exploring France with an open mind, and an ongoing series about starting their own vineyard in the Netherlands.

Wijnadvies.nl recently won second place in Perswijn’s award for best wine webshop in the Netherlands. Not a bad calling card.

The Vineyard Experiment

The most compelling project Rutger discusses is their vineyard experiment. Season 1, fully available on YouTube, explored whether starting their own vineyard in het Gooi was feasible. The conclusion: technically yes, practically no. A vineyard demands weekly attention that a busy entrepreneur simply doesn’t have.

The solution: lease two small plots at Twente Wijnhof. One young planting to be set up in May after soil research. One five-year-old Sauvignon Gris plot that needed immediate pruning.

The hands-on reality hit fast. “Pruning is more work than the actual harvest,” Rutger discovered while working in freezing temperatures. The technique involves carefully counting buds, weaving the vines, almost massaging the branches. Hard work, but genuinely fascinating.

Wine Trends in 2025

Two physical stores in Baarn and Huizen, plus an online shop, give Rutger an unusually sharp view of what consumers actually want. His central observation: the story behind the wine matters more than ever.

Ten years ago, origin barely registered with customers. Post-pandemic, that flipped. People drink more consciously now — less, but with more curiosity about what’s in the bottle.

Regional preferences remain stubborn, though. In het Gooi, American Chardonnay still sells well. Orange wines have barely gained traction. Non-alcoholic wines? Virtually zero. Organic and biodynamic options do better, as long as they stay accessible.

Non-Alcoholic Options: An Honest Assessment

Rutger is direct: his business doesn’t focus on the category. The press numbers don’t match his shop reality. Dry January barely moved his limited non-alcoholic wine inventory.

During his own wine breaks, he reaches for quality non-alcoholic beers. “That’s where I genuinely find the quality being achieved.” Alcohol-free wines still struggle with consistency, he argues — drinkers get disappointed and switch to tea instead.

Paradoxically, January was his best month ever, business-wise. Better than any previous January, which surprised even him.

Emerging Wine Regions

At Horecava and Wine Professional, one trend stood out: promotion of lesser-known European wine regions. Eastern Europe remains in focus, along with underrepresented areas like Alto Adige, which offers outstanding quality for the price.

Germany made a strong showing, particularly from Rheinhessen. Rutger has been calling this region a Rising Star in Europe for years. “Keep an eye on those guys, because they’re doing something remarkable compared to the famous French regions.”

For cheap and good: Romanian Calusari. For real quality: Slovenia. And Georgia deserves special attention. The birthplace of wine is now combining Western knowledge with traditional methods. Quality there is rising fast.

More about Wijnadvies: www.wijnadvies.nl