Have you ever wondered what it takes to completely change your life’s direction? In this captivating episode of Sparks bij VinoVonk, host Jeroen sits down with Joni Sloesen, founder of Zavel winery, for a conversation that feels like sitting at a wine bar with old friends – except these friends happen to be revolutionizing Dutch winemaking.
This episode is conducted in Dutch with English subtitles available, making it accessible to international wine enthusiasts curious about the Dutch wine scene.
The Moment Everything Changed
“After a stage in South Africa, working for a hotel, I truly fell in love with wine,” Joni reveals early in the conversation. However, what makes his story different is that he actually took action. When he returned to the Netherlands, burning with passion but unsure of direction, he asked his WSET instructor Jaap Heijmeijer a simple question: “I’m crazy about wine, how can I work with wine every day?”
That conversation changed everything. And from that day forward, as Joni puts it, “I started doing exactly that.”
Corona as Unlikely Catalyst
Perhaps the most surprising revelation? Joni started his winery during the coronavirus pandemic. “In corona time, I had enough time, so I set it up,” he explains with refreshing honesty. While others saw a crisis, he saw an opportunity. Talk about perfect timing – or was it an ideal preparation meeting opportunity?
The location itself tells a beautiful story. The building housing Zavel has been home to family businesses for generations, previously producing ceramics. This isn’t just history – Joni’s father still makes ceramics today, and Joni uses amphora (ceramic vessels) for aging some of his wines. How’s that for connecting past and future?
The Three-Hour Wine Journey
One of the episode’s most fascinating segments explores Joni’s unique approach: driving three hours to Germany’s Pfalz region to collect grapes, then processing them the same day in Tegelen. This isn’t desperation – it’s strategy. These biodynamically grown, Demeter-certified grapes serve as his bridge to establishing Dutch vineyards.
Listen to how he describes the relationships with German winemakers Dennis Wolf and Hannes Bergsträßer – partnerships built on shared philosophy rather than just business transactions. This collaboration represents how modern wine regions develop: through connection, not isolation.
Tasting Gold: When Words Become Wine
The middle section transforms into an intimate tasting session that makes you wish you were there. Jeroen’s reaction to the Kerner 2023 – describing it as a “bolt of citrus lightning” – captures that moment when a wine exceeds all expectations.
But it’s Joni’s honesty about Pinot Gris that really impressed me: “I don’t find Pinot Gris the most interesting grape to work with as a maker.” Yet he goes on to explain precisely how he transforms this challenging variety through oak aging and lees contact. That’s the kind of insider knowledge that makes this episode essential listening for anyone interested in the winemaking process.
More Than Wine: The Restaurant Connection
Here’s where the story gets even better. Joni runs Sober, a restaurant showcasing vegetables from their own garden alongside Zavel wines. When he describes pairing the Pinot Noir with knolselderij and hazelnuts, or wild goose ravioli with beurre blanc, you can practically taste the harmony between wine, food, and place.
This isn’t just business diversification – it’s philosophy in action. Joni creates complete experiences that tell the story of Dutch terroir through every sense.
The Dream Behind the Bottles
The conversation’s most moving moment comes when Jeroen asks about Joni’s ultimate dream. His answer stopped me in my tracks: “Making beautiful wine that I stand behind, wine that people can enjoy… That’s what wine is – very simple, very straightforward.”
But there’s profound depth beneath that simplicity. Joni speaks passionately about “caring for a piece of earth through something delicious” – using biodynamic practices and minimal mechanical intervention as acts of environmental stewardship. This philosophy extends far beyond winemaking to encompass authentic craft and genuine sustainability.
Why You Need to Hear This Story
This isn’t just another wine interview – it’s a masterclass in following your passion while building something meaningful. Joni’s journey from hotel student to innovative winemaker offers inspiration for anyone considering dramatic life changes, while wine lovers get insider access to fermentation decisions, oak choices, and terroir expression.
The chemistry between Jeroen and Joni creates magic. You hear genuine curiosity, authentic reactions, and the kind of passionate discussion that happens when people genuinely love what they do. Don’t worry about the Dutch language barrier – the subtitles make every insight accessible, and the universal language of passion translates perfectly.
Your Next Move
I’ve only shared highlights of a conversation packed with insights about entrepreneurship, winemaking philosophy, and Dutch wine’s bright future. The whole episode reveals the patience, precision, and passion required to build something extraordinary from nothing.
Ready to be inspired? Hit play and discover why Zavel represents everything exciting about the future of Dutch winemaking. Trust me – you’ll finish this episode with both a deeper appreciation for wine and maybe, just maybe, the courage to chase your own impossible dream.
Find Zavel wines at these locations:
- Zavel webshop (weekly delivery, daily from April)
- Amsterdam: Design & Wijn
- Rotterdam: Wijn bij Henk • Dordrecht: Bonsoppel Wijn
- Experience it all: Restaurant Sober at Zavel domain, Tegelen
Subscribe to Sparks by VinoVonk for more conversations with the passionate creators shaping Dutch beverage culture. Episodes feature Dutch conversations with English subtitles for international accessibility.
