Dennis Hurkmans Invented Bus Whisky After an Evening with Far Too Much Wine

Thursday, 16 October 2025 at 08:00

Bus Whisky isn't your typical whiskey company founded by a long-established whiskey enthusiast. An exclusive interview with the founder of BUS Whisky reveals creative chaos, entrepreneurship driven by passion and why brewing whisky in the Netherlands is both beautiful and challenging.

In the Brabant province of Reusel, Dennis Hurkmans (49) runs BUS Whisky alongside his wife and an efficient team. This distillery ranks among the top in the Netherlands, frequently winning international awards and is rare in its B Corp-certification—an accolade for sustainably and socially responsible businesses.

However, Dennis is not a typical businessman. He's a dreamer, a pioneer, someone more enthusiastic about inventing new ideas than sifting through spreadsheets or checking if everything is running smoothly among the staff.

‘I get bored quickly,’ he says laughingly. ‘If I have to do the same thing for three days, I switch off. Then something new needs to happen.’

From Farmhouse to Distillery

His entrepreneurial journey began on his parent's farm. ‘It was on the verge of disappearing in 1998,’ he narrates. As such, a plan had to be devised.

'Simply to allow our family to continue living there. At that point, my brother and I founded a company,' he explains.

Eventually, Bus Whisky was born out of this venture.

The Interesting Origin of Bus

His fondest memory takes him back to Scotland and it has shaped Bus Whisky immensely. He smiles as he shares the story.

‘We were in Speyside. (…) ironically enough, sipping wine. Several bottles were open, strewn on the ground at some point. The discussion revolved around the company's name (…) And there, within the attic room in Speyside, we unanimously settled on Bus. So much wine was involved that it is still a puzzle to figure out who exactly came up with the name,’ he recalls with a laugh.

Not A Manager but A Pioneer

What makes Hurkmans unique is his honesty, especially about his strengths and weaknesses.

‘If Bus were to advertise a CEO position with a specified skill set and I were to apply, I would undoubtedly be rejected.’ he boldly admits, ‘And rightly so. I am not a manager, I am a pioneer.'

He chuckles upon being asked what his ideal role within the company would be.

‘My role would rather be CIO, Chief Innovation Officer. ‘I find concept development and market innovations most thrilling, especially when these two interconnect.’

Thus, conducting a performance review isn't his cup of tea. He almost gags at the mere suggestion. No, Dennis feels most invigorated doing other things.

That creative energy infects everything he does. ‘The moment there’s peace in my mind, ten new ideas surface,’ he reveals.

‘That's my strength, but also my weak spot. That’s why I need people around me who occasionally put a brake on things. Otherwise, I'll be knee-deep in a new project by tomorrow.’

His wife, Ezra, aids him in this endeavor.

Whisky on Stage and Tony van Rooijen as Hero

As if running a distillery wasn't challenging enough, Dennis decided to venture into theatre earlier this year, inspired by a Glenfiddich stage show presented by Tony van Rooijen.

‘I didn't know Glenfiddich. I didn't know Tony. (…) I absolutely loved it. And at that moment, I resolved: This is something I will do someday.’

You could essentially say that Van Rooijen is somewhat his hero. But one thing was certain: he would sink his teeth into this project. When he wants something, he gives his all. And 15 years later, he made his dream a reality. The show, hosted by him, is a blend of humor, storytelling, and whisky experience.

‘23 April was the premiere in Oss. The theatre was packed and Tony was present,’ he beams proudly.

Currently, shows are scheduled in theatres and cinemas nationwide, from Haarlem to Spijkenisse. Dennis doesn’t break a sweat being on the stage, on the contrary: he immensely enjoys it.

Whisky with Signatures from Celebrities?

In the meantime, he is bursting with new ideas. For instance, he plans on auctioning whisky bottles for charity, bearing signatures of Dutch celebrities. His mind is on overdrive, generating new initiatives ceaselessly. 'They all fit into the course and direction set,' he emphasizes.

'Making Whisky is Incredibly Challenging'

When the conversation turns to whisky production, Dennis becomes serious.

‘Making whisky is incredibly difficult. As a hobby, it's not so hard to make one or two barrels. (…) But the moment you take this seriously and want to be able to produce volumes. (…) That's nearly impossible.’

That's why Bus has gone through multiple investment rounds, but Dennis wants to steer clear of those eventually to maintain peace of mind. Besides, he knows what it takes to sell more whisky. He acknowledges that the retail market is challenging, but since the distillery also offers dining and accommodation, Bus whisky bottles keep selling. People come for a total experience and then take one or more bottles of Bus Whisky with them.

The future of Dutch whisky

He is glad to be one of the major players in the market and is grateful to other Dutch distillers.

‘The Dutch whisky landscape is growing, and it's becoming more professional,’ he says. 'More and more distilleries are taking it seriously. And that's good because that's the only way to compete internationally.’

Moreover, the growth of Dutch whisky has led to the creation of a ‘Dutch whisky shelf’ at the Gall & Gall with five whiskies on rotation. Guess which brand is listed there.

Every time, Bus takes five barrels: four become a single malt with the same alcohol percentage each time for Gall. The most exceptional barrel becomes a single cask release sold directly through the distillery.

And so, Dennis continues to plant the next seeds and ponder what else he can do with the company.

Favorite whisky: Conceptually captivated by Nc’Nean.
Number of whisky glasses per week: 1
Favorite whisky bottle in possession: Eddu.
Mose expensive whisky ever tasted: ‘That was a bottle worth about 40,000 euros.’
Whisky you wish you had conceived: ‘If it wasn't for Bus, I wouldn't have the ambition to do anything else with whisky.’