Eckart College, Mei 2006

Together we laugh, together we fight

It all started in the first year of secondary school, where Simon and Harm met and instantly became partners in every form of mischief. They shared the same sense of humor and a talent for testing their teachers’ patience. When the school decided to place them together in the same class in their third year, it turned out to be a recipe for chaos. In the end, all their classmates were allowed to move on, except Simon and Harm, the only two who had to repeat the year.

Arnhem, September 2011

On the verge of leaving

Simon dragged himself through his upper-level secondary education with little enthusiasm and entered higher education even less willingly, until he decided he would find his own way without a diploma. His entrepreneurial spirit pushed him into a search that took him from odd jobs to a business school in Amsterdam. South Africa, the country that had enchanted him back in 2012, became his new plan. At the start of 2020, everything was ready; he quit his job, arranged his visa, and packed his bags. But when the world went into lockdown, his dream collapsed in an instant, leaving him without work and with rapidly shrinking savings.

Den Bosch, September 2012

On the road, with no idea where it leads.

Harm began his journey with an diploma in Junior Account Management and then eagerly joined the creative Business Innovation program. Over the course of three years, he discovered his passion for innovation and entrepreneurship. Although he did not yet know exactly what he wanted to do in the future, he felt that he would one day seize his own opportunity with both hands. After a successful internship, he earned his diploma in 2020. At the beginning of 2021, he enthusiastically started a consultancy traineeship, but due to COVID-19, that start turned out to be far from inspiring.

Eindhovense bossen, Februari 2021

An idea but no clue

During the COVID-19 period, Harm and Simon missed their passion and often walked in nature together to find inspiration. Many ideas emerged during those walks, but one stood out: a premium passion fruit liqueur. They named their creation Passimoncello, a nod to the classic limoncello, but filled with tropical passion. Despite their experience as casual drinkers, the world of liqueurs was new to them, which only fueled their curiosity. In this way, a spontaneous idea grew into a real product: a bottle full of pure passion.

Helmond, Mei 2021

Taste, taste, and taste some more

Simon and Harm had an idea, but no clue how to make a liqueur, so they enlisted the help of Ryan Bahadoer. Ryan, who had grown up in a Michelin-starred environment, turned out from the start to be exactly the culinary guide they needed. The first recipes didn’t taste like much, but they immediately showed their potential. After countless attempts and tasting sessions, they gradually got closer to the right recipe. Six months later, thanks to Ryan, the official Passimoncello recipe was finally perfected.

Stadsoase Eindhoven, September 2021

From the back door to the menu

The first 200 bottles of Passimoncello quietly made their way out through friends and family, after which Simon and Harm took the leap into the hospitality industry. Harm smuggled a bottle to ‘De Stadsoase’ in Eindhoven and let the team taste it. The next morning came the long-awaited call: Passimoncello could be added to the menu. In no time, a new production followed, and in the first weeks 50 to 100 bottles were sold per week. The drink became a hit in Eindhoven, liquor stores joined in, and their confidence grew so strong that in January 2022 they decided to pursue it full-time.

Gemert, Maart 2022

Château Gemerre

Harm and Simon found their ideal location in Gemert and launched Château Gemerre there, complete with a production area and a customer reception space. In 2022, they went full throttle: collaborations with wholesalers began, and production increased from three to seven barrels per batch, enough for 1,400 bottles. Manual labeling became a thing of the past thanks to a semi-automatic machine, while they also learned to navigate customs and excise duties. Despite the growth, peak periods still posed challenges, highlighting the need for further expansion. They faced an important choice: continue investing themselves or collaborate with an expert to enable unlimited growth.

Gemert, September 2023

From now on, production challenges are a thing of the past

After careful consideration, Harm and Simon decided to outsource the production of Passimoncello so the brand could continue to grow. However, it turned out to be far more complicated than expected, and after more than nine months, the first transition was finally completed. The challenges didn’t stop there: a year and a half later, they had to switch to another producer again. The entire process was stressful and intense, with plenty of frustrations and choice words. In the end, they learned that growth sometimes requires significant sacrifices and patience, including losing a few hairs along the way.

Eindhoven, April 2025

A new addition to the Passimoncello family

At Passimoncello, it’s all about innovation and creating moments that let you escape the everyday. Because Passimoncello is mainly enjoyed in the summer, they wanted to create a drink that carried the same recognizable branding and experience, but with a creamy twist that would be perfect for the colder seasons. Omdat Passimoncello vooral in de zomer wordt gedronken, wilden ze een drankje creëren dat dezelfde herkenbare branding en beleving zou dragen, maar dan met een romige twist die perfect past bij de koudere periodes. They set out to create a liqueur that would be creamier, smoother, and richer. A drink that would embrace the lush flavor of passion fruit in a velvety smooth glow. That’s why they chose real cream, a pure and rich base that blends beautifully with the fresh intensity of passion fruit. And that’s how the Cremoso was born. A drink that both indulges and surprises, inviting enjoyment no matter the season. Fresh, creamy, and unmistakably Passimoncello.

Berlijn, Oktober 2025

Going International

With the ambition to make Passimoncello an international brand, the duo decided to participate in ProWein and BCB, two of the largest beverage trade fairs in Germany and even Europe. The decision paid off immediately, as their liqueur instantly attracted attention. Within a year, they added fifteen new countries to their distribution network. More than half of their total sales came from abroad in that same year. The growth happened faster than they had ever expected and gave them the energy to keep going even further. With this solid foundation, Passimoncello looks ahead with ambition to its next international steps in 2026!