Hendriks Cognac & Wine opening in Crows Nest

Cognac mushrooms and cheese in an oversized jaffle with a parmesan crust, say what?

It's all part of the vision of ad man Jakob Overduin, who'll realise his dream on Friday, August 21. Overduin, who is chief executive and creative director at The Shed Agency, hasn't nabbed a cheese account. He's opening a bar under his Crows Nest-based ad agency.

"I've spent a lot of time in bars around the world with my business partner [James Knight] coming up with ideas, so this seems natural," he says of Hendriks Cognac & Wine.

Hendriks gets its name from Overduin's cognac-obsessed father. The ad man in him believes there is also a cognac-glass sized gap in the market for a bar with Hendriks' point of difference.

"There's a misconception cognac is an old man's drink," he says. "I think people don't know they like cognac. It's the next big thing, but you can also just get a beer or glass of wine here."

The level of detail extends to the jaffles, for which they custom-made oversized bread trays and enormous jaffle irons.

Overduin is confident in his new business pitch. "Anyway, it's cheaper than taking the (agency) staff somewhere else to drink."

Open Tue-Sat noon-10pm; Sun noon-8pm.

Shop 5, 29 Holtermann Street, Crows Nest, 02 9439 2222