New York’s first whiskey distillery since Prohibition, Nice Jones Distillery, has opened its doorways downtown.
“There’s a motive nobody constructed it earlier than. As a result of it was very troublesome,” says challenge supervisor Andrew Merinoff. There have been solely 122 buildings in Manhattan that could possibly be used for high-proof distilling, and the group checked out all of them earlier than selecting the 28,000-square-foot house at 686 Broadway, previously a shoe retailer and money register manufacturing facility.
Situated just a few blocks north of Houston Road, the formidable flagship and new whiskey model has been six years within the making. The multilevel house, designed with training on the forefront, features a working manufacturing facility, a restaurant, a number of bars and an immersive artwork set up.
The opening of the house additionally marks the official launch of the Nice Jones whiskey label. Present bottles embrace a straight bourbon, which is offered wholesale, as nicely a four-grain bourbon and rye whiskey unique to the distillery’s shop. Bottles are priced at $40 to $50. The product is produced totally utilizing New York supplies; grains are grown within the Black Dust area in Warwick, the place the model has an auxiliary manufacturing manufacturing facility to mill grain and bottle-age the product.
“Everybody associates bourbon with Kentucky, however historical past is completely different. There was a really sturdy bourbon-making custom right here within the New York space,” says Distillery Expertise Director Rodrigo Braun, noting that distilling historical past traces again to Staten Island within the 1600s. Bringing friends contained in the distilling course of was key, and the ability will supply each day excursions. The spotlight of the flagship is the working distillery on the second flooring, seen behind a glass wall. Guests can even peer down into the ability from behind a glass balcony on an higher degree. The centerpiece is a customized Vendome nonetheless created to imitate the skyline of New York.
“We’re not making an attempt to cover the truth that we’re manufacturing. Suppose elevated venues, however manufacturing is clear by means of all of them,” says Merinoff. “We’re not hiding the truth that now we have forklifts, that now we have barrels.”
Opening a distillery in Manhattan was a longtime purpose for Proximo Spirits founder Juan Domingo Beckmann. (The opening was preceded by vodka distillery Our/New York in Chelsea, the primary distillery to open in Manhattan in over a century.) It was additionally uniquely difficult, given town’s stringent constructing legal guidelines — building required over 6,000 completely different flooring plans. However the group stresses that the constructing was constructed to exceed security necessities: the distillery manufacturing room is explosion-proof, and all the air within the room might be sucked out in 30 seconds in case of a fireplace.
A swanky lounge on the highest flooring can be used for personal occasions, and the underside degree contains a speakeasy bar for workshops, tasting occasions and courses. The power tour additionally takes guests by means of an immersive set up created by French artist Sébastien Léon that makes use of gentle, sound, sculpture, and olfactory parts to move guests to the Black Dust area upstate. The scent within the house, meant to match the whiskey, can be offered as a candle within the present shop.
The inside design is rooted in an aesthetic that references New York Metropolis within the ’20s and ’30s, with a number of brass detailing and honey tones. “The design premise right here was nitty-gritty meets industrial elite,” says Merinoff. A customized map within the restaurant’s eating room lights as much as reference the placement of town’s numerous speakeasies throughout Prohibition, and the group found an underground tunnel through the renovation that was seemingly used to move spirits illegally.
“The important thing half concerning the house was paying homage to New York’s wealthy historical past whereas leaning into the longer term,” says Merinoff. “That’s how we all the time checked out it: how can we acknowledge the previous, and likewise present that we’re right here for the lengthy haul.”
Extra From the Eye:
https://wwd.com/eye/way of life/great-jones-distillery-whiskey-company-new-york-flagship-1234902634/ | Nice Jones Distillery Is Producing Whiskey in Downtown New York – WWD