Legalize Cachaça

Friday, June 12th, marks the anniversary of a tragedy committed exactly 265 years ago.

In 1744, the Portuguese Crown declared that the production, distribution, and sale of Cachaça, Brazil’s noble spirit, would be illegal in the Portuguese Colony of Brazil. Fortunately for us all, the Brazilians rebelled and the virtues of Cachaça won.

Here we are 265 years later, and Brazil’s noble spirit, Cachaça, is still being tortured. Cachaça was invented nearly five hundred years ago in Brazil, in the early 1500’s, 100 years before its Caribbean cousin, Rum. In many countries, such as here in the United States, Cachaça is recognized officially as Brazilian Rum. Not Cachaça. This we do not understand, as Cachaça is not Rum. Cachaça is made from Fresh Cane Juice and Cachaça can only come from Brazil. As the Third Most Consumed Spirit, in the world, and the key ingredient to Brazil’s National Cocktail, the Caipirinha, we believe Cachaça deserves to be recognized as just that: Cachaça, and not Brazilian Rum.

Now we ask you to join us in the fight on International Cachaça Day, this Friday June 12th, to recognize Cachaça’s true place in our hearts, on our minds and at our bars. Join us in cities around the world to show your support for this critical cause: Recognize Cachaça. Brazil’s Noble Spirit.

For more information, contact us at legalizecachaca@liveloveleblon.com.

COLD FRONT IS COMING THIS SUMMER WITH LAUNCH OF NEW COORS LIGHT COLD ACTIVATED CANS

Beer Drinkers Always Ensured Beer “As Cold As the Rockies” with Mountains that Turn Blue on New Cold Activated Can

MILWAUKEE and GOLDEN, Colo. – A nationwide cold front is forecasted to arrive May 15 in the form of the new 8-, 10-, 12- and 16-ounce Coors Light and Coors Banquet Cold Activated Cans. Triggered by mountains that turn blue when beer is at the optimal drinking temperature, the new cans join the 24-ounce can and the Cold Activated Bottle as signature offerings from Coors Light and Coors Banquet.

Featuring cold activated mountains on two sides, plus a Vented Wide Mouth® for a smooth, refreshing pour and a Frost Brew® Liner to lock in Frost Brewed® taste, the Cold Activated Can reinforces Coors Light’s continuing commitment to providing beer drinkers the best way to enjoy the “World’s Most Refreshing Beer.”

The launch of the new Cold Activated Can will be backed by a robust marketing program, beginning with a “cold front” teaser campaign that launches April 27 at www.TheColdFront.org. Legal-drinking-age consumers can track the cold front’s progress on the interactive site through reported sightings and news updates. On May 15, there will be special celebratory activities in select markets as the cold front officially arrives.

"Consumers want to know when their beer is cold and ready to drink, and beer retailers certainly want to avoid serving warm beer,” said Royce Wills, Coors Light marketing director. “The Cold Activated Can is the ultimate cold cue, delivering confidence that your Coors Light has been chilled to the perfect temperature for ice cold refreshment. This is important enough to American beer drinkers that at Coors Light, we’ve made cold beer our policy.”

The new 8-, 10-, 12- and 16-ounce Coors Light and Coors Banquet Cold Activated Cans will be available at participating convenience, grocery and liquor stores nationwide starting May 15.

Ever since Bill Coors invented the aluminum can in 1959, beer innovations and packaging enhancements have been a hallmark of the company, with the goal of delivering the coldest, most refreshing beer to adult consumers. Other recent Coors Light and Coors Banquet innovations and packaging enhancements include:

– Cold Activated Bottle: Mountains on the label turn blue when the beer is cold enough to drink.
– Vented Wide Mouth Can: The industry’s first built-in vent and eight percent wider opening delivers a smoother, draft-like drinking experience.
– Super Cold Draft: An innovative draft system that pours Coors Light below freezing.
– Frost Brewed Liner: The tinted blue liner protects the refreshing taste of the beer inside.
– Plastic Bottle Cooler Box: The industry’s first ice-ready, one-time use cooler package.

For more information on the new Coors Light and Coors Banquet Cold Activated Cans, go to www.TheColdFront.org from April 27 through May 15. The site also will have the latest updates on Cold Front locations and videos to share with friends. Please also visit www.CoorsLight.com for general information on all cold innovations.

About MillerCoors
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

Brewers Association Releases Top 50 Breweries List

Boulder, Colorado • April 13, 2009 – Brewers Association, which represents the majority of brewing companies in the U.S., announced the annual list of top 50 brewing companies.  Released are lists for both Top 50 Craft Brewing Companies¹ of small and independent craft brewers (see Craft Brewing Statistics) plus a Top 50 Overall Brewing Companies list. Rankings are based on sales volume in 2008.

"In 2007, 35 of the top 50 brewing companies were small and independent craft brewers. In 2008 there were 37," states Paul Gatza, Director of the Brewers Association. "Craft brewers continue to have success and generate excitement behind the flavorful beer movement, but not without recent challenges including price increases for raw materials and supplies, as well as access to market issues."

Changes from last year's list include breweries moving up or down in the rankings based on volume sales. There was one new entrant into the Top 50 Craft list, The Saint Louis Brewery, and two craft brewers have claimed spots in the Top 50 Overall list—Big Sky Brewing Co. and Mac & Jack's Brewery. Consolidation of MillerCoors, last year's number 2 and 3 brewers, opened up a slot, and the merger of Widmer Brothers and Redhook into the company now named Craft Brewers Alliance, Inc. opened up another slot filled by emerging small and independent craft brewers.

A more extensive analysis of statistics on the craft beer segment in 2008 will be released April 22 during the Craft Brewers Conference in Boston, Massachusetts. The Association's full 2008 industry analysis, which shows regional trends and sales by individual breweries, will publish in the May/June issue of The New Brewer on May 19.


Top 50 Craft Brewing Companies by Beer Sales Volume

(Based on 2008 sales)

Rank	Brewing Company	City	State
1	Boston Beer Co.	Boston	MA
2	Sierra Nevada Brewing Co.	Chico	CA
3	New Belgium Brewing Co.	Fort Collins	CO
4	Spoetzl Brewery	Shiner	TX
5	Pyramid Breweries Inc.	Seattle	WA
6	Deschutes Brewery	Bend	OR
7	Matt Brewing Co.	Utica	NY
8	Boulevard Brewing Co.	Kansas City	MO
9	Full Sail Brewing Co.	Hood River	OR
10	Magic Hat Brewing Co.	Burlington	VT
11	Alaskan Brewing Co.	Juneau	AK
12	Harpoon Brewery	Boston	MA
13	Bell's Brewery, Inc.	Galesburg	MI
14	Kona Brewing Co.	Kailua-Kona	HI
15	Anchor Brewing Co.	San Francisco	CA
16	Shipyard Brewing Co.	Portland	ME
17	Summit Brewing Co.	Saint Paul	MN
18	Stone Brewing Co.	Escondido	CA
19	Abita Brewing Co.	Abita Springs	LA
20	The Brooklyn Brewery	Brooklyn	NY
21	New Glarus Brewing Co.	New Glarus	WI
22	Dogfish Head Craft Brewery	Milton	DE
23	Long Trail Brewing Co.	Bridgewater Corners	VT
24	Gordon Biersch Brewing Co.	San Jose	CA
25	Rogue Ales/Oregon Brewing Co.	Newport	OR
26	Great Lakes Brewing Co.	Cleveland	OH
27	The Lagunitas Brewing Co.	Petaluma	CA
28	Firestone Walker Brewing Co.	Paso Robles	CA
29	SweetWater Brewing Co.	Atlanta	GA
30	Flying Dog Brewing Co.	Frederick	MD
31	BJ's Restaurant & Brewery	Huntington Beach	CA
32	Rock Bottom Brewery Restaurants	Louisville	CO
33	BridgePort Brewing Co.	Portland	OR
34	Odell Brewing Co.	Fort Collins	CO
35	Victory Brewing Co.	Downingtown	PA
36	Mac and Jack's Brewery	Redmond	WA
37	Big Sky Brewing Co.	Missoula	MT
38	Gordon Biersch Brewery Restaurants	Chattanooga	TN
39	Karl Strauss Brewing Co.	San Diego	CA
40	Breckenridge Brewery	Denver	CO
41	Lost Coast Brewery and Cafe	Eureka	CA
42	Otter Creek Brewing Co.	Middlebury	VT
43	Utah Brewers Cooperative	Salt Lake City	UT
44	North Coast Brewing Co.	Fort Bragg	CA
45	Blue Point Brewing Co.	Patchogue	NY
46	Boulder Beer Co.	Boulder	CO
47	Pete's Brewing Co.	San Antonio	TX
48	McMenamins Breweries	Portland	OR
49	Anderson Valley Brewing Co.	Boonville	CA
50	The Saint Louis Brewery, Inc.	St Louis	MO

 

Top 50 Overall Brewing Companies by Beer Sales Volume

(Based on 2008 sales)

Rank	Brewing Company	City	State
1	Anheuser-Busch InBev	St. Louis	MO
2	MillerCoors Brewing Co.	Chicago	IL
3	Pabst Brewing Co.	Woodridge	IL
4	Boston Beer Co.	Boston	MA
5	D. G. Yuengling and Son Inc.	Pottsville	PA
6	Sierra Nevada Brewing Co.	Chico	CA
7	Craft Brewers Alliance, Inc.	Woodinville	WA
8	New Belgium Brewing Co.	Fort Collins	CO
9	High Falls Brewing Co.	Rochester	NY
10	Spoetzl Brewery	Shiner	TX
11	Pyramid Breweries Inc.	Seattle	WA
12	Deschutes Brewery	Bend	OR
13	Iron City Brewing Co.	Pittsburgh	PA
14	Minhas Craft Brewery	Monroe	WI
15	Matt Brewing Co.	Utica	NY
16	Boulevard Brewing Co.	Kansas City	MO
17	Full Sail Brewing Co.	Hood River	OR
18	Magic Hat Brewing Co.	Burlington	VT
19	Alaskan Brewing Co.	Juneau	AK
20	Harpoon Brewery	Boston	MA
21	Bell's Brewery, Inc.	Galesburg	MI
22	Goose Island Beer Co.	Chicago	IL
23	Kona Brewery LLC	Kailua-Kona	HI
24	Anchor Brewing Co.	San Francisco	CA
25	August Schell Brewing Co.	New Ulm	MN
26	Shipyard Brewing	Portland	ME
27	Summit Brewing Co.	Saint Paul	MN
28	Stone Brewing Co.	Escondido	CA
29	Mendocino Brewing Co.	Ukiah	CA
30	Abita Brewing Co., L.L.C.	Abita Springs	LA
31	The Brooklyn Brewery	Brooklyn	NY
32	New Glarus Brewing Co.	New Glarus	WI
33	Dogfish Head Craft Brewery	Milton	DE
34	Long Trail Brewing Co.	Bridgewater Corners	VT
35	Gordon Biersch Brewing Co.	San Jose	CA
36	Rogue Ales/Oregon Brewing Co.	Newport	OR
37	Great Lakes Brewing Co.	Cleveland	OH
38	The Lagunitas Brewing Co.	Petaluma	CA
39	Firestone Walker Brewing Co.	Paso Robles	CA
40	SweetWater Brewing Co.	Atlanta	GA
41	Flying Dog Brewing Co.	Frederick	MD
42	BJ's Restaurant & Brewery	Huntington Beach	CA
43	Rock Bottom Brewery Restaurants	Louisville	CO
44	BridgePort Brewing Co.	Portland	OR
45	Odell Brewing Co.	Fort Collins	CO
46	Victory Brewing Co.	Downingtown	PA
47	Straub Brewery	Saint Marys	PA
48	Cold Spring Brewing Co.	Cold Spring	MN
49	Mac and Jack's Brewery	Redmond	WA
50	Big Sky Brewing Co.	Missoula	MT

For additional statistics, see Craft Brewing Statistics.

¹The definition of a craft brewer as stated by the Brewers Association: An American craft brewer is small, independent, and traditional. Small: Annual production of beer less than 2 million barrels. Beer production is attributed to a brewer according to the rules of alternating proprietorships. Flavored malt beverages are not considered beer for purposes of this definition. Independent: Less than 25% of the craft brewery is owned or controlled (or equivalent economic interest) by an alcoholic beverage industry member who is not themselves a craft brewer. Traditional: A brewer who has either an all malt flagship (the beer which represents the greatest volume among that brewer's brands) or has at least 50% of its volume in either all malt beers or in beers which use adjuncts to enhance rather than lighten flavor.

Open Content is Proud to Announce the Launch of Drink Me Magazine

San Francisco, Calif., (April 14, 2009) – Drink Me magazine launches its first issue this month in San Francisco. Published by Open Content, Drink Me is the only lifestyle and entertainment publication about drinking and bar culture created for enthusiasts.

“Thirty months in the making, we’re finally here,” says Daniel Yaffe, president of Open Content. “It’s been a long and exciting road. We hope our readers take time to explore and enjoy as we offer up all the alcohol culture one could ever ask for, bottled up and ready to drink with a little tag that reads, ‘Drink Me.’ Welcome to our world…”

The first issue spotlights a number of drinking and cultural phenomena both locally and abroad, including Relax, It’s only Wine, an article that captures the digressions of a sommelier, Mixologistas, an in depth analysis of the trend of women bartenders, as well as Does this Count as Overtime? a look into corporate Japanese drinking culture.

Drink Me magazine will not only be offered in bars, clubs, cafes, and alcohol retailers around town, readers can also find the magazine online at www.drinkmemag.com. The publication’s online component creates a community of artists and writers from around the globe to share their unique and diverse social and epicurean alcohol traditions. In addition to its global social networking element, the site is a hub for posting alcohol-related events, entertainment, and cultural education.

“We’re looking forward to interacting with everyone online,” says Daniel Yaffe, president of Open Content, “And what better way to launch, than with a launch party with everyone who has given tremendous support to Drink Me.”

The official Drink Me magazine launch party took place on March 31, 2009 with many more events to come. Visit www.drinkmemag.com for updated listings.

ABOUT DRINK ME MAGAZINE
Drink Me is the only lifestyle and entertainment publication about drinking and bar culture created for enthusiasts. Drink Me is creating a community to share the diverse social and epicurean traditions of alcohol. We go beyond recipes to bring substance back to beer, wine and spirits. Drink Me explores and celebrates alcohol, and the drinking-wells they're enjoyed in.

CAMRA launches new ‘Cider’ book

‘Sweet cyder is a great thing, a great thing to me’ (Thomas Hardy)

Issued: Wednesday April 15th

CAMRA, the Campaign for Real Ale, has released a new book unearthing the secrets of one of Britain’s most legendary craft industries- the production of cider and perry.

‘Cider’ is a lovingly-crafted exploration into the world of apples and pears, celebrating some of the industry’s pioneering characters and events, whilst travelling the length and breadth of cider country to form one of the most comprehensive cider and perry publications to date.

‘Cider’ is written, compiled and visualised thanks to a collaboration of leading experts on the subject, bringing together freelance journalists, producers and even self-confessed enthusiasts from the CAMRA membership! Due to this panel of knowledge, no stone is left unturned for the reader, with information on where to find cider retailers at home or abroad, how to match cider with food, and, as a light-hearted aside, how to produce your own cider or perry!

Andrea Briers, Chair of the CAMRA National Cider and Perry Committee, said:
‘This book is a lavishly illustrated, true insight into the world of cider and perry making, and one that captures some of the characteristics making this industry so treasured. The cider and perry world is simply brimming with diverse customs and history, and to a majority of people this element of Britishness remains undiscovered.’

In homage to the work of European producers, ‘Cider’ also devotes attention to Spanish, French, Austrian and German producers that have influenced the industry. As the book notes, ‘the temperature climate of Europe’s Cider Belt gives rise to a landscape and a culture that’s all pastures and orchards.’

Domestically, cider is currently undergoing a revival in the noughties, and ‘Cider’ lovingly reports that, ‘In the past five years, the number of producers has blossomed and more real cider and perry is now being produced than 15 years ago. Most of these cidermakers are hobby producers, though several are reaching the tipping point where they are able to pack their day jobs in and produce full time.’

Briers continues:
‘CAMRA’s National Cider and Perry Month in October has been a catalyst for change over the last few years and has really helped raise the reputation and renown of craft producers. The aim of this ‘Cider’ book is to make more consumers aware of one of Britain’s oldest drinks, and to champion the delights of fresh, well-crafted produce coming from some of the nation’s most innovative artisans.’

‘Cider’ is published on Wednesday April 15th, and is available from all good retailers, as well as from the CAMRA shop (www.camra.org.uk/shop), priced £12.99 for CAMRA members, and £14.99 for non-members.

Amstel Light's One Dam Good Bier Campaign Is Back to Give Consumers a Taste of Amsterdam

WHITE PLAINS, NY--(Marketwire - April 13, 2009) - Amstel Light, a leading imported light beer from Amsterdam, today kicks off the second stage of its popular One Dam Good Bier campaign by taking adult consumers on an exciting journey to "Amstel's Amsterdam" to experience a progressive twist on the art, nightlife, music and magic from the city in which it is brewed.

Each aspect of the campaign channels the free-spirited and fun culture of "Amstel's Amsterdam," including a redesigned and highly interactive Web site, innovative new packaging, new outdoor and print ads and a sweepstakes that gives adult consumers the opportunity to win a trip to Amsterdam. The crux of the brand's new campaign will be "Amsterdam Live!" -- a national touring event series inspired by Amsterdam's own "Melkweg," a nightclub that fuses together multiple art forms including live music, film, art and celebrity DJs -- all under one roof.

"We witnessed an incredible reaction to the launch of One Dam Good Bier last year as consumers made the connection between Amstel Light and Amsterdam," said Kheri Holland Tillman, vice president of marketing, Amstel Light. "The brand saw a dramatic shift in consumption as a result of One Dam Good Bier. Now, we're taking the campaign to the next level by offering memorable experiences that speak to the diverse culture and fun of Amsterdam while reinforcing Amstel Light's heritage and brewing tradition. Amstel's Amsterdam is all about enjoying One Dam Good Bier and having One Dam Good Time."

The campaign will continue to be anchored by the bold statement One Dam Good Bier, a line that describes the quality of Amstel Light and lays claim to the emotional imagery of Amsterdam. The second phase of the campaign will use "Amsterdam Live!" to bring to life Amstel's take on Amsterdam, where being unconventional and unexpected is celebrated. "Amsterdam Live!" will launch in June and tour major U.S. markets throughout the summer.

Verpakking (Packaging)

This summer, Amstel Light is launching new bottle graphics and new packaging that embodies the brand's roots and tradition by emphasizing that a "taste of Amsterdam is brewed in every bottle." The package creative features images of the Amstel River and canals running through the cobblestone streets of Amsterdam, as well as a synopsis of the beer's connection to the city. The new packaging will be showcased on 6- and 12-packs. While the bottle shape and appearance remain the same, the design of the label now highlights the word "Amsterdam."

Digitale Ervaring (Digital Experience)

Amstel Light's Web site (www.amstellight.com) has been redesigned to give adult consumers a chance to actually step inside "Amstel's Amsterdam." By hopping on a virtual bike and riding through the streets of Amsterdam, site visitors will have the opportunity to explore Amstel Light's take on the city's unique traditions and culture. Users will enjoy their own progressive experiences as they interact with "Amstel's Amsterdam" in unexpected ways, such as learning an authentic Dutch Roar (a traditional Dutch rallying cry), creating music by moving the mouse over a series of Amstel Light "bottles" and downloading their favorite Amsterdam-themed art.

Reclamecampagne (Advertising Campaign)

The Richards Group created the brand's new print and outdoor advertising campaign by using powerful and emotional images of Amsterdam to illustrate the fun energy and spirit of Amstel Light's connection to the city. The ads feature both the picturesque imagery and the festive atmosphere that have become synonymous with the city of Amsterdam, such as scenic views of the canals and groups of revelers enjoying the nightlife.

De Prestaties van het merk (Brand Performance)

Amstel Light pioneered the premium light beer category when it was introduced to the U.S. in 1982. Today, almost 50 percent of the U.S. beer market is composed of light beer drinkers and Amstel Light remains the only light beer in the category that tastes like a full-flavored and distinct European-style import with the benefits of being a light beer.

In Opslag en Bevorderingen (In-store and Promotions)

As part of Amstel Light's in-store merchandising efforts, an authentic replica of an Amsterdam street light and pub sign will serve as the display in stores. All in-store collateral, including price cards, cooler decals and mail-in rebates will feature descriptions of the "Unlock the Taste of Amsterdam" sweepstakes. Adult consumers will have the chance to enter, via text message, a unique code found on their Amstel Light bottle cap to win the grand prize -- a three night, four day stay in Amsterdam for one winner and three friends. In addition, adult consumers who enter the sweepstakes will be randomly entered to win one of 10 exclusive Dutch-style bikes.

About Amstel Light

Amstel Light is a leading imported light beer brand in the U.S. The Amstel Brewery was founded in 1870 in Amsterdam, Holland by two businessmen, DePester and J.H. van Marwijk Kooy. By 1886, Amstel had become Amsterdam's largest brewer of lager beer. In 1982, Amstel Light was born as an import to the U.S. Characteristic of this beer is a unique selection of raw materials and an intense fermenting process. The result is a premium imported light beer containing only 3.5% alcohol and approximately 35% fewer calories than regular lager beer. Amstel Light is imported by Heineken USA, headquartered in White Plains, New York, the nation's premier beer importer. For more information, please visit www.amstellight.com.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit www.EnjoyHeinekenResponsibly.com.

CHEF JOSE GARCES TO OPEN VILLAGE WHISKEY, AN INTIMATE CELEBRATION OF THE CLASSIC SPIRIT

PHILADELPHIA, PA – In June, prolific Chef Jose Garces will debut his newest creation, Village Whiskey (118 South 20th Street, 215.662.1088), an intimate, 30-seat neighborhood bar. Chef Garces will serve a wealth of whiskies and inventive cocktails alongside simple, inexpensive bar food, prepared with his signature flair.

As one of the most comprehensive collections of its namesake spirit available in Philadelphia, Village Whiskey will feature a veritable library of 80 to 100 varieties of whiskey, bourbon, rye and scotch from Scotland, Canada, Ireland, United States and even a few Japanese options. For those who desire something other than whiskey, a carefully chosen list of wines with a focus on sparkling wines; and a beer list comprised exclusively of American craft beers will be available. A menu of Chef Garces’ bar snacks, burgers and tempting raw bar selections, all under $20, will complement the cocktails.

“I’ve always been a whiskey lover,” says Chef Garces, who owns Garces Restaurant Group which has four Philadelphia restaurants including Amada, Tinto, Distrito and Chifa. “It can be enjoyed in so many ways, whether as a cocktail or just sipped on the rocks. Village Whiskey is the kind of place I would want to go to unwind after a long day at work.”

An exciting array of 16 House Cocktails, developed by bar manager Paul Rodriguez, will be divided into two categories, Prohibition, or classic cocktails, and Repeal, more contemporary, modern takes. The venerable Manhattan will be a mainstay, mixed using house-made bitters. In addition to their own bitters, other one-of-a-kind, house-made mixers will be offered.

Classic “Prohibition” cocktails will include: Old Fashioned, with Noah’s Mill 114-proof bourbon, Boissiere Italian vermouth, Fee’s Brothers oak-aged bitters, cherry and orange; Sazerac with Sazerac rye, Herbsaint absinthe, Peychaud’s bitters and lemon; and Philadelphia Fish House Punch, a favorite of George Washington’s interpreted by Chef Garces in the style of his wildly popular sangrias at Amada and Tinto, with rum, brandy, peach brandy, lemon, lime, orange and maraschino. Contemporary “Repeal” cocktails will include: Village Idiot, Fighting Cock Kentucky straight 108-proof whiskey with The Bruery Black Orchard seasonal black wheat beer and ginger; The Latin Quarter Club, Cazadores reposado tequila, Flor de Cana rum, Johnny Walker Red, grapefruit and grapefruit bitters; and Sansom Street Flip, Charbay blood orange vodka, seasonal fruit and egg white. Cocktails will range in price from $11 to $18.

“Village Whiskey is a modern reinvention of a saloon, so our drinks are both recognizable and brand-new,” says Chef Garces, who is taking a departure from his popular Latin restaurants by opening this all-American bar.

Menu items, specially crafted by Chef Garces and Chef de Cuisine Dave Conn to complement the standout properties of whiskey and whiskey cocktails, will include: Raw Bar selections of seasonal oysters and clams; Charcuterie and Cheese Plate options; American Bar Snacks, such as housemade cheese puffs, spicy cheddar popcorn and honey-roasted Smokey Mountain peanuts; and a selection of House-Cured Pickles, served with a cocktail fork in a miniature mason jar, including Baby Carrots and Kumquats with cider vinegar and thyme and Herb Heirloom Cherry Tomatoes with Ricotta.

A ground-to-order Angus Beef Burger, a Veggie Burger, a Bison Burger or an Vienna All-Beef Hot Dog with all the trimmings are each served alongside duck fat French fries and Sly Fox cheddar sauce. Burgers will be topped with Village Whiskey’s house-made thousand-island dressing, Bibb lettuce, beefsteak tomato and a potato-beer bun, with optional toppings including bacon, caramelized onion, truffles, artichokes and a selection of cheeses. The menu, which will be served all day, will range in price from $4 to $20.

The welcoming space that houses this amazing library of liquor was designed by Jun Aizaki of Creme Design Collective, the creative force behind Garces’ four other Philadelphia restaurants. Here, Aizaki was inspired by American saloons and speakeasies, drawing from illustrations of turn-of-the-century social clubs and old-fashioned liquor advertisements.

“Village Whiskey is effortlessly cool – the kind of place you’d bring a date, but also a great spot for a night out with friends,” says Aizaki.

The space will evoke the free-wheeling spirit of a speakeasy or saloon with dim lighting, posters for various alcohols, a tin ceiling and antique mirrors. Black and white tiled floors, white tiled walls, sumptuous russet leather banquettes, marble topped tables and wooden drink rails add to the traditional bar decor. Behind the pewter bar with comfortable dark walnut stools, whiskies will be proudly displayed like leather-bound books.

Born in Chicago to Ecuadorian parents, Chef Jose Garces credits his family with inspiring and nurturing his interest in food from a young age. Today, he is the owner of four of Philadelphia’s most successful restaurants: Amada (217-219 Chestnut Street, 215-625-2450), Tinto (114 South 20th Street, 215-665-9150), Distrito (3945 Chestnut Street, 215-222-1657) and Chifa (707 Chestnut Street, 215-925-5555). He is also the executive chef at Chicago’s acclaimed Mercat a la Planxa (38 South Michigan Avenue, 312-765-0524). In 2008, Chef Garces saw the publication of his first cookbook, Latin Evolution (Lake Isle Press).

Village Whiskey will be open seven days a week from 11:30 a.m. until 1 a.m. For more information, or to make a reservation, please visit www.villagewhiskey.com or call 215.662.1088.