Spirits Producer Pivots to Hospitality Distribution Strategy
New York Distilling Company opened Jaywalker today in Bushwick, marking the company's first major hospitality venture beyond its traditional distillery model. The expansion follows the company's recent acquisition by Loch Lomond Group, signaling a shift toward experience-driven revenue streams in the spirits sector. The 3,000-square-foot, 370-capacity venue at 573 Johnson Avenue positions itself as a social gathering space centered on its Jaywalk Rye whiskey and a cocktail program led by beverage veteran Jamie Gordon.
Product Strategy and Portfolio Integration
Jaywalk Rye, made from a revived 17th-century New York rye varietal that is one-third the size of conventional rye, serves as the venue's anchor product. Founder Allen Katz explained the conceptual underpinning: "Steinbeck said that 'New York is where you prove if what you think in theory makes sense in real life.' For me, the simultaneous simplicity and complexity of a great Manhattan is the epitome of a great night out. By the second drink in hand there is usually a realized plan in play built on curiosity and confidence. That's the feeling we want Jaywalker to capture."
The cocktail menu balances approachable classics with creative seasonal offerings. Signature drinks include "The Original" Manhattan at $12, made with equal parts Jaywalk Small Batch Rye and house vermouth blend, finished with bitters and a brandied cherry. The program also features a Rye Egg Cream with Jaywalk Bonded Rye, Ferrand Cognac, homemade chocolate syrup, milk, seltzer, and freshly grated nutmeg; and the Floral Arrangement martini with Dorothy Parker New York Gin, Sakura Vermouth, Jasmine-infused Extra Dry Vermouth, and Chamomile bitters.
Summer frozen offerings include a Vesper Frosé with Dorothy Parker Rose Petal-Infused Gin, Lillet Rose, Pink Peppercorn and Grapefruit-infused Vodka, rose water, and grapefruit twist; and a Vacation Mode Manhattan with Jaywalk Small Batch Rye, Bourbon, Luxardo Cherry Liqueur, Cardamom-infused Sweet Vermouth, and Angostura bitters.
Operational Model and Market Implications
Jaywalker operates Thursday through Sunday, 4 p.m. to midnight. The venue signals a broader trend of spirits producers moving upstream into hospitality to capture margin and build brand loyalty directly with consumers. By coupling approachable pricing ($12 cocktails) with immersive experiences and cultural programming, Jaywalker positions itself as a community gathering space rather than a premium tasting room—a model that could appeal to operators seeking to diversify revenue streams and younger demographics less interested in traditional spirits education.
Venue Design and Brand Activation
Designed by Contagious, the space blends industrial Brooklyn aesthetics with modern cocktail lounge sophistication. Murals by David Wondrich and Dean Kotz ("The Comic Book History of The Cocktail") trace the history of Jaywalk and American rye whiskey in graphic novel style along the back wall. The venue features a state-of-the-art sound system, adaptable layouts, leather banquettes, and velvet upholstery.
Beyond cocktails, Jaywalker offers guided whiskey tastings and blending experiences designed to make spirits education less formal. The venue will broadcast all USA and Scotland World Cup matches this week, positioning itself as a destination for both casual drinks and large group gatherings.
Food and Beverage Partnerships
Dim sum offerings come from Brooklyn's Kings Co Imperial, the acclaimed Chinese restaurant with locations in Williamsburg and the Lower East Side. The culinary menu includes Fan Fan Beef and Pork Long Dumplings, Chicken Wontons with cinnamon red oil or spicy peanut sauce, and Cold Sesame Noodles topped with scallions and peanuts—all designed for sharing.
More information is available at jaywalkrye.com and on Instagram @jaywalker.nyc.
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Written by FBM Publications Editors
