New Venue Marks Expansion Beyond Traditional Distillery Model

New York Distilling Company opened Jaywalker today in Bushwick, a 3,000-square-foot, 370-person cocktail bar and distillery designed around the company's Jaywalk Rye whiskey and the creative spirit of New York City.

The venue represents an expansion strategy for NYDC following its 2024 acquisition by Loch Lomond Group, moving the 15-year-old Brooklyn distillery into full-service hospitality.

The Spirit and the Concept

At the center of Jaywalker is Jaywalk Rye, a whiskey made from a 17th-century variety of New York rye varietal that is one-third the size of conventional rye. The distillery revived the Horton Heirloom Rye variety, which nearly disappeared from cultivation across New York.

The 573 Johnson Ave location is designed by Contagious to evoke an artist's loft, with copper stills visible throughout the space. Murals by David Wondrich and Dean Kotz trace the history of American rye whiskey in graphic novel style.

Cocktails and Food

Beverage director Jamie Gordon leads the cocktail program, which emphasizes approachability alongside craft. The menu features $12 house Manhattans and Martinis made with NYDC spirits, alongside seasonal creations.

Signature drinks include what Gordon describes as Jaywalker's take on an Egg Cream: "Jaywalk Bonded Rye, Ferrand Cognac, homemade chocolate syrup, milk, seltzer, & garnished with freshly grated nutmeg." The Floral Arrangement martini combines Dorothy Parker New York Gin, Sakura Vermouth, Jasmine-infused Extra Dry Vermouth, and Chamomile bitters. Summer offerings include a Vesper Frosé with Dorothy Parker Rose Petal-Infused Gin, Lillet Rose, Pink Peppercorn & Grapefruit-infused Vodka, rose water, and a grapefruit twist; and a Vacation Mode Manhattan with Jaywalk Small Batch Rye, Bourbon, Luxardo Cherry Liqueur, Cardamom-infused Sweet Vermouth, and Angostura bitters.

Dim sum comes from Brooklyn's Kings Co Imperial, which opened in Williamsburg in 2015. Menu items include Fan Fan Beef & Pork Long Dumplings, Chicken Wontons with cinnamon red oil or spicy peanut sauce, and Cold Sesame Noodles topped with scallions and peanuts.

Programming and Hours

The venue will host USA and Scotland World Cup matches starting this week. Hours are Thursday through Sunday, 4 p.m. to midnight.

Jaywalker also offers guided tastings and immersive whiskey blending experiences, positioning itself as a gathering space rather than a formal tasting room.

Founder's Vision

Founder Allen Katz said: "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."

Why It Matters

For operators, Jaywalker signals how established spirit producers are moving into hospitality to control brand experience and capture on-premise revenue. The emphasis on $12 classic cocktails and food from an established restaurant group suggests a strategy to balance accessibility with credibility, rather than chasing premiumization.

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Written by FBM Publications Editors