Expansion Targets Central Coast Growth

Whiskey 'N Rye, an award-winning smokehouse concept on California's Central Coast, is opening a second full-service location in Goleta's Camino Real Marketplace in January 2027.

The new 4,500-square-foot venue will seat 180 guests across indoor and outdoor areas and represent a significant expansion for the Santa Ynez Valley–based operator, which also runs 'Que, a quick-service barbecue outpost at Santa Barbara Public Market opened in fall 2025.

Whiskey Program as Core Differentiator

The Goleta location will anchor its positioning around beverages, featuring more than 400 whiskey selections alongside an expanded smokehouse menu. "This new location represents the next evolution of Whiskey 'N Rye as a premier smokehouse destination with a best-in-class hospitality and one of California's most compelling whiskey programs," says Don Conner, Chief Executive Officer & Strategist of Whiskey 'N Rye.

The bar will stock bourbon, rye, Scotch, Japanese whisky, Irish whiskey, and rare limited releases, positioning it as what the company calls "the most comprehensive whiskey destination on California's Central Coast."

Programming and Experience Strategy

Beyond food and beverage service, Whiskey 'N Rye plans to host curated whiskey tastings, distillery spotlight events, and limited-release bottle experiences to drive traffic and community engagement.

The menu will pull from the original Santa Ynez Valley location's West Coast barbecue offerings while introducing new dishes developed specifically for the Goleta market.

"The Whiskey 'N Rye flagship location has been a long-held vision for our team, and we couldn't be more excited to continue to expand throughout the Central Coast of California," Conner added.

Why It Matters

Whiskey 'N Rye's second full-service opening signals confidence in the Central Coast's dining market and the operator's ability to scale beyond its original location. The emphasis on spirits programming as a primary differentiator—not an afterthought—reflects broader industry trends in which operators use beverage expertise to justify premium pricing and drive repeat visitation. The planned programming (tastings, events, limited releases) suggests a venue designed as much for nightlife and community gathering as for meal occasions.

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Written by FBM Publications Editors