Overview: Great Jones Distilling Co. has announced the closure of its flagship New York City location until further notice. The decision comes after five years of operation since the August 2021 opening in NoHo. While the physical visitor center shuts down, the brand remains available for purchase online and in select retailers.
The Full Story
In an Instagram post and accompanying banner message published on its website late last week, the team stated that the Great Jones Distilling Co. Visitor Center is closed until further notice. The facility encompassed much of the 28,000-square-foot property located in the trendy downtown neighborhood of NoHo. The location included a dedicated restaurant, an underground speakeasy, a lounge for private events, a gift shop and hands-on tours with guided whiskey tastings.
The closure decision followed a thorough review of the current beverage industry trends, market conditions, and overall company business strategy. When asked for comment by The Daily Pour, a company spokesperson for Great Jones confirmed that little is known about the closure beyond the statement published at the end of last week. It remains unclear what will become of the brand, which produces an award-winning range of ryes and bourbons made exclusively from New York-sourced ingredients.
Production & Profile
Distillation occurred on-site using a custom-made Vendome copper pot and column still, where active whiskey distillation took place. The brand built its reputation around a Straight Bourbon, a Four Grain Bourbon and a Rye Whiskey, all made from 100% New York-sourced grain before aging in a facility 60 miles upstate in Warwick Valley.
The brand has slowly but surely expanded its catalog in the years since. Highlights include a handful of collaborations with the late Jean-Michel Basquiat and a recently debuted $200 bourbon that was noted for its quality despite its price tag. The whiskey brand is owned by Proximo Spirits, a New Jersey-based importer and distributor.
Brand & Industry History
Great Jones Distilling Co. became Manhattan’s first and only legal whiskey distillery since Prohibition. The whiskey brand is owned by Proximo Spirits, and its founder Juan Domingo Beckmann is the 11th-generation spirit tycoon behind Jose Cuervo. The billionaire tequila mogul is also responsible for 1800, Gran Centenario, Maestro Dobel and Gran Coramino, in addition to non-agave brands like Bushmills, Stranahan’s and Proper No. Twelve.
What This Means
Great Jones has not announced whether it will maintain ownership of the property, and if so, whether whiskey distillation will continue to occur there or at a separate location. The closure reflects a strategic pivot following five incredible years of operation since August 2021 opening.
Consumer Takeaway
Great Jones Whiskey will continue to be available for purchase online and in select retailers despite the physical location closing. Consumers can still access the award-winning range of ryes and bourbons through these channels while the company reviews its business strategy.
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