Do you like whiskey? (Of course you do.) Do you want to learn more about it—its history, its future, how best to mix it and drink it? (Yes, duh.) Then you’ll be excited to hear this: Bulleit, a whiskey brand—a pretty tasty one, which has won all kinds of awards—is sponsoring a pop-up “lab” in a WeWork space near Union Square to educate spirits enthusiasts and drinks industry professionals alike.
The Bulleit Frontier Bartender Lab will soon be offering weekly seminars on various whiskey-related topics, and will also offer open “lab hours” every Monday for working bartenders to play and experiment—with Bulleit supplying materials and ingredients.
The first two seminars have been announced and scheduled: a talk on the history and future of whiskey distilling with Scotch whisky expert Spike McClure on January 30, and a smartphone cocktail photography workshop with professional photographer Shannon Sturgis on February 6. Upcoming seminar topics will be announced soon, and are said to include sustainability, smoke and flavor, and dangerous ingredients. We’re told the pop-up is expected to run for about three months, and may go longer.
It is, for sure, a promotional play from the brand, which has gotten some rough PR recently over a spat involving a member of the family who created it. We won’t comment on that, but we will say that this pop-up is a nice way to promote goodwill within the bartending and drinking communities.