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Floors 1 through 3 will be exhibit floors, with a retail shop, and production of Sazerac Rye and Peychaud’s Bitters will take place, along with rum aging and tasting rooms. The still, which will produce Sazerac Rye Whiskey will be viewable from two stories through a glass front facing Canal Street, making it prime attraction in the heart of downtown New Orleans. The Sazerac Coffee House in the French Quarter took its own name from the popular cocktail originally made with the cognac (later replaced with rye). This bar grew into a liquor company, acquiring other brands, including Peychaud’s. It became a wholesale grocery company to survive Prohibition, and got back to the booze business after Repeal, marketing its Sazerac cocktail.
Photos: The Sazerac House in downtown New Orleans is a sensory tour into cocktail culture
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At some point, an absinthe wash was added to the drink, but when absinthe was banned, it was replaced with Herbsaint. Regardless of the real story, the Sazerac maintains an important place in the history of the American cocktail. While exhibits draw from cocktail history, they tap modern technology to deliver it.
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Official cocktail of New Orleans
Visitors can learn about the origins of the drink, explore the traditions surrounding the cocktail, sit at tables simulating the original Sazerac Coffee House, chat with virtual bartenders, and taste the components and finished product. The Sazerac House, located at the intersection of Canal and Magazine Street, is just a few hundred yards from the original 1850 Sazerac Coffee House - the site where the Sazerac Cocktail was first introduced and the company was born. Admission is complimentary, but advance tickets, available on , are required.
How the Sazerac became — and remains — a beloved New Orleans cocktail
Explore all the ways it has evolved throughout the years — and all the ways it will never change. The company announced in November that part of the bottling for Buffalo Trace’s Sazerac Rye will be moving to New Orleans. While the whiskey will still be distilled at Buffalo Trace for now, the company tells us that soon the 500-gallon still that can be seen on tours will begin to produce whiskey as well.
At Old Montréal Distillery we are reinventing Canadian whisky as we take the science of distilling and the art of blending to an exciting new level. Head Uptown to the Columns on St. Charles Avenue for another classic Sazerac. Live music and a popular happy hour attract locals and tourists alike to this historic bar.
Pull open draws and you get a whiff of the various herbs, barks and roots used in bitters. Ghislain de Beaucé, the current owner of the family’s estate, first tasted the cocktail on a trip to New Orleans 25 years ago, when he was a banker in New York. Ask him what he thought of his first sip, and Beaucé makes it clear which version of the cocktail’s history he accepts. The Sazerac Company, to celebrate the opening of the museum, created a new Cognac with the Sazerac family, who still live on the estate where the grapes for the original brandy were grown.
In the past few decades, its growth began to snowball, paralleling the dramatic growth of the bourbon business. It became the country’s largest spirits producer and one of the largest such companies in the world. Local businessman Bill Goldring directs the company from New Orleans. The new attraction gives the Sazerac Co. a way to tell its story and show off its many brands, which run from the ubiquitous (Southern Comfort) to the mythically rare (Pappy Van Winkle). But Kevin Richards, the company’s marketing manager, said Sazerac House was conceived to offer more than a factory tour and gift shop.
New Orleans tends to grab them so close they sometimes struggle to breathe. In 1933, when liquor returned legally to America (word is New Orleans was never all that dry), the city took up drinking Sazeracs again. Most bartenders, however, handle with less drama the business of washing the glass with absinthe and avoid spraying walls and customers with high-proof booze. Find a New Orleans bartender with a flair for theater, and when you order a Sazerac cocktail they will dash absinthe into a glass, toss it spinning into the air and shout the name of the drink. Join us for one-of-a-kind events celebrating the drinks, customs and traditions that make New Orleans special.
A display highlighting bitters and how they are made at The Sazerac House at 101 Magazine Street in downtown New Orleans on Tuesday, September 10, 2019. Although you must be over 21 years old to sample, all ages are welcome. Admission is free, but visitorsneed to reserve an entry time in advance. You can order one from almost any reputable cocktail bartender in American cities large and small.
Owned by the Sazerac Company, the Sazerac House also serves its portfolio of liquors, all with ties to New Orleans history. Sign up to unlock our digital magazines and also receive the latest news, events, offers and partner promotions. The Sazerac House is a full renovation of two nearly 200-year-old buildings that were previously vacant for more than 30 years.
Sazerac has a history of buying hidden gems and restoring them to their natural beauty. Today, Buffalo Trace Distillery is one of only 2,600 national historic landmarks in the United States, employing nearly 500 workers, and welcoming more than 250,000 visitors a year who enjoy its lush gardens and picturesque campus. Sazerac is projecting 200,000 visitors within the Sazerac House’s first year of operation. “The opening of the Sazerac House gives us a show-stopping homeplace in the heart of New Orleans, in a building with a history that aligns so closely to ours,” said Mark Brown, president and chief executive officer of the Sazerac Company. Guests will first immerse themselves in New Orleans in the 1800s before traveling to the second-floor exhibits which feature modern-day cocktail craftsmanship. Finally, visitors will explore whiskey production in the distillery before exiting through the retail store on the first floor.
A bar in New York that’s gained world acclaim for its blend of the past and the contemporary is expanding to the historic core of New Orleans. New Orleans has been home to a cocktail museum in one form or another since 2005, when a group of cocktail historians and enthusiasts formed the Museum of the American Cocktail. That collection is now part of the Southern Food & Beverage Museum in Central City. “We can show every step — here’s the wood that will later become the staves, that will later become the barrels that are so important in creating the spirits,” said Bock. “We wanted to show the authentic way of making alcohol, exactly what they do in Kentucky, but of course on a much smaller scale and with a bunch of people here to guide you through it,” said distillery supervisor David Bock. The Sazerac name itself goes back to France and a family of the same name that started a winery in about 1600.
By 1796, the cognac produced here, Sazerac de Forge & Fils, was being exported to New Orleans. Developed by pharmacist Antoine Peychaud, who arrived in New Orleans from Haiti about 1830, it became a key ingredient in what would become the Sazerac cocktail. Miguel Solorzano, general manager of The Sazerac House in downtown New Orleans, talks during the first open-house tour on Tuesday, September 10, 2019. Part of a working distillery at The Sazerac House at 101 Magazine Street in downtown New Orleans on Tuesday, September 10, 2019. Displays on the top floor of The Sazerac House at 101 Magazine Street in downtown New Orleans on Tuesday, September 10, 2019. I write about food and culture in the South, from oysters in the Gulf to the chefs in our cities.
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