When most people picture midtown Manhattan, they envision crowded souvenir shops and familiar fast-food chains.
Yet, tucked away at 45 W. 45th Street is a trio of bars that break the mold, all thanks to the innovative beverage director, Marshall Minaya.
Since the debut of Valerie in 2018, followed by Madame George in 2022 and the latest, Lolita, in 2023, Minaya has crafted unique cocktail adventures that blend classic techniques with a fresh, creative spirit.
A TRIO OF INTOXICATING FLAVORS
Valerie stands out as a haven for gin lovers, where historical cocktails are reimagined with a modern flair and seasonal ingredients.
What began with just 15 gin varieties has now expanded to over 100, paving the way for a diverse cocktail experience.
From meticulously crafted Gin & Tonics to bottled “freezer door” Martinis and innovative seasonal creations—like Lulu’s Back in Town, which harmonizes fragrant botanicals with spicy citrus notes—Valerie truly embodies creativity.
According to Minaya, these seasonal offerings emerge from collaborative brainstorming among bartenders, each drawing inspiration from chosen spirits and seasonal influences.
At Madame George, the ambiance is plush and inviting, and the cocktail selections draw deeply from classic recipes immersed in the spirit of New York City.
Initially, Minaya thought about a rotating menu similar to other bars, but instead, he chose to forge connections with local distilleries which sparked a more vibrant theme.
The inaugural menu celebrated iconic NYC elements, including cocktails crafted to pay homage to beloved bodega breakfast favorites.
Continuing this homage, the current offerings at Madame George reflect New York’s diverse cultural landscape.
The menu features nods to groundbreaking cultural icons like Basquiat and Warhol, as well as references to hip-hop history and historical neighborhoods like Five Points.
A highlight of the menu is the To Randy cocktail—a playful twist on Basquiat’s favorite Margarita, featuring an exquisite infusion of jasmine and an array of unique garnishes.
Lolita, the newest gem in this trio, bursts forth with Minaya’s enthusiasm for agave and sugarcane spirits, influenced by Brooklyn’s Leyenda.
He appointed Carlos Kennedy-Lopez, a talented bartender from Valerie, as head bartender to construct a program that celebrates the geographical subtleties of these spirits.
Minaya underscores the significance of terroir, acknowledging how different growing regions lend their unique characteristics to agave and sugarcane.
At Lolita, patrons can indulge in both timeless and fresh cocktails, such as Margaritas, Palomas, and Daiquiris, arranged thoughtfully into tropical and savory themes.
The Paloma is a standout, served on draft, with meticulous clarification and carbonation, while the Margarita features a delightful mix of blanco tequila, house-made curaçao, and fresh lime juice.
For those seeking something unusual, Las Mineras—a creative concoction of mezcal, fino sherry, and a touch of roasted corn liqueur—offers a memorable twist.
EMBRACING CULINARY INNOVATION
What truly sets these bars apart is their ambitious commitment to house-made ingredients, a testament to their pursuit of quality.
Minaya insists on crafting nearly every component in-house, utilizing purchased spirits sparingly.
A dedicated, full-time prep team, led by Daniel Hernandez, works diligently to create an extensive array of syrups, shrubs, and tinctures, including unique flavors like orange curaçao and roasted almond orgeat.
Though this level of commitment might seem overwhelming, Minaya believes it enhances the guest experience by making fresh ingredients accessible.
A striking example of this dedication is the Pico de Gallo Martini from Lolita’s savory selection.
This captivating cocktail features Abrojo Gin and is complemented by freshly prepared pico de gallo, showcasing a delightful fusion of creativity and skilled craftsmanship that leaves a lasting impression.
ENERGY ON THE UPSWING
The energetic atmosphere of these three bars pulses through their bustling midtown location, each accommodating a sizable number of guests.
On a typical Wednesday evening at Valerie, the team serves over 1,500 drinks, with a rotating menu boasting around 38 cocktails that change with the seasons.
Meanwhile, both Madame George and Lolita present about 24 cocktails each, refreshing their menus annually to encourage repeat visits.
This forward-thinking approach, paired with a steadfast dedication to crafting cocktails from scratch, requires a high level of operational efficiency.
By thoughtfully planning their ingredient use and ensuring that nothing goes to waste—like repurposing lemon scraps for limoncello and using orange peels for bitters—their eco-conscious philosophy flourishes.
Minaya’s commitment to excellence is evident in every sip served across these thriving establishments.
The entire team, from prep to bartenders, shares a passion that drives them to exceed guest expectations.
Every visit to Valerie, Madame George, or Lolita promises an engaging and unforgettable experience, one that guests will eagerly anticipate returning to time and again.
Source: Imbibemagazine.com