Gowanus, Home of the Pop-up Cocktail

Earlier this year, Gowanus locals got wind of an exciting new addition to the neighborhood with an unconventional cocktail lounge, Whiskey Tango Foxtrot. There was buzz in publications such as the New Yorker in anticipation of a night spot that blended classic cocktail mixology with iPad applications.

The only issue was, the news never delivered.

According to proprietor Max Messier, the failing economy left him and his business without investors, foiling his plans for a late summer opening. Late summer moved to fall, to early winter and so on, until what was at first a temporary fix has become a new medium in which to enjoy nightlife: the mobile bar.

"We have been moving around and sharing our cocktails, all through word-of-mouth," said Messier at one of his mobile bar events. The bar is minimal, and his aims are modest - besides getting a no-budget marketing campaign up and ruing, he hopes to come away with enough tips and donations to cover a few hours worth of tending bar.

"Foxtrot publicity is very much social media driven and very organic in nature," Messier observed recently.

We first encountered Messier in October, having gotten word of what Foxtrot  titles B-PUCH pop-ups. This is a donation-based event: the space was a Smith Street apartment, on lend from an acquaintance, while much of the alcohol was donated to Foxtrot from manufacturers. Music blared and the mood was light as Messier mixed his two drink menus for patrons to sample freely - bacon infused bourbon and gin were the flavors of the evening, offering what Messier referred to as a snap-shot of his cocktail technique.

Pop-up cocktail hours are unique for a number of reasons. For one, the events are advertised through a mailing list and word-of-mouth only. Another noteworthy feature is that the events, and drinks, are free of charge. The goal is to generate marketing through what Messier believes is the best medium possible - sharing in the experience.

Messier, who has a history degree from San Fransisco State College and whose resume includes various dot.com start-ups in Silicon Valley "knows a thing or two about getting something off the ground." The west coast native was first inspired to start his concept cocktail lounge after forays into New York City's nightlife left Messier feeling as if something was missing from the scene.

"I’m from San Fransisco, with a tech background in social media, so I find social media platforms very valuable," says Messier of his marketing approach. His plans include an iPad application that he has developed, in which patrons will eventually be able to place orders electronically from the bar.

Foxtrot tries for a new concept: "I'm trying to offer education, first and foremost – we'll run a schedule of classes and educate people on how to make their own bitters, along with primers on Italian wine, American whiskey, gin..."

"I want people to know that we are going with a market-driven cocktail list; concise, very reactive to locally-grown ingredients. We will be pushing local produce and ingredients. Also, we want people to have a lot of fun," he added.

Why choose the desertous stretch of Third Avenue that lies just below the perpetually thundering BQE? "I was fascinated by the middle ground that is Gowanus. I looked at Williamsburg, and it's too saturated. I looked over in Park Slope, and that was not what I wanted." The lease at 433 Third Avenue is signed and sealed - now all it's waiting for is for the bar to arrive.

Messier's plans are big once the Third Avenue venue opens. Until then, join in and enjoy the ride of a mishap-turned-cocktail adventure. Check Foxtrot's website and facebook page to keep up.