The much-anticipated Sazerac House museum, cultural center and production facility will open its doors on Oct. 2, offering guests complimentary tours and samples throughout the three-story exhibition area. Fewer than 350 yards from the historic Sazerac Coffee House, the new location resides at the corner of Canal and Magazine, at 101 Magazine St, where the Sazerac Company estimates over 150,000 guests will visit the restored building in its opening year.
In 1838, pharmacist Antoine Peychaud, who immigrated to New Orleans from Haiti, served brandy toddies to his friends using his family’s bitters recipe, a distinct blend of herbs and barks commonly referred to as “Peychaud’s Bitters.” By 1850, the Sazerac cocktail, which–at the time–was made using a mixture of Sazerac Brandy (the recipe would eventually change to include Sazerac rye, instead) and Peychaud’s Bitters. Eventually, The Sazerac Coffee House acquired the recipe for Peychaud’s Bitters, and in 1948, the Goldring family purchased the company, spearheading the Sazerac Company’s growth into the country’s largest spirits producer and one of the largest companies in the world.
Along with architect firm Trapolin-Peer and museum design firm Gallagher & Associates (the company behind the National WWII Museum), the Sazerac Company will offer various interactive exhibits and fun explorations of cocktail culture with The Sazerac House. First floor exhibits will include a custom-built still, of 60-inch diameter and 500-gallon capacity, which will produce Sazerac Rye, sold in the museum’s retail shop, where guests can also buy cocktail kits, apparel, gift sets and other spirits.
On the second floor, visitors can learn about the craft of cocktail creation with virtual mixologists, who will teach visitors about cocktail history, ingredients, spirits and glassware through history and personal stories. Also available, an interactive rum exhibit will show the process of creating the spirit in nine steps. A number of Sazerac products will be showcased, including Southern Comfort, Herbsaint, Cane Run Rum, Peychaud’s Aperitivo and Mr. Boston Cordials.
On the third floor, The Sazerac House offers a variety of exhibits focusing on the historic side of New Orleans’ cocktails–such as a video projection, which details the developments of The French Quarter, and a group of “magic mirrors,” which depicts historic advertisements with animated film.
Self-guided tours are completely free. Ambassadors will be stationed at key locations to help guests along the tour route. Exclusive tastings will be hosted by professional bartenders at The Sazerac House throughout the year, though space at tastings is limited to 20 guests. The Sazerac House will be open to all ages, but to enjoy samples and tastings, guests must be of legal drinking age. For more information about The Sazerac House, or to schedule self-guided tours, visit The Sazerac House website, here.
