NEW YORK CITY – Waldorf Astoria New York announced today a partnership with award-winning mixology authority Jeff Bell, managing partner of globally renowned speakeasy Please Don’t Tell (PDT) and partner with Apres Cru Hospitality. Bell will develop and conceptualize the cocktail program at the hotel’s iconic Peacock Alley Bar, as well as the hotel’s signature restaurant Lex Yard.
With decades of experience in the cocktail and hospitality industries, Bell is credited with curating some of the most distinguished mixology programs around the world. His legendary speakeasies PDT in New York City and Hong Kong have received numerous accolades including The World’s Best Bar from World’s 50 Best and Tales of the Cocktail, and he was the recipient of the James Beard Award’s first ever Outstanding Bar Program.
Bell will work alongside Waldorf Astoria New York’s and Hilton’s food and beverage team to launch the beverage program at the property, developing original offerings that build on classic New York cocktail culture and redefine the hotel bar, layering on modern service styles and interactive experiences. The hotel will offer an innovative all-day beverage program throughout Peacock Alley and Lex Yard, encompassing brunch-style cocktails, afternoon spritzes, pre-dinner drinks and evening cocktails, and more.
“Reopening the iconic Waldorf Astoria New York is not just the rebirth of a hotel, it’s the revival of a cultural landmark. Since opening on Park Avenue in 1931, Waldorf Astoria New York has been a staple of the city's society scene — countless memories have been made here, often with a glass raised in celebration,” said Bell. “Throughout its history, the hotel has been admired as a pioneer of the global mixology scene and I am incredibly proud to be part of the hotel’s next chapter and introduce Peacock Alley to a new generation of New Yorkers and guests.”
Peacock Alley
Waldorf Astoria New York’s iconic Peacock Alley bar, the city’s premier cocktail destination for nearly a century, is being restored to its original grandeur, and will once again reclaim its place as a destination for New Yorkers and visitors alike. The famed bar, an extension of the hotel’s reception areas, reimagines timelessness incorporating landmarked design elements with modern touches that will be enjoyed for generations to come. Honoring the bar’s legacy and cultural significance, the menu will feature original creations invented at Peacock Alley including Dr. Cook and Bishop Poker, as well as quintessential Prohibition-style cocktails and modernized versions of the classics. Menu items will include signature drinks such as the Waldorf Cocktail composed of Rye Whiskey, Sweet Vermouth, Dash of Absinthe, and Angostura Bitters.
“The reopening of Peacock Alley at Waldorf Astoria New York is a historic moment for both the hotel and the city,” said Tom Walters, senior vice president, Food & Beverage, Americas, Hilton. “A symbol of elegance and hospitality for nearly a century, Peacock Alley has long been a social hub for New Yorkers, celebrities, and travelers alike. In its new iteration, we are committed to honoring the bar’s storied past while embracing an exciting future—one that blends Hilton’s legacy of excellence with modern experiences and world-class cocktail service, for new generations to enjoy.”
Lex Yard
Inspired by the market-driven menu of the hotel’s signature restaurant, Lex Yard, led by Chef Michael Anthony, the cocktail menu will feature classics such as the Rob Roy, which was originally created at the property, a Rye Old Fashioned, as well as beverages made with seasonal ingredients sourced in partnership with the hotel’s culinary team. The wine list will feature a dynamic selection of bottles from top producers around the globe with rotating specials and themes. Lex Yard will also offer a selection of non-alcoholic and low alcohol by volume (ABV) libations, such as the no ABV Gin & Tonic made with Amas Riverine NA Spirit, lime juice, celery, cucumber and tonic water, and the low ABV Americano, made with Luxardo Bitter Bianco, Dolin Blanc Vermouth, Lemon Verbena and club soda.
"We are excited to welcome guests back to Waldorf Astoria New York and continue our legacy as a place where both New Yorkers and travelers make lifelong memories — many of them with a drink in hand,” said Luigi Romaniello, managing director, Waldorf Astoria New York. “Working alongside Jeff Bell, we’ve aligned ourselves with a team that embodies the vibrant energy and spirit of New York and the next chapter of the hotel, where entertainment and connection come together in perfect harmony."
Waldorf Astoria New York is located at 301 Park Avenue New York, New York 10022 and is expected to reopen in spring 2025. To make a reservation at Waldorf Astoria New York, please visit the hotel’s website. Follow along on Instagram at @waldorfnyc and on Facebook at @TheWaldorf.
Read more about Waldorf Astoria Hotels & Resorts at stories.hilton.com.
Tags: Apres Cru Hospitality, Jeff Bell, Waldorf Astoria New York
