Loews Launches The Traveller Bar, a ‘Pop-Up’ Cocktail Experience

Atlanta is one of 25 Loews destinations nationwide where The Traveller Bar will pop-up.

Atlanta is one of 25 Loews destinations nationwide where The Traveller Bar will pop-up.

Loews Hotels this week assembled its traveling “pop-up” experience, The Traveller Bar, in the Loews Atlanta Hotel for the month of March.

Atlanta is one of 25 Loews Hotels destinations across the country that The Traveller Bar will pop-up at, re-imagining the guest beverage experience.

“We wanted to create a truly authentic and culturally relevant, yet light hearted, intimate and engaging beverage concept for cocktail enthusiasts, and were able to draw inspiration from the classic cocktail era to engage our guests and that could also be shared across our hotel portfolio,” Mark Weiss, Senior Vice President of Food & Beverage at Loews Hotels, said in the release.

“Our ultimate goal is to shake up the modern day drinking culture and honor the industry’s talented and artisanal beverage artists, building on Loews’ commitment to offering a distinctly creative beverage & food culture.”

Constructed from an old elevator car, the travelling bar’s metal-framed structure is re-assembled onsite at each Loews property.

The concept features a zinc-topped bar, four leather bar stools, an antique cash register and a back metal mesh wall lined with shelves of bottles and a library of nearly 50 rare and vintage cocktail books, including a first- edition of the oldest cocktail recipe book ever written, the Bar-Tender’s Guide by Jeremiah (Jerry) P. Thomas, which sells for around $8,000 in today’s market.

The full library can be accessed digitally on the iPads available on the bar counter.

The Traveller Bar offers a menu of eight classic cocktails traditionally handcrafted by expert mixologists using premier products, and will be featured in the lobby of Loews Atlanta Hotel through Saturday, April 1 from 6 p.m. to 10 p.m.

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta and What Now Los Angeles.

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