The grand opening of the Sazerac House at 101 Magazine (at Canal) took place Wednesday, October 2nd. This estimated $50 million project began as a six story vacant building adjacent to the Sheraton Hotel on Canal. The 48,000 square foot building dates from the 1860s but has been unoccupied for 30 years. It is now an interactive museum, event space and production facility for whiskey and bitters.
When entering the museum’s core center, a three story tower with illuminated liquor bottles is the shining spectacle that greets you. The Sazerac Company originated in France in the 1600s and in 1796, its cognac was being exported to New Orleans at the Sazerac Coffee House just down the street from this site.
In 1830, Dr. Antoine Peychaud emigrated from Haiti and formulated what would become an essential ingredient in the Sazerac cocktail, Peychaud’s Bitters. Originally a medicinal product, the bitters were being used together with other liquors and spirits.
In 1948 the Goldring family acquired the company and it became the country’s largest spirits producer and one of the largest of such companies in the world with over 400 brands of spirits. Local businessman, Bill Goldring, operates the Sazerac Company from New Orleans where the top three floors of the new building will house the corporate offices.
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