Drinks & Dining

Merchants Of Beverage, New Online Destination For Super-Luxury Wine And Spirits

New York Smash Magazine  

You may not have to travel the world to find the very best wine and spirits anymore.

A new luxury online marketplace called Merchants of Beverage features a highly curated selection of hand-picked world-class wine and spirits from around the globe.

With an emphasis on enjoying the full experience of drinking, the company also sells its own ready-to-mix cocktail kits, including classic cocktails with a rich history.

“I started Merchants of Beverage as I realized that there was a vital need in the virtual luxury market for a company dedicated to offering highly curated and top quality wine and spirits as well as stylish and efficient gifting solutions for the aspirational consumer,” Jeffrey Meisel, founder of Merchants of Beverage, told New York Smash. “We want our members to always feel confident in their selections, so we don’t offer everything, we only offer the best. We feature the artisans who don’t always get airtime but who produce world-class and distinctive wine or spirits, often coming with an interesting story.”

According to Meisel, Merchants of Beverage is very selective about what products are featured on the website; there are rigorous behind-the-scenes tastings by a team of industry experts. Some products will make the cut and others will not.

Thanks to the Merchants of Beverage team, here are three luxurious cocktail recipes.

1. Manhattan

Manhattan Cocktail Recipe


History: “While the Manhattan’s origin is widely debated, legend has it that the drink was created in 1874 at the Manhattan Club for a party thrown by an expectant Jennie Churchill. Months later, Winston was born. The Manhattan is suave, sophisticated, and urbane—just like the city from whence it came. Taking something quintessentially European (vermouth) and quintessentially American (bourbon) and combining them in just the right proportions, this cocktail is a classic that endures.” (via merchantsofbeverage.com)


2 ounces Bourbon (or other American whiskey)
1 ounce sweet vermouth
2 dashes aromatic bitters
Brandied cherry (Luxardo are the best)


Add all ingredients to a mixing glass.
Add ice and stir.
Strain into a coupe or cocktail glass.
Garnish with a brandied cherry.
This kit creates ~ 12 cocktails

2. Negroni

Negroni Cocktail Recipe


History: “Before the Negroni, there was the Americano—Campari, sweet vermouth, and club soda. Evidently, this was not enough to quench the thirst of Count Camillo Negroni, who famously requested the aperitivo with gin instead of soda. Despite the unlikely marriage of its three ingredients, the Negroni remains to be one of the most mystifyingly delicious drinks on the menu. The freshness of the gin, the bittersweet Campari, and the spicy vermouth don’t fight for attention, instead they peacefully coexist within the provocatively colored drink.” (via merchantsofbeverage.com)


1 ounce gin
1 ounce Campari
1 ounce sweet vermouth
Orange peel


Add all ingredients to a mixing glass.
Add ice and stir.
For on the rocks, strain over ice (preferably one large cube) into a rocks glass.
For up, strain into a coupe or cocktail glass.
Garnish with an orange peel.

3. Aperol Spritz

Aperol Spritz Cocktail Recipe

Aperol Spritz

History: “At the conclusion of WWI in Italy, Aperol, Campari’s slightly sweeter relative, began weaving its way into the fabric of Italian life as an aperitivo. By the mid-twentieth century, the addition of prosecco created the Aperol Spritz, a cocktail that perfectly embodies the lifestyle captured in Fellini’s “La Dolce Vita”. Woefully underrepresented outside of Venice until recently, the Aperol Spritz is a refreshing response to a warm summer’s day.” (via merchantsofbeverage.com)


3 parts Aperol
2 parts prosecco
1 part soda (or add more prosecco)
Orange wheel


Fill a Collins or big red wine glass with a generous amount of ice.
Pour the Aperol and prosecco over the ice and stir.
Top off with soda water (optional).
Garnish with an orange wheel.