Photos and reporting by Stacie Joy
East Village institution Veselka is seeking a full liquor license for its longtime Second Avenue and Ninth Street location.
Jason Birchard, the third-generation owner of the East Village institution, told us the decision follows the success of Veselka's full liquor program at its Williamsburg outpost.
Birchard will appear before Community Board 3's SLA Licensing & Outdoor Dining Committee on Jan. 12 to make the request.
Birchard said the plan is for a small, food-complementary liquor program — not a full bar.
"Nothing large," he said. "Just a complement to the beer and wine we have now. Maybe a Bloody Mary, a seasonal cocktail, some cordials, and special Ukrainian vodka that's hard to find here."
Veselka has operated with a beer and wine license at the East Village location for more than 30 years, Birchard noted, and is in good standing with the SLA.
He said the move is partly about staying competitive in the neighborhood as costs continue to rise.
Birchard also said the restaurant is exploring a return to late-night hours — potentially 2 a.m., 4 a.m., or even overnight service on weekends — though staffing challenges remain a factor.
As for drinks, Birchard said Veselka has experimented with cocktails before, including a Bloody Mary collaboration at the former Bowery location and a beet martini, and he's open to bringing those ideas back.
The Williamsburg menu offers a preview of what could come to the East Village, including cocktails made with Ukrainian horilka, beet juice and sour cherry syrup.
There are no plans for a separate bar or dedicated bartender at the Second Avenue location. Any cocktails would be prepared through the existing service bar and added directly to the menu.
Birchard also emphasized there would be no "boozy brunch," though a simple cocktail option with brunch could be available.
10 comments:
So this Spring the tables for parties of 8 in their Gutter Dining Double-Wide under my bedroom windows can be even drunker & noisier than previous years. Oh joy!
Sorry for the noise under your window but Veselka is an established full-service restaurant and a beloved icon in the neighborhood. If a new venue like Bar Snack that is basically what the name implies - a bar that serves "snacks" can easily get a full service liquor license on the first go-around then Veselka should be granted a full service liquor license. Community Board 3 - do the right thing!
Wonderful! As a 3rd generation lifelong resident of the neighborhood, this is something I would definitely support!
Great to learn this and highly support it. Good for Veselka (a totally trustworthy biz in the area - they will manage this well) and residents of the area.
Yeah it's annoying, the street shacks came back, as if sidewalk isn't enough. I can't believe it. And half the businesses had tables on curbside too.
If there's any business in the entirety of the EV that deserves a full liquor license, it's Veselka. будьмо!
Agree- license being approved left and right this is one that totally deserves it.
I support this. It’d be nice to have a Bloody Mary with my tuna melt now and then.
Longtime patron (30-plus years) and I understand that prices are up everywhere, but I can no longer afford Veselka’s massive markups. Most of their signature dishes are made from humble ingredients that are still relatively inexpensive. Outdoor dining has allowed them to practically double the size of their flagship restaurant. I believe I have read here that they get a sweetheart deal on rent. Yet they have chosen to turn their instagram popularity into a massive cash grab. Considering what they now charge for a glass of beer, I can’t imagine what an actual cocktail might set you back.
If you keep up with the news the price of food is still high. Beef (which is on the menu in several dishes) has risen by 15% since last year. The prices at Veselka are on a par with other fine restaurants in the neighborhood. I wouldn't call making a profit a "massive cash grab". After all this is America.
For Eastern European food at a lower price you might want to try Little Poland.
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