Ass Pocket Whiskey (APW) is an exclusive pour at The Lancey. Story matters when guests ask.
A craft whiskey brand owned by Derek Trucks and Susan Tedeschi, of the Tedeschi Trucks Band. Sold in 200ml pint flasks ("the size of a flask that fits in an ass pocket").
Derek and Susan are investors in The Lancey. We are the only bar in the world that retails APW. Everywhere else, it's direct-to-consumer through their website.
"It's a small-batch whiskey from Derek Trucks and Susan Tedeschi. They're investors here, and we're the only bar that pours it. It's named for the flasks they used to sneak booze into their early shows."
The story sells the pour. The pour is good — but the exclusivity is the move.
Pour from the labeled bottle in front of the guest. Never decant. The label is part of the story.
Tags: apw, tedeschi-trucks, investor, exclusive, whiskey