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Once upon a time, a distillery tour and tasting meant a quick walk past some copper stills, a sip of whatever was on hand, and a nudge toward the gift shop. Today? You might find yourself pairing bourbon with hand-brewed Chinese teas, learning to hoop your own barrel, or tasting moonshine straight from the still before climbing into a Mercedes Sprinter van bound for three more distilleries across Brooklyn.
This is the world of Barrel Strength Talent, founded in 2022 by whiskey educator and industry veteran Lia Niskanen. After more than a decade inside the distillery world developing tours, tastings, and private events at Brooklyn’s acclaimed Kings County Distillery and beyond, Niskanen realized that drinkers were thirsty for more than what came in the glass. They wanted the story behind it…
Racket sports have officially become the hospitality industry’s not-so-secret weapon. From rooftop padel pop-ups to pristine grass courts and crisp tennis whites, racket sports are social without being sweaty, photogenic without needing filters, and carry just enough heritage to feel both classic and cool. Resorts love them because they work for every generation, from the wellness weekender to the grandparent who still swears by their topspin serve. Add branded paddles, chic merchandise, and courtside spritzes, and you have a marketer’s dream. In short, racket sports are the new amenity arms race, fueling hospitality partnerships, programming, and pop-ups.
“Something très chic is about to make a racquet at The Plaza.”
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