The owner of a beloved Manhattan bar who kept her doors open on 9/11 is launching a line of DTC cocktails to keep regulars coming back through the pandemic
in Manhattan were open on September 11, 2001, after two planes hit the World Trade Center. As distraught neighbors tried to process the trauma, they found solace in each other.
Now, life is at a standstill. And Von is at risk of losing the business that's been her livelihood for the better part of her adult life.Von Bar.To adapt, Von is going in a completely different direction. She'd been planning a whole new venture, even before the pandemic hit: a direct-to-consumer brand of cocktail mixers. The intention was to launch in early 2021, but now she wants to accelerate it and get it to market as soon as this fall.
To Von, it feels like every couple of years there's "something that is all-consuming and nightmarish" to deal with, she said, from natural disasters to audits and lawsuits. She was able to get a grant and a couple of government-supported loans and her landlord has suspended rent temporarily. Initially, she was forced to furlough her staff, eventually bringing a few of them back. And for the few workers who weren't eligible for unemployment benefits, she set up aHer strategy in response to the pandemic has been to prioritize the launch of her new DTC business, while also scrambling to save the existing bar.
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