696 10th Ave (between 48th and 49th)

Many of you may not know, but on 10th avenue is a hidden gem. If you venture out west you’ll find, between 48th and 49th street, the “premier whiskey bar in New York City”. This is not an exaggeration. On The Rocks boasts over 200 whiskeys, from Old Grandad’s to Pappy Van Winkle’s and continues to expand. You’ll find them all listed by region and price in a lovely leather bound menu. Not a whiskey drinker? While this bar is aimed at those looking for the rare whiskey/scotch/bourbon find, you will also have stumbled across over 40 vodkas, numerous tequilas, a selection of sake and over 100 beers, all the way from Pabst Blue Ribbon to complex, whiskey cask beers you’ll feel the need to savor. On the Rocks has it all.

Owner William Gouldman owns a neighborhood favorite, Vintage, a few blocks away but he decided that he wanted to do something different with his latest endeavor. It would seem Mr. Gouldman enjoys variety because like On the Rocks, Vintage also boasts a large menu with over 200 martinis, some crafted by their talented bartenders, others customer suggestions that made it to print. Gouldman wants to take On the Rocks in a similar direction, “If a customer asks for something, we’ll order it”. His customer friendly approach has earned him loyal guests who can often be found chasing their high end whiskey with a Narragansett.

Gouldman wants to make it clear, however, that this is not your grandfather’s bar, or his whiskey for that matter. “Whiskey has matured”, Gouldman says, and he’s doing his best to corner the market on whiskey varieties. He’s looking to expand to over 400 bottles. Soon, On the Rocks will be offering a menu, but you won’t find wings or nachos here, Gouldman is working carefully to develop a menu that pairs well with his variety of whiskey and beers, he’s looking to create the full experience for his customer.

You’re a novice whiskey drinker, you say? Do not fear, On the Rocks is in the process of creating a whiskey menu that will assist the uneducated palette in trying new things without risk. The menu will compare different whiskeys with flavors you’re familiar with, helping you to experiment. Similarly, Gouldman has also purposefully created a menu that encompasses a wide range of prices. He doesn’t want On the Rocks to feel inaccessible to a younger crowd that might be new to whiskey and he’s done a great job of balancing a welcoming atmosphere while keeping things classy. In addition to a variety of price points, you’ll be pleased to know On the Rocks boasts two happy hours, from 5-7pm, followed by a late night happy hour from 1-4am.

It takes a lot of business sense and a clear idea of what you’re aiming for to create not one but two successful bars in New York’s (in)famous Hell’s Kitchen. Gouldman saw a hole in the market and took advantage of it, designing bars that stand out from the rest, and, he wants you to know, “On the Rocks is all green. Environmentally friendly paint, reclaimed wood, counter tops, it’s all green.” Between the environmental awareness, the expansive selection and the relaxed yet dignified atmosphere it would seem On the Rocks is certainly not my grandfather’s whiskey bar, but I think he’d like it.

For more stories like On the Rocks: Whiskey and A Whole Lot More Please visit the Wine & Spirits section of TimesSquare.com.