It’s been 12 years since Fox Liquor Bar first opened its doors in Raleigh, N.C., and as with any bar and restaurant venue, the business has experienced an evolution of sorts during its long-standing history. Having recently reopened in mid-May after a three-year hiatus, Fox Liquor Bar has been redesigned and reimagined to reflect the discerning interests of today’s cocktail bar aficionados.
As Ashley Christensen, chef and proprietor of AC Restaurants, explains, the original vision for Fox Liquor Bar was very much inspired by the craft cocktail bars in New York and Los Angeles that were setting the stage for the cocktail renaissance.
“The aesthetic and ambiance was pretty chic and modern,” Christensen says. “In this reincarnation, we’ve loosened up the vibe a bit and are focused on making it comfortable, cozy, a little bit retro, and fun. We want it to feel rooted in Raleigh, to feel personal to us and to our neighbors.”
The redesign also pays homage to Christensen’s father, Fox (for whom the bar was originally named and who passed away in 2021), with a wealth of memorabilia and art that he owned dotting the walls of the establishment.
Described by some as a “subterranean den” as it is situated below its sister-establishment Beasley’s Chicken + Honey, the underground bar is now teeming with inventive drinks and menu offerings that are intended to keep patrons coming back for more.
“I think the menus are approachable and familiar, but the details are unique,” Christensen says. “We’ve brought back some old favorites from Beasley’s, our restaurant upstairs, and guests have been very excited to find them on our menu at Fox. The fried shrimp with smoked tomato remoulade, and the “Scout It Out” with gin, rosemary, and a citrus oleo saccharin, have been some of our most requested items.” Other fan favorites include the fried bologna sandwich with American cheese and shredded lettuce; the deviled egg salad toast with tobacco onions, pickles, and jammy egg; and the “Where the Fever Grass Grows” cocktail featuring rye, Cynar, and lemongrass syrup.
Embracing Challenges
In order to completely reevaluate and redesign the venue and to deal with the COVID pandemic complications that many bars and restaurants faced, Fox Liquor Bar was closed for the past three years, which certainly brought its own set of challenges. That said, Christensen is grateful for that time because they were able to rethink how they wanted to reopen and what kind of experience they wanted to create.
“There’s more synergy among the team and more connectivity between our operations upstairs and what we’re doing downstairs, which has created a lot of opportunity for hospitality moments with our guests,” Christenson says.
Of course, reimagining an already-established venue and communicating these changes to existing and new customers requires a solid marketing plan. As Christensen explains, since this is a reopening, they wanted to make sure to re-engage with their former clientele and bring them back into the space.
“We used to have a membership program that we’ve since done away with, but anyone who still has a member’s keychain can show it to the bartender for 10% off their check,” Christensen says. “It’s been a small but impactful way to thank our former patrons for coming back after several years closed.”
Of course, word-of-mouth marketing is a key technique in the bar and restaurant space, and it is certainly proving beneficial to Fox Liquor Bar as word gets out that this favorite hot spot has reopened its doors, and patrons are eager to check out the new offerings and aesthetic.
New Trends Developing
One thing that has undoubtedly evolved since Fox Liquor Bar closed during the pandemic is the increased popularly of non-alcoholic beverage offerings. As such, Christensen and her team have worked to develop an expansive non-alc program that is appealing to those who have embraced this movement.
“We wanted to approach our zero-proof offerings as an opportunity for creating inclusivity – giving delicious options that don’t feel like an afterthought,” Christensen says. “So our zero-proof cocktails have just as much thought and care as our alcoholic cocktails do, and we’re having a lot of fun utilizing some of the newer zero-proof spirits and mixers that have flooded the market like Lyre’s, Seedlip, etc."
In fact, Christensen stresses that developing a well-designed non-alcoholic program is the perfect opportunity for bar owners to extend and expand upon hospitality. “I like to see some zero-proof riffs on classic cocktails, but I also think it’s important to have a few creative NA’s that don’t emulate liquor drinks,” she says. “This gives you the ability to provide appeal and comfort to folks who just may not drink much or at all, and to some members of the recovery community. Also, print it just like you would any other menu item. It should be easy to find…no one wants to go on an Easter egg hunt for a non-alcohol beverage.”
Indeed, for cocktails, Fox Liquor Bar has them broken out as a zero-proof category; for beer, they list ABV next to the names of the beer. Some of their non-alcoholic options include “I’m Not a Lyre,” featuring Mexican Coke, mango tea, lime, and Lyre’s Italian Orange, and “Kindness & Curiosity,” which includes rosemary, citrus, and salt
The past three years have been filled with new visions for developing an ultimate refresh of Fox Liquor Bar. But looking ahead, Christensen has set her sights on expanding the establishment’s hours a bit to be open more during the day, capturing that “third place” energy where folks can come for lunch, for an afternoon meeting, for happy hour, or for a nightcap.
“We’ll keep the menu approachable and relaxed, while continuing to hone in on offerings that feel personal to us and to our guests,” Christensen says. “Fox is a great place to host community events, so we’re really excited to find ways to do that thoughtfully as well.”
All photos courtesy of Lauren Vied Allen.
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