The iconic Attaboy in New York received the No. 1 spot on North America’s 50 Best Bars list for 2022, which was sponsored by Perrier.
Founded in 2012 by cocktail legends Sam Ross and Michael McIlroy, Attaboy is currently celebrating its 10th anniversary as it carries the torch of Milk & Honey at the iconic bar’s original location on New York’s Lower East Side. Ross and Mcllroy apprenticed under the late Sasha Petraske, and the duo re-conceived the independent speakeasy in a more down-to-earth fashion, eliminating its reservations-only policy yet retaining its discreet signage, low lighting and exposed brick decor, as well as the absence of any cocktail menu (this leads to guests having in-depth conversations with the bartenders as they create bespoke drinks experiences).
Named on The World’s 50 Best Bars list every year since its opening, Attaboy also earned the Rémy Martin Legend of the List 2021, a status that winning North America’s Best Bar resolutely reaffirms.
Over the years, Attaboy has become an international cocktail beacon and haven of beloved modern classics, like Ross’ Penicillin and McIlroy’s Greenpoint. The bar, which Ross and McIlroy continue to own, along with a Nashville, Tenn. outpost, is currently led by star drink-slinger Haley Traub, the national winner of the 2018 Speed Rack bartending competition and the general manager of Attaboy.
Traub, who brings Midwestern charm and a vivacious personality to Attaboy, oversees day-to-day operations and energizes the highly hospitable bar team.
Bar & Restaurant chats with Traub to get her thoughts on the bar’s recent No. 1 honor, to learn more about her beverage philosophy, to get her advice for other bar operators, and to discover what makes Attaboy a success.
Question: First off, what did it feel like when Attaboy received the top spot for North America’s 50 Best Bars for 2022?
Answer: Hearing our name announced as the No. 1 bar in North America felt equally well deserved and unreal. We've been and continue to be so proud of the bar, program, team and experience we've created and upheld over the years, and to receive such a massive tip of the hat from our peers was very humbling.
Question: What are your thoughts on the other bars on the list? Any favorites or bars that you’re inspired by?
Answer: Bringing 50 Best to North America created a platform for bars that might not make it to the World’s Best list to receive some well-deserved recognition. El Gallo Altanero in Guadalajara is one of my absolute favorite bars in the world, and to see my friends being rightfully honored was beyond exciting.
Question: Attaboy is celebrating its 10th anniversary. What’s the secret of the bar’s success?
Answer: No secret, really – we care about what we do and have a team that does it really, really well. On top of that, we've been fortunate to have amazing guests over the years who continue to support us to this day.
Question: What’s your overall beverage philosophy?
Answer: Drink what you want to drink.
Question: What advice do you have for bar operators, owners and team members who want to have a highly successful bar like Attaboy?
Answer: There's no textbook answer for “here's how to have a successful bar,” and what's more, so much of that will depend on so many different factors of the operation. You can't compare Attaboy to a high-volume hotel bar. That being said, I have always prided myself on my Midwestern work ethic, and it’s certainly gotten me where I'm at in my career – thanks, mom and dad!
Question: Attaboy is known for not having a cocktail menu. How did that idea come about? What’s the goal?
Answer: This was a style of service carried over from Milk & Honey where Sasha Petraske resurrected the already expansive lexicon of Prohibition-era classic cocktails. Ultimately, we want to curate the experience to the guest – you should be sitting down for the drinking experience you want to have.
Question: How do you create a cocktail experience for customers? What are some of your best tips?
Answer: It's all about the conversation, which can certainly frighten or intimidate some people, but with a little direction and a little trust, we are more than qualified to go through our mental rolodex of cocktails and deliver something unique to the guest. Even the most inexperienced of drinkers has some grasp on flavors they like – we just need a push in the right direction and we'll take it and run from there.
Question: What do you love most about the bar industry?
Answer: The bar world has become so diverse and culinary, to the point that it seems almost impossible to keep us all under the same umbrella of “bar.” But I love that there are no rules, no parameters, and it seems everyone is up for figuring out the next exciting way to play around. Might not always be everyone's cup of tea, but the boundless creativity in this industry is invigorating and inspiring.
Question: What’s the biggest issue in the bar industry right now and why?
Answer: There is often times a lack of understanding and empathy from guests that can make working in hospitality extremely difficult and disheartening. This is certainly not new, but has become an even bigger issue throughout the pandemic, with guests wanting to rush “back to normal,” while the hospitality industry has been and continues to feel the effects of staff shortages, supply chain issues, inflation, workplace safety, etc. Everyone I know who works in this world does it because they genuinely care about taking care of others. It would be nice if guests would return the sentiment more.
Question: What do you want people to remember about Attaboy?
Answer: That they came in and the lights and candles were at the perfect level, the music and vibe of the room were on point, the bartender had some great chat, and on top of it all, they got a really great cocktail.
Question: Thanks again for your time! Last question – what’s your favorite drink?
Answer: If I had to narrow it down to one flavor profile, I would say bitter and boozy – negronis, boulevardiers, etc. – but choosing just one favorite feels impossible.
To learn more about Attaboy, visit Attaboy.us. To learn more about North America’s 50 Best Bars list, visit Worlds50BestBars.com/NorthAmerica.
Aaron Kiel, based in Raleigh, N.C., has worked in the beverage, tea and coffee industries for nearly two decades. He’s a journalist and writer at heart, but he also wears a PR hat through his consultancy, ak PR Group. He works as an editor with Questex’s Bar & Restaurant Group, including editor of World Tea News, and he’s served the tea community through Questex’s World Tea Conference + Expo (co-located with Bar & Restaurant Expo) since 2010. Contact him here.
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