The Romantic Notion of Whiskey Making

By Terri Marshall

Celina Perez, head Distiller at New York's Great Jones distillery, pays homage to whiskey culture, past and present.

For Celina Perez, working in distilleries was a natural progression of having worked in the food and service industry in New York City. She started her career behind the bar, and at the same time, she was a cheesemonger, who dabbled in bread, then beer, and finally whiskey. Today, Celina is the head distiller at Great Jones Distillery. “I have had the unique opportunity to grow my passion for spirits by working to make rum, liqueurs, and whiskey over the past eleven years,” she shares. “I have always loved whiskey, and truly, the rest is history.”

Located at 686 Broadway in the NoHo neighborhood of Manhattan, Great Jones draws inspiration from the city’s spirit of innovation, energy, and hustle. “There’s a profound juxtaposition between the energy of New York City—the hustle and bustle right outside our doors—and the romantic notion of whiskeymaking happening inside,” Celina says. “We’re very proud to be the first whiskey distillery in Manhattan since Prohibition and pay homage to the rich culture of Prohibition-era New York and a celebration of whiskey—past and present.”

Great Jones Straight Bourbon is crafted from ingredients grown in the legendary Black Dirt region of Warwick Valley, New York. Once the site of a prehistoric lake, the soil is renowned for its nutrient- rich content, which imbues a distinctive spice in Great Jones’ whiskeys. “Our 100% corn, barley, and rye are mashed and cut with Catskill Mountain water to create a uniquely New York spirit,” Celina says.

Great Jones pushes the boundaries of great whiskeymaking. “New York City is always changing and evolving, and we are so lucky to be able to develop new and exciting whiskey releases in the center of the greatest city in the world,” Celina shares. “I’m working on some exciting New York Malts, a cherrysmoked Rye, a coffee malt Bourbon, and unique barrel finishes.”

Celina recognizes the importance of diversity and inclusion. “Today’s consumers are looking to learn about and be inspired by brands that reflect their values which matches my ethos. We all know that the world of spirits and distilling can be one-sided, so I have built my team to reflect the diversity of New York City.”

When Celina first started in the industry, women in distilling were exceedingly rare. Now, many of her friends are female distillers and industry pillars. “It’s inspiring to see that ten years later some of the most important and respected leaders in the spirits industry are women,” she says. “It’s a true testament to our hard work and expertise.”

For women considering entering the spirits industry, Celina offers this advice. “Follow your passion. Don’t be intimidated by the labor-intensive requirements of distilling. You can learn to lift a 50lb bag of corn, but no one can teach you to love whiskey.” In essence: Go for it!