PRESS RELEASE: Less Traveled, a Cocktail Bar by Long Road Distillers, Planned for Cherry Street

Grand Rapids distillery announces plans for new location in East Hills neighborhood

East Hills Center (of the Universe), Michigan – Long Road Distillers, based on Grand Rapids’ west side, announced plans for a new location coming to the East Hills neighborhood later this spring. The cocktail bar concept will be known as Less Traveled, a nod to the distillery’s way of doing things – with intention, integrity and from start to finish. It will be located at 959 Cherry Street SE.

“Our journey began on the West Side, a place we still call home, over seven years ago” said Kyle VanStrien, Co-Owner of Long Road Distillers. “Our unwavering commitment to taking the long road has led us to this point, where we can now share our craft spirits and cocktails with a new neighborhood on the other side of the river. We’re thrilled to join the East Hills district!”

Plans for Less Traveled include an intimate indoor bar with bar and lounge seating for up to 40 guests. Seating on a new outdoor patio overlooking Cherry Street will have room for up to 45 guests.

“With the evolution of service in our industry over the past few years, outdoor experiences are more important than ever,” said Jon O’Connor, Co-Owner of Long Road Distillers. “Having limited outdoor options at our West Side location, Less Traveled gives us the opportunity to create a vibrant, open-air experience that activates a previously underutilized portion of the block.”

The menu will be a curated selection of cocktails unique to Less Traveled as well as some of the Long Road classics guests have grown to love at other locations. Due to space constraints, there will be no kitchen on-site, but there are plans to offer small snacks for patrons.

Less Traveled will be licensed as an off-premises tasting room for the distillery. All distilling and production operations will still be conducted at 537 Leonard Street NW, where the company operates their distillery and an on-site cocktail bar and restaurant.

Long Road Distillers is seeking Special Land Use approval for Less Traveled from the Grand Rapids Planning Commission on Thursday, February 10. Additional licensing from the Michigan Liquor Control Commission and Kent County Health Department will follow in the coming months.

To learn more about Less Traveled by Long Road Distillers, follow along on Facebook (@lesstraveled gr) and Instagram (@lesstraveledgr).