Liquid Luxury : Inside Baccarat Hotel’s Bespoke Spirits Program
Baccarat’s Private Barrel Program brings together two storied whiskey and champagne brands to create oak barrel-aged libations like no other.
By Deepali Nandwani
The global hospitality industry increasingly offers an array of unique experiences that blend elegant luxury and bespoke moments to discerning and discriminating travellers on the hunt for things new and fun.
One such experience, revolving around spirits, has been designed by Saiff Hammad, the wine director at the uber-luxury Baccarat Hotel and Bar in New York City. She has spent most of 2024 crafting a bar program that balances tradition with innovation. Hammad, who previously worked at the Michelin-starred restaurant Eleven Madison Park, said that the curation of the beverage programme goes beyond getting the best libations and the rarest of offerings. It includes curating and crafting new spirits so exclusive that you have to check into Baccarat to taste them.
The current barrel, selected by Hammad’s predecessor, was finished with custom oak staves—an artisanal touch that subtly shapes its flavour profile. “They go down to the distillery, select the barrel, and then choose the finish,” Hammad explains. “The staves add that final layer of flavour.”
The result is a rich, complex bourbon, with each barrel yielding around 250 bottles. Unsurprisingly, supplies are quick to disappear—typically selling out before the holiday season. fresh barrel is already on its way, with more Kentucky sourcing trips in the works.
As Hammad looks ahead, he’s also steering the hotel toward new expressions of exclusivity—this time through champagne. Building on the vision laid by his predecessor, he is developing a private-label champagne program that brings the same precision and personality to bubbles as the bourbon. “We’re looking at a couple of different providers,” he shares. “The idea is to pick the blend and dosage, then bottle it under our own label.”
The bar at the Baccarat Hotel, New York serves up several rare and exclusive spirits.
The Baccarat Private Barrel Program
At the heart of the hotel’s spirits philosophy is the Baccarat Private Barrel Program—an elevated collaboration with Maker’s Mark that brings a rare level of customisation to the whiskey experience. Hand-selected barrels, finished with a bespoke combination of oak staves, yield a flavour profile designed exclusively for the hotel’s guests.
Served in signature Baccarat crystal glassware in the bar or the Grand Salon, the program’s flagship cocktail—the Baccarat Old Fashioned—epitomises refinement and restraint.
“It’s a way for guests to engage with something truly unique,” Hammad explains. “It’s not just a drink—it’s a conversation.”
Each element of the beverage program—from champagne and bourbon to cocktails—reflects the Baccarat Hotel’s dedication to craftsmanship, exclusivity, and elegance. With plans underway for more collaborations and future releases, Hammad is clearly raising the bar—one bespoke bottle at a time.
The global whiskey market is said to have surpassed $72.7 billion in 2024 and is poised for sustained growth, with a projected compound annual growth rate of 6.7% from 2025 to 2034, according to Global Market Insights. This surge is fuelled by a rising consumer preference for premium and craft whiskey, reflecting a broader shift toward high-quality, bespoke offerings.
The libaton that comes out of the experimentation will be served in the bar of the Grand Salon.
It’s a way for guests to engage with something truly unique. It’s not just a drink—it’s a conversation.
Saiff Hammad
Wine Director, Baccarat Hotel and Bar, New York City
