Brian DiMarco’s Harlem Standard Whiskey
100th Anniversary of the Harlem Renaissance
“Imagine if Ocean’s Eleven and American Gangster had a baby.” That’s how Brian DiMarco conceptualizes Harlem Standard, his very own whiskey brand and personal legacy project. Founded in 2020, Harlem Standard is shaking up the whiskey shelf at your local liquor store with its high-quality ingredients, keen attention to detail, and visceral callbacks to the rich history of North Manhattan. Yet, this endeavor comes after almost 25 years in the food and beverage industry.
Growing up in the suburbs of Washington, D.C., DiMarco always felt an intrinsic pull to Manhattan. “I would come up on the train. The conductor would put me in the front seat, and I would get off at Penn Station. I would meet my dad, and he would always say, ‘You’re going to move here one day.'” And that he did.
French Culinary Institute
During the period post 9/11, like many people, he began to reevaluate his life. He decided to leave behind his career in advertising, where he managed brands such as Panasonic and Canon. He enrolled at the French Culinary Institute (FCI) in Soho, NY. There, he was mentored by titans of the industry, including Jacques Pépin. He even received a master’s Certificate in Bread Making; however, DiMarco claims he hasn’t baked a single loaf since. Nonetheless, this experience served as the spark for his passion for food.
Mount Olympus
After a year at the FCI, DiMarco then went on to work at the height of the industry, or what her refers to as the “the Mount Olympus of cooking,” at the time: The Food Network. Starting with
Emeril Lagasse. “Everyone thought they were getting their own show, including me.” Although, technically, he did. “I pitched this show to a producer, and they ended up giving it to Tyler Florence. It was basically a show where you would go into someone’s refrigerator and pantry and [make a meal] with whatever they had.” The show ran for two years and 65 episodes. “It was a good run,” he remarks.
The Wine Bug
During a break from his rigorous filming schedule, DiMarco received a call from an old culinary school friend who was the general manager at Sherry-Lehmann, a high-end wine shop on Park Avenue. “He said to me, ‘Come work at the shop, learn about wine, and be a salesperson.’ It didn’t pay very well, but I said, ‘Look, it’s not about the money. I just want to keep doing this. Food and wine are in my blood now.'” During this period was when he truly caught “the wine bug” and reached the point of no return. “I went crazy. I became a bit of a fine and rare wine savant.”
From there, he started his own company, Barterhouse, an importer of wine and spirits, which he stuck with for 15 years. “I was traveling, doing exactly what I wanted. Going to Provence, finding someone who makes amazing rosé, importing it to the US, and trying to sell it.” The only downside was his lack of ownership of the actual product. Cue Harlem Standard.
Steeped in Jazz
The spark came in 2018 and became a full-fledged business just before the pandemic in 2020. The launch also conveniently landed on the 100th anniversary of the Harlem Renaissance, the backbone of DiMarco’s brand. “We started the brand with this idea of steeping it in music, specifically in jazz. That music is really what inspires the brand.” To reinforce this ideal, DiMarco even created a public Spotify playlist with over 24 hours’ worth of music featuring artists like Dizzy Gillespie, Duke Ellington, and Bill Withers. “We’re trying to bring more than just, ‘drink my whiskey,’” he explains. “To me, it’s a lifestyle about contemplation. Maybe having a cigar or just sitting back and having a conversation. Versus trying to get to the end of the race.”
Although the whiskey itself has the wherewithal to stand on its own, without any in-depth backstory or lifestyle concepts. Over-proofed, unfiltered, and made with non-GMO corn from Indiana, Harlem Standard’s products “appeal to the whiskey nerd.” Barreled in Kentucky, the home state of bourbon and whiskey, DiMarco currently offers four spirits for both novices and expert whiskey lovers.
The Harlem Name
DiMarco is also conscious of the cultural implications of the Harlem name. “I think that there’s some responsibility that you have to have. You have to show up. You can’t just appropriate it.” Therefore, he made it his mission to integrate his brand with the neighborhood it is named after, which he achieved through community partnerships with institutions such as The Boys and Girls Club of Harlem, the National Jazz Museum, and The Greater Harlem Chamber of Commerce. During the pandemic a portion of all proceeds also went to The Jazz Foundation of America’s COVID fund, which went on to benefit musicians who were unable to perform under the circumstances. “I’m 50 going on 35,” he says. “We’ve done a lot of stuff, but I want to be able to say I did some good things for the community.”
Website: harlemstandard.com
