When it comes to elegant cocktail lounges, some bars are as iconic as the drinks they serve. Nowhere is this timeless fusion of heritage and hospitality more alive than at Peacock Alley, the legendary bar inside the equally storied Waldorf Astoria New York

For nearly a century, Peacock Alley has been more than simply a bar; it has stood as a beacon of sophistication. Now, as Waldorf Astoria New York debuts its meticulous restoration, Peacock Alley has been reimagined for a new era, reclaiming its rightful place as the city’s premier cocktail destination. 

At the heart of this renaissance is James Beard Award-winning mixology authority Jeff Bell, who brings decades of experience to this celebrated space. Bell, known for his work curating some of the most distinguished mixology programs around the world, was tapped to develop and conceptualize the beverage programs at both Peacock Alley and the hotel’s signature restaurant, Lex Yard.  

“I’ve been bartending for about 20 years, and I know a lot about Peacock Alley and the rich traditions here of cocktail making,” Bell said. “It’s an iconic bar for the city. There’s an approach to this kind of luxury that is not over the top. It’s thoughtful. There’s a lot of depth, texture, and rich colors, and everything is very cohesive.” 

Working alongside Waldorf Astoria New York’s and Hilton’s food and beverage teams, Bell has crafted a cocktail program that honors the past while inviting a new generation to experience the grandeur. The menu celebrates timeless classics, like the Rob Roy, famously invented at the hotel, and reimagines them through a modern lens with fresh, original offerings and interactive experiences. 

This revival isn’t just about creating cocktails; it’s also about storytelling. Each drink evokes a sense of place, history, and personality, offering the opportunity to connect with the hotel’s heritage with every sip. 

“Jeff Bell has really translated the space well,” said Luigi Romaniello, managing director, Waldorf Astoria New York. “He not only brings a sense of legacy by reviving the classics, but he’s also layered in the nuances of modern mixology to elevate the experience.” 

Peacock Alley’s return helps signal the rebirth of a place that has helped define the city itself. A setting where old-world glamour blends seamlessly with contemporary creativity. A destination that invites locals and visitors alike to gather, celebrate, and create new stories in a space that has seen so many. 

“Come to Waldorf Astoria, have a cocktail at Peacock Alley, and eat dinner at Lex Yard,” Bell said. “It’s going to be a remarkable experience. I hope to see you.” 

Earn 1,000 Bonus Points on every stay

Get free nights even faster. Register now for the Points Plus Promotion and earn 1,000 Bonus Points on all stays from June 1 – August 15, 2025.

The post New Spirit of Peacock Alley at Waldorf Astoria New York appeared first on Stories From Hilton.