Ale in the Family

Meet the New Beer King of the LES

First, they colonized Long Island City.

Then, they took Midtown.

At which point, they rested and had a few pints, because that’s what you do when you’ve opened two of the city’s greatest beer bars.

But now, their rest is over...

And they’re bringing you Fools Gold, a low-slung new beer hall on Houston from the guys behind Alewife and the Jeffrey, opening tonight.

You’d be forgiven for missing this place, what with its entrance being unmarked/covered in graffiti right now. But you’ll never forgive yourself for missing what’s inside: the 50-foot concrete bar with 34 taps on a draft system that looks like it was designed by NASA. You know, if NASA focused on important stuff like pouring you beer.

Who you’re bringing here: friends who use the word “hoppy”; dates who list “good beer” as a personal interest; groups who’ll claim a long wooden table in the back and forge the evening’s plans over bourbon-brined jerky and the only Cantillon Gueuze (a highly sought-after Belgian sour beer) in the city.

Also, they convinced the local authorities that they should have the right to open at 6am, when they’ll be showing early-morning European soccer matches.

Don’t forget to thank your local authorities.


Fools Gold
145 E Houston St
(between Eldridge and Forsyth)
New York, NY 10002
official website


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@UrbanDaddy | Take your pleasure seriously.