Logan Square can officially say “aloha” to Surf Bar, helmed by the same crew behind neighboring Emporium Arcade Bar. Opened in June, the beach-themed bar is getting a complete overhaul as it is transformed into the newly minted Branca Bar.
According to Jared Saul, beverage director of Emporium, Surf Bar was always intended to have a short shelf life. “The owners, Danny and Doug Marks, always wanted it to be a rotating event space that will host pop-ups throughout the year,” he says.
When Branca Bar opens Feb. 1, it’ll be a whole new experience. The beachy trappings, decorative surf boards and brightly painted walls will be traded for moody woods, intimate lighting and darker colors, to better reflect the theme behind its name. And just what might that theme be?
“Fernet-Branca,” says Saul.
If you’re unfamiliar, Fernet-Branca is an herbaceous Italian amaro created in Milan in 1845. Descendants of its creator, Bernardino Branca, run the Fratelli Branca company, which owns and produces the liqueur. It’s also something of a secret handshake in the bartending and cocktail world — bartenders and industry pros will often order one as a signal for being in the know. “There’s a whole culture around Fernet that is focused on community,” says Saul. “It’s well-loved in the service industry. It’s ripping a shot with your friends after a shift, it’s a strong sense of family from the company itself. All of this resonates within the industry.” Fratelli Branca, though not directly involved in Branca Bar, “has given us their blessing.”
The new concept will focus on highlighting Chicago’s robust bartending community. “Fratelli Branca, as a brand, really fosters camaraderie, and we want Branca Bar to highlight that,” says Saul. To that end, the space will host a slew of rotating bartenders from throughout the Chicago cocktail community. The cocktail menu will be driven by visiting bartenders — an unannounced few hailing from nationally recognized bars — inspired by Fernet-Branca, but also the family and community behind it.
“There’s a healthy spirit of competition to be the best in this industry, especially in Chicago,” says Saul, “but when we’re not working, we’re hanging out with our friends at their bars, seeing what they’re up to.”
Branca Bar will provide a glimpse into that bar community. “We want to share that sense of community with everyone who doesn’t see it on a day-to-day basis,” Saul says.
The brainchild of Saul, Pete Gugni (Fernet-Branca’s Chicago representative) and Jorge Saldarriaga (formerly of Dixie’s 19521/2), Branca Bar will run a minimum of two months, “though it could be as many as three,” says Saul. The space will host events throughout that time, such as a weekly bocce ball night, industry nights and art openings. The goal is a laid-back, loungey vibe that gets people involved beyond just the cocktails.
“We want to be more than just a bar,” says Saul. “We are driven as much by entertaining and hosting as we are by the drinks. That’s what Fernet is about.”
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