New York Beer Company Will Price Brews Stock-Market Style

By James Mulcahy

This morning we took a look at some new must-try cocktails, and now we're in the mood for a beer. Well, it's not open quite yet, but when The New York Beer Company debuts in Hell's Kitchen, we'll be able to head over for a brewski or six. The bar, which will be located at West 44th Street, will feature over 100 beer varieties with a focus on craft labels served along with a menu of American dishes and pizzas. That all sounds pretty status quo, but this bar promises to mix things up with an innovative pricing system.

The prices of the bar's offerings will fluctuate based on demand - yep, it's like a sudsy version of the stock market. The manager on duty will be able to trigger a market crash at any time, bringing all of the offerings to their lowest price possible (thankfully, the manager of the real stock exchange cannot do this). Funnily enough, this is not the first NYC watering hole that will use the system - Exchange Bar and Grill on the East Side also features fluctuating prices. The bar, which is is looking for a late-Feburary open date (321 West 41st St.).