Detroit City Distillery has thrown open the doors of its 100 Proof bar and event space to the general public, giving Eastern Market a new daily spot to grab a cocktail and, come fall, watch the Lions. The 100-seat bar and event space is now open from 11 a.m. to 10 p.m. on weekdays and 10 a.m. to 3 p.m. on Saturdays.
100 Proof officially opened last summer inside the former Detroit Vineyards space along Gratiot Avenue, sitting adjacent to Detroit City Distillery's historic Whiskey Factory production facility, according to WXYZ Channel 7. Until now, the space had largely been reserved for private bookings and Detroit City Distillery events, but founder and master distiller J.P. Jerome said the timing made sense as the calendar turns toward autumn. “Opening 100 Proof to the public just made sense as we head into the extremely busy fall season,” Jerome said, adding that the move “gives people more opportunities to enjoy Detroit City Distillery's spirits, cocktails and experiences.”
A Whiskey Factory Rooted in Detroit Brewing History
The Gratiot Avenue building that now houses 100 Proof has industrial roots stretching back nearly a century. The facility originally opened in the 1930s as a Goebel Brewing Company plant before Stroh Brewery Company acquired it in the 1960s and converted it into an ice cream factory, per the Whiskey Factory. Goebel had built the plant across from Stroh's own brewery before Prohibition-era shifts pushed breweries into ice cream production instead.
Detroit City Distillery was co-founded in 2014 by eight childhood friends, with Jerome leading production as master distiller. Jerome holds a Ph.D. in microbiology from Michigan State University and previously worked at Bell's Brewery before shifting from scientific research into craft spirits, according to City Lifestyle. The business originally aged barrels behind its Riopelle Street tasting room before expanding into the larger Gratiot Avenue footprint, and the distillery now sources roughly 95% of its grains directly from Michigan farms for its small-batch bourbons, ryes, gins, and vodkas, the outlet notes.
From Private Event Space to Public Bar
100 Proof's shift toward the public began well before this week's daily hours took effect. The venue hosted its first major public event on October 3, 2025, celebrating the release of Detroit City Distillery's 100th batch of Butcher's Cut Bourbon, a celebration that featured live music from the Crampton Brothers and custom bottle-etching, according to the Detroit Metro Times. Inside, the space includes a Stave Cave for private dining and a dedicated Classroom for interactive Blend Your Bourbon workshops, with an interior built around repurposed whiskey barrel staves and industrial warehouse aesthetics, per the venue's listing on The Knot.
Lions Tailgates Bring Eastern Market Into Game Day
With daily hours now in place, 100 Proof will feature Detroit Lions home-game tailgates as well as watch parties for away games. Eastern Market has long served as the primary off-stadium tailgating hub for Lions home games, sitting roughly a mile — about a 10- to 15-minute walk or a $5 shuttle ride — from Ford Field, which restricts tailgating in its own adjacent parking lots. Ford Field opened in downtown Detroit in 2002 with limited surface parking for pre-game setups, a constraint that has helped push tailgate culture into the surrounding market district, per SeatGeek.
A Brand Already Known Beyond the Market
Detroit City Distillery has built a following well beyond Eastern Market's borders in recent years. Its annual Pączki Day Vodka, distilled from real raspberry pączki sourced from Hamtramck's historic New Palace Bakery in a 500-gallon copper pot still, routinely sells out thousands of bottles nationwide each Fat Tuesday, according to FOX 2 Detroit; what started as a 20-bottle experiment in 2018 has grown into an annual tradition. The distillery also produces seasonal spirits tied to Eastern Market events, including a Flower Day Vodka made with Michigan lavender and lemon and wrapped in artwork by local muralist Ivan Montoya, one of the market's longest-running spring traditions.
The brand's reach has extended into regional transit hubs as well. In June 2025, hospitality company Delaware North opened Cask & Craft Local Spirits + Bites in the McNamara Terminal at Detroit Metropolitan Wayne County Airport, serving craft cocktails made with Detroit City Distillery spirits at Gate A63 in partnership with Valentine Distilling Co. Jerome's standing in the industry extends to policy circles too — he serves as Vice President of the Michigan Craft Distillers Association board, which represents craft distillers across the state on industry advocacy and growth.
Detroit City Distillery has also been expanding its footprint outside metro Detroit. Hoodline previously reported the distillery would operate a bar inside Lexington's Foley's Market, a further sign of the brand pushing beyond its Eastern Market roots even as it opens its flagship event space to walk-in visitors for the first time.
