Over the past decade, Houston, Texas, has evolved into a world-class culinary destination. The city’s robust food and beverage scene has long been an attribute that’s made locals beam with pride — and understandably so. Whether you’re in the mood for a delectable Vietnamese fusion dish, or a delicious Old Fashioned crafted with Texas-made bourbon, there’s something flavorful for everyone. Among some of the hotspots making waves in the bar space is Reserve 101.
In October, Reserve 101 celebrates its 15th anniversary. The bar closed briefly to accommodate a drastic remodel before reopening in March, unveiling a fresh, minimalist chic-meets-industrial interior makeover and a renewed commitment to being the city’s authority on whiskey. “The old Reserve 101 was very much a neighborhood bar. We didn’t lose the culture and warmth of what a neighborhood bar is, but we’re a bar in the middle of downtown. So, we’re a much more polished version of what you would expect a whiskey bar to be,” says Reserve 101 owner Sean Fitzmaurice. “The personification of what I want Reserve 101 to be is Andy Warhol in a Tom Ford suit. We want to have a lot of fun. We want to have a level of polish, and I think when you’re a bar that’s been around for 15 years, you start talking about how you can become timeless.”
In addition to aptly exemplifying Mr Warhol in a swanky designer suit, Reserve 101’s team is as diverse as the city it represents. “I hate the cliché about Houston being a melting pot, but that is exactly what the city is. There are many different faces and so many different walks of life. That’s what I love about Houston. I think it’s important that your team personifies it. Otherwise, you have a mono-focused view and never evolve,” says Fitzmaurice.
To Fitzmaurice’s point, Reserve 101’s ability to evolve over the years has contributed to its successful legacy. Embracing change and the importance of evolution is also something Fitzmaurice. At 17, Fitzmaurice got his start as a barback and bartender at Rock Neutney, a sports bar in the suburbs of Houston. Then, he started bartending at Reserve 101 while attending the University of Houston. Fitzmaurice later became their bar manager for roughly seven years, before briefly taking on the role of energy broker. After Fitzmaurice graduated, he still bartended off and on at Reserve 101. Though the plan was to get out of bartending, Fitzmaurice always knew he wanted to own a bar. “Hospitality has always been my first love. The idea of owning a bar was always more of a fantasy than something that would become a reality, but having the opportunity to take over an iconic bar and create a legacy for Reserve 101 is exciting,” Fitzmaurice says.
In 2019, Fitzmaurice became the owner of Reserve 101. His brilliant expertise (Fitzmaurice has a WSET Level 2 in spirits and an Executive Bourbon Steward certification), creativity, and convivial personality make his passion and appreciation for whiskey contagious to anyone he meets.
Even before Fitzmaurice took over Reserve 101 as owner in 2019, the bar was renowned for its rare whiskey collection. For example, before the 2019 transition, Reserve 101 held about 500 whiskies from 14 countries. In contrast, by the end of this year, the bar is slated to house nearly 2,000 whiskies. While Fitzmaurice credits the growth and access to the original bar owners, he also recognizes how vital it’s been to attend events such as Bar Convent Brooklyn and Tales of the Cocktail to develop relationships with whiskey industry pros. “We were very lucky to take over a bar already doing good things in the whiskey world, but we didn’t take it over for what it was. We took it over for what it always could be,” says Fitzmaurice. “So, we built those relationships we needed to give us access to some of the most rare and unique whiskey in the world, but we also make sure that it’s a curated back bar and accessible.”
Reserve 101 is also one of the few bars in the US that makes luxury whiskeys accessible, so you won’t break the bank to experience a premium, rare whiskey. “We don’t gatekeep whiskey. Accessibility starts with the culture of our bartenders. We are always in beta-testing mode. We’re always learning there is no final version of ourselves,” says Fitzmaurice. “We become a destination point for people looking for rare whiskey, but that also means that the people on the other side of the bar are sometimes more educated than we are. So, we love to learn and catch stories from them as well. So, the accessibility is we make sure that we have that rare whiskey, but we also have stuff that will sit in the $10 to $15 range.”
Reserve 101 was among the first bars in Texas to introduce vintage spirits, so they’re celebrated for having “unicorn” whiskeys. Reserve 101 has early 1970s Weller 107 and LTOs (limited-time offerings) of a 2016 Booker’s Rye. In line with Reserve 101’s accessible luxury endeavors, the bar has a 1986 Wild Turkey 12 Years Old that runs around $40. Fitzmaurice says, “Our goal has always been to be the definitive voice of whiskey in Texas, and that does not mean that we are going to be the voice that you cannot be a part of.”
In the spirit of keeping Reserve 101’s fame and subsequent legacy ablaze, Fitzmaurice and his team are embarking on one of their most ambitious projects ever: the release of a Reserve 101 x Compass Box exclusive bottle by the end of this year. So, Fitzmaurice spoke with the Compass Box master blender and shared his flavor preferences — a rich, sherry finish and custard notes — inspired by the first Scotch he truly fell for, Compass Box 2015 limited release This is Not a Luxury Whisky. “This is the first bottle I ever fell in love with when I started working at Reserve 101. It was a collaboration with Compass Box and a bar called Delilah’s out of Chicago. I didn’t even know Delilah’s was a bar back then, but since then, I’ve become friends with Mike, the owner of Delilah’s in Chicago,” says Fitzmaurice. “So, for that to be the first bottle that I ever fell in love with and now us getting to collaborate with them all these years later is amazing. It’ll be a 15th anniversary bottling, and if I keep doing my job right, we’ll be doing a 20th anniversary version too.”
The Reserve 101 x Compass Box collaboration will feature liquids from 2008 barrels, a nod to the bar’s birth year. The Reserve 101 crew is also looking into proofing the spirit at 101 in homage to its name. Since it’s not a single barrel, which would provide only between 200 and 240 bottles, this exclusive release (for Texas distribution) will be into the thousands of bottles. Moreover, Reserve 101 is one of two bars in the US — and only one of four bars in the world — approved for this unique collaboration.
Fitzmaurice mentions that the bar industry has provided him with some of the best experiences of his life, and these glimmering moments have compelled him to pay it forward with his staff. “I’m so lucky to have the team that we have. So, what I’m most excited about, especially these days, is being able to take care of our team. Our bartenders get health, life, vision, and dental insurance. They have a 401k plan and a gym membership,” says Fitzmaurice. “So, as much as I enjoy being the purveyor and the voice of whiskey, I also love being on the right side of history of what hospitality really deserves and taking care of this team.”
The essence of Fitzmaurice’s longevity strategy for Reserve 101 is built on the power of teamwork. Although Fitzmaurice is the owner, he’s open to his team’s ingenuity. “Our philosophy is the best answer in the room wins. So, that does not always mean it’s my answer,” Fitzmaurice adds. “The agreement is, once we all decide on what that answer is, you’re allowed to fight like hell for your answer being the best one in the room, but once we’ve all decided, we all champion behind it, which is great.”
While a significant draw for frequenting Reserve 101 is its incredible whiskey list and cocktail program, the welcoming staff and warm ambiance make many Houston residents and tourists return for more good times, great cocktails, and engaging conversations. “Of course, we can get technical and talk about the mash bill,
yeast strain, wood components, and all that. But for us, whiskey is the catalyst for conversation,” says Fitzmaurice.
“So, if you want to get nerdy about it, we’re happy to get nerdy with you. But honestly, let’s talk about what this whiskey is to you. I’ve had some really beautiful whiskey, but I can’t remember what it tastes like. I can tell you about the person I sat with, which is equally important. Of course, we need to have that education, especially if we’re going to be the purveyors of whiskey. Still, we must also remember that the whiskey is the catalyst of conversation and experiences.”
