The Joy of Cheese Presents Cheese Plate Happy Hour at In Vino October 5

The Joy of Cheese Reinvents the New York City Cheese Program at In Vino

Even though I’ve created three cheese programs that I’m proud of, overall, I hate, yes a strong word, but I hate most New York City restaurant and wine bar cheese programs. Consider the usual listing

Cheese’s proper noun: Wonderful cheese from Vermont/Tuscany/France, raw cow.

There are hundreds of great cheeses from each of those regions available to New Yorkers; there are probably a thousand delicious cheeses made from unpasteurized cow’s milk in New York City right now. In other words instead of creating clarity menus are sowing confusion.

I started The Joy of Cheese six years ago to make extraordinary cheese more accessible to New Yorkers; I thought I could do something about the situation in wine bars and restaurants. Fortunately, I have allies in Keith Beavers and David Hitchner, the owners of In Vino, the renowned wine bar at 215 E. 4th St. and Alphabet City Wine Co., the respected wine boutique at 100 Avenue C. They’ve let me revamp their cheese program at In Vino. The menu discusses each cheese in terms of its optimal wine pairings from the menu, and it liberates the cheese from its precious dairy realm and discuss in the context of New York City 2011.

As part of this endeavor, In Vino is bringing back the concept of the fromagier for a day, or well, for a Happy Hour. Starting October 5th from 5-730 and hopefully becoming a regular event, we are starting a Cheese Plate Happy Hour. Cheese Plates of 3 will be half off, and I’ll be around to sample and discuss delights off of our fantastic list of Italian and contemporary American cheeses (I’ll probably hand out a few surprise cheeses too).

The Joy of Cheese is my six year old series of informal cheese tastings and classes that take place at a variety of bars, bistros and wine shops in Manhattan and Brooklyn. Messrs Hitchner and Beavers have owned In Vino since 2007, the same year they established Alphabet City Wine Company. The shop’s motto is “Wine to the People!” Now we’re bringing cheese with the same exuberance.

Cheesy Happy Hour at In Vino, 215 E. 4th St., Wednesday October 5th 5-7:30.

For more information contact Martin Johnson at


About jmartin437

I've worked in and around the world of high end cheese for 27 years. I've been everything from a department manager who hired and fired and trained staffs to a weekend warrior who shows up ties on an apron the middle of a rush and talks to customers and cleans up the place. I enjoy it all, and I especially like my current situation conducting informal seminars about cheese at area bars and in class at the 92nd St. Y. The current schedule is always up at In addition I conduct private events that are perfect to lead off birthday parties for foodies and sommeliers and also they make great entertainment for corporate team building events and associates meetings at law firms. In addition, I've been a freelance journalist for 27 years. Currently my profiles of leading musicians and filmmakers appear in the Wall Street Journal and I also wrote about sports for the Root, and for five loooong years, which included the entirety of the Isiah Thomas Knicks era, I wrote about the NBA for the New York Sun. I enjoyed writing about basketball so much that I now do it here at rotations for free.
This entry was posted in cheese, culinary, food, Fromage of the Day FoD, gourmet, news, Upcoming Events, wine. Bookmark the permalink.

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