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Bathhouse's Brooklyn outpost receives liquor licence

Bathhouse's Brooklyn outpost receives liquor licence

New Capabilities New York, NY local

New York State issues a food-and-beverage licence to Unknown Baths Three, the entity behind Bathhouse's venue at 540 Atlantic Avenue

Yesterday: Liquor licence issued to Unknown Baths Three

Overview

Updated 50 minutes ago

New York State granted a liquor licence to Unknown Baths Three, the legal entity behind Bathhouse's third location at 540 Atlantic Avenue in Brooklyn. The September 29 licence lets the venue's Canteen serve alcohol alongside food — one approval in a longer permitting process, not a final green light.

The outpost opened May 16 with four thermal pools and an event sauna the company bills as the country's largest. The licence matters because drinks and programmed heat sit at the center of Bathhouse's social model, which it is exporting to Philadelphia, Chicago, and Los Angeles on a $35 million raise announced in May.

Why it matters

A liquor licence lets Bathhouse's Brooklyn Canteen sell drinks, pushing its event sauna toward paid programming in New York's crowded wellness market.

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Key Indicators

$35M
Capital raised in May 2026
Round led by Imaginary Ventures to fund Bathhouse's expansion into new cities.
3
Bathhouse New York locations
Williamsburg (2019), Flatiron (2024), and Atlantic Avenue (2026).
$29
Atlantic Avenue day-pass floor
The lowest entry price in the Bathhouse system; other locations start at $39.
136 days
Opening date to liquor licence
Time from the May 16 venue opening to the September 29 licence.

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People Involved

Organizations Involved

Timeline

January 2019 September 2026

6 events Latest: Yesterday
Tap a bar to jump to that date
  1. Liquor licence issued to Unknown Baths Three

    Latest Regulatory

    New York State Liquor Authority issues a food-and-beverage licence to Unknown Baths Three at 540 Atlantic Avenue.

  2. Aufguss USA Nationals begin

    Event

    The Aufguss USA Nationals competition opens at the new event sauna, a two-day showcase.

  3. Bathhouse Atlantic Avenue opens

    Opening

    Bathhouse opens its third New York venue at 540 Atlantic Avenue in Downtown Brooklyn, two blocks west of Barclays Center.

  4. Bathhouse raises $35 million

    Funding

    Bathhouse announces a $35 million round led by Imaginary Ventures to fund expansion into multiple cities.

  5. Bathhouse opens in Flatiron

    Opening

    The company's second New York location opens in Manhattan's Flatiron district.

  6. Bathhouse opens in Williamsburg

    Opening

    Bathhouse's first New York location opens in Williamsburg, establishing the brand's thermal-pool format.

Scenarios

1

Bathhouse pours drinks at its Brooklyn Canteen

Likely Resolves by Q2 2027

Discussed by: Bathhouse's own marketing and New York hospitality press

With the licence in hand, Bathhouse begins serving beer, wine, and cocktails at the Atlantic Avenue Canteen and pairs it with evening programming around the 100-seat event sauna. A public menu or announcement listing alcohol at 540 Atlantic Avenue confirms the move. The venue leans into ticketed Aufguss sessions and private events that combine heat with drinks — the model Bathhouse says it will repeat in new cities.

2

Bathhouse opens its next city location

Possible Resolves by Jan 1, 2028

Discussed by: SaunaNews and company statements

Using the May 2026 raise, Bathhouse opens its next location outside New York — Philadelphia at The Bellevue is the first announced city — confirming the Atlantic Avenue opening was the launchpad for that push. An official opening announcement for a non-New York city is the trigger. This validates the expansion thesis that the Brooklyn outpost was built to support.

3

New York competition forces Bathhouse to retrench

Unlikely Resolves by Jan 1, 2028

Discussed by: Vanity Fair's 'sauna wars' framing

New York's crowded wellness market, which Vanity Fair dubbed the sauna wars in January 2026, pressures Bathhouse to adjust. Rising competition or soft demand leads the company to publicly cancel or delay a planned future location, or to cut day-pass prices across its NYC venues. Trigger: a Bathhouse announcement of a delayed or cancelled city, or a New York-wide price cut.

Historical Context

2 moments from history that rhyme with this story — and how they unfolded.

1892–present

Russian and Turkish Baths, East Village (1892)

New York's oldest surviving bathhouse opened on East 10th Street in 1892, serving generations of immigrants and locals with steam rooms, hot rooms, and cold plunges. It became a community fixture, hosting everyone from artists to families for over a century.

Then

It operated for decades as a working-class institution, outlasting the many bathhouses that closed around it.

Now

It remains open today, standing for the communal bathing tradition Bathhouse is modernizing.

Why this matters now

Bathhouse sells the same format — heat, cold, and community — but with an event sauna, cocktails, and venture backing. The liquor licence is part of that commercial reinvention of a format more than 130 years old.

January 2026

New York's 'sauna wars' (2026)

Vanity Fair labeled New York's wellness boom the 'sauna wars' in January 2026 as brands like Bathhouse and Othership raced to open thermal-pool venues across the city.

Then

The competition pushed rivals to add events, food, and drink to stand out, raising what a bathhouse is expected to offer.

Now

Bathhouse's Atlantic Avenue event sauna and Canteen are its answer — a venue built for spectator heat sessions and alcohol service.

Why this matters now

This licence is a direct move in that competition, letting Bathhouse's newest venue serve drinks at the same events its rivals host.

Sources

(4)

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