Spirits Soar at Distillery of Modern Art
Seth Watson chose Chamblee for his novel art gallery featuring curated spirits and hip activities.
After 37 years with the Atlanta Journal-Constitution and now with the AJT, , Jaffe’s focus is lifestyle, art, dining, fashion, and community events with emphasis on Jewish movers and shakers.
Entrepreneur Seth Watson has a motto about his concept, Distillery of Modern Art…“Art enables us to find ourselves and lose ourselves at the same time.”
Located in Chamblee, DOMA is a beautifully curated art gallery space, offering exposure to local artists, and featuring Watson’s magical process of distilling water, yeast and grain, resulting in unique alcoholic beverages.
He said, “At DOMA, that artistry will be on full display, as guests tour the production floor and meet the creators of our whiskeys, bourbons, gins and vodkas.”
On the alcohol front, DOMA spirits start with the high quality, and artfully layered, choice house-milled grains. The productions range from gins to ryes, bourbons, and imaginatively flavored vodkas—like pomegranate, rose hips and fresh lime.
“Every batch is hand-crafted to delight, and occasionally surprise. With diverse ingredients, proofings, and barrel finishes, DOMA spirits are fresh, spirited, and affordable,” Watson said. “Master mixologists use DOMA-crafted spirits as a canvas to create ever-changing menus of seasonal, local- inspired cocktails enhanced by herbs and botanicals cultivated onsite.”
They also serve au courant “zero-proof cocktails.” Added Watson, “We believe people should be able to enjoy the experience at the distillery just as much as those drinking full proof cocktails.”
DOMA does not purport to be a restaurant. They offer light “elevated” bar snacks like charcuterie, cheeses, olives, and local crackers. They host chef pop-ups and plan new ways to enjoy upscale food trucks with table service. For example, the facility will host an Indian street cooking demonstration/tasting at 6 p.m., May 10. Other unique events are (straight) speed dating, Sound Journey with Yuki Anun, Top Shelf stand-up comedy, yoga, burlesque basics, introduction to calligraphy…ticket prices vary accordingly.
Balancing the art flank, members of Atlanta’s creative community are commissioned to produce unique pieces inspired by the spirits themselves. Guests can move throughout the space, from the gallery to a tasting tour and to the bar for a signature cocktail.
DOMA supports local arts and community organizations, hosting and sponsoring concerts, shows and festivals throughout the year. The gallery shows two complementary artists at a time, rotating every two months. Watson doesn’t take a commission on art sales.
DOMA encourages private parties. Some Jewish-related parties include bar/bat mitzvahs, singles events, Havdalah services, summer camp reunions, and JF&CS, Weber School, and synagogue brotherhood events.
With so much activity developing in Midtown, Watson purposefully set his market/land site on two-plus acres in Chamblee, which he described as “a friendly Atlanta suburb with a diverse, international vibe, an up-and-coming part of Metro Atlanta.”
Watson saw the growth potential there and wanted to get in early. To open a distillery, he had to jump through multiple hoops, obtaining a Distilled Spirits Plant permit from the Federal government.
He explained, “I had to own the equipment with a substantial cash outlay before even applying for the permit.”
To open a distillery, property must be properly zoned for manufacturing distilled spirits. The building may need to be rezoned and repurposed to be used for spirit production, then brought up to code, depending on the city/state.
Next, Watson created a brand using a lawyer to file a trademark, which must have sold a product under that trade name, not just filed.
Watson continued, “Fast forward to having obtained all licenses and permits to open in 16–22 months. Now, build the facility taking eight to 20 months. These two things can happen simultaneously. Assume at least two years to execute from conception to completion, excluding a global pandemic.”
Watson was born and raised in New York by a single mother and four siblings. He recalled, “Immediately after college, at the University of Florida, I moved to Atlanta to begin working. I was not a beer fan when I first started drinking and fell in love with whiskey.”
Watson is married, raising two children, ages six and nine. The family likes climbing, camping, live music and fine dining.
Last word, per Watson, “DOMA is an experiential, sustainable craft distillery, art gallery, bar, event space and community gathering spot. DOMA is honored to join Atlanta’s vibrant hyper-local food and beverage movement. Our growth has been wonderful. Once we get people in the door, they always come back. In five to ten years, we see ourselves in all 52 states and Europe.”
Let the world be his canvas.
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