New York’s cocktail scene has long been shaped by bartenders who understand that a memorable drink is about more than what goes into the glass. Hospitality, atmosphere and the ability to create a lasting experience are equally important. For Dan Greenbaum, those principles have defined more than two decades in the industry. Now, the New York native is returning home to take on a new leadership role with Kent Hospitality Group.
Announced November 3, 2026, Greenbaum joins as Bar Director, overseeing beverage programs across three of the hospitality group's notable destinations at 70 Pine Street: Overstory, Saga and Crown Shy. His appointment brings an established industry perspective to a portfolio that spans fine dining and internationally recognized cocktail culture.
Dan Greenbaum, by Tanya Chavez
Greenbaum's career includes helping open Attaboy, the celebrated New York cocktail bar that earned recognition as Best Bar in North America and No. 4 on The World's 50 Best Bars list. He later served as managing partner of Brooklyn's Diamond Reef, guiding the neighborhood establishment onto Esquire's Best Bars in America list within its first year. His experience also extends internationally, with concepts and pop-ups in Barcelona, Mexico City and at Coachella.
After several years living and working in Mexico City, Greenbaum's return to New York marks a homecoming with a broader responsibility: developing beverage programs while investing in the people behind them.
His immediate focus will be Overstory, the 24-seat cocktail destination perched on the 64th floor of 70 Pine Street. Since opening in 2021, the bar has established itself as an international destination, consistently earning recognition on The World's 50 Best Bars and North America's 50 Best Bars lists. Its latest distinctions include No. 17 globally and No. 3 in North America, alongside the Michter's Art of Hospitality Award.
Greenbaum intends to build on that reputation through a program centered on classic cocktails and thoughtful variations, with particular attention to exceptional fermented and distilled spirits. His philosophy favors restraint over unnecessary complexity.
"I want Overstory to be the city's cocktail bar: great classics, made right, in a room where everyone feels taken care of," Greenbaum said. "My drinks come down to one idea, less is more."
For Kent Hospitality Group, the appointment also reflects a commitment to cultivating talent beyond the guest experience. Greenbaum will mentor beverage teams across all three establishments, bringing an operational and creative perspective to the group's broader hospitality ambitions.
"Beyond his instinct for the perfect drink, Dan believes in his people," said Kelly Kent of Kent Hospitality Group, emphasizing the importance of mentorship and staff development within the organization.
Founded by the late multi-Michelin-starred Chef Jamal James Kent, Kent Hospitality Group continues to build its presence through restaurants, taverns, cocktail bars and members clubs across New York City and the Hamptons. Greenbaum's appointment reinforces the group's investment in hospitality as both a craft and a people-driven business.
For a city with no shortage of cocktail destinations, his return brings a familiar industry voice back into the conversation, with an opportunity to shape what comes next from one of Manhattan's most distinctive hospitality addresses.
