From Effin’ Gruven to Effin’ Beauty: The reimagining of a Long Island icon starts tonight at 5PM.
Long before Michael Cassano and Maria Pallotta of American Beauty in Massapequa were bar owners, they were among the thousands of people to walk through the doors at Effin Gruven. I, like them, went there too. In fact, it was there that I met my husband in person for the first time. He suggested the venue, and I happily obliged as it was familiar territory I could judge his beer taste in. Since he’s the sentimental type (and I’m just the type to remember what we drank each time) we returned every November on our anniversary to celebrate. Each year was sweet for us personally, but not so much for our time there. While in the beginning it was a popular place in our mix of date nights, our outings there gradually decreased. The beer selection was lacking, the crowd an odd mix, and the patchouli scent either overwhelming or seemingly expired. By the time our anniversary rolled around in 2017, we were all set to give it the old college try but showed up to find the doors locked. A few weeks later, they closed up shop for good. Disappointed but not surprised, we wondered what would become of it.
Many worried that one of Long Island’s first major players in the craft beer scene was gone forever. And while there will never be any exact replication of Effin Gruven, Mike and Maria saw this as an opportunity to grow and share what so many people loved.
The concept of Effin Beauty is as unassuming as the name: honor the legacy of Effin Gruven with good vibes in addition to a stellar beer list and top that off with a nod from American Beauty’s killer food menu and comprehensive bar program.
The hours will seem vaguely familiar: a 4pm daily open with a closing time of midnight during the week and 2am on weekends. Happy Hour exists as will nights of live music. Including themed nights such as Drag Queen Bingo and Burlesque, Effin Beauty intends to carry over the notion of a space where adults can go out, relax, and enjoy themselves.
Perhaps the most notable difference is that the tables that once housed bar spillover will be full service. Serving burgers and a list of almost twenty of Mike and Maria’s favorite twists on bar appetizers, the kitchen will be open as long as the lights are on. Steak tartar and roasted lemon cauliflower are among the standout offerings.
The concept of Effin Beauty is as unassuming as the name: honor the legacy of Effin Gruven with good vibes in addition to a stellar beer list and top that off with a nod from American Beauty’s killer food menu and comprehensive bar program.
With 24 lines for beer, expect to consistently see some fan favorites and formidable heavy hitters; Maine, Hill Farmstead, Grimm, Mikkeller, Root and Branch, Evil Twin, Foreign Objects, Barrier, Other Half, Burley Oak, Hudson Valley, Dubco, and Bissell Brothers are among the opening day lineup. There will be an equally impressive selection of bottles and cans in addition to some of the classics Effin Gruven introduced to Long Island (think Magic Hat #9, Wells Banana Bread and Duvel, to name a few.)
Craft cocktails highlighting all kinds of spirits will flesh out the focus on flavored vodka that Gruven was so famous for. An exciting wine list, offered in a tiered glass system will complete the bar menu.
Naturally, there are questions from those who are familiar with Effin’ Past.
Q. What about…Budweiser?
A. As in the past, Budweiser is famously unavailable. There will always be a beer on draft that is a comparable style and taste, however.
Q. What about…FOOSBALL?!
A. You may still continue to (try to) play foosball. How do you actually get good at this game?
Q. What about…that hippie smell?
A. Not so much this time around. Though you will find the peace sign tapestry hanging up in the front window.
Q. And by the way…what took so long? We’ve been anticipating!
Unforeseen renovations, along with permit delays and an alteration of equipment pushed back the anticipated opening date.
Tonight, Effin Beauty, at 2562 Sunrise Highway in Bellmore, will open their doors to not only all the people who have formerly been able to call this location a “home away”, but a new generation of bar guests…maybe even a couple or two on their first date.
Effin Beauty
2562 Sunrise Highway
Bellmore, NY 11710
516-636-5452
Sun – Thurs 5PM to Midnight
Fri & Sat 5PM to 2AM
