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Culinary publisher Food52 has launched a new sub-brand this week dedicated to the ritual of making and enjoying all kinds of drinks, capitalizing on the pandemic-induced appetite for at-home tipples.
The vertical, aptly named Drinks52, includes content like cocktail recipes and odes to morning beverage rituals, initially publishing roughly three pieces of content a week from Food52’s full-time content staff of 44 people with support from dozens of freelance contributors. The new brand’s Instagram page has over 5,000 followers so far following yesterday’s 10 a.m.