Victor George Spirits founder and CEO Victor G. Harvey is expanding his vision beyond the bottle with plans for the first Victor George hotel—a hospitality project expected to rise directly across the street from the company’s future distillery, restaurant and entertainment complex on Fort Lauderdale’s historic Sistrunk Boulevard.
Key Takeaways
- Victor G. Harvey plans to develop the first Victor George hotel in Fort Lauderdale.
- The hotel is planned for a location directly across from the future home of Victor George Spirits.
- The Victory Building is designed to include a distillery, restaurant, cigar bar, whiskey lounge, event space and rooftop lounge.
- The expansion represents Victor George’s evolution from a premium spirits company into a broader hospitality and lifestyle brand.
- Both projects could contribute to the continued economic and cultural revitalization of the historic Sistrunk corridor.
Quick Summary
Victor George Vodka has grown from a South Florida spirits brand into a nationally distributed name recognized for its premium positioning, smooth taste and Black ownership. Now, founder Victor G. Harvey is preparing for the company’s next chapter.
In addition to developing The Victory Building on Sistrunk Boulevard, Harvey has revealed plans to build the first Victor George hotel directly across the street. Together, the projects could create a branded destination combining spirits, dining, nightlife, events, tourism and hospitality in one of Fort Lauderdale’s most historically significant neighborhoods.
Building More Than a Vodka Brand
When Victor G. Harvey launched Victor George Vodka in South Florida in 2019, he was not simply introducing another bottle to an already competitive spirits market.
He was building a brand around premium quality, culture, ownership and experience.
Victor George Vodka is produced in small batches and uses a specialized filtration and oxidation process designed to create a smoother finish with less of the burn traditionally associated with vodka. The company has since expanded its portfolio to include Victor George Caramel Vodka and the Fort Mosé 1738 collection of bourbon and rye whiskey.
According to the company, Victor George Vodka is now distributed across dozens of states, giving the Fort Lauderdale-based business a growing national presence.
But Harvey’s vision has never appeared limited to retail shelves or cocktail menus.
The planned Victor George hotel signals an effort to turn the brand into a complete hospitality experience.
The First Victor George Hotel
Harvey recently shared his intention to build the first Victor George hotel directly across the street from the company’s planned distillery and restaurant complex on Sistrunk Boulevard.
While complete details—including the hotel’s size, room count, amenities and opening timeline—have not yet been publicly announced, the location itself reveals the larger strategy.
Rather than operating as an isolated property, the hotel could become part of a connected Victor George destination.
Guests may eventually be able to stay at the hotel, dine at the restaurant, tour the distillery, enjoy a tasting, attend an event and spend the evening at the rooftop lounge—all within the same branded environment.
For Victor George, this is more than a real estate expansion. It is an opportunity to translate the personality of the spirits company into architecture, service, entertainment and guest experiences.
The Victory Building Comes First
Across the street from the proposed hotel site, Victor George Spirits is advancing plans for The Victory Building, a four-story, approximately 15,000-square-foot development located at 1017 Sistrunk Boulevard.
Plans for the development have included:
- A working distillery
- A full-service restaurant
- A wine and whiskey tasting area
- A cigar bar
- Office and meeting space
- Event space
- A rooftop bar and lounge
The Fort Lauderdale Community Redevelopment Agency previously approved a $2.45 million forgivable loan to support the development, alongside private investment and additional financing.
The project celebrated a groundbreaking ceremony in June 2024 and is intended to become the home of Victor George Spirits and the Old Sistrunk Distillery.
Its name also carries historical significance.
The Victory Building honors the Victory Theatre, a landmark that once served as an important entertainment destination for Fort Lauderdale’s Black community during segregation.
By connecting a modern spirits and hospitality company to that history, the development has the potential to create something commercially ambitious without separating itself from the neighborhood’s cultural identity.
From Selling Bottles to Creating Experiences
The expansion reflects a larger movement within the beverage industry.
Today’s strongest spirits companies are no longer relying exclusively on bottle sales. They are creating physical environments where customers can experience the brand through tastings, food, music, nightlife, design and hospitality.
For Victor George, a hotel could become the most complete expression of that strategy.
A guest room can carry the company’s visual identity. A hotel bar can feature Victor George cocktails and Fort Mosé whiskey. Restaurants and lounges can introduce customers to the portfolio. Events can attract travelers, local professionals, creators and members of the surrounding community.
The result is a business model in which the product, property and experience support one another.
It also gives the company greater control over how people encounter the brand.
Instead of hoping customers notice a bottle on a crowded shelf, Victor George can invite them into an entire world built around it.
Investing in Historic Sistrunk
The significance of these projects extends beyond the Victor George name.
Sistrunk Boulevard runs through one of Fort Lauderdale’s oldest Black communities. Once widely recognized as the heart and soul of the city’s African American business and entertainment district, the corridor has remained central to local conversations surrounding redevelopment, preservation and economic opportunity.
A distillery, restaurant, entertainment complex and hotel could attract visitors while creating jobs and supporting additional activity in the surrounding area.
Harvey has previously emphasized his commitment to hiring from within the neighborhood and contributing to the corridor’s growth.
That local focus is essential.
Major development can transform an area, but its lasting value depends on whether the community participates in the opportunity. If executed thoughtfully, the Victor George projects could demonstrate how a nationally distributed brand can expand while remaining connected to the neighborhood that helped shape its identity.
A Black-Owned Brand Entering a Larger Arena
The proposed hotel also carries importance within the hospitality industry, where Black ownership remains limited—particularly among branded hotels and large destination properties.
Harvey is already recognized as one of the early African American entrepreneurs to build a nationally distributed vodka company. Expanding into hospitality could place him in an even smaller group of Black founders working across spirits, real estate, entertainment and hotel development.
That makes the story bigger than a new building.
It is a story about ownership, vertical expansion and the ability to turn one successful venture into an interconnected business ecosystem.
Victor George Vodka may remain the product that introduced customers to the company, but it is increasingly becoming the foundation for something much larger.
The Next Pour Is Only the Beginning
Victor George Spirits began by asking consumers to reconsider what a premium, Black-owned vodka brand could look like.
Its next chapter asks a more ambitious question: What happens when that brand becomes a destination?
With The Victory Building moving forward and plans emerging for the first Victor George hotel across the street, Harvey is developing a vision that brings together spirits, hospitality, dining, entertainment, culture and community investment.
The hotel remains a planned project, and additional development details have yet to be released. But the direction is clear.
Victor George is no longer building only for the liquor shelf.
Victor Harvey is building a place where people can experience the brand, the neighborhood and the story behind both.
Information regarding the proposed hotel is based on Victor Harvey’s public announcement. Design specifications, construction dates and an opening timeline have not yet been confirmed.
References
[1] Victor George Vodka to Build Fort Lauderdale’s 1st Black Owned … – https://www.peacockarchitect.com/perspective/victor-george-vodka-to-build-fort-lauderdales-1st-black-owned-distillery-restaurant-amp-bar-designed-by-peacock-architects
[2] Victor G Harvey – Founder & CEO of Victor George Spirits – LinkedIn – https://www.linkedin.com/in/victorgharvey
[3] Victor Harvey on 20 Years Building Victor George Brands the Hard Way – https://www.linkedin.com/pulse/from-nightclub-distillery-victor-harvey-20-years-george-anderson-2ag4c
[4] VIDEOS – Fort Mosé Whiskey – https://www.fortmosewhiskey.com/videos
[5] ‘Victor George Spirits’ (AKA: Old Sistrunk Distillery) Celebrates … – https://www.distillerytrail.com/blog/victor-george-spirits-aka-old-sistrunk-distillery-celebrates-historic-groundbreaking-as-floridas-first-black-owned-distillery/
[6] Meet Victor Harvey. – CanvasRebel Magazine – https://canvasrebel.com/meet-victor-harvey/
[7] Victor George Vodka Owner Awarded $2.4 Million – https://citizennewspapergroup.com/news/2021/dec/01/victor-george-vodka-owner-awarded-24-million/
[8] About | VG Vodka – https://www.victorgeorgevodka.com/about
Frequently Asked Questions
1. Will the Victor George Hotel be the first Black-owned hotel in Fort Lauderdale?
The article confirms it will be Fort Lauderdale’s first Black-owned distillery but doesn’t specify whether the hotel itself will be the city’s first Black-owned hotel. The project focuses on establishing the inaugural Victor George-branded lodging property, situated within the same historic corridor as the brand’s flagship production facility.
2. Can non-hotel guests visit the distillery restaurant and rooftop bar?
Yes. All food and beverage venues, including the rooftop lounge and the main dining room, are fully open to the public. Local residents and visitors who are not staying overnight at the hotel are welcome to dine, attend events, and enjoy the cocktail programs.
3. How long will construction take before the hotel opens?
Work on the historic property is currently underway, with developers budgeting extra time to address the unique structural demands of restoring a century-old building. Updates on construction milestones and the official opening schedule will be shared as the project advances through its key development phases.
4. What makes this different from a typical boutique hotel with a restaurant?
Unlike standard boutique properties that lease space to third-party operators, this development features a fully integrated operational model. The spirits production facilities and the hospitality venues are run by the same team, allowing for unique collaborations like custom-distilled house spirits and highly specialized tasting events.
5. Why name it after the Victory Theatre if the theater isn’t part of the project?
The name serves as a tribute to the historic cultural hub that once united the local community. By adopting this moniker, the new development aims to carry forward that legacy of community gathering and cultural celebration, honoring the neighborhood’s rich heritage.
6. How many rooms will the hotel have and what will they cost per night?
Specific lodging details, including the final room count and pricing structure, will be released closer to the completion of construction. The property is expected to position itself competitively within the boutique hospitality market, offering premium accommodations that reflect its unique brand identity.
7. Will the hotel hire locally or bring in staff from outside Fort Lauderdale?
The development team is actively collaborating with local workforce organizations to establish recruitment and training pipelines. Job fairs and skills workshops will be hosted in the neighborhood to ensure that residents have direct access to both the initial construction opportunities and the permanent hospitality roles.
