Intellectual Terroir

Intellectual Terroir

Proteau is about intellectual terroir.

Proteau is a product of our cosmopolitan, interconnected world. John deBary (JdB) drew upon his deep knowledge of Italian amaro, vermouth, and other spirits like gin and herbal liqueurs to envision each liquid's unique flavor profile. Scouring the markets of New York City, JdB sourced the precise blend of ingredients he needed to in order to create the brand’s first two entries: Ludlow Red and Rivington Spritz.

Traditionally “terroir” refers to the characteristics of a wine that are created by the unique time and place the grapes were grown, and wine was made. Proteau is not a wine, but it is no less a product of the unique geography of New York City in the 21st Century.

Let’s take a look at our ingredients:



Most likely originated in North Eastern Europe. Humans have been eating blackberries for thousands of years.
Has many traditional uses: from hair and fabric dye, to medicine to alleviate stomach issues, even as a barrier to protect buildings and farmland with their prickles.

Licorice Root

Native to Western Asia and Southern Europe

The sweetness in licorice root comes from something called glycyrrhizin, which is 50 times sweeter than sugar and has a lasting, chewy texture.




Roasted Dandelion Root

Native to many areas of the northern hemisphere, “Dandelion” is derived from the French, dent de lion (lion’s tooth).

The entire plant is edible but the roots are prized for their nutty flavor.



Gentian Root

Native to many regions, including Africa Asia, Europe, and the Americas, there are over 400 individual species within the genus.

Gentian has been used widely as a beverage flavoring including sodas, bitter aperitifs, and cocktail bitters like Angostura.



Japanese Honeysuckle

Native to East Asia, this variety of Honeysuckle is grown ornamentally but is also considered an invasive species in some areas.

The edible flowers are a significant source of food for wildlife such as deer, rabbits, and hummingbirds.



They are native to East Asia and Northeastern Europe with Chinese cultivations dating back to 15 century BC

Chrysanthemum flowers are used to make tea and flavor other beverages like rice wine, and they are also consumed like greens in dishes.




Wild strawberries are native to Europe and North America, but the variety we know today was first cultivated in France.

Used extensively in a wide range of culinary applications as well as perfumes and cosmetics.




Chinese Rhubarb (rheum palmatum)

Native to Western China, Northern Tibet and Mongolia.

Chinese rhubarb is used extensively in traditional Chinese medicine, but also as a flavoring in Italian amaro (bitter liqueur).



Hibiscus (roselle)

Roselle is a species of hibiscus native to Africa, Northeast India and South East Asia.

Wide variety of uses including a traditional Caribbean, Middle Eastern and Thai beverages.


Black Pepper

Native to South India, peppercorns are the seeds of the plant’s dried fruit.

Peppercorns are some of the most widely traded spices in the world today and are used in a wide array of cuisines.




German Chamomile

Native to southern and Eastern Europe, chamomile can now be found on all continents.

Valued for its soft apple-like flavor, chamomile also contains a multitude of terpenes and flavonoids.




**please note: many of these ingredients are used in traditional healing practices, Proteau makes no claim to any functional or nutritional benefit. We chose these ingredients strictly for their deliciousness. For more info, check out our FAQ**