Whiskey FROM THE GROUND UP BROADSTREET INFAMOUS EMBRACES GREENSBORO’S HISTORY AND COMMUNITY IN ITS NEW WHISKEY RECIPE BY CRYSTAL JACKSON PHOTOS BY CRYSTAL PITTMAN AND CONTRIBUTED
T
he energy in the room is palpable at FlowSpace in Greensboro, the new temporary office of Broadstreet Infamous CEO Lorenze Tremonti. Tremonti, a clear-eyed bundle of energy who finishes a sentence with another sentence, aims to sell more than whiskey in downtown Greensboro through his Broadstreet Infamous brand doing business under the name Infamous Whiskey, Inc. The company has navigated a tangle of state and federal regulations to create an opportunity to distill whiskey, legally in downtown Greensboro. But along with whiskey, Tremonti is selling a vision. He wants to honor the past, build a community in the present, and create a brighter future in Lake Oconee through whiskey. “We want to stand behind the city and we want the city to stand behind us,” he says. “We want to be a company that the community depends on.” The dream began with cupcakes. It’s an unlikely starting point for a whiskey distillery. Approximately six years ago, Tremonti was sitting at the kitchen counter of his Madison residence, sipping a glass of whiskey while his wife Alison was baking cupcakes for clients. In baking, he says, Alison is “all that.” “Everybody knows,” he says. “She’s pretty phenomenal.” He told her that she was lucky to get to share her passion, creativity, and art with other people and to share their excitement for her creations. A successful former musician, Tremonti missed that
32 LAKE OCONEE LIVING MAGAZINE | WINTER 2024