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BUSINESS PERSPECTIVES: BerkShares Business of the Month is Brava

With an abundance of highly regarded food and drink establishments in the Berkshires, it can be hard to stand out. Whitney Asher, Owner and Manager of Brava in Lenox, has […]

With an abundance of highly regarded food and drink establishments in the Berkshires, it can be hard to stand out. Whitney Asher, Owner and Manager of Brava in Lenox, has made it his business to do so.

With a tasteful but relaxing atmosphere, accessible prices, and reliable hours, Brava is a favorite for many Lenox residents and visitors alike. But what makes the restaurant and bar even more special is its vast, award-winning selection of wine, beer, craft cocktails, and food to pair—while still maintaining a standard for high-quality products. “Our unique selling proposition has always been having a really extensive collection for the size of business that we are, so on a weekly basis we are inventorying and potentially ordering hundreds of different things,” adds Asher.

On the culinary side, customers can expect a consistently delicious tapas menu—perfect for sharing some bites around the table—along with handmade pizzas. Popular orders include lamb chops, patatas bravas, sirloin steak, multiple shrimp dishes, and cheese and charcuterie boards.

As many local businesses know all too well, it can be difficult to sustain foot traffic during the region’s “off season,” but that hasn’t prevented Whitney from cooking up some attractive offerings during the slower months. In addition to daily food and drink specials, he has organized monthly themed wine dinners with a multi-course food pairing—to be continued in the fall.

Asher came to the restaurant industry, and the Berkshires, later in life. After spending many years in the commercial real estate financing world—first in Chicago, then San Francisco, and later L.A.—he set his sights on pursuing his own commercial endeavor, specifically in the challenging restaurant and bar industry. His plan was to open a spot in California, either in San Francisco or L.A., but his sister, a Lenox resident, suggested he check out her bustling Berkshire town.

Luckily for Lenox, Whitney chose to set down roots in the Berkshires. And, according to him, he’s grateful to be here: “I find it very special that I do something that can make people happy on a daily, weekly, monthly, or annual basis, and be a part of people’s lives.”

Asher has also distinguished his Lenox-based business by imbuing it with a real community feeling. One way he has accomplished this is by proudly accepting the region’s very own local currency, BerkShares. By paying for your meal at Brava using BerkShares, you can rest assured knowing your money will continue to circulate locally, bolstering small businesses and strengthening the local economy.

Whatever the occasion, you’ll want to keep Brava in mind—and make sure you stock up on BerkShares on the way!

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