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Twerking Santas, ‘Christmapolitans’ Could Give Bars a Needed Boost

The high-octane Miracle pop-ups have been a big revenue driver in years past. But that was before Covid-19.

The Fruitcake Flip.

The Fruitcake Flip.

Photographer: Melissa Hom

Christmas will come early to New York this year. On Nov. 5, a pair of Miracle bars—the pop-up watering holes that scream “holidays” with twerking-Santa decor, elf-shaped mugs, and high-alcohol ‘Christmapolitans’—will open for business at two locations in the East Village and West Village. Nationally, Miracle bars and their Sippin’ Santa cousins will start selling their festive cocktails on Nov. 23.

The franchise started in the East Village in 2014 with Miracle on 9th Street and has since grown into an international behemoth. Last year, there were 107 Miracle outposts, and while the company is still finalizing the 2020 lineup, it expects around 100 participating locations across the country.