NASSER FRERES SIGNS LIFTED SPIRITS TO RETAIL SPACE AT THE GREYSON IN JERSEY CITY
New Wine and Spirits Shop from Veteran Hospitality Professionals Greg Cochran and Stephen Denaro Will Bring Curated Old World Wines, Premium Spirits and Wine Education to Journal Square
JERSEY CITY, NJ – Nasser Freres announced today that Lifted Spirits, a new wine and spirits shop founded by Greg Cochran and Stephen Denaro, has signed a lease to open at The Greyson, the developer’s 622-residence luxury rental building at 25 Cottage Street in Jersey City’s Journal Square neighborhood.
Occupying approximately 3,000 square feet of ground-floor retail space along Homestead Place, Lifted Spirits will combine a curated selection of wine and spirits with an emphasis on hospitality and education. The shop is expected to open late 2026/early 2027.
Lifted Spirits will place a particular focus on Old World wines that Cochran and Denaro describe as emblematic of their varietals, regions and winemaking traditions. The selection is being designed to appeal to a broad range of customers, from casual wine drinkers and emerging enthusiasts to experienced collectors, with wines generally ranging from $15 to $100.
“We see Lifted Spirits as much more than a place to buy a bottle of wine,” said Cochran. “Our goal is to create a neighborhood destination where people at every level of knowledge can discover great wine and spirits, ask questions and learn. We want the wines we carry to be true expressions of where they come from and what they are supposed to be, while making that experience approachable to anyone who walks through the door.”
Education will be central to the Lifted Spirits concept, with courses covering subjects including wine theory, aroma training and viticulture, along with tastings and other activations. The founders are also exploring opportunities to offer classes and programming for The Greyson residents.
“Greg and Stephen are bringing a level of expertise, hospitality and programming that makes Lifted Spirits an ideal addition to The Greyson and to Journal Square,” said Michael Sokoloff, Partner at Nasser Freres. “We’ve always viewed the ground-floor retail as an important part of creating an active, connected community at The Greyson. Lifted Spirits will serve our residents while also becoming a destination for the broader neighborhood.”
Both founders bring extensive New York City restaurant and beverage experience to the venture. Cochran, a Culinary Institute of America graduate and certified sommelier alumnus of Kevin Zraly’s Windows on the World Wine School, has nearly two decades of hospitality experience. His career includes serving as General Manager at Murray’s Cheese, Great Jones Distilling Co. and Shukette, as well as overseeing multiple venues and front-of-house teams at Resident Ventures. He has developed bar programs and wine lists, created staff training systems and managed restaurant operations.
Denaro is a Certified Sommelier through the Court of Master Sommeliers and also a graduate of the Culinary Institute of America. He helped open Great Jones Distilling Co. and led the beverage program at Daniel Boulud’s Le Gratin, where he later served as General Manager. He also served as Beverage Director at Centurion NY, overseeing its spirits and cocktail program.
“We’ve spent our careers building beverage programs and helping people understand and enjoy what’s in their glass,” said Denaro. “Lifted Spirits gives us the opportunity to bring that experience into a neighborhood setting and create the kind of shop where someone looking for an accessible everyday bottle receives the same level of attention as a serious collector.”
Lifted Spirits will occupy a prominent location on Homestead Place, the new pedestrian-only plaza that connects the Journal Square PATH entrance on Pavonia Avenue with Newark Avenue. The Greyson’s ground-floor retail is envisioned as an important component of the new car-free connection to the transit hub, adding shops and neighborhood-serving uses along the pedestrian corridor.
The Greyson offers 622 studio- to three-bedroom residences and an extensive collection of hospitality-inspired recreational and social spaces. Amenities are highlighted by a 29th-floor rooftop Sky Deck featuring the highest swimming pool in Jersey City, a landscaped pool deck with loungers, sun deck, outdoor dining with BBQs, terrace lounge, dining room with bar and the Sky Lounge. A fourth-floor outdoor deck provides additional lounge seating and BBQ stations, fire pit areas, a sprawling lawn and a shade pergola. The exterior amenities were designed by Melillo Bauer Carman Landscape Architecture.
Inside, residents are welcomed by a 24/7 attended lobby lounge with a baby grand piano. Amenities include a spa with steam, sauna and relaxation rooms; fitness and yoga studios; a speakeasy; movie theater; two-lane bowling alley; karaoke rooms; game and VR Sports lounges; children’s playroom; coworking and content creation spaces; and an indoor/outdoor pet run with pet spa. An on-site art gallery will showcase revolving works from local artists, complemented by an art studio for residents.
Designed by Handel Architects, The Greyson features a distinctive serrated-edge glass façade along Cottage Street, creating bay-window-style projections that maximize natural light and views toward the waterfront and Manhattan skyline.
Homes at The Greyson are priced from the $3,000s, with limited-time incentives that include up to two months free. Immediate occupancy is available. Residences feature 9-foot ceilings, full-height windows, in-home GE washer/dryers and electronic smart locks. Chef-inspired kitchens feature stainless-steel appliances, designer cabinetry, quartz countertops and tile backsplashes.
The Marketing Directors is the building’s exclusive marketing and leasing agent.
For more information on The Greyson, please call 201-584-2525 or visit www.TheGreyson.com.
About Nasser Freres
Nasser Freres is a New York–based real estate investment and development firm. Led by Rafael and Ezra Nasser, the firm brings more than 50 years of combined experience across U.S. and European markets, delivering luxury residential, mixed-use, and commercial projects of scale. With a broad domestic and international portfolio, Nasser Freres is actively involved in all aspects of ownership, development, and management of properties across all asset classes.
Photo Credit: S2B Architecture