New Bedford’s Brown Jug Reopens After Five Years

After five years in the dark, a New Bedford staple is lighting up once again.

The Brown Jug, a small neighborhood bar that originally opened in 1991, quietly reopened its doors on St. Patrick’s Day, bringing together longtime patrons for an emotional reunion.

Forced to close in 2020 due to the pandemic, the bar faced an uncertain future. But owner Mike Lajoie wasn’t ready to let go, and with the help of bar manager Victoria Ponte, the Brown Jug is back, this time with a renewed sense of purpose.

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The revamped Brown Jug isn’t just reopening for nostalgia’s sake. Ponte and Lajoie are focused on fostering a welcoming, community-driven atmosphere, one that prioritizes respect for both patrons and neighbors.

“We want this place to be a safe haven for all,” Ponte said.

That means no rowdy crowds out front, no late-night disturbances, and a strong emphasis on inclusivity. A back alley is available for those who need to step outside, helping to keep the neighborhood peaceful.

Beyond just serving drinks, the new Brown Jug aims to give back. Ponte wants the bar to be a place where people know they’re not forgotten, encouraging fundraisers and outreach programs.

“I want people to reach out to us so we can help them,” she said.

Soft Opening Success and What’s Next

While the Brown Jug had to reopen to keep its liquor license, the goal was never just to get back in business. It was to bring the community back together.

The soft opening on St. Paddy’s Day proved just how much people had missed the place, with old friends reuniting after years apart.

Currently, the bar is still ramping up operations.

For now, there’s plenty of beer, but full liquor stock is still coming in. Within a few weeks, everything should be fully stocked, but until then, guests are encouraged to come in, take a load off and enjoy the familiar Cheers-like vibes.

Food, Entertainment and More

The Brown Jug is easing into entertainment, starting with two- or three-piece acoustic acts at night.

Local musician Dan Smith and his son have already performed, bringing a warm and welcoming crowd. Eventually, dart boards and a pool table will return, with football pools also in the works.

In terms of food, Lajoie is looking to collaborate with Four Corners, a local breakfast and lunch spot that’s been going strong for 19 years. The goal is to provide food service at night, especially for the pool leagues.

For now, the Brown Jug is cash-only, but an ATM is on the way. The original bar top remains, but the floors have been redone, blending old charm with a fresh new start.

A Place for All Generations

Ponte hopes to see a mix of old and new faces coming together at the Brown Jug.

“I want generations to mesh,” she said.

The bar is currently open from 2 p.m. to 10 p.m. on weekdays, 12 p.m. to 12 a.m. on select days, and 12 p.m. to 2 a.m. on weekends.

As they continue to settle in, one thing is clear—the Brown Jug is back, and it’s here to bring people together in a way that feels like home.