Merchant is one of the most ambitious restaurants to open in Madison recent times. You'd think the laundry list of lunch, dinner, late night, weekend brunch, and extensive craft cocktail program would be enough. But they also offer an edited but tasteful grocery, along with retail beer, wine and booze. Both the food and the beverage program are built on a foundation of ingredients and presentation. The bar is well suited for those looking try something new, as well as seasoned veterans looking for a proper old fashioned, negroni or whiskey sour. The place gets loud during late night and the service seems slow due to the labor intensive cocktails. Yes the staff is attractive and the patrons are typically quite stylish, but last I checked that was a good thing. Craft cocktails aren't cheap, but be nice and the bartender will offer you a free OGD.