Cheech's Own Secretly Opens Overnight With Speakeasy-Themed Party

SOMERVILLE, NJ — Cheech's Own secretly opened overnight in Somerville with a speakeasy-themed launch on Thursday. Here's how an exclusive group of people were able to crack the code.

Bridgewater native Steven Chiocchi "Cheech" sent out clues to followers on the cold brew shop's Instagram page earlier in the week. The first clue was of the a picture of the outside of the United Reformed Church in Somerville.

(First clue via Steven Chiocchi)

The second clue was a photo of what appears to be the billboard posted outside the church with the third clue attached to it.

(Second clue via Steven Chiocchi)

Once people went to the billboard they found the third clue that had a web address, where a limited number of people were invited to the secret launch party.

(Third clue via Steven Chiocchi)

Invitees then received an email saying they had to go to Verve in Somerville on Wednesday and order either an alcoholic or non-alcoholic drink using Cheech's product. They would then be handed a token to let them into the Speak Easy party at 7 p.m. on Thursday.

"I thought the speakeasy theme was an interesting concept to announce my opening," Chiocchi said.

He got the idea when he was in Atlanta, Georgia and was able to figure out his way into a speakeasy cigar and bar lounge.

"It's a little bit of a run around, but if you know what you are doing you can get into the exclusive party," Chiocchi said.

The party offered a taste of offerings and live music playing on stage.

As of Friday, the cold brew shop is now open to the public. The soft opening will be from 10 a.m. to 11 p.m. on Friday and then 6 a.m. and 11 p.m. every day after that.

Chiocchi, a Bridgewater-Raritan High School graduate, mixed together his two passions of bartending and coffee to open newest venture Cheech's Own, located at 37 West Main Street in Somerville.

• See Related: Bridgewater Local Is Brewing Up Organic Coffee In Somerville

To follow Cheech's Own visit Facebook or Instagram or Twitter. Or to buy Cheech's Own products or find what bars are serving it visit cheechsown.com.

(Images via Steven Chiocchi)

Have a news tip? Email alexis.tarrazi@patch.com.

Get Patch breaking news alerts sent right to your phone with our new app. Download here.