Experience the excitement of the Tales of the Cocktail festival in New Orleans, connecting cocktail enthusiasts and professionals.
The Tales of the Cocktail (TOTC) is set to return to New Orleans, bringing together global industry professionals for a week of education, networking, and celebration. This year’s theme, ‘Evolve,’ focuses on progress within the spirits industry and includes over 400 events. With an emphasis on skill development, wellness initiatives, and community engagement, TOTC 2024 promises to be an enriching experience that celebrates New Orleans’ rich cocktail heritage.
New Orleans
The Tales of the Cocktail (TOTC), the world’s premier cocktail conference, returns to New Orleans from July 20-25, 2024, bringing together industry professionals from around the globe. This year’s conference theme, “Evolve,” underscores the growth and progress within the international spirits industry, marking the event’s 23rd year since its inception as a single walking tour in 2002.
Tales of the Cocktail has developed significantly over the years, transforming from a local walking tour into a major international gathering that connects bartenders, distillers, educators, and cocktail enthusiasts. This evolution is reflected in the conference’s programming, which aims to educate and support the hospitality industry while maintaining its nonprofit origins.
Lola Thomas, the Program Director for TOTC, highlighted the increasing sense of community within the industry this year. A primary focus of the conference will be on developing techniques and skills for hospitality professionals, with educational sessions set to cover a range of topics including cocktail dilution, fermentation, extraction, cocktails on tap, garnishes, and minerality.
In keeping with its historical roots, the event will feature walking tours that celebrate New Orleans’ cocktail history while enhancing hands-on education. These tours are designed to support local bars and restaurants by increasing foot traffic during a traditionally slow season.
The TOTC will host over 400 events, including seminars, tasting rooms, and off-site gatherings. A variety of ticket options will be available, including budget-friendly day passes and $10 festival passes, to ensure broad accessibility for all interested attendees.
As a prominent platform for networking and sharing innovative ideas, TOTC serves to stimulate growth in the cocktail industry. This year, new wellness initiatives introduced by Beyond the Bar will emphasize the importance of well-being and balance for hospitality professionals. Specific workshops, such as a breathwork seminar led by Nana Sechere, aim to help bartenders manage stress effectively.
Additionally, the conference will welcome the first cannabis beverage sponsor for the Spirited Awards—High & Dry THC-infused seltzers from Cheech & Chong—marking a significant cultural milestone for both the cocktail and cannabis industries. The Spirited Awards will honor distinguished leaders within the cocktail community, with Cheech & Chong among the prominent figures presenting awards.
The event not only showcases industry talent but also aims to blend education, networking, and celebration amidst the vibrant ambiance of New Orleans. The program will feature key seminars, including Damnation of Lewes, which will address labor standards and sustainable business models in the industry.
TOTC has made New Orleans its permanent home to celebrate the city’s rich culture and hospitality. The program reflects ongoing demographic changes, showcasing a significant number of newcomers among attendees. With over 315 educational events led by a diverse array of speakers from various regions, the conference aims to foster inclusivity and representation within the spirits industry.
Moreover, partnerships with brands will facilitate more than 240 brand-hosted events throughout the week, enhancing the overall experience for participants. The TOTC promises to be a comprehensive event that pushes the boundaries of the cocktail industry, providing a platform for knowledge sharing and community building in a celebratory and educational environment.
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