A Toast to the Industry: Inside Tales of the Cocktail 2024

Since its founding in 2002, Tales of the Cocktail (TOTC) has evolved from an annual walking tour of historic New Orleans cocktail bars into the world’s leading cocktail festival.

Each July, spirits and bar industry professionals from around the globe gather in New Orleans for a week of seminars, tastings, networking, and unique events. Whether you’re a bartender, distiller, cocktail enthusiast, or other spirits professional, TOTC offers hundreds of opportunities designed specifically for industry members, serving as a platform for sharing new ideas, products, and techniques.

The Mission of Tales of the Cocktail Foundation

Tales of the Cocktail Foundation is an international nonprofit organization dedicated to educating, advancing, and supporting the global drinks industry. While cocktail enthusiasts are always welcome, TOTC primarily focuses on providing a platform for professional growth and learning. In 2023, 47% of attendees were returning guests, while 53% were first-time visitors, highlighting the event’s continuous appeal to both new and returning participants.

The Spirited Awards®: Honoring Industry Excellence

Established in 2007, the Spirited Awards® have become one of the most revered accolades in the industry. Each year at the Tales of the Cocktail conference, these awards honor exceptional professionals, products, and establishments in the beverage industry. The 2024 theme, “Inspire,” highlights the importance of sharing ideas and energy. Winners from around the world were carefully selected by over 250 industry experts, earning distinctions such as World’s Best Bar and Best Cocktail Menu.

Experience Tales of the Cocktail: An Annual Gathering for Cocktail Lovers

Each July, Tales of the Cocktail transforms New Orleans into a vibrant gathering space for bar professionals. Held at the Ritz-Carlton Hotel, TOTC generates a significant economic impact, with the 2023 event bringing in $24 million for the local economy. This conference also helps cement New Orleans’ reputation in the cocktail world, drawing industry professionals to the city in the midst of summer.

A Variety of Events at Tales of the Cocktail

This year, Tales of the Cocktail has made it easier for cocktail enthusiasts to participate, with activities ranging from tastings to themed tours. The event kicks off with the annual Speed Rack competition, a timed contest for female bartenders, with ticket sales benefiting breast cancer research. The Tasting Rooms offer another popular experience, where spirits brands showcase new releases and flagship products, with day passes available for $45. In addition, the renowned “Cocktail Tours” explore diverse themes, with tickets priced at $65.

Spirited Dinners: A Unique Pairing Experience

During Tales of the Cocktail, many restaurants host “Spirited Dinners,” pairing exclusive cocktails with multi-course meals, creating a unique tasting experience. For example, Palm & Pine is hosting a four-course Tequila Fortaleza dinner, while The Bower collaborates with Italian spirits brand Luxardo and guest bartenders from San Francisco’s True Laurel for a special evening.

Pig & Punch: Toasting for a Good Cause

The event wraps up with the popular Pig & Punch charity party, hosted by the Bon Vivants from San Francisco. This year’s party, held at Broadside, features live music from the Rebirth Brass Band, delicious food from Hogs for the Cause teams, and a variety of drinks. Tickets are $40, with proceeds going to local charitable organizations.

Tales of the Cocktail Foundation is not just a cocktail event—it’s a driving force in the growth of the global drinks industry. Whether you’re a seasoned professional or a cocktail enthusiast, TOTC offers valuable insights and an unparalleled experience, bringing New Orleans to life during the summer. For more event details or ticket information, visit talesofthecocktail.org.

2024 Spirited Awards® Winners:

INTERNATIONAL CATEGORIES

International Bartender of the Year presented by The House of Lustau

• Eric van Beek — Handshake Speakeasy, Mexico City, Mexico

Best International Bar Mentor presented by Tales of the Cocktail Foundation

• Danil Nevsky

Best International Brand Ambassador presented by Tales of the Cocktail Foundation

• Dave Mitton — Lot 40 / J.P. Wiser’s

Best International Bar Team presented by Tales of the Cocktail Foundation

• Handshake Speakeasy — Mexico City, Mexico

Best International Cocktail Bar presented by PATR​​ÓN Tequila

• ALQUÍMICO — Cartagena de Indias, Colombia

Best International Hotel Bar presented by Fords Gin 

• BKK Social Club at Four Seasons Bangkok — Bangkok, Thailand

Best International Restaurant Bar presented by Gin Mare 

• Danico — Paris, France

Best New International Cocktail Bar presented by Diageo Bar Academy

• Bar Leone — Hong Kong, China

 

U.S. CATEGORIES

U.S. Bartender of the Year presented by Pernod Ricard

• Kapri Robinson — Allegory, Washington, D.C.

Best U.S. Bar Mentor presented Jameson Irish Whiskey 

• Alex Jump

Best U.S. Brand Ambassador presented Tales of the Cocktail Foundation 

• Anna Mains — Monkey Shoulder

Best U.S. Bar Team presented by William Grant & Sons

• Jewel of the South — New Orleans, LA

Best U.S. Cocktail Bar presented by Del Maguey Mezcal

• Yacht Club — Denver, CO

Best U.S. Hotel Bar presented by Grey Goose

• Allegory at the Eaton Hotel — Washington, D.C.

Best U.S. Restaurant Bar presented by Tales of the Cocktail Foundation 

• Cleaver – Butchered Meats, Seafood & Classic Cocktails — Las Vegas, NV

Best New U.S. Cocktail Bar presented by Diageo Bar Academy

• Superbueno — New York, NY

 

WRITING & MEDIA CATEGORIES

Best Cocktail & Spirits Publication presented by Tales of the Cocktail Foundation

• The Cocktail Lovers

Best Broadcast, Podcast, or Online Video Series presented by Tales of the Cocktail Foundation

• Bartender at Large

Best Cocktail & Spirits Writing presented by Tales of the Cocktail Foundation

• “A New Spirit Confronts the Consequences of Colonialism,” by Adaorah Oduah, for Punch

Best New Cocktail or Bartending Book presented by Tales of the Cocktail Foundation

• The Ice Book: Cool Cubes, Clear Spheres, and Other Chill Cocktail Crafts by Camper English

Best New Book on Drinks Culture, History, or Spirits presented by Tales of the Cocktail Foundation

• Juke Joints, Jazz Clubs, and Juice: Cocktails from Two Centuries of African American Cookbooks by Toni Tipton-Martin

 

GLOBAL CATEGORIES

Best New Spirit or Cocktail Ingredient presented by Tales of the Cocktail Foundation 

• YUZUCO Yuzu Super Juice

World’s Best Cocktail Menu presented by Diageo Bar Academy

• Handshake Speakeasy — Mexico City, Mexico

World’s Best Spirits Selection presented by Tales of the Cocktail Foundation

• Baba Au Rum — Athens, Greece

Helen David Lifetime Achievement Award presented by William Grant & Sons

• Hidetsugu Ueno

Timeless International Award presented by Tales of the Cocktail Foundation

• Café Pacifico — London, UK

Timeless U.S. Award presented by Tales of the Cocktail Foundation

• The Buena Vista — San Francisco, CA

Tales Visionary Award Presented by Johnnie Walker

• Colin Asare-Appiah

World’s Best Bar presented by Tales of the Cocktail Foundation

• ALQUÍMICO — Cartagena de Indias, Colombia