Tales of the Cocktail opens up programming for everyday consumers
Add Axios as your preferred source to
see more of our stories on Google.
Tales of the Cocktail has brought the drinking industry to New Orleans every summer for more than 20 years.
Zoom in: Cocktail enthusiasts unaffiliated with the business have long dipped into its programming simply for a love of the game.
- But now, for the first time, the conference is adding programming for everyday consumers.
What they're saying: "Cocktails are not their profession. It's their passion," says Tales of the Cocktail executive director Charlotte Voisey.
- The new programming, she notes, has been a long time coming.
- "We like the idea of being able to dig deep for professionals but truly offer something exciting and approachable for cocktail enthusiasts this year," she says.
How it works: Typical Tales of the Cocktail content includes seminars, demonstrations and, yes, tastings, all intended for people who work within the spirits industry. Brand-sponsored parties, activations and photo ops also happen adjacent to the conference all week.
- Everyday consumers have previously been able to participate by buying tasting room passes or one-off tickets to tours and dinners, which are also available to official conference attendees.
- With this year's addition of the Tales of the Cocktail Passport, Voisey says, cocktail enthusiasts can access content intended for someone whose goal is to shake up cocktails at home, rather than for the masses.
The Passport includes access to the Tales House, a standalone space with consumer-level cocktail education and tastings.
- New masterclasses and dinners are also on offer, Voisey says, including a "A Seven Star Dining Experience," featuring a meal cooked by chefs who have a combined seven Michelin stars.
- "It's a fun, enjoyable experience but also catered for a little learning as well," Voisey says.
If you go: Tales House tickets are $99 plus fees. Day passes for tasting rooms start at $45, plus fees. Details.
- Tickets for additional programming, like the "Seven Star Dinner" ($995) are offered separately.