On July 24, Del Maguey hosted a tropical, mezcal-fueled party that was a mashup between two bars: Barcelona's Creps al Born and NOLA's own Anna's.Photo: Courtesy of Pernod
This year’s conference, which took place July 21-26, featured signature programming like the Meet the Distillers trade show and the Speed Rack Championship, along with two new additions: the Wellness Week Pass, which offered access to 20 on‐site workshops, networking sessions, and fitness classes, and the inaugural “Futures Lab” series—short-format discussions on the future of the drinks industry covering topics such as THC beverages, AI, and sustainability.
As usual, spirits brands like Moët Hennessy, Diageo, and Pernod used the conference to showcase their products and promote their initiatives at venues across the city and at the host hotel, The Ritz-Carlton, New Orleans. Keep scrolling to see more brand activations and events from Tales of the Cocktail 2024...
Diageo Goes West
The spirits brand hosted a lineup of events to celebrate the bar community including a Western-theme party on July 25 at the Contemporary Arts Center, bringing the spirit of the Wild West to the heart of the Big Easy with a “honky-tonk rodeo disco.” It featured cocktails from its portfolio of brands including Crown Royal, Bulleit, Don Julio, Ketel One, and George Dickel.
Photo: Courtesy of DIAGEO
Guests took a ride on a buckin' bronco at the party.
Photo: Courtesy of DIAGEO
Jack Daniel’s Journey Through Sound
At Generations Hall, MVA Experiential produced Jack Daniel’s Journey Through Sound, which featured more than 1,000 mixologists and cocktail enthusiasts from around the world. The immersive portfolio party included local performers and a sensorial tasting. Guests enjoyed cocktails curated by “startenders” from Liquid Productions.
Photo: Jovana Irene Photography
Following a performance by Shaboozey (pictured), the night concluded with a show by Big Boi.
Photo: Jovana Irene Photography
Four Seasons Hotel New Orleans
Throughout TOTC, Four Seasons Hotel New Orleans welcomed top bar talent from around the world to its Chandelier Bar for special activations and collaborations, including a partnership with Lyre’s to host a spirit-free hospitality lounge on its fifth floor in Chemin à la Mer. The Chandelier Bar also hosted Four Seasons’ 50 Best Bars honorees from Asia, including BKK Social Club, Virtu, Argo, and Charles H.
Photo: Courtesy of Four Seasons Hotel New Orleans
Pernod Air
On July 22, attendees hopped aboard Pernod Air to explore the cocktails and customs of the countries that the company’s brands call home. Guests embarked on an intercontinental adventure inside a retro airline terminal with special global guest bar partners that illustrated the span of the Pernod Ricard portfolio.
Photo: Courtesy of Pernod
‘Martini Gras’ Presented by Tanqueray No. TEN
On July 23 at Kingsway Studio, Tanqueray gin celebrated its newly designed Tanqueray No. TEN bottle by inviting guests to embark on a journey through the heritage and world of the brand. During the “Martini Gras” event, guests experienced a master class led by bartender and Tanqueray tastemaker Tiffanie Barriere, sipped crafted cocktail flights from Barmini by José Andrés Group, and enjoyed food pairings by Tanqueray partner chef Eric Adjepong.
Photo: Courtesy of Tanqueray
Alma del Jaguar Tequila's Jackson Square Pop-Up
With help from the folks at Fives Bar, Alma del Jaguar Tequila served 2,000-plus tastings and cocktails featuring its blanco, reposado, and newly released high-proof Nocturna (named after the nighttime hunting habits of wild North American jaguars) during its pop-up, which ran from July 22-25. A percentage of sales from Alma del Jaguar supports the Northern Jaguar Project, a binational effort between conservationists from the U.S. and Mexico to preserve and recover the world’s northernmost population of wild jaguars and their habitats.
Photo: Courtesy of Alma del Jaguar Tequila
Spiribam
This year, Spiribam, known for its diverse portfolio of Caribbean rums, hosted and participated in several events including a friends and family happy hour at Compère Lapin. The brand’s Bounty Rum-sponsored Tacky Beach Party at Bearcat CBD featured mini beach buckets filled with cocktails and pizza. And the week ended with the second annual Anti-Cocktail Party at Bar Tonique, co-hosted with Saint Benevolence and Worthy Park.
Photo: Courtesy of Spiribam
Moët Hennessy’s La Maison Presents the Symphony of Spirits
Moët Hennessy USA returned to TOTC for the second time at Latrobe's on Royal. The activation took guests on a journey from 1900 to 2024, with each cultural moment featuring actors and dancers along with handcrafted cocktails from that time period.
For example, in the 1900s section, a local general store in New Orleans included a shop attendant and musician playing ragtime music and the cocktail featured was a Sazerac with Hennessy V.S and Woodinville Rye.
For example, in the 1900s section, a local general store in New Orleans included a shop attendant and musician playing ragtime music and the cocktail featured was a Sazerac with Hennessy V.S and Woodinville Rye.
Photo: Courtesy of Moët Hennessy
The Moët Hennessy Record Shop represented the period from the 1950s to the 1980s. The "owner" of the record shop picked out select tunes at the listening station, while bottles of Belvedere spun around on vintage record players. The featured cocktails were the Moscow Mule with Belvedere Organic and the Tequila Daisy with Volcan blanco or reposado.
Photo: Courtesy of Moët Hennessy
National Tequila Day HQ, Presented by Patrón
PATRÓN joined forces with NYC cocktail bar Superbueno and Mexico City hot spot Limantour to celebrate National Tequila Day with a takeover of The Royal Sonesta New Orleans' courtyard and Jazz Playhouse. Patrón master distiller David Rodriguez mixed up cocktails and provided tasting moments for guests.
Photo: Courtesy of Patrón
Pernod’s Great American Road Trip
Back for its second year, on July 24, attendees experienced Pernod Ricard's American whiskeys—from Kentucky to Texas to West Virginia—with its road trip activation. Guests tried Founder's collections, special editions, unique finishes, and more, plus cocktails and burgers from Wolfe's.
Photo: Courtesy of Pernod
Cierto Tequila
On July 25, Cierto Tequila teamed up with The Cocktail Guru team led by Jonathan Pogash to host one of the conference’s signature Spirited Dinners at Café Amelie.
Photo: Casey McMurray Photography
Creps y Mezcal al NOLA
On July 24, Del Maguey hosted a tropical, mezcal-fueled party that was a mashup between two bars: Barcelona's Creps al Born and NOLA's own Anna's.
Photo: Courtesy of Pernod
El Buho Mezcal
Fives Oyster Bar in New Orleans hosted a bar takeover by Oxomoco from Greenpoint, Brooklyn, featuring El Buho Mezcal Artesanal cocktails by Marino Perez, including menu staples like the Mariachi, Flama Blanca, Ultimo Adios, and fan-favorite Noche Sin Fin, which is made with El Buho Mezcal, yolixpa, chocolate, and café de olla.
Photo: Courtesy of El Buho Mezcal
Rabbit Hole
For the Rabbit Hole activation at BK House & Gardens, produced by MVA Experiential, Vinyl Haus built the mirrored archways that framed the space.
Photo: Courtesy of Vinyl Haus
House of Fire Presented by Casa Lumbre Spirits
At Generations Hall on July 25, Casa Lumbre Spirits brought its House of Fire activation back to New Orleans, in collaboration with Cafe La Trova, Mamba Negra, Bijou Drinkery, Casa Prunes, Maizajo, and Turning Tables.
Photo: Courtesy of Casa Lumbre Spirits
Rémy Martin's 300th Anniversary Celebration
Rémy Martin celebrated its 300th anniversary with specialty cocktails, a drone show, and a performance by DJ duo Coco & Breezy at The Chicory in New Orleans. The event featured four bar partners: Turning Tables NOLA, Harry’s Bar, Allegory DC, and Accomplice Bar, each serving specially crafted cocktails featuring various Rémy Martin expressions.
Photo: Courtesy of Rémy Martin
Guests were invited to view a drone show on The Chicory’s roof that featured iconography of Rémy Martin, including the signature Centaur and XO, VSOP, and 1738 bottles.
Photo: Courtesy of Rémy Martin
