Zero Proof Sips
Happening from July 21 through 26, Tales of the Cocktail has something for everyone. Last year's Tales offered a bevy of low and zero-proof drinks—not as an afterthought, but as very carefully curated and showcased events. For once, non-drinkers didn't feel like outliers.
Anyone who has chosen not to drink knows of the dearth of choices for zero-proof drinks when they are out on the town. Most bars and restaurants have meager options when it comes to alcohol free (AF) beverages. Often, those drinks don't even earn a mention on the menu. It's mostly the bartender saying, "I'll whip you up something" or doing their best to create a non-alcoholic version of a standard cocktail. Generally not served in a fancy glass or with a beautiful garnish, and even no flavorful bitters or spritz of exotic aromatic essence, most AF drinks consist of a quick slosh of simple syrup, soda water, a splash of fruit juice, and that's a wrap.
Not at Tales of the Cocktail.
Last year's event had elaborately outfitted tasting stations with knowledgeable bartenders creating craft drinks that were pretty to look at and delicious too. The zero-proof drinks at TOTC were nuanced and would be hard put to be dismissed with a bored sigh as mere mocktails. Indeed, these drinks could hold their own, both in looks and taste, against most full-proof cocktails. Tales of the Cocktail recognized the need for a focus on AF drinks.
Lola Thomas, program director of the Tales of the Cocktail Foundation, said, "We are thrilled to see the return of robust no and low alcohol programming for Tales of the Cocktail 2024. We are hearing from our attendees, partners, and presenters that no and low education, activations, and beverage options are a critical piece of their Tales experiences. At this point in our evolution, no and low is not just a popular trend, but a bonafide beverage category that will continue to be thoughtfully explored and offered at Tales of the Cocktail."
Last year's event had several tasting spots featuring brands such as Lyres, Boisson, Ceders, Ritual, Noughty AF, and Ghia, to name a few. The World of Lyre's lounge was decadently decorated, luring attendees in to sample their tasty offerings, which included dealcoholized sparkling wine paired with caviar on chips for starters. There was also a fun soda shop bar with several zero proof drink choices. Lots of people gathered around these spots, including bartenders looking for alcohol-free ideas to take back with them to their own bars.
This year looks to be even more exciting with programming partners including Aplós, Cut Above Spirits, Drink the Pathfinder, Lo-Fi Aperitifs, Lyre's Non-Alcoholic Spirits, Namari, Mockly, Ritual Zero Proof, and Sam Adams, to name a few.
Along with alcohol-free tastings, TOTC events will include a wide range of programs and opportunities.
Select N/A programming includes:
-The No & Low Tasting Room bar will return, giving TOTC attendees an opportunity to try some of the hottest n/as on the market while hanging out at the conference's host hotel, the Ritz-Carlton, New Orleans.
-The Future of THC Beverages - Rachel Burkons, Smoke Sip Savor, Feast & Flower, Founder -— Part of the brand-new Futures Lab series, which will immerse participants in short-format, thoughtful discussions on the future of the drinks industry.
-Zero to Hero: Effective Strategies for Curating Non-Alcoholic Menus in Today's Bar Scene - Miranda Breedlove, National Director of Bars, Hyatt
-Ben's Friends will return to TOTC 2024. — At its core, Ben's Friends are hospitality workers who have found a connection, as well as the tools to seek and maintain sobriety while managing careers and lives in a sane and purposeful way. Ben's Friends will host private meetings in the Beyond the Bar Space on Monday and Tuesday from 4:30 to 6 p.m.
In a city that elevates and celebrates alcohol like New Orleans does, a non-drinker might be forced to take a backseat; however, the number of non-drinkers is growing. More people are taking a step back from drinking, whether it be for a short period such as "Dry January," "Sober October," and Lent—or maybe even a permanent one. In fact, there's a rising trend of the number of sober curious folks. A 2024 NCSolutions survey showed that 41% of adults planned to drink less this year.
When a cocktail conference like Tales acknowledges this change in people's tastes and new distilleries start creating high quality low and zero-alcohol drinks, bitters, and essences, it shows the industry's interest appealing to a broader audience. It's clear to see from the alcohol-free tastings and events at Tales that we've come a long way. Today's zero-proof products are complex, herbaceous, and nuanced—they include botanicals and even adaptogens sometimes.
So if you're alcohol-free or sober curious, Tales of the Cocktail is an excellent opportunity to sample drinks and learn more about trends in the alcohol-free industry. You can whet your whistle with something delicious while talking to bartenders and other like-minded folks who are not only interested but also really excited about the sober movement that's taking a more prominent place on the world stage.
