Travel Cocktails & Tales to Tell
The much-beloved, and ever-growing, Tales of the Cocktail (TOTC) maintains its headquarters at the Ritz-Carlton New Orleans (located at 921 Canal St.) from July 20 to 25, 2025. This year's theme is "Evolve," and as parts of the international landscape change alliances, hands, and philosophies, the global event features over 50 brands from around the world.
As mixologists, restaurateurs, connoisseurs, and media convene in the Big Easy for the social and educational event, 14 percent of participants are from abroad and represent countries from six out of the seven continents.
Evolution
Tales has grown bigger and better through its 23-year history. Started in 2002 as a walking celebration of spirits, as well as the "spirits" who serve them, Tales swiftly became an alleviating event during NOLA's notoriously slow summer season ("The Famine" to those in the industry).
"Centered on the theme 'Evolve,' the conference will explore the cocktail industry's ongoing transformation and development, highlighting evolution as a catalyst for innovation and a necessity for growth," according to TalesOfTheCocktail.org.
Prohibition
Under the tutelage of its founders, Tales thrived, flourished, and dominated as a "nothing-quite like it," must-do event on NOLA's increasingly crowded calendar.
While on assignment in London for Fashion Week and the then-new W Hotel in Leicester Square (10 Wardour St., London W1D 6QF, United Kingdom), we met a charming Aussie by the name of Nicolas Quatroville who, at that point, was the Head of Bartending at the hotel. One of his professional goals was to compete in the TOTC mixology contest here in NOLA.
Like smoking cigarettes, alcohol consumption has seen a decrease with Gen Z-ers, but, like cigarettes, there is allure to a pre-travel cocktail in the airport, a chilled martini glass—which must not be spilled—or a brunch Bloody Mary. And there is no better place to experience this than in New Orleans' French Quarter.
Globalization
While the world vacillates between borders, immigrants, tariffs, and retaliations, the global community of businesspeople, especially in hospitality, becomes ever closer with the internet and social media.
Via MediaPost.com, a study by CleverTap entitled "Unraveling the Cross-Channel Marketing Strategy" reports that 9.7 billion emails are sent from the US every day. Whether saying "prost," "santé," "salud," or "هتافات," ("cheers" in German, French, Spanish, and Arabic), the TOTC family shares a common experience of socializing, tasting, and sharing.
"Que sera, sera," as the Spanish, Italians, and beverage professionals (might) say. Surprisingly, it is the French—as well as the Dutch and Swedish—that are the main players in exports of vodka to the U.S., which is the number one most imported spirit. Tequila ranks second.
In 2023, TOTC hosted Singapore x Tales Residency, in conjunction with Singapore Tourism and weaving mixologists from the country throughout themed events during the week. While a 2025 residency has not been announced, TOTC events continue to unite aficionados for business and pleasure.
At the time of writing, President Trump's proposed tariffs of two hundred percent on alcohol imports could have far-reaching effects across the hospitality industry. While Russian vodka is not a significant factor, other international brands include Greg Goose and Ciroc from France, Ketel One from the Netherlands, and Absolute from Sweden. All of these brands have a presence at TOTC and all could potentially see decreased demand and market share.
Revolution
Of course, TOTC encourages all participants to drink responsibly and demonstrate respect to fellow visitors and locals. If, for any reason, a guest feels in danger, they can order an "angel shot," alerting the server that they feel threatened and, depending on the exact order, alert the authorities or escort the guest to their mode of transportation. One bartender at Pour House's District location (735 Carondelet St.) said, "We're in the service business and that includes looking out for one another."
TOTC Foundation's new Executive Director Charlotte Voissey, a one-time silver medalist for World's Best Female Bartender, called Tales the "drink world's Super Bowl, except in much hotter weather." She also says planning for 2026's theme actually began in May of 2025. When asked about tariffs, Voissey said, "Tariffs will affect brands but will also affect bar owners. A lot of mutual challenges, and we need to find solutions together. And I think Tales plays an important role because we can have this conversation together in education and our forums."
When asked about this year's theme of "Evolve," Voissey continued, "'Evolve,' arguably, could be relevant every year. But I think the world as a whole is in a particular moment of evolution. And I think it's particularly important for Tales as the spirits industry is evolving in many different ways. Tales is that nucleus where everybody comes together and shares ideas and information."
The Tales Catalyst event is to be held on July 22. "Created to celebrate women and non-binary individuals who are breaking barriers and championing inclusivity within the global beverage community, Tales Catalyst will honor two individuals—one U.S. and one International," according to their website.
