THE INSIDER'S GUIDE TO THE HOTTEST BRAND EVENTS AT TALES OF THE COCKTAIL 2024!
If your seminar schedule for Tales of the Cocktail 2024 is locked in, but you aren’t sure about which brand events to attend, don’t worry! Our Insider’s Guide to the Hottest Brand Events at Tales of the Cocktail has got you covered.
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7.21 SUNDAY
3:00 pm - 7:00 pm Speedrack Season 12
Serious stirring and shaking is about to happen, thanks to the return of Speed Rack, the all-femme identifying speed-bartending competition that raises money to fight breast cancer.
6:00pm -9:00 pm Pernod I’m Am Alice
Details coming soon. Location: BK Historic House and Gardens.
6:00pm -9:00 pm Preiss Imports 50th Legacy Affair + Malcriado Oaxaca Pop Up The Jaxson NOLA
50 Years of Preiss Imports hosts an evening of celebration, cocktails & makers, savoring NOLA cuisine, oysters & cigars + NOLA Jazz Band
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7.22 MONDAY
10:30 am - 2:00 pm Follow the Line Masterclass
11:00 am - 6:00 pm Global Grooves & Spirits, Featuring: The World of 375 Park Avenue Spirits
As a part of Tales of the Cocktail: Join Sazerac House in celebrating the fusion of spirits, culture, and music during Tales of the Cocktail 2024. Throughout the week, Sazerac House will host over 40 legendary Sazerac brands against the backdrop of live music and fun. Admission and tastings are always free.
12:00 pm - 2:00 pm Bartenders Society Cocktail Competition
For the first time ever – the US finals of The Bartender’s Society Cocktail Competition will be hosted live at Tales of the Cocktail! Sazerac House presents the 2024 edition: “Mixology of the Future” - taking place in the 4th floor, Imperial Cabinet Saloon. Guests will be invited to sample each of the cocktails and cheer on their favorite finalists! Lite bites will be served. Entry is admitted on a first come, first serve basis.
2:00 pm Spirits, Surprises, Clues, and Cocktails: The Great Tito’s Mystery Mixer
Join Tito's Handmade Vodka for The Great Tito’s Mystery Mixer. Password: stardust
4:30 pm Metaxa presents Line Athens
Transport yourself to the vibrant streets of Greece with the Line Athens team, voted #12 on World's 50 Best Bars, presented by Metaxa. Savor a selection of Line's expertly crafted cocktails featuring Metaxa's signature blends, each one a tribute to the rich history and craftsmanship of this legendary spirit.
6:30 pm - 10:30 pm Jack Daniel’s a Journey Through Sound
Jack Daniel’s presents a Journey Through Sound at Generations Hall, New Orleans, New Orleans, LA. 70130.
8:00 pm - 10:00 pm Strring SF
Nick Madden, H. Joseph Ehrmann, and Mariangela Urquizo will mix up some San Francisco classics with the award winning Hotaling & Co. portfolio.
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7.23 TUESDAY
11:00 am - 6:00 pm La Gran Familia Café: Featuring Overstory x True Laurel
11:00 am - 6:00 pm Phoenix Parlor
12:00 pm - 6:00 pm Suntory Sessions
You’re invited to join Suntory Global Spirits for a harmonizing experience featuring cocktails and a live DJ set.
2:00 pm - 5:00 pm Cointreau Cabana
Join Cointreau for refreshing poolside cocktails to beat the New Orleans heat!
2:00 pm - 5:00 pm Spirit of Gallo Portfolio Party
Spirit of Gallo invites you to an immersive cocktail experience featuring some of the world's best bar and bartenders including Century Grand/Platform 18, Three Dots & A Dash, Licorería Limantour, el Gallo Altanero, Polite Provisions & more/
3:00 pm Cuervo Tradicional
Cuervo Tradicional returns to Tales of the Cocktail with World’s 50 Best bars RAYO & Handshake Speakeasy, and Miami's, The Sylvester, to showcase Cuervo's sustainability efforts. Sip specialty Cuervo Tradicional® cocktails crafted by these award-winning team’s utilizing Cuervo’s 100% agave portfolio. Enjoy authentic Mexican bites and dance to the beat of live DJ sets from Cuervo’s own DJ Collective. Come for the tequila and stay for the sustainability.
4:00 pm - 6:00 pm Mijenta Tequila Happy Hour at Jewel of the South
Join us on Tuesday, July 23rd at the acclaimed Jewel of the South where celebrated bartenders Frida Lucia of Aruba Day Drink Bar and Eli Martinez Bello of Tlecan will showcase their signature cocktails, rich with the vibrant flavors of Mexico!
4:00 pm - 7:00 pm Remy Martin & Telmont Present: Harry's New York Bar
Experience the iconic Harry's New York Bar Paris, reimagined within the enchanting ambiance of Bar Marilou, for an exclusive evening sponsored by Remy Martin and Telmont Champagne. Join us as we toast exceptional French craftsmanship and enjoy some of the most iconic classic cocktails created by Harry's New York Bar Paris.
4:30 pm - 6:30 pm The No/Low Tour
The No/Low Tour pop-up at The Will & The Way presented by Focus on Health and Mover & Shaker provides educational seminars and bar pop-ups that challenge the expectations of NA/Low ABV cocktails. A portion of the sales will go to Another Round, Another Rally, a nonprofit that supports the hospitality industry through grants, scholarships, and emergency assistance.
5:00 pm - 7:00 pm Salon St Germain
6:30 pm - 10:30 pm White Claw Shore Club Sessions
Join us at the White Claw Shore Club Sessions to enjoy headlining talent, local light bites, and White Claw products.
7:00 pm - 9:00 pm D’USSÉ Presents: Meet the Maker with Eleven Madison Park
8:00 pm - 12:00 am Noche Neon Espolón
Join Espolòn Tequila to celebrate 25 years of championing unapologetic originality. Revel in the raw energy and revolutionary spirit at Noche Neón, the fiesta to end all fiestas. Expect vibrant musical guests, bold celebrations, dazzling visuals inspired by street art, and, of course, excellent cocktails.
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9:30 pm - 1:00 am La Bombonera! Presented by William Grant & Sons
The Wonderful World of Willie G’s Myths & Fantastical Legends – a Moveable Feast for the senses at the beautiful Orpheum Theater William Grant & Sons will put on another night to remember, bringing to life mythical creatures or characters anchored in the homelands of our brands.
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7.24 WEDNESDAY
12:00 pm - 6:00 pm Johnnie Walker’s House of Walker
House of Walker is back! This year we are bringing even more excitement for our daytime immersive experience at Tales of the Cocktail. Come join the US Johnnie Walker team for a trip into the world of this iconic brand. Cocktail innovations, live music, interactive activations, and much more! RSVP for a time slot as this experience will get completely booked! Each guest will be walked through a multi-step activation journey (approx 60 min) and end up at the live entertainment hall where you are welcome to hang out with all your fellow TOTC visitors.
11:00 am - 6:00 pm “Rhythms of Agave” Featuring Sazerac Premium Agave Portfolio
Dive into the lively world of agave spirits paired with the electrifying rhythms of Reggaeton. The Sazerac House will transform into a fiesta of flavors and beats, celebrating the rich heritage of agave spirits with a modern twist. This special day will showcase an array of exquisite agave-based cocktails featuring the depth and complexity of premium tequilas and mezcals.
1:00 pm - 5:00 pm Tre Parti Party
Good things really do come in threes. You’re invited to a Tre Parti Party, three parties in one, celebrating the versatility of Campari, Aperol and more. Tre Parti Party is a cocktail hour with a festive Italian twist. Experience a Venetian-inspired Carnivale, a ruby red disco dancefloor, and a lush, coastal getaway, with friends new and old.
3:00 pm - 5:00 pm Guest Shift with Ivy Mix of Leyenda at Peychaud's Bar: Presented by Altamar Brands
Holy Guacamole it’s Ivy Mix! Join us at Peychaud’s Bar featuring the renowned Ivy Mix of Leyenda, SpeedRack, Spirits of Latin America, and just general bartending awesomeness fame! Ivy has whipped up a killer menu featuring some “New Orleans inspired” drinks with some mind (and palate) bending tweaks, featuring the world-class spirits from Altamar Brands. Come hang out, enjoy some tasty libations, and camaraderie in an iconic New Orleans venue!
4:00 pm - 7:00 pm Aplós Hour at Virgin Hotel
Join us for Aplós Hour at Virgin Hotel New Orleans featuring functional N/A spirits & cocktails from the team at Virgin & Aplós Liquid Creative Director, Lynnette Marrero. Liberate yourself from usefulness while enjoying light bites and a local New Orleans DJ. Remember! Life is a riot!
4:00 pm to 7:00 pm Chopin’s Crescent City Cocktail Hour
Just us for an evening filled with delicious bites inspired by the Big Easy, specialty cocktails, and live performances to keep the party going. Come thirsty, and come ready to enjoy live tunes.
5:00 pm Mixing with Mexico
Connecting back to our Mexico City roots, Milagro's Mixing With Mexico Tour brings some of the best bars from Mexico City to the USA.
6:00 pm - 9:00 pm From Canada with Love. A Crown Royal Journey of Innovation.
Join Stephen Wilson, Crown Royal’s Director of Whisky Engagement, for a spirited journey of Crown Royal innovation. From award winning whiskies to special releases, we’ll open the doors to our distillery for a one-of-a-kind evening.
8:00 pm Fords Gin Tales of The Cocktail
8:00 pm Sofreh, So Fre$h A Persian Hospitality Cocktail Party
Back For Year II Sofreh, So Fre$h A Persian Hospitality Inspired Cocktail Party in New Orleans
9:00 pm - 12:00 am La Gran Familia BACARDÍ Presents: 4 The Culture
10:00 pm - 1:00 am Monkey Shoulder. Just a great Monkey Party.
No theme, no big name artist, just some of our favorite party people, throwing a great f*ckn party for the people we love to party with, in a city we love to party in!
7.25 THURSDAY
10:00 am - 4:00 pm Jewel of the South
Suntory Global Spirits & Jewel of the South invite you to a celebration of the mastery, artistry and passion that drives the trade community to deliver outstanding experiences. From Japan to Kentucky, and now to New Orleans – this cocktail and culinary collaboration will celebrate all the rich traditions, culture and craft that are at the heart of the Suntory Global spirits portfolio.
2:00 pm - 5:00 pm Cocktails & Vinyl featuring “In Our Lifetime”
Some of our favorite moments in hospitality are when the two crucial captains from local establishments, the bartender and the DJ, are in perfect harmony. Sazerac House proudly hosts the debut of “In Our Lifetime,” a record made in collaboration between Sazerac and Turning Tables.
3:00 pm - 6:00 pm Zacapa Pop-Up
Come enjoy amazing Zacapa cocktails at Sidecar Patio created by the team from Meadowlark from Chicago, IL. Master Blender, Lorena Vásquez, will be on site sharing her knowledge with all who attend!
3:00 pm Colada Club
4:00 pm - 6:00 pm Collectif 1806 x Hansen's Sno-Bliz
Cool down with the Rémy Cointreau portfolio through refreshing, handcrafted cocktails and specialty spiked Sno-Balls from New Orleans' own, Hansen’s Sno-Bliz.
4:00 pm to 7:00 pm Chopin’s Crescent City Cocktail Hour
Just us for an evening filled with delicious bites inspired by the Big Easy, specialty cocktails, and live performances to keep the party going. Come thirsty, and come ready to enjoy live tunes.
6:00 pm - 9:00 pm Garrison Brothers Christmas in July Bourbon Dinner
Join us for our second annual Christmas in July fest, with family-style dinner & Garrison Brothers bourbon pairings with each course!
7:00 pm - 10:00 pm Lagavulin Happy Hour & Oban Spirited Dinner
Amidst the spirited atmosphere of Tales of the Cocktail, esteemed guests are invited to Coquette, a crowd favorite spot where luxury meets New Orleans vibrancy. Guests will embark on an exquisite journey featuring a Lagavulin happy hour followed by an Oban dinner. While savoring robust single malts alongside gourmet food pairings, guests will experience the distinctive flavors and cultural influences of both brands in a setting designed to captivate and delight.
8:00 pm – 12:00 am DIAGEO Goes West!
Dust off those cowboy boots and lasso your RSVPs for the ultimate throwdown at Tales of The Cocktail 2024: The DIAGEO Portfolio Party! This year, we're bringing the spirit of the Wild West to the heart of the Big Easy with a honky tonk rodeo disco like NOLA has never seen. Get ready for a showdown of flavors as our bartenders whip up cocktails featuring DIAGEO's finest spirits. But hold onto your cowboy hats, because we've got more than just drinks on the menu! Gear up for giveaways, games, and more. And rumor has it there might even be a buckin' bronco for those brave enough to take the ride. So grab your bandana, polish those spurs and mosey on down to the wildest shindig in town!
9:30 pm Industry Event at French 75 Bar featuring Brenne Whiskey & Bluecoat Gin
You're invited to join us at the renowned French 75 bar for an exclusive event. We will showcase a special menu featuring delectable cocktails made with Brenne French Single Malt Whiskey and Bluecoat Gin and a selection of tasty nibbles.
10:00 pm - 2:00 am The Anti-Cocktail Party
It's not that we don't like cocktails, it's just that we want to drink highballs and boiler makers for a few hours. Come take a chance and roll the highball dice. Brought to you by your favorite rum crew: Saint Benevolence, Worthy Park, and Spiribam.
7.26 FRIDAY
12:30 pm - 3:30 pm “Last Stop Lounge: House Revival” Featuring 375 Park Avenue Spirits
Close out your week as strong as you started it - with the infectious beats and classic spirits that define the Last Stop Lounge! Explore the iconic Irish Coffee, perfected by New York’s Dead Rabbit and their global whiskey selection. Keep the house bumping and your heart pumping with Bloody Marys, Corpse Revivers, and the many brunch cocktails you’ve come to love.
4:00 pm - 6:00 pm Tropical Standard official Tales of the Cocktail happy hour at Arnaud’s French 75 Bar
No RSVP needed. Stop by our official Tales Happy Hour at the historic Arnaud’s French 75 Bar, 813 Rue Bienville. Arnaud’s amazing bar team will be whipping up a special menu of drinks from 2024 Spirited Award-nominated book Tropical Standard: Cocktail Techniques & Reinvented Recipes, offering civilized respite from the punishing New Orleans afternoon. Authors Garret Richard and Ben Schaffer will be on hand to answer questions and sign books. Thank you to our generous sponsors Bimini, Denizen, Elijah Craig, Luxardo, Mezcal Vago, and Rittenhouse!
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Did we miss any event? Feel free to reach out.