There’s a widespread perception of Tales of the Cocktail is that it is something between an industry celebration and a huge party. It is both of those things — and it is also a vitally entrepreneurial event.
“Tales has always been that place where things start, in a space with like-minded people who are passionate about the industry,” observed Charlotte Voisey, executive director of the Tales of the Cocktail Foundation, which produces the event, most recently held from July 19-24 at The Ritz-Carlton New Orleans. “This generates sparks that create new businesses in the industry.”
Indeed, “Sparks” was the theme for this year’s event.
“There’s an ‘anything can happen’ spirit,” Voisey continued. “It’s a ripe breeding ground for conversations and connections. What products are needed? Where are the gaps in the market?”
Tales began 24 years ago mostly as walking tours of historic New Orleans cocktail places.
“We are still discovering the history of the cocktail, and it’s not farfetched to imagine that the first cocktail was invented in New Orleans,” Voisey explained, citing famed local concoctions such as the Sazerac and the French 75. “There are so many stories to tell, hence Tales of the Cocktail.”
This year’s event was expected to draw around 25,000 attendees, representing virtually every U.S. state and more than 50 countries. Tales is a showcase for spirit manufacturers and brands, but more importantly, it offers a wide-ranging slate of seminars for bar industry professionals. Topics range from bartending techniques to employee wellness, and there is plenty of emphasis on the business side of the equation.
While Tales is the annual highlight, the foundation is active year-round. The organization’s website provides online resources and ongoing education, including seminars from previous years’ events. The focus is, in Voisey’s words, “Celebrating and highlighting different communities around the world. We celebrate the human aspect of bartending.”
Two examples of the this are the annual Spirit Awards, which recognize outstanding bars and bartenders around the world; and the Cocktail Apprentice Program, which provides mentoring to up-and-coming bartenders, offering training on subjects like large event management and how to organize and work in teams. In addition, scholarships afford about 30 bartenders from around the world the opportunity to attend Tales each year, where they are provided with guided itineraries and mentoring.
The July calendar date, in the middle of the summer doldrums, is no accident.
“The timing was intentional,” noted Voisey, “to fill a gap in the calendar and provide something for the industry when it needed it most. Now it’s very much part of the New Orleans calendar of festivals and events.”
Voisey herself typifies the international nature of Tales. She grew up in England; has worked in restaurant management in Barcelona and Buenos Aires; and, after a stint back in London in the early 2000s, worked in brand representation in New York in 2006. She became executive director of the foundation in 2024.
“I’ve seen the cocktail industry really moving up, especially in craft and education,” she said, adding that as an industry evolves, it generates more opportunities for entrepreneurism. “I’ve seen a lot of former bartenders start their own businesses, especially consultancies. Places know they need to up their cocktail game as customers become more demanding.”
Examples of consulting opportunities include bar setup, menus, staff training and wellness. Product innovation is also fertile ground, with recent examples including everything from developing larger-sized spirits bottles (cost- and recycling-effective) to implementing AI in the bar industry. The trend towards lower-alcohol beverages is also an innovation opportunity.
“Some people come to Tales looking for entrepreneurism, some are inspired by the moment,” Voisey said.
And all attendees, whether seeking new career opportunities or looking to advance on their current paths, bring home something valuable from Tales of the Cocktail and their time in its host city.
“New Orleans is intoxicating in the best sense of the word,” proclaimed Voisey, “which is why it’s the industry’s favorite event.”
