21-07-2025
3 ways to enjoy Tales of the Cocktail, even if you're not an industry insider
New Orleans will be abuzz this week as bartenders, liquor companies, distributors and influencers land in the city for the annual spirits industry conference known as Tales of the Cocktail.
Why it matters: The massive event is an important foundation for New Orleans' hospitality during the dog days of summer, plus it's a great opportunity for cocktail lovers to learn more about what's new on the market.
The big picture: Founded here, TOTC stretches over a week every July, filling conference rooms at the Ritz-Carlton and bars and restaurants around the city with tastings, panels, presentations and lots and lots of parties.
Between official conference events and the myriad parties that brands host alongside it, there are hundreds of opportunities to knock one back while learning something new.
By the numbers: The more than 400 individual events for the conference last year provided the city with a $24.8 million economic boost, a press release says, with a 10% year-over-year attendee increase.
Between the lines: TOTC caters to industry insiders, but there is still plenty of fun for the average, 21+ consumer to check out.
Here are our picks for how anyone can enjoy Tales of the Cocktail, which runs July 20-25.
🍸 Have a taste: If you like to be on the frontlines of what's new, then TOTC tasting rooms are the place to be.
Spirits brands take over meeting space at the Ritz all week for tasting events, where brand reps pour samples of their products and share details about how they're made, what they pair well with and other insights.
You don't need a full conference pass to attend them. You can buy a Tasting Pass for a single day ($45) or the whole week ($175).
Pro tip: If you only go one day, make it Thursday, a conference rep tells us. "The Tasting Room Pass will get you into Meet the Distillers, a fan-favorite experience where you can sample spirits and meet the makers behind them," she says.
📍 Take a tour: As the originator of multiple cocktails, New Orleans is the perfect place to learn more about them, and during TOTC, you can take tours to explore their origins.
This year's Tales tours include conversations about the Ramos gin fizz, brandy and bourbon, and gay bars. Tickets are $65.
🐷 Pig out: Pig & Punch is TOTC's last hurrah on Friday, a lively party that puts a bow on an already wild week.
The event, hosted by The Bon Vivants, raises money for various charitable causes and includes drinks from guest bartenders and food from Hogs for the Cause.
Access is included with tasting passes, a rep says, or tickets can be purchased individually for $44.
