Tales of the Cocktail Foundation (TOTCF) has announced that on World Cocktail Day Tales of the Cocktail (TOTC) 2025 tickets will be live via the Foundation’s website. Celebrating its 23rd year as the world’s leading cocktail conference, TOTC invites industry professionals and spirits enthusiasts to explore this year’s guiding theme—“Evolve”—through a weeklong series of educational seminars, networking opportunities, tastings, wellness programming, and cultural experiences, in New Orleans from July 20-25.
A variety of daily and weekly passes, discounted bartender passes, and individual event tickets will be available for purchase on a first-come, first-served basis. Complete details about TOTC 2025 ticket options can be accessed on Tales’ ticketing platform.
“We’re just days away from opening ticket sales for the 2025 Tales of the Cocktail conference, and we can’t wait to welcome the global cocktail community to New Orleans this July,” says TOTCF Executive Director, Charlotte Voisey. “This year’s theme, Evolve, speaks to the dynamic changes reshaping our industry. With the support of our dedicated team, the invaluable TOTCF Committees, Board of Directors, and our partners, we’ve crafted an agenda that’s packed with more than 315 events across education seminars, workshops, tasting rooms, networking opportunities and brand events. We’re proud to offer a schedule that reflects the diverse, forward-thinking conversations shaping the future of hospitality, and we can’t wait to gather in New Orleans for a week of growth, connection, and shared learning.”
Tales of the Cocktail has always been a celebration of New Orleans’ iconic cocktail culture, while also shining a light on the global diversity of the industry—both its timeless traditions and its exciting innovations. The 2025 conference continues this legacy, with an engaging mix of tailored educational seminars, Beyond the Bar experiences, brand-led events, the Spirited Awards®, Tales Catalyst, Meet the Distillers, and much more.
Educational Seminars, Panels, Q&A Sessions, and More
Tales of the Cocktail will feature more than 75 educational sessions, including seminars, workshops, and networking across Tales’ four educational streams–Business, Culture, Beyond the Bar, and Futures Lab – which will be presented by 160 industry leaders. Chosen from nearly 400 impressive proposals, the 2025 seminar lineup was hand-selected via a rigorous process by the Tales of the Cocktail Education Advisory Committee. This year, the TOTC seminar schedule proudly features 66 women presenters, 54 BIPOC presenters, and 69 international presenters from countries including Singapore, Perú, Netherlands, Jamaica, India, Australia and more.
Highlights from this year’s seminar schedule include:
Business
- AI, Insights, Social Media: The Future of Profitability, presented by La Gran Familia: BACARDí
- Content, Creators, and Cocktails
- From Signature to Modern Classic
- How to PR Your Bar on a Budget
- Mob of Mentors: Why Investing in the Hospitality’s Future Matters, presented by PATRÓN Tequila
- Profit with Precision: 3 Key Steps to a Financially Viable Bar Business
- Small Cities, Big Cocktail Programs
- Stand Out & Nail The Interview, presented by Teeling Irish Whiskey
- The Genius of Joe Baum and His Restaurants: The Past Informs The Future
- The Global Bar Design Revolution
- The Happiest Hour! The Origins, Evolution and Trends of Happy Hour, presented by Hendrick’s Gin
- The Last Great Third Space: Why we Must Protect our Social Spaces
Culture
- ABCs of Agave Biology & Resilience: Sustainability Lessons From Nature, presented by Campari Academy and Montelobos
- Additives 101: Drink What You Like! (just know what you’re drinking), presented by Altamar Brands
- Cocktail Dilution: Full Strength Techniques on Watering Down, presented by Campari Academy
- Cocktails on Tap 101
- Fermentation 101, presented by Ketel One
- Hacking N/A Cocktails: A Roadmap to Better Drinks
- Jamaica’s Liquid Gold: The Craft and Culture of Rum
- Koji Alcohol Fermentation: Japan’s Intangible Cultural Heritage
- Laws of Extraction 101: Liquid Brilliance from Solid Ingredients
- Lotería Tasting: Misunderstood Mexican Spirits, presented by PATRÓN Tequila
- Minerality 101: Unlocking a Cocktail Dimension
- Rhum & Order: Agricole On Trial presented by Rhum JM, Rhum Clement, and KōHana
- Roundbuilding: Technique for Precision and Speed
- Sensory Analysis of Spirits: Testing Techniques
- South America in a Glass: Bartenders and Trends Shaping the Region, presented by Flor de Caña Rum
- Step Up Your Garnish Game!
- The Art of the Blend
- The Media Trap, presented by Campari Academy
- The Museum of the American Cocktail: A Twenty Year Legacy
- The Slow Beverage Movement
- Traditional Asian Spirits in Modern Cocktails
Beyond the Bar
- Community Across Cultures: Genuine Actionable Support Amongst Peers
- Embracing Neurodiversity: Thriving in Hospitality Together
- How We Think and Drink: Workshop on How ADHD Can Propel Your Bar Program
- How to Be an Ally: Diversifying DEI Spaces and Evolving our Approach
- Inclusive Workspaces: BIPOC & LGBTQIA+, ADA, ALS, and More
- Know Your Rights Workshop: Understanding Your Constitutional Rights in a Hospitality Setting
- Policy Workshop: How a Few Bartenders Can Change the World
- Queer Bodies In Hospitality: Finding Your Community, presented by Suntory Global Spirits
- So I Married a Bartender: Relationship Skillbuilding Workshop
- The Bartender Athlete: A Coach’s Guide to Bartender Optimization Workshop, presented by La Gran Familia: BACARDí
- The Science Behind Taste
- Unlocking Synesthesia: A Seduction of the Senses
Futures Lab
- Future of Hospitality: The Art of Being Hospitable
- Future of Flavor: Exploring the Untapped Flavor Potential of Wood
- Future of Socialization: The Hospitality Horizon
- Future of Culture: How Global Shifts Will Reshape Identity, Influence, and Community
- Future of Commerce: Rebels Unite
- Future of Technology: Leveraging Tech for Ed and Development
- Future of Sustainability: The Spirit(s) of Tomorrow
- Future of Luxury
A key highlight of the 2025 conference will be the keynote session, Rethinking Labor Standards: New Business Models for a Financially Sustainable Future. This session will address the critical challenges facing hospitality workers and will explore six innovative business models designed to reshape wage structures, fostering a sustainable and equitable future for both bar owners and employees. Presented by key contributors to the Tales of the Cocktail Foundation’s multi-year research initiative, the session will offer valuable insights and perspectives from both industry operators and employees, presenting actionable solutions to drive long-term change.
Marquee Programming: Brand-Hosted Events, Meet the Distillers, New Orleans Spirits Competition, Spirited Awards®, Tales Catalyst, New Orleans Cocktail Tours, Speed-Rack, and Pig & Punch.
- Brand Hosted Events: TOTCF’s brand partners are back in New Orleans dazzling guests with their legendary parties and activations in venues across the city and at the host hotel, The Ritz-Carlton, New Orleans. Inviting guests to be awed and inspired by the creativity and festivity of some of the world’s leading brands, TOTC 2025 will feature more than 243 brand events across an array of Tasting Rooms, Happy Hours, Guest Shifts, Day Events, and headlining Night Events. The Spirited Dining & Drinking events will feature partner brands immersed with New Orleans’ renowned food and beverage scene, highlighting local talent and guest bartenders from around the world.
- Meet The Distillers: TOTCF’s signature grand tasting, Meet the Distillers (MTD), offers guests an up close and personal experience with their favorite spirits brands. Attendees will taste samples, meet the makers, and get a firsthand account from more than 15 distilleries from across the globe. This year, MTD will be held on Thursday, 7/24 from 10:00 am – 1:00 pm and 2:00 – 5:00 pm and is available to all with a Tasting Room wristband.
- New Orleans Spirits Competition (NOSC): The New Orleans Spirits Competition, an international spirits competition bringing wider recognition to fine spirits from top-flight producers across the globe, is presented in partnership with TOTCF, with nearly three dozen prominent members of the spirits community serving as judges to determine a suite of awards categories, including Double Gold, Gold, Silver and Bronze Medals, Best of Category, Whiskey of the Year, Brandy of the Year, Gin of the Year, Baijiu of the Year, Vodka of the Year, Agave Spirit of the Year, Specialty Spirit of the Year, Liqueur of the Year, Best New Product, Best Craft Spirit, Packaging Excellence, and Distillery of the Year.
- Spirited Awards®: Established in 2007 to honor excellence in the drinks industry, the Spirited Awards has grown into one of the most internationally prestigious recognitions, celebrating individuals, products, establishments, media, and industry luminaries from around the world who continue to inspire the global cocktail community. Guests are invited to get dressed to the nines and celebrate the 19th annual Spirited Awards winners at the Fillmore Theater in New Orleans on Thursday, July 24.
- *The Top 4 Spirited Awards Nominees will be announced and Spirited Awards Ceremony tickets will go on sale on June 9.
- Tales Catalyst: Tales Catalyst will be held on July 22 to celebrate this year’s Tales Catalysts Honorees–a title that recognizes women and non-binary individuals who are breaking barriers and championing inclusivity within the global beverage community. This event is included with the Seminar + Tasting week and Wednesday day passes inviting attendees to join in celebrating the two 2025 Tales Catalyst Honorees and enjoy refreshments along with awe-inspiring speeches.
- New Orleans Cocktail Tours: Walk through New Orleans cocktail history with a cocktail tour. This year’s tours are: Brandy/Bourbon/Bitters/Ice, Louche: The French Quarter Absinthe Tour, The Big Gay Bar Tour, The Ramos Reality Tour: Separating Fact from Fizz.
- Speed Rack: The Season 13 Finals for Speed Rack, the all-femme speed-bartending competition that raises money to fight breast cancer, starts the week off for Tales of the Cocktail. Cheer on the regional winners as they stir, shake, and strain their way through timed challenges, each vying for the Speed Rack National Champion crown. 100% of proceeds from the event go to breast cancer education, prevention, and research.
- Pig & Punch: The 14th annual Pig & Punch presented by The Bon Vivants is thrilled to be heading back to New Orleans for a one-of-a-kind party for charity to close out Tales of the Cocktail! This year’s event will serve up everything you know and love about Pig + Punch: creative punches and highballs, a stellar lineup of brand activations, and incredible food from our friends at Hogs for the Cause, all in a fun, welcoming atmosphere. Proceeds from the event will benefit: The Bon Vivants Scholarship for first-generation college students in San Francisco, Hogs for the Cause, and Tales of the Cocktail Foundation.