The world’s leading cocktail conference, Tales of the Cocktail, kicks off this week in New Orleans, gathering thousands of bar professionals and spirit reps from across the globe. While the five days packed with panels, tastings and parties are geared towards the on-premise community, the rest of the industry can glean insight from the trends and issues driving the topics of discussion.
Despite the rise of the home-premise, ambassadors at bars and restaurants are key to building brands and promoting trial: 67% of U.S consumers are more likely to look for a new brand in stores that they have tried in bars and restaurants, according to NIQ. So how do brands take advantage of the trends boosting sales at restaurants and bars, and connect to the concerns of hospitality professionals beyond the bar? Here are three themes dominating the cocktail world through the lens of its hottest event, and the panels to catch if you’re in attendance.
Agave Gets Geeky, and Premium
Events at Tales of the Cocktail span spirit categories, but several point to the deepening interest in agave spirits, and the high-end experiences driving the category. Over the last few years, premium-plus brands are gaining traction at bars and restaurants at the expense of value and mid-tier segments.
Cristalino, a higher end style of aged tequila that has been filtered to remove the colors of the aging process, represents 19% of tequila añejo dollar share, up 30% since last year, according to NIQ. On Tuesday, a panel led by Proximo Spirits‘ head of agave advocacy, Jaime Salas, and featuring directors from 2023’s World’s Best Bars winners from Mexico City, will sample several expressions and explore the small but fast-growing segment.
Later in the week, Patrón, joined by representatives from Bacardí, will lead a seminar on the premiumization of the cocktail, sharing insight into how drinks can appeal to a cocktail drinker who wants to spend more of their money at the bar, and how bars can adapt and increase their spend per head.
Pointing to tequila’s eclipse of whiskey, rum and (soon) vodka in the U.S. over the past year, in 2021, “Agave Geeks Unite” was the most viewed Tales of the Cocktail seminar. This year it reconvenes with heavy hitters including Julio Bermejo of Tommy’s, and Iván Saldaña of Casa Lumbre Spirits. Later in the week, just as an interest in sotol has inspired north-of-the border producers to get in on the category, journalists Emma Janzen and Susan Coss will guide attendees through a collection of unique and hard-to-find agave spirits from around the world beyond Mexico.
No Longer Niche: No and Low is Everywhere
As other trade events have shifted to focus on the physical and mental well being of hospitality workers, so has Tales of the Cocktail, evident in not only the number of mindful and health and safety focused panels but the No/Low activations. Pop-Ups from Ritual, Lyre’s, and Cut Above Spirits dot the daytime schedule, an insight into the occasions these low and no-alcohol spirits can capture beyond the conference.
In a Tuesday seminar the CEO of alcohol-free retailer Boisson, the North America ambassador of Martini & Rossi, SOHO House bar manager and La Maison wellness will explore why having an alcohol-free menu is an essential profit-building priority for on-premise businesses.
Beyond the Bar: Equity and Inclusion
Diversity, equity and inclusion are also part of the conference’s beyond-the-bar focus, and many of the leaders in the spirits industry working to close the representation gap will be holding seminars.
Indigenous leaders and newer voices in the drinks industry will explore the importance of Indigenous representation, contributions and inclusion in the drinks and hospitality space during a panel on Tuesday. That same day, an array of queer bartenders, business owners, entrepreneurs and community leaders will discuss how the industry can create more inclusive spaces beyond the gay bar.
Jackie Summers, the first Black licensed distiller in the U.S. and the founder of Sorel Liqueur, will pair up on Wednesday with Hoby Wedler, a blind PhD chemist and sommelier who is a sensory expert, entrepreneur, and educator. As a continuation of Summers’ work to combat systemic barriers of all kinds, Wedler will lead a blindfolded tasting, demonstrating how “leaning into our differences can help grow our businesses.”
Pronghorn, a firm focused on cultivating the next generation of Black entrepreneurs and executives in the spirits industry, will also convene a panel on equity in the industry on Wednesday. For a more intimate gathering, Jomaree Pinkard, CEO of Pronghorn and co-founder of Hella Cocktail Co, will be joined by Victoria Eady Butler, master blender for Uncle Nearest, and Summers on Tuesday afternoon at the Uncle Nearest House for a whiskey tasting.
One More Tip
Entrepreneurs take note: On Thursday, representatives from Maison Ferrand & West Indies Rum Distillery, Teeling Whiskey Company, Kyrö Distillery Company, and renowned bartender Nico De Soto will gather for an informal discussion called “Creating a New Product, From Boosting Creativity to the Market.” The panel will take guests through their process to create new products, and decide when is best to launch (or not) and how they worked out packaging and promotions that fit their needs and style.