the projects* insights into the world's leading cocktail event

1. TALES OF THE COCKTAIL 2015
AN INFLUENCE REPORT

2. INTRODUCTION
Tales of the Cocktail (often referred to as ”Tales” or
“TOTC”) is the largest, most important event on the
cocktail/spirits industry calendar. Since launching in
2002 as a small gathering of professionals passionate
about cocktails, it has grown so significantly that it’s now
considered to be the “Mecca” of the spirits industry.

3. TALES OF THE COCKTAIL #TOTC2015
Each year thousands of spirits professionals make the trip to New Orleans to get the inside
word on spirits from the world’s most educated and influential alcohol industry leaders. Trends
are set and legends are made during the five days of the festival.

4. TALES OF THE COCKTAIL #TOTC2015
It’s the annual meeting place for the exchange of new ideas, products and techniques set over
five days of seminars, tastings, product launches, networking events and some of the best parties
of the year which often involve a pool.

5. SPIRITED AWARDS
The week is capped off with The Spirited Awards, the Oscars of the alcohol industry. The
Spirited Awards chose the very topical theme of Cuba for their 9th year as the industry’s
elite came together to celebrate the year’s outstanding achievers.

6. SPIRITED AWARDS
International Bartender of the year went to Ryan Chetiyawardana from White Lyan
in London and Dead Rabbit of NYC took out the World’s Best Bar and World’s Best
Cocktail Menu.
RYAN CHETIYAWARDANA DEAD RABBIT NYC

7. STAND OUT BRAND OUT’S

8. ELYX HOUSE
A standout was the invitation-only Elyx House that worked with Alex Kretena and Simone
Caporale from Artesian, the award winning London bar located in The Langham, to create
an inspired cocktail list. The immersive experience they designed is a nod to the wave of
collaborations sweeping the industry.

9. BACARDI STREET PARTY
With their portfolio event Bacardi put on one of the highlights of the week. The unpretentious
street party vibe was perfect for the New Orleans heat and hospitality crowd. Pared back bar
styling; old fashioned service with a smile instead of stuffiness; and simple cocktails with food
that warms the soul were on display.

10. HONORABLE MENTIONS
Pool parties, day parties, competitions, battles and pop-up bars are all part of TOTC, and it
can be a battle of which brands make the best impact. Some of the best were Angostura
Pool Party, Bols Traditional Toast, Casa Agave, Pig’n’Punch by The BonVivants, and
Extra Fancy team at Bar Fight Club.

11. INNOVATION

12. SCIENCE & TECHNOLOGY
Employing techniques found in a science lab, spirits pros are creating interesting ways to
enjoy, consume and create spirits and cocktails. Of note: Alcohol Architecture Installation,
London (Left); “In The Rocks” A cocktail from the state-of-the-art Aviary drink kitchen,
“Above & Beyond” from Artesian’s new #Surrealism menu (Right).

13. DESIGN
Bartenders are taking the cocktail experience to a new level by mixing innovation & design
from Artesian’s copper ant to their kinky cocktail “Your Place or Mine” that embraces all the
senses. The Aviary captures the essence of a bygone era with a sunken ship trapped in a
glass bottle served with candle and snuff.

14. OLD IS NEW AGAIN
Bartenders, distillers and spirits gurus are looking to the past to help them create more
enticing, innovative ways to imbibe. Jason Crawley’s Imperial Shaker (based on a 19th-
century design) was inducted into the Museum of the American Cocktail, and Gin 1495 has
been developed from the first known recipe for gin.

15. INSIGHTS

16. HEALTHY BALANCE
Finding a healthy balance for the environment and in work & play was a key topic amongst
industry pros. Sustainability was the word on everyone’s lips. “Sustainable Agave, Best
Practices”; “Sustaining a Career in Bartending” and “Improved Sustainability in your Bar”
were a few of the seminars on this theme.

17. COCKTAIL RENAISSANCE
The industry is looking to its past to shape its future, and a renaissance is upon us.
Bartenders are dusting off old recipes to reinvigorate classic cocktails that have become
‘diluted’ by the common palate. Re-worked classic cocktails are becoming more everyday as
customers understand more about what they’re drinking.

18. LEAN IN
The ladies of the spirits industry were representing during Tales & the Spirited Awards.
CLAIRE WARNER
BEST INTERNATIONAL
BRAND AMBASSADOR,
BELVEDERE
BROOKE ARTHUR
BEST AMERICAN
BRAND AMBASSADOR,
AVIATION GIN
TASH CONTE
BEST INTERNATIONAL
HIGH VOLUME COCKTAIL
BAR, BLACK PEARL
IVY MIX
AMERICAN BARTENDER
OF THE YEAR,
LEYENDER
ANN TUENNERMAN
FOUNDER OF TALES OF
THE COCKTAIL

19. THE CHANGING FACE OF DRINKS
We, as a drinking society, are becoming more discerning
and want to know more about what we’re drinking, where
it comes from and how it’s being used. The drinks industry
is moving into a new era of acceptable geekism. It’s now
cool to care about your cocktails – so educate yourself!

20. SINGLE GRAIN IS THE NEW SINGLE MALT
The popularity of Whisk(e)y as a category shows no signs of slowing down. With high
demand putting a strain on resources, distillers and blenders have had to come up with
interesting variations. Enter: Single Grain Whisk(e)y - definitely one to watch out for.

21. MEZCAL
Mezcal continues to be a constant for conversations and cocktails. The tough cousin of
Tequila is becoming one of the most sought-after spirits amongst industry and cocktail
connoisseurs. Regulations surrounding the origin and production of Mezcal was a key topic
during Tales and will affect the category significantly.

22. AMARO & SHERRY
We’re tracking the continued rise of the Amaro not only as a drink, but also a cocktail
ingredient. Same for Sherry. There are many flavor profiles within the Sherry category, and
it’s being recognized as a cocktail chameleon, enhancing drinks and replacing Vermouths as
a key ingredient.

23. VODKA IS BACK WITH A VENGENCE
Not long ago Vodka was a “dirty word” amongst spirit & cocktail appreciators to the point
where some top bars refused to stock it! Thanks to the new era of quality and consistency
in the bar scene, expect to see more Vodka Martinis and reimagined classics like The
Cosmopolitan soon.

24. SUMMARY
Expect to see: Pop-up bars within established bars,
bartender exchanges and menu mash-ups
Age of education: It’s time to learn and about what
you’re drinking, how it’s made, where it comes from
and work out why you like it!
Hot Tip: Amaro, Sherry, Mezcal, Single Grain
Whisk(e)y, Vermouth and the Low ABV Spritzer are
going to take over from your traditional tipples

25. TALES OF THE COCKTAIL TEAM
NIC ALLUM: nic@liveintheprojects.com
JONO NICHOLLS: jonathan@liveintheprojects.com
EDI TOUT: edi@liveintheprojects.com