NEW ORLEANS—Tales of the Cocktail (TOTC), a weeklong celebration of the spirits industry, once again welcomed industry professionals to New Orleans to participate in educational seminars, brand activations, tours, recognition events like the Spirited Awards, tastings, networking opportunities, and more.
This year’s conference, which took place July 20-25 at The Ritz-Carlton, New Orleans, featured signature programming like the Meet the Distillers trade show and the Speed Rack Championship, as well as events and activations from brands like Moët Hennessy who used the conference to showcase their products at venues across the city.
Keep scrolling to see more brand activations and events from Tales of the Cocktail 2025...
Moët Hennessy USA
On July 24, Moët Hennessy USA presented “The Double Neighborhood” in collaboration with Double Chicken Please at the historic New Orleans Athletic Club. "It celebrated hospitality as a shared adventure rather than a linear trade show approach," explained Brian Stewart, trade advocacy manager at Moët Hennessy USA, about the neighborhood concept.
Photo: Courtesy of Moët Hennessy
Guests were greeted with a nostalgic neighborhood theme, and upon entry were encouraged to choose a branded apron in their preferred color as a symbol of solidarity and support for the bartender, mixology, and drinks community. "Moët Hennessy recognizes the evolving role of the bartender not only as a tastemaker but also as a cultural storyteller," Stewart said. "Tales provides an unparalleled platform to engage directly with the people who bring our spirits to life behind the bar and beyond."
Photo: Courtesy of Moët Hennessy
From there, the journey continued through the neighborhood where each Moët Hennessy brand was represented by a neighborhood touchstone such as basketball courts, retro vending machines, vintage ice cream trucks, newspaper stands, and old-school laundromats. At the Hennessy-branded basketball court, guests could shoot hoops with oversize inflatable basketballs and take part in contests to win branded giveaways.
Photo: Courtesy of Moët Hennessy
The vending machine-themed bar featured two Hennessy V.S.O.P cocktails: the Neighborhood Cooler with Hennessy V.S.O.P, winter melon, ginger, and yuzu and the Cafe Cumin Fizz with Hennessy V.S.O.P, passionfruit, cold brew coffee, grapefruit, cumin, and tonic.
Photo: Courtesy of Moët Hennessy
The Belvedere bar and lounge featured an oversize inflatable boombox DJ booth with a pair of headphones. Here, guests could sip on the Belvedere Fro-Zen with Belvedere Organic Vodka, jasmine, matcha, pistachio, and honey wasabi and the Belvedere Golden Orchard with Belvedere Organic Vodka, amaretto, apple pale ale, apricot, and dill. Attendees were also able to get a sneak peek at the new Belvedere Dirty Brew.
Photo: Courtesy of Moët Hennessy
A Glenmorangie-branded ice cream truck served a Boozy Brown Cow with Glenmorangie The Original 12 Years Old, root beer, peanut butter, and raspberry vanilla ice cream.
Photo: Courtesy of Moët Hennessy
The Veuve Clicquot section offered a lounge area with branded park tables and benches along with a newsstand bar highlighting headlines spotlighting Madame Clicquot, the grande dame of Champagne. Here, guests enjoyed the Meadow Royale cocktail with Veuve Clicquot Brut Yellow Label mixed with maple, angostura, and pine foam.
Photo: Courtesy of Moët Hennessy
Ardbeg whisky popped up with an old-school laundromat and its Double Bubble cocktail featuring Ardbeg Ten Years Old, popcorn, early grey milk, and tapioca. Moët Hennessy USA worked with the Tales of the Cocktail's recycling program to implement a waste management system for the activation, Stewart said. Glass, cardboard, and other recyclables were sorted and collected in clearly labeled bins, while gray water from bar service was captured and disposed of in accordance with local environmental regulations.
Photo: Courtesy of Moët Hennessy
Jack Daniel’s
BMF Media partnered with Universal Music Group (UMG) and Jack Daniel’s for Jack Daniel’s Presents: All Access where attendees entered through a side stage door and were guided through a behind-the-scenes journey—from a working green room with DJ Kelly Green to a main stage performance by Run the Jewels.
Photo: Courtesy of UMG
Four custom bars were operated in partnership with Liquid Productions and featured a roster of bartenders who each delivered their unique take on Jack Daniel’s cocktails. More than 1,400 guests attended.
Photo: Courtesy of UMG
The event included a Levi’s Heat Press Station, where guests could get custom shirts with branded patches; a Jack Daniel’s Hat Customization Bar with trucker hats and pins; and a Jack Daniel’s Slushy Truck that served Jack and Coke and Jack Blackberry Lemonade slushies. Attendees could also dine on fried chicken sliders from Bonafried and fries and popcorn from Pigeon Catering.
Photo: Courtesy of UMG
Filthy Food
In a twist on traditional sampling, brand experience agency POPLIFE partnered with Filthy Food and the Nopsi Hotel on July 22 to deliver an elevator experience for guests. Inside the hotel’s elevator, a live DJ was spinning tunes and handcrafted palomas featuring Filthy’s natural paloma mix were being served.
Photo: Courtesy of POPLIFE
Jose Cuervo
For the first time in brand history, Cuervo’s master distiller Alex Coronado shared his distilling philosophy and answered questions about how he makes Cuervo's tequila during the Sustainable Sips Panel at Copper Vine on July 23. He was joined by Jaime Salas, head of Cuervo legacy and advocacy, and Noah Rothbaum, editor-at-large at Bartender Magazine.
Photo: Courtesy of POPLIFE
Following the panel, a happy hour event featured sustainable cocktails crafted by the bar teams from Vertical and Hanky Panky who utilized Cuervo’s 100% de agave portfolio.
Photo: Courtesy of POPLIFE
The event also included Mexican bites and live DJ sets. Guests could snag a hat at the agave fiber custom hat station by Cayetano Gaxiola, and the Polyagave Sensory Wall Timeline showcased Cuervo’s polyagave cup and straw process.
Photo: Courtesy of POPLIFE
Cuervo also took over Felix’s Restaurant & Oyster Bar on July 24 for an exclusive after-hours experience. The event featured bar team partners from Vertical, Mexico City and Hanky Panky, Mexico, music by DJ Nacho, and mobile oyster shuckers who topped the shellfish with a Cuervo Reposado mignonette.
Photo: Courtesy of POPLIFE
Balcones Whisky
Balcones Whisky brought the spirit of Texas to New Orleans with the Balcones Retreat at Napoleon House on July 24. Produced by Sidecar Drinks, an independent, full-service creative agency that specializes in drinks, the experience included live music from Sentimental Family and The Inkcaps and mouthwatering BBQ from Helberg Barbecue in Waco.
Photo: Josh Brasted
The event featured intimate educational sessions led by the brand’s master distiller. Guests could also customize their own Sendero bandanas with embroidery from RangerStitch and sip custom cocktails from celebrated Texas bars including Nickel City, Black Swan, and Reserve 101. Urban Earth Studios and New Orleans Art Installation handled the fabrication, and ESP Camera provided custom polaroids.
Photo: Josh Brasted
