Beyond the Bar

Beyond the Bar® at Tales of the Cocktail® 2024

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Created in 2018, Beyond the Bar (BTB) provides a platform to address serious issues within the global drinks industry, including mental and physical wellness, substance use, sexual harassment, diversity, and sustainability. 

View the TOTC2024 Conference Agenda

Beyond the Bar Seminar Track

Tales of the Cocktail educational Beyond the Bar seminars focus on mental health and physical wellness, social justice, substance use, sexual harassment prevention, and sustainability. The intersectionality of such topics will allow attendees to easily distinguish topics of interest they are seeking to participate in while at Tales of the Cocktail®.

Wellness Week Pass

In 2024, select Beyond the Bar events are included in the $10 Wellness Week Pass, including workshops, networking sessions, fitness classes, sobriety support groups, Grant Finalist Showcase, and the Beyond the Bar Lounge with non-alcoholic cocktails presented by Lyre’s. The Wellness Week Pass is included in all ticket types, or may be purchased individually.

Beyond the Bar Lounge

The Beyond the Bar Lounge presented by Lyres, located in the Baronne Room, will be available for attendees to grab non-alcoholic beverages. Attendees will also have the opportunity to enjoy the cozy lounge furniture and rest in between sessions.

Beyond the Bar Wellness Workshops

TOTCF is excited to host Wellness Workshops led by industry leaders onsite at The Ritz-Carlton, New Orleans. Wellness Workshops offer daily programming to encourage and lead bartenders to prioritize mental health, wellness, and safety behind and beyond the bar.

Beyond the Bar Fitness Activities

Start your day with a group run or yoga class. The Daily Fitness Activities allow you to take a break from tastings and education to move your body, stretch, and focus on your physical presence at TOTC2024.

Grant Finalist Showcase

The second annual Grant Finalist Showcase will be held on Thursday, July 25 during Tales of the Cocktail in the Beyond the Bar space. Finalists discuss their Bartender Welfare & Well-Being project with the Tales of the Cocktail guests. Attendees will be able to engage with finalists from 10:00 to 12:30 p.m. and learn more about their initiative to serve the industry. 

More information to come after finalists are selected on June 2, 2024.

Ben’s Friends

Ben’s Friends is a community of chefs, bartenders, line cooks, servers, sommeliers, host and hostesses, GMs and owners who have found or are seeking sobriety. Their mission is to offer community, hope, and a path forward for those struggling with substance abuse and addiction. At their core, they are hospitality workers who have found connection, and the tools to seek and maintain sobriety while managing their careers and lives in a sane and purposeful way. 

Meetings will be held, 4:30 p.m. to 6 p.m., Monday, July 22 and Tuesday, July 23  in the Carondelet room in The Ritz-Carlton, New Orleans.


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