Tales Of The Cocktail Foundation Announces Tales of The Cocktail® 2024 Dates, Theme, And Grant Opportunities

Posted on: Jan. 09, 2024 | | By: Gia Vecchio

The global cocktail conference, taking place July 21-26, 2024, celebrates its 22nd year with the theme “Inspire.”

NEW ORLEANS, LA (January 9, 2023) — Tales of the Cocktail Foundation (TOTCF) is delighted to announce the 22nd annual Tales of the Cocktail® (TOTC) conference, which is taking place at the historic Ritz-Carlton, New Orleans from July 21-26, 2024. This year, TOTCF has chosen the theme “Inspire” as a call to action for the global drinks industry to embrace growth through the collective sharing of ideas and energy. TOTC 2024 will be a place to gather and find inspiration from the global cocktail community. 

“While Tales of the Cocktail has evolved in many ways, the thread of ‘inspiration’ runs through the conference each year,” said Gary Solomon, Jr., Co-Chair of the Board of Directors. “We are excited to draw this essence to the forefront of Tales 2024 to further connect and inspire the global cocktail community that unites in New Orleans each year.”

For over two decades, Tales of the Cocktail has been a space for all industry professionals — from bartenders to distillers to historians, and everyone in between — to gather and inspire one another. TOTC 2024 will highlight this tradition while inviting attendees to bring their creativity, expertise, and energy to New Orleans to learn and grow together. 

Conference-goers can look forward to another outstanding lineup of signature educational programming, Beyond the Bar activations, tastings, networking opportunities, awards programs, and so much more. 

Information about the official TOTC agenda, including seminar and presenter information and much more will be released as we approach the 2024 conference. Tickets will be available on World Cocktail Day, May 13, 2024.

Tales of the Cocktail Economic Impact on New Orleans

Tales of the Cocktail is proud to positively influence the New Orleans economy year over year, generating a total economic impact of $24.0 million in 2023, an 8.75% increase from the $21.9 million generated in 2022. In addition to economic growth for the city, the conference attracted nearly 16.27% more attendees in 2023 than in 2022. 

TOTCF looks forward to continuing this positive momentum in New Orleans with the 22nd annual conference. 

Tales of the Cocktail® and The Ritz-Carlton New Orleans

Tales of the Cocktail® is pleased to partner with the official 2024 host venue, The Ritz-Carlton, New Orleans, located in the heart of the city’s beautiful French Quarter. As a gracious offering to guests who want to participate in the conference, The Ritz-Carlton, New Orleans has provided a room block and special rate for TOTC attendees. 

For the Tales of the Cocktail® room block, reservations can be made either online on the Tales of the Cocktail website here, or by calling The Ritz-Carlton Central Reservations at 1.800.826.8987. 

Guests are invited to secure their reservations early as reservations are first come, first served, and the last day to book is June 24, 2024.

Call for Volunteers 

TOTCF is now accepting volunteers for the 2024 event. Applications are available on the TOTCF website.

TOTCF 2024 Grant Application Period: Now Open

As a core initiative of TOTCF’s programming, the Foundation is pleased to share details of the 2024 Grant Application Period. Individuals, organizations, or 501(c)3 non-profits implementing programs that improve bartenders’ welfare and well-being are encouraged to submit a grant proposal to Tales of the Cocktail Foundation. 

The 2024 Tales of the Cocktail Foundation (TOTCF) Grant Proposal process is now open, and proposals are due on February 16, 2024. The TOTCF Philanthropy & Development Committee will be accepting proposals for projects that improve the lives of bartenders in equity, advocacy, healthcare, mental health, education, workplace inclusivity and safety, and other related topics. Applicants can be individuals, organizations, or 501(c)3 non-profits.

The initial phase of the application process invites interested parties to submit a Letter of Intent by February 16, 2024 for projects focused on bartenders’ welfare and well-being. Once reviewed, the Philanthropy & Development Committee will invite select applicants to advance to the phone interview phase. From there, applicants will submit a final proposal. Finalists will be invited to present their applications at the 2024 Tales of the Cocktail in New Orleans, and grant recipients will be announced in the fall of 2024. Applications and additional information are available on the Tales of the Cocktail Foundation’s website.

Grant Categories for Bartender Welfare & Well-Being

1. Diversity & Equity

Fair access, opportunity, and advancement are essential to bartender well-being because creating a safe environment where industry workers feel protected and valued is the foundation of a good workplace.

2. Healthcare

The hospitality industry was severely impacted by COVID-19, and though individuals were labeled essential workers, many still do not have access to important medical care. A broad range of creative, health-related initiatives may be considered in this grant category.

3. Mental Health

The Department of Labor has labeled bartending as one of the most stressful professions in the country due to the physically demanding work and emotional labor that occurs on the job. Organizations and projects focusing on supporting the mental health of bartenders will be considered.

4. Education

Bartender education can be presented in a variety of formats and topics: financial education, certification programs, and free or low-cost continuing education fall into this grant category.

5. Advocacy

Advocacy initiatives aimed at addressing benefits, living wage, and other micro and macro policies of hospitality workers will be considered.

6. Workplace Inclusivity & Safety

Initiatives and organizations that provide training, resources, and innovative solutions to workplace safety in bars are invited to apply. 

7. Other

A variety of additional topics that focus on bartender well-being and welfare and do not fall squarely into the above categories will be considered.

Those who are interested in learning more about the Grant Application are invited to follow along via the Tales of the Cocktail Foundation website, Instagram, Twitter, and Facebook



Tales of the Cocktail Foundation is a non-profit organization that educates, advances, and supports the global hospitality industry and creates lasting impact in our host communities. Tales of the Cocktail Foundation is the global leader in spirits education and a platform to tackle issues facing the industry. The pillars of the Foundation are to Educate, Advance, and Support the hospitality industry through programs that benefit individuals and organizations in the community and to make a lasting impact in communities that host our events. 

Media Inquiries: 

Foxglove Communications

Gia Vecchio, [email protected], 917.280.5043

Hunter Smith, [email protected], 803.397.8878

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