Tales of the Cocktail Foundation toasts to a successful 2021 conference

Posted on: Sep. 28, 2021 | | By: Gia Vecchio

The 19th annual conference brought together more than 6,700 digital attendees from 109 countries to Educate, Support and Advance the global cocktail community

NEW ORLEANS, LA (September 28, 2021) — Tales of the Cocktail Foundation (TOTCF) is pleased to report the successful execution of the 19th annual cocktail conference, Tales of the Cocktail® (TOTC), which occurred in a hybrid digital and in-person format from September 20-23, 2021. Featuring more than 166 unique events, TOTC welcomed over 6,700 attendees from 109 countries who joined together as a community to advance their shared craft.

“It is always our goal at Tales of the Cocktail to host a conference that furthers the Foundation’s core mission of educating, supporting and advancing the global spirits community,” said Tales of the Cocktail Foundation CEO Eileen Wayner. “While we wish we could have all convened together in New Orleans in person, we were blown away with the outcome of our 2021 hybrid model and saw an increased level of engagement from sponsors, attendees, panelists and consumers at every level. Thank you to all who attended and contributed to making the 19th annual Tales of the Cocktail one for the books.”

Offering a variety of panels, keynote speakers, interactive discussions, awards ceremonies, and more, TOTC hosted more than 166 unique programs, spanning 74 events organized by the Foundation, 92 sponsor events, and 36 in-person experiences. And beginning today, nearly all of the TOTC2021 content is available for streaming and continued education on the Tales of the Cocktail Youtube channel under the #TOTC2021 and #CAPAlumniNetworkingSessions playlists. Those who were not able to join the live conference or who would like to re-watch their favorite programming are encouraged to tune in at their convenience.

Additionally, TOTCF is pleased to share the advent of all-new programming to the 2021 lineup, such as the TOTCF Career Fair which featured job listings and career tips, and support of the charitable initiative, Turning Tables x Another Round, Another Rally, an organization dedicated to raising funds for New Orleans hospitality workers in need, particularly in light of the destruction caused by Hurricane Ida. 

TOTC2021 Facts & Figures: A Quick Reference

  • 6735 virtual attendees, a 10% YoY increase
    • 109 countries represented, a 9% YoY increase
  • 82 sponsors, an 86.3% YoY increase 
  • 166 total programming sessions, a 30% YoY increase
    • 74 TOTCF programmed events, a 27% YoY increase
      • 15 foundation programmed events
      • 59 educational seminars
    • 92 sponsor events, a 33% YoY increase
    • 36 in-person brand activations in 8 countries
  • Hurricane Ida Relief funds raised by Turning Tables x Another Round Another Rally amounted to $57,035. TOTCF was honored to utilize its platform to champion this important cause and to personally donate $10,000 to the ongoing recovery initiative
  • TOTC2021 roundtable themes, designed to address overarching trends in the cocktail industry: 
    • Community presented by Pernod Ricard
    • Digital Experiences presented by Pernod Ricard
    • Drinks Culture presented by Perrier
    • Industry Advocacy presented by Pernod Ricard
    • Innovative Pivots presented by CAMPARI


Laissez les bon temps rouler! And the good times shall roll as Tales of the Cocktail Foundation is thrilled to announce the 20th annual Tales of the Cocktail conference which is set for an in-person, New Orleans return July 25-28, 2022. Back in the city’s beloved French Quarter, TOTCF is proud to partner with the 2022 official venue sponsor, The Ritz-Carlton, New Orleans, to host the much-anticipated, on-premise festivities. Setting the standard of hospitality excellence, the team at The Ritz-Carlton, New Orleans will provide a perfect setting for the conference’s landmark year as attendees are invited to raise a glass to 20 years of Tales. (Select photos linked here, courtesy of The Ritz-Carlton, New Orleans.)

In further efforts to promote growth and community in the cocktail industry, TOTCF is proud to share developments to its leadership team as they’ve begun a rigorous recruitment process to welcome new board members to the TOTCF Board of Directors, beginning early next year. Working alongside a small network of stakeholders, drawing from the Education, Philanthropy, and Spirited Awards Committees, and local New Orleans community, TOTCF is developing specific criteria to select and onboard these individuals. The intentional goal is to ensure that the Tales Board of Directors grows to better reflect and engage with the global drinks industry and that the new Board Members will help steer the Foundation for future development. 


TOTC is made possible by so many supporters who deeply care about the cocktail community. The Tales team extends its sincerest gratitude to official sponsors, Perrier — the Official Water of TOTC; Q Mixers — the Official Mixer of TOTC; and underwriting partners: BACARDI Limited, Beam Suntory, and William Grant & Sons

For additional information, please visit the Tales of the Cocktail website or follow along on social media: @tales_of_the_cocktail



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:

Gia Vecchio, [email protected], 917.280.5043

Hunter Smith, [email protected], 803.397.8878

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