FOR IMMEDIATE RELEASE:
NEW ORLEANS, LA (April 23, 2025) — Tales of the Cocktail Foundation (TOTCF) is pleased to announce this year’s Tales Catalyst honorees, recognizing members of the cocktail community who are elevating the industry to greater heights. The 2025 International Honoree, Christina Veira, and the U.S. Honoree, Lucia Creed, are honored for their contributions to the global beverage industry.
Created to celebrate women and non-binary individuals who are championing inclusivity and breaking barriers in the global beverage community, Tales Catalyst honors leaders like Veira and Creed for their profound impact on fostering equity and community within the hospitality space.
Tales Catalyst, in partnership with Shake Stir & Mingle, the official Tales Catalyst media partner, will take place during Tales of the Cocktail® on July 22, 2025, from 3:00 to 5:00 PM at The Ritz-Carlton, New Orleans. The event will feature speeches by the honorees speaking to their unique vision and personal efforts in fostering inclusivity in the drinks industry, with specialty cocktails served throughout the session.
“We’re thrilled to celebrate Christina and Lucia as the 2025 Tales Catalyst honorees. Their work exemplifies the spirit of innovation and change that Tales Catalyst stands for,” said Robin Nance, Catalyst Co-Chair. “Their dedication to shaping the future of the cocktail and hospitality industries sets them apart as true leaders in the space. These honorees have built communities, opened doors, and created spaces for underrepresented voices to thrive—an impact that reaches far beyond their individual achievements.”
“Christina and Lucia are the embodiment of what it means to be catalysts for change,” said Charlotte Voisey, Executive Director of TOTCF. “Christina has cultivated a space that champions growth, learning, and professional development for the global beverage community, while Lucia has forged pathways for mentorship and empowerment in a way that is truly transformative. Their recognition is a reflection of their deep commitment to nurturing inclusivity and advancing the careers of those around them.”
Guests are invited to celebrate this year’s Tales Catalyst Honorees during Tales of the Cocktail® on July 22, 2025, from 3:00 to 5:00 PM. For those interested in attending, all attendees with seminar access are eligible to join, and seminar passes may be purchased on the TOTCF website starting May 13, 2025.
2025 Catalyst Honorees:
2025 International Tales Catalyst Honoree:
Christina Veira
Christina Veira is the Co-Owner of Bar Mordecai and Founder of STAVE, a school offering beverage certifications, hospitality training, and customized tasting experiences for both industry professionals and consumers. A respected leader in the hospitality and beverage community, she has served as Bar & Beverage Curator for the Restaurants Canada Show (2018–2024) and as National Coordinator for Speed Rack Canada. Christina is also a Wine and Spirits Education Trust (WSET) educator for spirits and wine, and has contributed to initiatives such as the Awamori Jinbner program in Okinawa Prefecture, Japan, and served as the Director of Programming for Toronto Cocktail Week in 2019 and 2020. Known for her passion for fundraising and community work, Christina remains committed to supporting industry initiatives.
About Bar Mordecai: Bar Mordecai, a vibrant two-floor space with a capacity of over 200, has earned recognition on esteemed awards lists. The bar has been recognized as a Spirited Awards Canada Regional Honoree several times, including Best International Cocktail Bar in 2025, 2024, 2023, and 2022, Best International Bar Team in 2025, and Best New International Cocktail Bar in 2020. It has also been recognized on the 50 Best Bars North America list, ranking #40 in 2024, #43 in 2023, and #47 in 2022. Despite opening six weeks before the global COVID-19 lockdown, the bar survived four regional lockdowns and has become a celebrated venue offering tapas, karaoke rooms, live music, and expertly crafted cocktails. Bar Mordecai’s design, inspired by Wes Anderson films, frequently collaborates with artists, making it a unique and lively spot for both locals and visitors.
Recognition & Contributions: Christina Veira is a celebrated leader in the global hospitality and beverage industry, known for her advocacy, education, and community impact. She was named the World’s 50 Best Bars North America Roku Industry Icon in 2022 and Canada’s 100 Best Bartender of the Year in 2023. That same year, she was recognized in Foodism’s Foodism 40 as a Champion of DEI. Christina has been consistently ranked on Drinks International’s Bar World 100, rising from #44 in 2020 to #15 in 2024. Additional honors include the WSET and IWSC FUTURE 50 Under 40 and Imbibe Magazine’s “Imbibe 75” list. Alongside numerous cocktail competition wins, she remains committed to industry education, mentorship, and community-driven initiatives.
2025 U.S. Tales Catalyst Honoree:
Lucia Creed
Lucia Creed is a hospitality leader, educator, and community advocate with over 25 years in the Food & Beverage industry. She began working in restaurants at the age of 12 and later fell in love with the bar scene during her time behind the bar in Oakland, CA. Lucia is the Head of Trade Advocacy for Uncle Nearest Premium Whiskey, where she leads global strategy, partnerships, and programming to support the bar community. Her advocacy efforts are deeply rooted in mentorship and education, aligning with the legacy of Nearest Green, the first known African American master distiller.
About Raise the Bar Mentorship Alliance: In 2024, Lucia created Raise the Bar Mentorship Alliance, a groundbreaking initiative designed to provide bartenders with the tools, relationships, and inspiration needed to advance their careers and become changemakers in the industry. The six-month program pairs mentees with respected mentors to explore their passion, refine their ideas, and build real-world projects, culminating in a live pitch for funding and ongoing support. Raise the Bar also offers coaching to mentors, helping them become more impactful guides within the program and their communities.
Recognition & Contributions: Lucia serves on the board of Turning Tables, a non-profit dedicated to supporting underrepresented hospitality professionals, and is on the advisory board for BAR 5 Day, a leading program for spirits and bartending education. Previously, she led education and advocacy as the National Ambassador for Campari America’s Women & Whiskies program and the Brand Leader for Del Maguey Single Village Mezcal. Lucia’s work has been featured in The Spirits Business, BevNet, Fred Minnick, and on Radio Imbibe.
Tales Catalyst Partners
Catalyst is proud to share its presenting, supporting, and media partners, who help make the 2025 Tales Catalyst possible. Tales Catalyst 2025 is supported by Tito’s Handmade Vodka and Uncle Nearest Premium Whiskey. The official Tales Catalyst Media Partner for 2025 is Shake Stir & Mingle.
For more information on Tales of the Cocktail or Tales Catalysts, please visit Tales of the Cocktail Foundation website, Instagram, Twitter, and Facebook.
###
ABOUT TALES OF THE COCKTAIL FOUNDATION:
Tales of the Cocktail Foundation is a non-profit organization dedicated to empowering the global hospitality industry through education, advocacy, and community support. As the world’s leading spirits education platform, the Foundation provides year-round programs and initiatives that foster professional growth and drive meaningful change. Each July, the industry gathers in New Orleans, the beating heart of cocktail culture and hospitality, for a one-of-a-kind conference that blends education, networking, and celebration like no other. Guided by its core pillars—Educate, Advance, and Support—the Foundation’s impact extends far beyond the U.S. reaching professionals and communities around the world.
Media Inquiries:
BMF
