Tales of the Cocktail Foundation (TOTCF) is excited to announce the opening of the nomination period for the 2025 Tales Catalyst Honorees. The nomination period kicks off today, January 27th and will conclude on February 7th, 2025, with the honorees to be announced on April 23rd, 2025. Created to celebrate women and non-binary individuals who are breaking barriers and championing inclusivity within the global beverage community, Tales Catalyst will recognize two new honorees—one U.S. and one International—at the 2025 Tales of the Cocktail conference in New Orleans. The industry is encouraged to nominate an inspiring changemaker—or themselves—for the chance to be recognized as a Tales Catalyst honoree.
Tales Catalysts are an elite group of women and gender non-conforming individuals who have achieved remarkable success in their careers and used that success to mentor and uplift others in the drinks industry. By championing equity and creating opportunities for those who are often underrepresented, Tales Catalysts are recognized not only for their individual accomplishments but also for their profound impact on fostering inclusivity and community in the hospitality space.
Examples of past Tales Catalysts include:
- Lynnette Marrero (2012 Honoree) and Ivy Mix (2014 Honoree) — Founders of Speed Rack, an all-female high-speed bartending competition designed to highlight emerging women and femme-identifying talent in the cocktail industry while supporting those impacted by breast cancer.
- Tiffanie Barriere (2020 Honoree) — An African American cocktail historian who uses storytelling and research to bring cultural significance to cocktails while mentoring Black women in the industry and co-chairing numerous industry initiatives.
- Monica Berg (2018 Honoree) — A London-based, multi-award-winning bartender and entrepreneur. Monica is the co-founded P(OUR), an industry nonprofit dedicated to expanding drinks knowledge within the bar community, and is the co-founder of Muyu liqueurs and the acclaimed bars Tayēr + Elementary, which in 2022 won “Best International Cocktail Bar” at Tales of The Cocktail’s Spirited Awards.
- Tracie Franklin (2022 Honoree) — VP of Supply and Innovation at Pronghorn Co., leading efforts to diversify the spirits industry and mentoring on the boards of Turning Tables, Our Whisky Foundation, and Sip of Paradise Garden.
- Amanda Gunderson (2022 Honoree) — Founder of Another Round Another Rally, a nonprofit that has given more than $4 million in aid to hospitality professionals and their families, providing financial assistance, scholarships, mentorship, and career development opportunities.
In 2024, Tales of the Cocktail Foundation honored Becky Paskin and Keyatta Mincey Parker for their groundbreaking work in advancing inclusivity and leadership within the industry. The 2025 honorees will continue this legacy by promoting a more inclusive, diverse, and supportive environment within the bar and hospitality community.
What Does Being a Tales Catalyst Mean?
Being recognized as a Tales Catalyst is about much more than personal success. It’s about creating a ripple effect that transforms the industry and elevates others. According to 2024 Honoree Keyatta Mincey Parker, founder of A Sip of Paradise Garden: “To be recognized as a Tales Catalyst is to understand that this isn’t just about me; it’s about the ripple effect we can create together… This platform gives me the chance to continue advocating for equity, sustainability, and representation in our industry. It’s an opportunity to lift others, to spark change, and to ensure that the path I’m walking is one others can follow.”
Similarly, 2023 Honoree Tara Foughner, CEO of Thirsty Media, explains: “Being a Tales Catalyst means that I have succeeded in making and representing change in the industry… I hope that in time, together, we ensure the legacy of Tales Catalyst is to award and celebrate those who best exemplify the most exciting, impactful, and bravest in making meaningful progressive changes throughout the bar world.”
Tales Catalyst 2025: Nomination Criteria and Selection Process
TOTCF and the Tales Catalyst Committee are seeking candidates who are breaking barriers and advancing the hospitality industry in positive, innovative ways. We encourage self-nominations as well as nominations of other leaders who are fostering inclusivity, championing underrepresented voices, and mentoring the next generation of hospitality professionals.
To be considered for the Tales Catalyst 2025 honors, candidates should meet the following criteria:
- Significant contributions to the beverage industry, particularly in advancing inclusivity, equity, and accessibility
- Proven leadership, mentorship, and advocacy for underrepresented groups
- Demonstrated commitment to fostering a diverse and supportive community
Once nominees are identified, the highest-ranked individuals will be asked to submit a resume, bio, and honoree statement. “We’re looking for those who are pushing boundaries and challenging the status quo to create a better future for all of us in the industry,” said Lola Thomas, Tales Catalyst Program Director. “We’re excited to honor those who inspire us, not just through their accomplishments, but through their commitment to lifting others up.”
Guiding the nomination process and event this year are co-chairs Robin Nance and Becky Paskin. Robin Nance, Events & Strategy Director for Speed Rack, is renowned for her dedication to fostering inclusivity and amplifying underrepresented voices within the beverage community. Becky Paskin, Founder of the OurWhisky Foundation, is a driving force in promoting diversity and reshaping perceptions in the whisky industry. Together, they embody the leadership, advocacy, and transformative spirit that defines a Tales Catalyst.
Tales Catalyst U.S. and International Honoree Considerations:
- U.S. Tales Catalyst Honoree: An individual whose work has had a significant and lasting impact on the U.S. beverage industry. A leader and mentor within the industry who resides in the United States.
- International Tales Catalyst Honoree: An individual whose work has had a significant and lasting impact on the global beverage community. A leader and mentor within the industry who resides outside of the United States.
The honorees will be celebrated during a special event at the 2025 Tales of the Cocktail conference in New Orleans on July 22, 2025, from 3:00 to 5:00 PM, providing a unique platform to showcase their achievements to an engaged and passionate audience of industry professionals.
More information about the Tales Catalyst nomination process and specific guidelines can be found on the Tales of the Cocktail Foundation website.
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 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. Tales of the Cocktail will take place in New Orleans July 20-25, 2025. #totc2025
Media Inquiries:
BMF
