NEW ORLEANS, LA (January 16, 2026) — Tales of the Cocktail Foundation (TOTCF) is pleased to announce the launch of Proof of Concept, a new U.S. bartending competition sponsored by Jack Daniel’s Tennessee Whiskey. The program invites bartenders from key markets to collaborate in pairs, or trios, and bring bold, original pop-up bar concepts to life, celebrating innovation and craftsmanship.
Designed to spotlight the individuals and ideas shaping the future of hospitality, Proof of Concept challenges bartender teams to design a new concept bar from the ground up. Each submission must outline a defining theme, immersive atmosphere, and a menu of cocktails that reflects the team’s creative vision, including at least two cocktails featuring Jack Daniel’s Tennessee Whiskey or the Jack Daniel’s Bonded Series.
Applications open January 12, 2026, and close February 15, 2026. Following the national application period, select teams will be chosen to advance to regional finals held across five cities: Nashville, Miami, New York City, San Francisco, and Los Angeles.
Regional finalist teams will compete in live events where concepts are brought to life through menu execution, design, and overall storytelling. Winners from each regional final will advance to the national finals, taking place in Nashville from May 4–7, 2026. Tales of the Cocktail Foundation will coordinate flights, hotel accommodations, and travel stipends for finalist teams traveling to the national finals, with TOTCF representative judges participating throughout the competition, including the final selection of the winning team.
All five finalist teams competing in the national finals will be invited to participate in a curated visit to the Jack Daniel Distillery in Lynchburg, Tennessee, offering an immersive experience centered on the heritage, craftsmanship, and production of Jack Daniel’s Tennessee Whiskey.
The winning team will receive a cash prize and a Tales of the Cocktail 2026 scholarship, including travel, hotel accommodations, and meal stipends in New Orleans for all winning team members. Winners will also receive VIP access and exclusive entry to Jack Daniel’s main stage event during Tales of the Cocktail, taking place July 19–24, 2026
Competition Timeline
- January 12, 2026: Entries open
- February 15, 2026: Entries close (12:00 a.m. PST)
- February 16–18, 2026: Judging period
- February 19, 2026: Regional finalists notified
- March 10 – April 1, 2026: Regional finals (Nashville, Los Angeles, San Francisco, Miami, New York City)
- May 4, 2026: Finalist teams arrive in Nashville
- May 5, 2026: Jack Daniel Distillery experience
- May 6, 2026: National Finals and winner announcement
The competition is open to bartender teams consisting of two to three bartenders based in the same city or regional market. Full eligibility details, submission requirements, and official rules will be available online.
Bartenders may submit their team entry and pop-up bar concept via the Jack Daniel’s website. Participation is limited.
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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. Tales of the Cocktail will take place in New Orleans July 19-24, 2026. #totc2026
About Jack Daniel’s
Officially registered by the U.S. Government in 1866 and based in Lynchburg, Tenn., the Jack Daniel Distillery is the first registered distillery in the United States and is on the National Register of Historic Places. Jack Daniel’s is the maker of the world-famous Jack Daniel’s Old No. 7 Tennessee Whiskey, Gentleman Jack Double Mellowed Tennessee Whiskey, Jack Daniel’s Single Barrel Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Jack Daniel’s Tennessee Blackberry, Jack Daniel’s Bonded, Jack Daniel’s Sinatra Select and Jack Daniel’s & Coca-Cola. Today, Jack Daniel’s is a true global icon found in more than 170 countries around the world and is the most valuable spirits brand in the world, as recognized by Interbrand.
Please Drink Responsibly.
Jack Daniel’s Tennessee Whiskey, 40% alc. by vol. Distilled and bottled by Jack Daniel Distillery, Lynchburg, Tennessee. JACK DANIEL’S is a registered trademark. ©2026 Jack Daniel’s. All rights reserved.
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