Every bartender's bucket list should include a pilgrimage to Tales of the Cocktail.
This iconic gathering, now in its 23rd year, takes over New Orleans each July with one clear goal: to uplift and evolve the global cocktail community. It’s not just a conference, it’s a movement. Hosted by the non-profit Tales of the Cocktail Foundation, it draws bartenders, brand builders, beverage nerds, and cocktail creatives from every corner of the globe.
So what’s it all about? And why should Indian bartenders care? Let’s break it down.
What To Expect at Tales
If you’re serious about a career in cocktails, Tales is like stepping inside a dream. Over the course of a week, attendees can experience:
- Seminars and Workshops: Hands-on and brain-stretching. From deep dives into fermentation to discussions on mental health behind the bar, there’s something for every kind of bartender-rookie or rockstar.
- Tastings and Pop-Ups: Dozens of spirits, mixers, and techniques from around the world. This is your chance to taste rare liquids and see how global bars are presenting them.
- Networking: It’s where connections are made. Whether you’re bumping into a brand ambassador in the hotel lobby or chatting over highballs with a bar owner from Tokyo, the energy is unmatched.
- Awards and Recognition: Including the legendary Spirited Awards and Tales Catalyst initiative-recognizing excellence, inclusivity, and innovation across the industry.
- Special Events: Cocktail crawls, “Meet the Distiller” sessions, late-night throwdowns, and yes-some of the best afterparties the industry has ever seen.
What’s the Mission Behind the Magic?
Beneath the buzz and booze, Tales is about building up the bartender. The Foundation supports hospitality professionals year-round with education, grants, wellness resources, and programs designed to foster career growth and community care. Every year’s theme reflects the evolution of the industry and 2025’s theme = EVOLVE, feels especially fitting for a time of bold creativity and reinvention.
Why Should Indian Bartenders Care?
Because this is where the world looks to understand what’s next in cocktails. Tales is a mirror to the global bar scene, and we believe Indian bartenders deserve to see their reflection there.
You don’t need to work at a 5-star hotel or the "World’s 50 Best" to belong. If you care about the craft, the culture, and the community of cocktails, you’re already part of the movement. Tales offers the tools, the inspiration, and the access to make your mark on the world stage.
Minakshi Singh, who is an education committee member for the Culture track for the past 3 years, shares her highlights and what a trip to Tales can do for your career in the bar industry.
“Each year that I attend Tales, it's a huge learning for me. More than the incredible networking opportunities, fantastic events, global bar shifts that give you much exposure, I come back with many ideas, and incredible learnings on global movements of thought leadership. The idea is to engage with industry folks across the globe and across the segments. Many sessions and seminars talk about the baseline, and some cover complex techniques and topics. It all depends on what excites you, and where you wish to see yourself growing. This year I was a panelist for a session on “Traditional Asian Spirits in Modern Cocktails” which was an eye opening session for quite a few in attendance , given the reactions we received! I did a guided tasting on Dukshiri Feni, along with a Dukshiri Daiquiri, which was received wonderfully, and is just an example of how much learning and sharing can happen if we approach our every day with a “learner profile”.
The Cocktail Apprentice Program (CAP)
The ultimate behind-the-scenes opportunity for working bartenders
Want to really learn what makes Tales tick? Apply for the Cocktail Apprentice Program (CAP) a mentorship program where working bartenders from around the world are selected to shake, stir, prep, and pour at Tales. But it’s not just a bartending bootcamp, it’s a gateway into global industry circles.
As a CAP, you’ll work alongside master mixologists, get hands-on experience at world-class events, and build lasting friendships with fellow bartenders. Many CAP alumni have gone on to win awards, open bars, and shape the future of cocktail culture. It’s hard work. It’s long hours. But it’s also a life-changing chance to level up.
I caught up with Sahil Essani from Muro after he completed the 2025 CAP program to discuss what his experience was like, and whether others should apply.
What were the 3 most important things you learned from the program?
- SE: Watching my fellow CAPs massively helped shape and adjust my leadership style. As someone who wanted a grip on everything and tried to take on every job by myself in my day to day operations, the CAP program showed me many solid leaders, and it showed me how much easier things get when you trust those around you to get something done as long as you provide clear direction- allowing me to do MORE by doing LESS.
- SE: My experience as a CAP also helped shape the level of systems, detail in planning and organization. From the day 1 imposter syndrome to seeing one of my Red Coats being acknowledged as a golden sponge on the last day of the program really helped build my confidence and validate that I'm moving in the right direction.
- SE: There were mentorship sessions from industry stalwarts and experts in their fields on things that rarely get spoken about like speaking about investor pools, running bars that make money, project managers, valuation, pitches, payback period, independent vs corporate, bartender vs owner mindset, creating mindful equity for your teams and all the things that will matter so much in a few years
Do you recommend the program to other bartenders?
SE: Applying for CAP and getting it has been one of if not the best thing in my career so far. It was like latching a jetpack onto your career trajectory in terms of the immense knowledge gained in so many different aspects from planning, to leadership, to communication styles and so much more but the one thing that is my favourite amongst all of it is the fact that you suddenly have a network of 70+ extremely talented industry professionals with expertise on anything from carbonation to the methodology to their unicorn venues and because you've rubbed shoulders and been in the trenches with them, it is an indescribable bond and I've had people take out time and resources to share what they know with me. There is an even larger network of alumni and people have secured jobs, moved cities, started businesses and done many significant things through this network. Also the fact that you can go to a new city and you already have a couch or a spare bed and a friend to get a drink with and have a great time and they speak your lingo is pretty amazing to me. To put it in short it is a room full of people whose eyes have happiness in them when they see you prosper and you feel the same way too.
Spotlight on the 19th Annual Spirited Awards
Think of the Spirited Awards as the Oscars of the global drinks world. Since 2007, they’ve celebrated the best bars, bartenders, mentors, menus, media, and more, from Mumbai to Mexico City.
These aren’t popularity contests. Nominations go through a serious multi-stage judging process by panels of respected industry leaders. Finalists are named in categories and you can check out this year’s winners here.
- Individual Professionals:
- (International/U.S.) Bartender of the Year
- Best (International/U.S.) Bar Mentor
- Best (International/U.S.) Brand Ambassador
- Best (International/U.S.) Bar Team
- Establishments (Bars):
- Best (International/U.S.) Cocktail Bar
- Best (International/U.S.) Hotel Bar
- Best (International/U.S.) Restaurant Bar
- Best New (International/U.S.) Cocktail Bar
- Timeless (International/U.S.) Award (recognizing long-standing excellence)
- Products:
- World's Best Cocktail Menu
- World's Best Spirits Selection
- Best New Spirit or Cocktail Ingredient
- Writing & Media:
- Best Cocktail & Spirits Writing
- Best Cocktail & Spirits Publication
- Best Broadcast, Podcast, or Online Video Series
- Best New Cocktail or Bartending Book
- Best New Book on Drinks Culture, History, or Spirits
- Overall/Special Recognition:
- Tales Visionary Award (formerly Pioneer Award)
- Helen David Lifetime Achievement Award
- World's Best Bar (a highly coveted overall award)
Being nominated (even regionally) is a massive recognition of talent and contribution.
Winning? Career-changing.
Want to go in 2026?
Dates: Mid-to-late JulyLocation: New Orleans, USAMain Venue: The Ritz-Carlton (but the whole French Quarter gets involved)Tickets: Seminar passes, tasting room access, or all-access badges-there’s a range of pricing depending on how deep you want to go.
More information can be found at talesofthecocktail.org
Tales of the Cocktail is more than a glamorous gathering. It’s a statement: that bartenders are thinkers, educators, leaders, and artists. That a drink can spark connection, creativity, and even change.
So whether you dream of attending, applying for the CAP program, or one day standing on that Spirited Awards stage, consider this your sign.
