Tales of the Cocktail 2026: Hospitality, Brand Storytelling & My Favorite Moments

Another Tales of the Cocktail is in the books! And this year reminded why this week has become one of my favorite annual events in New Orleans.

For me, Tales isn’t about trying to attend every seminar or every party. I really use it to study hospitality. It’s watching how brands tell stories, how events move people through a space, how cocktails become experiences, and how our city continues to welcome thousands of visitors from around the world. I love the energy of it even as an introvert who has to catch a nap or two between all of the fun things :)

I came this year wearing several hats: attendee, project manager, event producer, performer, and someone who simply loves watching thoughtful experiences come together.

The brands that stayed with me

Some brands didn’t just pour cocktails—they built entire worlds.

Condesa Gin continues to be one of my favorite installations at Tales. Returning to the beautifully transformed Bevolo Gas & Electric space, they somehow elevated an experience I already loved from last year. Morning coffee transitioned into afternoon cocktails, the lighting and music were intentional, and every detail invited you deeper into their story.

Creating a custom fragrance may have been my favorite sensory experience of the week. Choosing base, heart, and top notes before walking away with a scent I’ve worn every day since reminded me that a memorable installation isn’t only about taste. It’s about engaging every sense.

I left thinking exactly what every brand hopes you’ll think:

“I want to visit where this comes from.”

That’s effective storytelling.

1800 Tequila delivered another standout sensory experience.

Instead of asking guests to simply sample tequila, they invited us into a tasting laboratory. Learning about flavor perception, identifying our tasting archetypes, and exploring the science behind aroma transformed the experience into something educational without ever feeling academic.

I’m still keeping my tasting archetype to myself 🤭

Favorite drink

If I had to pick one cocktail from the entire week, it would be Flesh & Spirit, created by the lovely Elle Scott (@elle.sips) for Moët Hennessy’s “Another Round, Another Rally: Pave the Way Showcase” hosted at Arnaud’s.

Beautifully balanced, memorable, and one of those drinks that immediately makes you wish you had another. And I’m a sucker for mango but she really did that.

Favorite party

Despite some frustrating check-in logistics, Wednesday night’s event featuring Erykah Badu was with Ford’s Gin easily one of my favorite evenings.

Seeing The Josephine transformed into a massive party was impressive, even if crowd flow and entry logistics still have room to evolve. That’s part of why I enjoy events like Tales so much. I can’t turn off the producer part of my brain and I get to be in venues I hadn’t seen all dolled up before.

Great programming deserves equally great guest flow so I’m excited to see how events in that space continue to shift (and especially in consideration of shorter guests).

Details matter

One thing I found myself paying attention to all week was logistics.

Maybe most attendees don’t consciously notice traffic patterns, check-in procedures, or merchandise distribution.

I do.

Most brands did an excellent job creating intuitive guest experiences, but there were a few moments where the flow interrupted the magic.

William Grant & Sons’ Art of the Cocktail experience, for example, felt noticeably different this year. Separating merchandise pickup upstairs with a ticketing process slowed the experience in a way that didn’t quite match the energy downstairs.

That’s not a criticism of the event itself. It’s simply the kind of observation I naturally make as someone who produces experiences.

On the other hand, brands like D’Ussé created evenings where every element—from the historic Dew Drop Inn setting to the food, cocktails, music, and local entertainment (I got to listen to @therealbobbirae AND @therealjohnboutte under the same roof)—worked together seamlessly. It felt intentional from beginning to end.

A few other favorites

Jack Daniel’s Jack2K celebration was one of my favorite openings to the week. And I even managed to grab the last event T-shirt.

Bulleit’s launch of their new ‘87’ expression was another pleasant surprise. I genuinely enjoyed every cocktail I tasted there at the Double Dealer especially the tamarind-kissed number by Erika Flowers (@erikaflowers). I let myself finish that cocktail and very much wished for another. 

The Community Cut Up at the Blue Crawfish Hotel was my favorite pool gathering of the week, thanks in large part to DJ Prosper Jones (@prosper_jones) and DJ Rakimbeau (@djrakimbeau_), whose sets kept the energy exactly where it needed to be. But truthfully, the space was perfect for this event, it felt like a real kickback, everyone had space to move around, enjoy the pool, and enjoy one last round of cocktails before TOTC came to a close. It felt like everyone had a great time!

And shoutout to all who coordinated this year’s merch.

The hats.

The bags.

The T-shirts.

Everyone came ready.

One thing I’d love to see

If there’s one thing I’d love to see continue growing, it’s the presence of New Orleans itself.

We have extraordinary performers, musicians, culture bearers, hospitality professionals, and artists whose work exists nowhere else in the world.

I’d love to see more local entertainment booked throughout the week, and I’d especially encourage brands to begin connecting with local performers earlier. Many of the entertainment casting calls for party entertainment appeared surprisingly late, making it harder for local talent to participate.

Our city offers something that can’t be replicated anywhere else. Leaning into that only makes Tales stronger.

Until next year

Once again, I left Tales inspired.

Inspired by thoughtful hospitality.

Inspired by ambitious brand storytelling.

Inspired by the creativity behind unforgettable cocktails.

And, as always, inspired to continue finding ways to contribute—as a project manager, event producer, and burlesque performer—to experiences that make people feel something.

A very special shoutout to the crew! You can easily have a great time at Tales solo but thankfully I didn’t have to! My love to @alexxboozie @littlepiecesofashley_ @masterhealingwithkenya @miss.sidecar504 @fees.spirited, and all my new Tales friends for the adventures, core mems, and laughs that make the extreme fatigue worth it. We really worked our magic this year and it was glorious. ✨

Thank you to everyone who made another incredible year possible! It was indeed a happy Tales.

See you next year.

Legs