Issue link: http://digital.copcomm.com/i/1025306
september 2018 / the tasting panel / 5 The spirits world waited with bated breath until mid-July to see what the future would hold for Tales of the Cocktail under the convention's new ownership and management in 2018. As industry professionals from around the globe gathered in hotel lobbies, on street corners, and in iconic bars and restaurants across New Orleans, the answer we'd excitedly awaited finally became clear: Not only has Tales 2.0 arrived, it just might be primed to thrive like never before. While there were some notable differences and a slightly more subdued feel overall, the new Tales placed even more of an empha- sis on education, advocacy, and industry responsibility than its predecessors, with seminars tackling everything from diversity and wellness to life-saving training focused on reversing the effects of an opioid overdose. This understated, serious tone extended all the way to the convention's new logos and branded artwork, breathing professional focus onto an event that's trended more toward bac- chanalia than business in recent years. The William Grant & Sons portfolio party served as one of the most notable hints that things would be a bit different for Tales in 2018. The annual kick-off event has consistently set the tone for experimentation and excellence as far as brand activations go, and this year proved no different, with the supplier paying homage to the 1988 film Cocktail by way of music, good vibes, and décor dominated by New Orleans' famed Mardi Gras floats. Ole Smoky Moonshine recreated its famous distillery, The Holler, for a pop-up tasting room experience at Tales of the Cocktail. "Tales has always been about bartenders and brand representatives convening to revel in the magical moments their shared craft creates . . . It was abundantly clear they form the lifeblood of Tales of the Cocktail." by Rachel Burkons