Tales of the Cocktail to Return Sept. 20-23, Remain Primarily Virtual


February 2, 2021


Tales of the Cocktail Foundation announced that its signature conference will return this fall in a free, digital version.

In its 19th year, Tales of the Cocktail will be Sept. 20-23 and will feature content for cocktail professionals and enthusiasts across the globe, with supplemental physical activities in key cities, wherever it is deemed safe and feasible.

Last year’s virtual event connected thousands of attendees across 100 countries to experience over 125 events, broadening the depth and reach of its programming and audience. The 2021 version will remain mostly digitally-based to prioritize safety in the continued COVID-19 pandemic. The plan, according to a news release, is to return to a primarily in-person format in 2022.

While in years past, Tales of the Cocktail usually took place during summer, the financial impact of the pandemic on the spirits industry influenced the format and timing for this year’s version. The foundation opted for Fall knowing that the first few months of 2021 will continue to be a crucial time for establishments to focus on recovery efforts.

The 2021 theme will be “Community” to underscore the global drinks industry coming together to share knowledge and compassion after an unprecedented year. The theme also serves as a rallying cry for communing thought leadership to drive future advancement, according to the announcement.

The conference will host a library of on-demand, pre-recorded videos in addition to live, interactive programming, networking opportunities and partner booths. Seminars, both pre-recorded and live, will follow TOTC’s existing educational tracks: Beyond the Bar, Business and Culture. Those interested in applying to host a seminar can do so now

Additional marquee programming such as Meet the Distillers, Beyond the Bar and the Spirited Awards will return in 2021. Brand partners also will once again have the opportunity to design and curate designated virtual booths.