Five Highlights from "No & Low" Tales of the Cocktail 2024
New Orleans' annual craft cocktail conference offered even more this year for mindful drinkers.
As I stepped out of the Uber into the hot, heavy air — a hallmark of Louisiana summer — I quickly scanned the store-front signs for a bar. I was looking for The Will & The Way, which had a small, square placard hanging from the awning that read “Drinks” in large letters, with its name in much smaller letters. There was a pop-up at The Will & The Way as part of the yearly Tales of the Cocktail (affectionately referred to as “Tales”), a conference dedicated to spirits and cocktails held in New Orleans every July.
I entered the cinnamon-colored facade on the weather-worn sidewalk of Toulouse street; Madonna blared from the speakers and I squeezed through the crowd to find a place to order at the bar. Finding a friendly face, I ordered a boilermaker of Samuel Adams “Just the Haze” IPA and The Pathfinder, a hemp-based amaro. I looked up across the bar and saw my friends, waved, and headed back through the crowd toward them.
Absolutely nothing, and I mean nothing, about this scene was different than Tales of the Cocktail in the past except for one single detail — the party was no- and low-alcohol.
Thrown by my friends at FOH (short for Focus on Health), the party was an exact replica of any other Tales party I’ve ever been to with great bartenders, delicious drinks, and a thirsty crowd. While Tales past had felt like No & Low was the new kid on the block1, this Tales felt as though it was now a part of the drinking landscape and would have its own parties, tastings, seminars, and activations.
Here are my five highlights from Tales 2024:
1) No/Low Tour presented by Focus on Health and Mover & Shaker
No/Low — the party mentioned above — was one of the biggest highlights of the trip. Featuring cocktails from some of my favorite bartenders, including Spirited Award winning “Best U.S. Mentor,” Alex Jump, who forms one third of FOH, along with L.P. O’Brien (winner of Netflix’s Drink Masters) and Joshua Gandee (host of no proof — here’s my episode on Josh’s podcast).
FOH takes their tour throughout the country each year visiting multiple cities, this year visiting San Diego, Austin, Chicago, Nashville, Portland and, of course, New Orleans. The tour is sponsored by Ritual Zero Proof, among others, and proceeds benefit nonprofit Another Round Another Rally (whose mission is to empower hospitality workers with grants, scholarships, and emergency aid). FOH’s goal is to spotlight and celebrate the remarkable brands and partners in the no- and low-proof spaces, while challenging the norms of cocktail culture.
Goal unlocked.
Absolutely nothing, and I mean nothing, about this scene was different than Tales of the Cocktail in the past except for one single detail––the party was no- and low-alcohol.
2) Distill Ventures “State of No & Low” with Camille Vidal and me
I was asked by the ever-curious Joshua James (aka Josh the Non-Alcoholic) where we’re at in the timeline of No & Low. My answer: “The beginning of the beginning.”
There’s so much runway ahead of us before No & Low becomes a standard part of our drinking culture. However, we’re making a big impact and one of the people leading the charge is Camille Vidal (aka Mindfully Cami), whom I shared the stage with at our “State of No & Low Networking Nook” sponsored by Distill Ventures, a pioneer of non-alcoholic spirits, with highballs provided by Ritual Zero Proof.
We discussed some of the growth in U.S. and U.K. markets, noting that 50% of LDA (legal drinking age) adults are seeking to reduce how much alcohol they consume, according to the IWSR. In the U.K. that number jumps to 75% LDA adults, according to a KAM Insight. Camille also added that we have to earn back consumer trust because previous “mocktails” lacked the sophistication we have today; and I discussed my acronym for the barriers to adopting NA, based on my own observations— S.A.V.E. (Skepticism, Availability, Value, Embarrassment). We then turned to the audience, about 40 people passionate about no & low, who shared their experiences with each other, and with us.
3.) Lyre’s Living Room at the Beyond the Bar Lounge (Bar Lienzo Preview)
L.P. O’Brien is one of the top talents in the bar world right now and her win at Netflix Drink Masters solidified that fact. She’s opening a new bar in Washington, D.C., Bar Lienzo, and previewed some of their drinks at the Lyre’s Living Room activation.
Lauren was joined by bartender Megan Barnes, who has led bar programs in Washington, D.C. and Miami. Both L.P. and Megan have shared the mahogany with me at my former bars Eat the Rich and Columbia Room. It may be clear by now that the secret to my own success is to hire the very best.
4.) Beyond Proof: Almave Guest Shift featuring Bijou Drinkery
Almave has already become one of my favorite non-alcoholic tequila alternatives, offering a real blue-agave spirit from Jalisco, Mexico. All they needed was a mushroom taco and the bartenders from Spirited Award “Best International Cocktail Bar” nominees Bijou Drinkery to seal the deal. Held at the somewhat clandestine The Tell Me Bar, Bijou’s guest shift included delicious drinks, Mexican food, and incredible hospitality.
Many thanks to national ambassador for Casa Lumbre, Cesar Sandoval, for hosting a happy hour that goes beyond proof.
5.) Shopify’s Zero Proof Leisure Club
The icing on the cake for me at Tales was Shopify’s Zero Proof Leisure Club, which featured six guests bartenders and 16 non-alcoholic brands taking over the historic Napoleon House hosted by zero proof party impresario, Elizabeth Gascoigne of Abscence of Proof, and me. With over 300 people in attendance, the party went from 1 PM to 5 PM and saw some amazing cocktails and pours.
It was simultaneously announced that Flueré, who was in attendance, won No & Low Elixir of the Year for their Fluère Bitter! Other pours included Aplós, Three Spirit, Optimist, St. Agrestis, Smashd, Seedlip, De Soi, Monday, Spiritless, Pentire, Ghia, Figlia, Betty Buzz, and Curious Elixirs. Those shaking up non-alcoholic cocktails included included six amazing bartenders such as Björn Taylor of Austin, Texas and Lynnette Marrero of Masterclass / Liquid Creative Director of Aplós.
Tales 2024 was a series of amazing parties, tastings, seminars, and activations all week long, highlighting the very best of No & Low.
There were multiple events and activations in No & Low happening everyday, which was incredible in itself. Remember, we’re talking about the largest craft cocktail conference in North America.
Here I am talking about said activations. Video captured by my Substack editor — and fellow No & Low pioneer — of Zero Proof Nation.
While No & Low may no longer be the new kids on the block2, we’re not yet truly integrated into all events, which is the ultimate goal. Not just to have our own parties, tastings, seminars, and activations but to have parties, tastings, seminars, and activations for everyone. Inclusion is a huge piece of what we’re doing — making room for everyone at the bar — and that was just further proof that we have some runway ahead of us. However, as this Tales proved, no proof is needed that we’re headed in the right direction.
See what I did there. 😆
What’s happening and what’s next….
Read all about the history of the Nick & Nora in Wine Enthusiast by Aaron Britt and learn why I say “...the perfect drink is somewhere ‘between a sip and a soup’….” 🍸
Look out for my next post on using sushi rice in cocktails to achieve better texture 8/19, available to paid subscribers only. 🍣
Listen to me discuss my story, hospitality, and non-alcoholic drinks on the We Recover Loudly podcast. 🎧
Stay tuned for an exciting announcement about a national non-alcoholic cocktail contest on 8/14 by following Mindful Drinking Fest. 🍹
Thank you to Oar Health for your important work and sponsorship of Positive Damage! Learn more about how Oar Health can help you drink less or quit here.
See above 👆
Talk about a great recap. Where you go, I follow, Derek! #tales #noandlow #mindfulmixology (do hashtags even work on the 'stack? lol)
Any recipes to share from Tales?