No & Low Guide to TOTC 2024
If you're a mindful drinker, and plan on making the trek to New Orleans between July 22nd to July 26th for Tales of the Cocktail, here is your agenda.
Tales of the Cocktail, affectionately referred to as Tales, is an annual event attended by the global drinks community celebrating cocktails. It is filled to the wash line (what non-bartenders might call a brim) of events for the week ranging from seminars to parties. In fact, it’s so busy that it’s hard to find time to see the city itself apart from the bustling nightlife of Bourbon street, which is fun if not a preamble to an episode of Cops with its drunken tourists and bawdy nightlife.
Before we even get to all of the No & Low happenings at Tales, let me make a plea for visitors to spend at least a few hours outside of the touristy French Quarter. New Orleans has so much to offer, even if it’s just enjoying a Guinness Zero while listening to local music on Frenchman street at d.b.a.
PSA over. Now, here’s my guide to No & Low Tales 2024 day-by-day. Download the Whova app for more specific instructions, directions, and all necessary passes.
Sunday, July 21st
Speed Rack is from 5-7 PM and, while not explicitly No & Low, is an amazing event with a great cause. Otherwise, there’s not much happening in No & Low. This might be the best night to sneak in some music on Frenchman street.
Monday, July 22nd
Lyre’s Living Room at the Beyond the Bar Lounge, Baronne, The Ritz-Carlton
10:00 AM – 5:30 PM
Makeup artists, sustainable swag, Lyre’s cocktails, and, most importantly L.P. O’Brien is previewing her new bar concept, Bar Lienzo.
Cut Above Spirits at No & Low Bar, No & Low Bar, The Ritz-Carlton
11:30 AM – 1:00 PM
Try some Cut Above cocktails!
Ritual Zero Proof Pool Party, The Chloe
1:00 – 5:00 PM
Live music poolside with a dunk tank for charity with Ritual, Giffard, Athletic, and Liquid Death cocktails and drinks.
The Low ABV Bar with Lo-Fi, No & Low Bar, The Ritz-Carlton
2:30 – 4:00 PM
Try some Lo Fi Aperitifs!
Tasting Room Bar presented by Sommarøy Spirits, Maison, The Ritz-Carlton
3:00 – 5:00 PM
Try some Sommarøy Spirits cocktails!
Bodega Culture Presented by LP Drinks Co., Dovetail Bar
4:30 – 6:30 PM
Derived from the tantalizing Bodega cocktail featured in Episode 3 of Drink Masters, Bodega Culture emerges as a beacon of flavor, nostalgia, and community spirit. Don't miss this opportunity to celebrate, connect, and create unforgettable memories at Tales of the Cocktail.
Guest Shift Sponsored by Seedlip at Peychaud's, Peychaud’s
5:00 – 7:00 PM
Stop by for happy hour and taste some hand crafted Seedlip cocktails at Peychaud's made by World Class judges, Meaghan Dorman and Tyson Buhler!
Tuesday, July 23rd
Almave Run Club, Begins at The Ritz-Carlton and finishes at Fourth Wall Coffee
9:00 AM – 12:00 PM
Run from 9-10 AM and get pastries, coffee, and Almave non-alcoholic cocktails after or just show up for pastries, coffee, and Almave non-alcoholic cocktails during 9 AM-12 PM.
Ritual Zero Proof at No & Low Bar, No & Low Bar, The Ritz-Carlton
9:00 – 10:30 AM
Try some Ritual Zero Proof cocktails!
Lyre’s Living Room at the Beyond the Bar Lounge, Baronne, The Ritz-Carlton
10:00 AM – 5:30 PM
Make up artists, sustainable swag, Lyre’s cocktails, and, most importantly L.P. O’Brien is previewing her new bar concept, Bar Lienzo.
Nourishing Spirits: Fostering Wellness in the Hospitality Industry Seminar Presented by Ritual Zero Proof, Lakeview, The Ritz-Carlton
11:00 AM – 12:15 PM
Dr. Gregory Canillas, Josh Davis, Toure Folkes, Keyatta Mincey-Parker, and Lindsey Johnson (Lush Life)
The well-being of spirit industry professionals is integral to sustaining a thriving and inclusive industry. “Nourishing Spirits,” aims to address the holistic wellness of hospitality workers, with a specific focus on supporting service industry workers of color.
Escape to the Tropics with Worthy Park, Giffard and Tepache Sazón, Gentilly, The Ritz-Carlton
11:15 AM – 1:00 PM
Camille Vidal
Camille Vidal will be sharing insights into the non-alcoholic space, and the impact that the new Giffard non-alcoholic liqueurs have on zero-proof cocktails and menus.
Cut Above Spirits at No & Low Bar, No & Low Bar, The Ritz-Carlton
12:00 – 1:30 PM
Try some Cut Above cocktails!
The Future of THC Beverages, Lafayette East, The Ritz-Carlton
1:00 – 1:20 PM
Rachel Burkons
Join us for an overview of the products, regulations, and best practices that are shaping this quickly moving category, and a look at how THC drinks may fit into your beverage program or portfolio.
Promoting Wellness in the Workplace: Addressing Addiction and Supporting Employee Success Workshop, Carondelet, The Ritz-Carlton
2:00 – 3:15 PM
Mickey Baskt
Join Mickey Backst, Co-Founder and Executive Director of Ben’s Friends, as he discusses powerful ways to better connect with your employees on their wellness at work.
Networking Nook | "State of No- & Low-Alcohol" Workshop & Meet-up Presented by Distill Ventures, St. Charles, The Ritz Carlton
3:00 – 4:00 PM
Derek Brown, Camille Vidal
Join us for an exciting and informative meetup with industry leaders Derek Brown and Camille Vidal. Discover the latest trends in the No- & Low-Alcohol movement with a brief presentation, followed by mingling and insightful discussions.
Mockly at No & Low Bar, No & Low Bar, The Ritz-Carlton
3:00 – 4:00 PM
Try some Mockly RTD (ready to drink) cocktails!
Grab & Geaux Bar featuring Ritual Zero Proof, Grab & Geaux Bar, The Ritz-Carlton
4:00 – 5:30 PM
Grab a Ritual Zero Proof cocktail!
No/Low Tour presented by Focus on Health and Mover & Shaker, The Will & The Way
4:30 – 6:30 PM
L.P. O’Brien, Alex Jump
No/Low Tour returns with a renewed focus on mindful drinking and wellness to celebrate non-alcoholic and low ABV cocktails that feature unparalleled creativity and premium fresh ingredients, created by the best bartenders in the industry. After six stops at premier cocktail events in 2023, the No/Low Tour looks to expand its community by acknowledging that the spirit of the beverage industry doesn’t lie in the spirits themselves, but in the community and moments we create with a great drink in hand.
Wednesday, July 24th
Yoga with the Healthender presented by Aplós World, Carondelet, The Ritz Carlton
8:30 – 9:30 AM
Start your morning with the Healthtender, Amie Ward, and Aplós.
Ritual Zero Proof at No & Low Bar, No & Low Bar, The Ritz-Carlton
9:00 – 10:30 AM
Try some Ritual Zero Proof cocktails!
Bartender Bodyshop Workshop with The Healthtender, Presented by Ritual, Carondelet, The Ritz Carlton
10:00 – 11:15 AM
Amie Ward
Start your Tales Wednesday off right with a tune-up at the fully loaded Bodyshop! Pop in and roll out your body with a variety of massage tools, have a quick stretch session, or get your overused and achy bar body parts treated by The Healthtender. This is an open house format! Attendees are encouraged to come as they are and spend whatever time that works with their busy schedule in the space. Complimentary wellness kits will be available for all participants!
Go Beyond Morning Yoga presented by Almave Distilled Non-Alcoholic Blue Agave Spirit, Spyre Center
10:00 – 11:00 AM
Try some yoga and Almave cocktails!
Lyre’s Living Room at the Beyond the Bar Lounge, Baronne, The Ritz-Carlton
10:00 AM – 5:30 PM
Mini floral-arrangements, sustainable swag, Lyre’s Tiki cocktails from Pufferfish MKE.
No & Low Bar presented by Drink the Pathfinder, No & Low Bar, The Ritz-Carlton
12:00 – 1:30 PM
Try some Pathfinder cocktails!
Beyond Proof: Almave Guest Shift featuring Bijou Drinkery, The Tell Me Bar
1:00 – 3:00 PM
Join Bijou Drinkery from Mexico City and Cesar Sandoval, National Ambassador for Casa Lumbre, for a happy hour that goes beyond proof. Enjoy refreshing non alcoholic cocktails that don’t sacrifice quality, and help extend your Tales experience from day to night.
No & Low Bar presented by Sam Adams, No & Low Bar, The Ritz-Carlton
3:00 – 4:30 PM
Try Sam Adams non-alcoholic beer!
Thursday, July 25th
Ritual Zero Proof at No & Low Bar, No & Low Bar, The Ritz-Carlton
9:00 – 10:30 AM
Try some Ritual Zero Proof cocktails!
Lyre’s Living Room at the Beyond the Bar Lounge, Baronne, The Ritz-Carlton
10:00 AM – 5:30 PM
Mini floral-arrangements, sustainable swag, Lyre’s Tiki cocktails from Pufferfish MKE.
Joining the Dots: Neurodiversity and Addiction in Hospitality Seminar, Lakeview, The Ritz-Carlton
10:00 AM – 11:00 PM
Michelle Righini, Laura Silverman (Zero Proof Nation), Bridgette Hamstead, Julia Plomer
This seminar will suggest that if we create inclusive workplaces that support the success of neurodiverse individuals, we can ultimately reduce addiction rates in our industry. This will then lead to fewer staff vacancies, absences, and mental health issues. It is crucial that we proactively address addiction in the hospitality sector by connecting the dots and focusing on prevention rather than continuing to pour fuel on the fire.
Social Stupidity: How to Strengthen our Social Bonds Seminar Presented by Seedlip, Salon II, The Ritz-Carlton
10:00 AM – 11:00 PM
Claire Warner, Lauren Mote, Joshua Wagner, Jeffrey Kluger
This seminar will explore how our social worlds are changing and why we need to reclaim social spaces to create community and connection for the betterment of our industry and society. By sharing the latest research, white papers, and real-world examples that illustrate the already underway changes, we can challenge the status quo - encouraging us all to contribute to an industry most equipped to fulfill one of our most essential human needs: friendship and belonging.
Zero to Hero: Effective Strategies for Curating Non-Alcoholic Menus in Today's Bar Scene Seminar presented by Topo Chico, Salon II, The Ritz-Carlton
11:00 AM – 12:15 PM
Miranda Breedlove, Chockie Tom, Kyle Rioux, Hilary Sheinbaum
This seminar aims to address the pressing need for guidance in navigating the non-alcoholic landscape. We will offer invaluable insights into the diverse options available in the non-alcoholic space, shedding light on the importance of these menus, effective marketing strategies, menu listing techniques, and communication methods with both bar teams and guests.
The Coven presented by Namari, No & Low Bar, The Ritz-Carlton
12:00 – 1:30 PM
Meet us at The Namari Coven to experience the essence of immortality with our non-alcoholic digestif. This is your invitation to join us and stay young forever, all while hiding in plain sight.
Zero Proof Leisure Club at Tales of the Cocktail, Napoleon House
1:00 – 5:00 PM
Derek Brown, Elizabeth Gascoigne, Alex Jump, Björn Taylor, Lynnette Marrero, Lui Fernandes, Joshua Henry
You’re invited to visit the Zero Proof Leisure Club pop-up, presented by Shopify. For one afternoon only, we’ll be taking over the historic Napoleon House in the French Quarter to showcase the best nonalcoholic spirits brands and mixologists in the business. Join us to taste products from 20 critically acclaimed nonalcoholic brands and a star-studded roster of guest bartenders throughout the afternoon who’ll be pouring a range of inventive nonalcoholic cocktails, paired with delicious bites.
Grab & Geaux Bar featuring Ritual Zero Proof, Grab & Geaux Bar, The Ritz-Carlton
1:30 – 3:00 PM
Grab a Ritual Zero Proof cocktail!
Vermouth Voyage: A Journey Through Sherry-Inspired Flavors, Esplanade, The Ritz-Carlton
2:00 – 4:00 PM
Steven Dragun, L.P. O’Brien, Will Patton
Embark on a tantalizing exploration of the intersection between Sherry and vermouth in our seminar, "Vermouth Voyage: A Journey Through Sherry-Inspired Flavors." Join esteemed beverage professionals as they guide you through a sensory journey delving into the nuances of four exquisite Lustau Vermuts.
No & Low Bar presented by Aplós World, No & Low Bar, The Ritz-Carlton
3:00 – 4:30 PM
Try some Aplós cocktails!
Friday, July 26th
13th Annual Pig & Punch, The Broadside
12:00 – 5:00 PM
The Bon Vivants, in collaboration with the Tales of the Cocktail Foundation, proudly presents the 13th Annual Pig & Punch, featuring Rebirth Brass Band! Your favorite party for charity is back again in New Orleans to close out Tales of the Cocktail for the 13th year running. Get ready to enjoy all your favorites from years past, including a fantastic lineup of premium spirits, refreshing no and low ABV drink options, delicious food from our friends at Hogs for the Cause, and the best vibes around.
Topothacary Revival Happy Hour, Fourth Wall Coffee
4:00 – 6:00 PM
Will have non-alcoholic drinks with Topo Chico available!
It’s entirely possible I missed a few happenings. If you notice one, please leave a comment and I’ll add. For the record, I only added events that are explicitly No & Low or have specified a No & Low component. There will be plenty of events that have No & Low options, but this is more focused on events that are thematically or energetically linked to No & Low.
Also, a reminder: most events require a pass of some sort, whether wellness pass or seminar pass, and parties frequently require invites. Rather than duplicate all of the information. please see the full agenda for details.
Derek Brown is an author, NASM-certified wellness coach, and founder of Positive Damage, Inc.
OMG I can’t wait! What an epic roundup!
Plenty to do and still be sober! What a difference a few years makes.