William Grant & Sons Highlights Responsible Consumption at this Year’s Tales of the Cocktail
YES, You read that right. This year, one of the biggest portfolio companies has made the decision to support the backbone of the industry, the bartender, in what will surely be the most unexpected twist on the biggest party at Tales of the Cocktail this July.
Each year, I look forward to the WG&S Portfolio Party because you never know what will happen or what you will see. From The Giant Cucumber Slicer to Brand Ambassadors throwing out giant vodka soaked Swedish fish or dancing up on the indoor chalet rooftop. The sights, sounds and of course, creative cocktails are always over the top. It's one of the most entertaining and memorable events of the conference. With or without alcohol, I have no doubt, it will be yet again.
But not to worry. There will be plenty of opportunity to partake of the WG&S portfolio throughout Tales. Official press release is below. I'll see you at the Reyka Pool Party!
William Grant & Sons guarantees a truly unforgettable experience at this year’s Tales of the Cocktail festival – kicking off the week with a spirited, yet spirit-free, portfolio party. Getting back to the roots of education and focusing on responsible consumption for the bartender community, the independent family-owned Scottish distiller will throw a party with all its expected revelry and signature high-concept experiences – without serving alcohol.
This will be the first time a major spirits company will host an event of this nature at the industry’s largest annual event. As Tales of the Cocktail evolves and re-sets under new ownership, William Grant & Sons is planning a week of events to celebrate what makes the industry special and the very people who are the heart & soul of the industry – the bartenders.
“This is something new for us, and I’m excited to be a part of an organization that looks at the big picture and sets trends,” William Grant & Sons Director of Brand Advocacy Charlotte Voisey said. “It’s important for us to give bartenders – the backbone of the industry – a night before their seminars and social gatherings where the pressure to imbibe is lifted and meaningful conversations and relationships are forged.”
Beyond the portfolio party, attendees can still enjoy the creative, engaging events they’ve come to know and love from William Grant throughout the week – including after parties and a portfolio tasting room offering creative, trend-inspired cocktails and creative new plays on flavor. There will also be six Ambassador-led seminars to inspire, educate and challenge bartenders to continue pushing their craft and hospitality to new heights. Wrapping up the biggest week of the year, guests can relax in the “back-by-popular-demand” Hendrick’s Gin Departure Lounge.
“We see a big opportunity for a fresh beginning with Tales of the Cocktail this year, and we’re ready to truly focus on what’s important to us – access to proper education, the welfare and wellbeing of bartenders and the importance of responsible consumption,” said Neal Bodenheimer, Tales of the Cocktail Co-Chairman of the Board of Directors. “We can think of no better partner than William Grant & Sons to join us in this effort, and we can’t wait to see what they have in store for us in New Orleans this year.”
For the William Grant & Sons events, and full Tales schedule, please visit https://tickets.talesofthecocktail.org/p/schedule18