Tales of the Cocktail

Since 2011, Solomon Group has been the trusted production partner for Tales of the Cocktail — the world’s premier cocktail conference. Each summer, 25,000+ bartenders, mixologists, spirits professionals, and enthusiasts from around the globe travel to New Orleans for five days of education, brand activations, and cultural exchange.

A Global Stage for Spirits Brands

Tales is where the world’s leading spirits companies — from Bacardi and Pernod Ricard to William Grant & Sons — showcase their brands in uniquely creative ways. Each activation requires strict design fidelity and immersive storytelling, ensuring that every brand expression feels authentic, memorable, and aligned with the conference’s prestige.

Solomon Group plays a strategic role in transforming those concepts into live brand experiences that resonate with both industry insiders and consumers, balancing aesthetic detail with flawless technical execution.

The Spirited Awards

The week culminates in the annual Spirited Awards, often called the “Oscars of the bar world.” Produced and broadcast by Solomon Group, the awards honor global excellence in cocktails, bartending, and hospitality — further cementing New Orleans as the epicenter of cocktail culture.

Why It Matters

Tales of the Cocktail is not just a conference — it’s a cultural institution that drives trends, celebrates innovation, and generates major economic impact for New Orleans (estimated at $24M in 2023 alone). For Solomon Group, it represents the essence of long-term partnership: shaping cultural events that combine brand marketing, entertainment, and education at the highest level.