T A L E S of the
COCKTAIL WRITTE N BY A M BER G . C H R I S T EN S E N - S M I T H
JENNIFER MITCHELL PHOTOGRAPHY
he Tales of the Cocktail event is Paul and Ann Tuennerman’s
directly with bartenders, distillers, and cocktail mixologists to
baby—and it’s a big baby with thunderous thighs and a loud
bring forth an enjoyable week-long affair. Along with her husband wail. It’s not sweet and innocent, nor is it “quaint;” it’s a hell of Paul, the Chief Business Officer of Tales, they have made a wella good time and an awesome amount of education balled up all known and well-revered event in the city of New Orleans that has into one week-long event. If you want to know cocktails and craft been around since 2002. and get the word out about your own baby, you need to attend this event. (Plus, did I mention, you’ll have a great time?)
WHAT IN THE WORLD IS THIS?
BUT HOW IS IT GOOD FOR A CRAFT DISTILLER? Paul Tuennerman is quick to note how Tales is a great event
Tales of the Cocktail is an event that draws in bartenders not for toiling craft spirit makers—he says it helps the distillers get only nationally, but internationally, as well. It is primarily housed
out of their “labs” and into the customer’s arena to showcase the
in New Orleans, LA, and held in mid-July each year, but also
artistry of their spirit. Craft distillers have a wonderful opportunity
holds events in other areas of North and South America. Tens
to sell their brand and to meet bartenders and distributors that
of thousands of people attend Tales annually, and we’re not just can help market their goods to the consumer. These face-to-face talking about cocktail lovers. We’re talking distributors, large
conversations with the attendees at Tales of the Cocktail can
distilling companies, craft distillers, mixologists, aficionados, help make a huge difference for the marketability of small craft media persons and others. The focus is on tasting amazing
brands—where there are hundreds of choices before a bartender
cocktails, learning new industry craftsmanship revolving around
in a distributor’s publication or for a customer when looking
cocktails, and in gaining exposure. Tales is about brands—big
on the shelf at a store, at Tales, the distiller can personalize
and small—as well as meeting new folks, experiencing awesome
the sales pitch and share their story—which can really make it
spirits, and reveling in the splendor of New Orleans.
worthwhile to the consumer when it comes to purchasing.
AND WHERE DID THIS COME FROM?
HOW ABOUT THE VALUE?
Tales was started by Ann Tuennerman to celebrate well-crafted
In addition to interviewing Paul, we were able to speak with
cocktails and has grown into an amazing trade event drawing in a
many other craft distillers and industry professionals who
plethora of attendees. Ann, as the founder and executive director attended the event. Without a doubt, they all agreed it was of the event, provides the vision behind the event and she works
worthwhile for a small distillery to attend Tales of the Cocktail.
The magazine for craft distillers and their fans.