TOTC2012-Recap-FINAL.. - Tales of the Cocktail

RECIPE BOOKSave the Date for July 17-21, 2013

Tales of the Cocktail® TimelineSeptember 2002 – Ann Tuennermanstarts the New Orleans Cocktail Tour, a walking tourof the city’s most legendary bars and cocktails.September 2003 – The 1 st Anniversaryof the New Orleans Cocktail Tour becomes the 1 stTales of the Cocktail®.In 2002, the first Tales of the Cocktail® kicked off in New Orleans with a handful of cocktail loverssipping and discussing all things spirits. Since then it has grown into the world’s premier cocktailfestival bringing together the most respected minds on mixology and serving as the annualmeeting place for the international cocktail community. Tales of the Cocktail® was at the forefront,supporting bartenders, mixologists and all ambassadors of good taste around the country.Each year offers a new schedule of seminars and tasting rooms where spirits experts from aroundthe world share what’s now and what’s next for cocktails. Then the night comes alive in true NewOrleans fashion with dinner pairings, parties, competitions and more. For event information visitTalesoftheCocktail.com. Please join us in New Orleans for 2013, July 17-21.At Home in New OrleansIt’s only fitting that New Orleans, the birthplace of the Sazerac cocktail, serves as the permanenthome of Tales of the Cocktail®. The narrow French Quarter streets that gave rise to the Ramos GinFizz and the Vieux Carré provide the perfect backdrop of history and culture for this annual affair.New Orleans Culinary &Cultural Preservation SocietyTales of the Cocktail® is made possible through the continuing work of The New Orleans Culinaryand Cultural Preservation Society (NOCCPS). Founded by Ann & Paul G. Tuennerman in 2006, this nonprofitorganization seeks to preserve the rich history of cuisine and cocktails in New Orleans andaround the world by supporting those in the hospitality and cocktail industries. In addition to usingfunds to host Tales of the Cocktail® events throughout the year, the NOCCPS provides members ofthe cocktail community with educational opportunities and financial support through several ongoingprograms.Tales of the Cocktail® on TourNew Orleans may be the permanent home of Tales of the Cocktail®, but that hasn’t kept us fromtaking the show on the road. In 2011, the festival truly became an international affair with the threedayTales of the Cocktail® on Tour - Vancouver, British Columbia. This special schedule of eventsgave attendees a taste of what Tales of the Cocktail® is all about while celebrating the unique andgrowing cocktail culture of Vancouver. In coming years, Tales of the Cocktail® on Tour will move todifferent global locales to take all the spirited festivities of Tales of the Cocktail® around the world.Tales of the ToddyDuring the holiday season, Tales of the Cocktail® raises the holiday spirits with Tales of the Toddy.This one-night event brings together the best mixologists in New Orleans to shake and stir someholiday cheer with their own unique cocktail creations.August 2006 – Despite the devastatingeffects of Hurricane Katrina, Tales of the Cocktail®returns to larger crowds of cocktail enthusiasts.December 2006 – The first Tales ofthe Toddy was held for a small group in the HotelMonteleoneJanuary 2007 – New Orleans Culinary& Cultural Preservation Society were granted the501c3 (non-profit) statusMay 2008 – The Angels joined theTales of the Cocktail® Team to bring the yearlycelebration of all things alcohol to life by assistingwith marketing, operations, accounting and eventproduction.July 2008 – The Cocktail ApprenticeProgram is founded giving up-and-comingmixologists a chance to learn alongside cocktailmasters.July 2009 - Sazerac Seal of Approval wasestablished to preserve the quality of New Orleans’most legendary cocktail, the Sazerac. New Orleanswas the 1 st city to have an official cocktail.June 2010 - The Flo Woodward MemorialScholarship was established in honor of one of NewOrleans’ most beloved barkeeps. This scholarshipprovides continuing education opportunities formembers of the New Orleans hospitality industry.July 2010 – The Cocktail ApprenticeScholarship Fund was founded to allow formerapprentices to pursue their passion for mixologythrough both educational opportunities andresearch projects.March 2011 – Tales on Tour Vancouverbecomes the first Tales of the Cocktail® to be heldoutside New Orleans.August 2011 - Cocktail Apprentice MedicalFund to provide short-term financial assistancein the form of cash grants to former Tales of theCocktail®® Apprentices to help off set largemedical expenses in times of need.July 2012 – Tales of the Cocktail® celebratesits 10 th Anniversary

Cocktail Apprentice Program (CAP)Started in 2008, the Cocktail Apprentice Program was developed to give promising cocktail talent theopportunity to apprentice with some of the biggest names in the industry at Tales of the Cocktail®. The NOCCPSprovides travel, room and board to more than 60 of the world’s up-and-coming mixologists every year. WhileTales of the Cocktail® benefits from the talents of these apprentices behind the bar, the program providesapprentices unprecedented opportunities to learn alongside some of the biggest names in mixology. (See page 8for Class of 2012 Cocktail Apprentices)Coming from such a small city and an even smaller cocktail scene, I cannot translate into words how much thisopportunity meant to me. It will change my life and I will never forget it.--Jenner Cormier, 2012 Apprentice“Let me just say how incredible my experiences as a CAP were this year; both Vancouver and NOLA. I can’texpress to you the beauty and sincere inspiration I’ve taken from all of it. My bartending career is truly takingoff here in Toronto and I owe a great deal of gratitude Tales for creating such a wonderful event that brings somany genuine and passionate people together for the love of all things cocktail. Thank you from the bottom ofmy heart.-- Michael Webster, 2012 CAPCocktail Apprentice Scholarship FundThe Cocktail Apprentice Scholarship Fund was started in 2010 to allow former apprentices to pursue theirpassion for mixology through both educational opportunities and research projects. The NOCCPS grants aminimum of $25,000 every year to assist apprentices these special pursuits that will benefit the greater cocktailcommunityA few past recipients include:Chris Churilla(Bartender, Terminus - Corvallis, OR)“Artisanal Spirits of the Pacific Northwest”Jason Kemp(Bar Manager, The Family Dog - Atlanta, GA)“Angostura thru Prohibition”Logan Lavachek(Bartender, NoMad - New York, NY)“Digital Cocktail Aggregate”Franky Marshall(Bartender, Monkey Club &The Tippler – New York, NY)“Ms. Franky on Stage”David Delaney, Jr.(Bartender, Citizen – Boston, MA;Bar Manager, Still & Stir - Worcester, MA)“B.A.R.”Thomas Klus(Bar Manager, Kask - Portland, OR)“P.U.B.”Brian Matthys(Bartender Le Bernardin – New York, NY)“Shochu Beyond the Highball.”Neil Kopplin(Creator and Owner Imbue Vermouth - Portland, OR)“Roots…Tracing Origins of Vermouth and Amaro”Cocktail Apprentice Medical FundSparked by former apprentice Logan Lovacheck’s battle with a broken femur and the resulting medical bills, theNOCCPS established the Cocktail Apprentice Medical Fund in 2011. This program provides short-term financialassistance in the form of cash grants to former Tales of the Cocktail® Apprentices to help off set large medicalexpenses in times of need.Sazerac Seal of ApprovalIn an effort to preserve the quality of New Orleans’ most legendary cocktail, the NOCCPS created the SazearcSeal of Approval program in 2010. Using anonymous judges, only those establishments that adhere to thehighest standards for their Sazeracs (quality ingredients, proper preparation and presentation) are awarded theSazerac Seal of Approval. In 2012, the program expanded to include bars from around the world. (See page 7 fora list of 2012 Recipients)Flo Woodward Memorial ScholarshipHonoring one of New Orleans’ most beloved barkeeps, the Flo Woodward Memorial Scholarship providescontinuing education opportunities for members of the New Orleans hospitality industry. Recipients of thisaward are sent to the Bartending/Beverage Management Course at the Crescent City School of Bartending inNew Orleans (valued at $3000).What PeopleAre Saying…“I always tell people that I don’t go to Tales to findout what the industry is doing, I go to find out whatthe industry is going to be doing a year to threeyears from now.”—David Alan, The Tipsy Texan“It was impossible to see, hear, and drinkeverything — but we sure tried.”—Valerie Murray of Victoria Spirits“Food Trucks and Go Cups is one of those ideasyou know is genius, because it is so obviously rightthat you can’t believe someone hadn’t thought itup earlier.”—Alex del Castillo of Taceaux Loceaux“Tales is special, not only because it offers up themost in depth learning experience when it comesto sharing knowledge within the drinks industry,but because it’s a chance for us to have a drinksindustry family gathering in a city where almostanything goes.”—Daniel Priseman,BittersandTwisted.com“Thank you for giving us all a chance to seecocktail “family.”—Aidan Demarest“Tales offers so much to anyone with any interestin drinks and drinking. You can discuss the meritsof classic cocktails with Gaz Regan or DavidWondrich all in an afternoon. That’s a pretty coolthing to have right in our backyard. So if youhaven’t been before, mark your calendar for theend of July, because you’ll need to go.”—Tommy Klus, Past CAP“Looking forward to the next TOTC adventure. Ihad heard the stories – of both New Orleans andTales of the Cocktail – and now I understand theawesomeness that is. The reason everyone wantsto come back year after year. Why everyone asks ifthey’ll see you at Tales. Old friends and new friendsaround every corner, comfortable Southern farepaired with the best cocktails in the industry, andan opportunity to learn about the history and pathof those creating and mixing your favorite drinks.”—Jennifer Heigl of Daily Blender“It is a real pleasure and an honor to be able tosupport and to be part of such an incredible event,specially to be able to meet and know such greatpeople that every year comes to Tales. So I have tothank you for this life experience.”—Matteo Luxardo

By the NumbersOf all the record-breaking numbers from Tales of the Cocktail® 2012, maybe the mostsignificant was 10. Our 10 th Anniversary. We celebrated 10 years of cocktails and spiritsculture with what was our biggest, most successful Tales of the Cocktail® to date.A Spirited Schedule of Events230 Events86 Tasting RoomsGettingPeople TalkingMeasured Media:221 Credentialed Media2,554,423,603 Media Impressions (Jan. 1 – Aug. 15)1,820 Stories Written (Jan. 1 – Aug. 15)$14,104,070 Ad Value Generated (Jan. 1 – Aug. 15)Social Media Statistics:63% of attendees surveyed followed Tales of theCocktail® on Facebook and Twitter (37%)Newsletter:26,136 Tales of the Cocktail® Weekly NewsletterSubscribers60 Professional Seminars37 New Product Launches30 Spirited Dinners (80% sell out)6 Hands on Seminars6 Unique New Orleans Excursions3 Spirited Luncheons1st Ever Street Food & Go Cups EventEconomic Impact14.3 million was the total economic impact,an increase of 1.6 million from 201117,703 hotel nights booked, an increase of1,955 hotel nights books from 201147% of visitors had attendedTales of the Cocktail® for their first timeGood Deeds200,000 Recyclable Tales of theCocktail® Tasting Cups$8,048 donated in complimentarytickets to the festival1,725 gallons of compost donated byTales of the Cocktail® and360 Vodka to City GreensPhone App:45% of respondents downloaded a Tales of theCocktail® app, an increase from 32.7% in 2011Events Live Streamed on NOLA.com:From Cocktail Napkin to Cocktail Bar:How to Open Your Own Bar SeriesFlavor Innovation WorkshopNon-Stop to KyotoSpirited Awards®Big Name Media Coverage*Saveur MagazineBeverage Media GroupGQ MagazineImbibe MagazineIn the Mix MagazineLos Angeles TimesMutineer MagazineThe New York TimesSirius XMTODAY ShowVancouver Sun*National Media Partner95% of visitors listed Tales of the Cocktail® as theprimary purpose of their visit to New Orleans1 million of state and local tax revenue collected infive days, an increase of 115,000 from 2011.

How Did You Hear AboutTales of the Cocktail®?53% Friends, Family or Colleagues91% would highly recommend to othersAttendee Breakdown58% Tales Veterans42% Tales Virgins32% Industry Professionals29% Cocktail Enthusiasts20% Working Bartenders6% Suppliers5% Brand Ambassadors5% Distributors3% MediaCelebrity guests:Marcel Vigneron of Top Chef at the DiSaranno Spirited Dinner®Ted Lange, Isaac the bartender from the Love BoatZane Lamprey of Three Sheets on Spike TVRichard Blaise of Top Chef at the Benedictine Spirited Dinner®An International AffairTop 5 Countries Represented(Not Including the United States):CanadaUnited KingdomAustraliaSwedenArgentinaTop 5 States Represented(Not Including Louisiana):CaliforniaNew YorkTexasFloridaNew Jersey*Illinois**Tied for 5 thPart of the Team170 Volunteers151 Presenters60 Cocktail Apprentices49 Seasonal Staffers14 Interns8 Juicers6 Cocktail Apprentice Leaders5 Full Time Staffers3 Angels1 Senior SqueezerFrom Bittersto BooksSales65% increase in Merchandise Sales from 201110 Anniversary Tales of the Cocktail®Commemorative Products:• Sazerac Rye Whiskey Bottle• Berg and Hauck Creole Bitters Bottle• WhistlePig Rye Bottle (100 Limited Edition Bottles)Top 10 Sellers in the Bitter Market:1. Angostura Orange Bitters2. Bitter Truth Tales of the Cocktail® New Orleans Creole Bitters3. Sazerac Peychaud’s Bitters4. Spiceworlds Amargo Chuncho Bitters5. Sazerac Regans Orange Bitters6. Bitter End Cocktail Bitters Variety Pack7. Bittermens Hellfire Gavanero Bitters8. Bittered Sling Orange & Juniper Bitters9. Bittermens New Orleans Coffee Bitters10. Bittermens Aromatic Cucumber BittersTop 11 Sellers at Octavia Books:1. Tales of the Cocktail® A to Z by Jared Brownand Anistatia Miller2. The PDT Cocktail Book: The Complete Bartender’s Guide from theCelebrated Speakeasy by Jim Meehan and Chris Gall3. Bitters: A Spirited History of a Classic Cure-All, with Cocktails,Recipes, and Formulas by Brad Thomas Parsons and EdAnderson (Photographer)4. Beachbum Berry Remixed by Jeff Berry5. Punch: The Delights (And Dangers) of the Flowing Bowlby David Wondrich6. Fix the Pumps by Darcy S. O’Neil7. Imbibe!: From Absinthe Cocktail to Whiskey Smash, a Salute inStories and Drinks to “Professor” Jerry Thomas, Pioneer of theAmerican Bar Featuring the Original by David Wondrich8. Vintage Spirits and Forgotten Cocktails: From the Alamagoozlumto the Zombie 100 Rediscovered Recipes and the Stories BehindThem by Ted Haigh9. Shake, Stir, Pour-Fresh Homegrown Cocktails: Make Syrups,Mixers, Infused Spirits, and Bitters with Farm-FreshIngredients-50 Original Recipes by Katie Loeb10. Speakeasy: The Employees Only Guide to Classic CocktailsReimagined by Jason Kosmas and Dushan Zaric11. And a Bottle of Rum: A History of the New World in Ten Cocktailsby Wayne Curtis

Winning!!!Shopping List25,680 Pounds of Kold Draft Ice12,410 Fresh Lemons10,156 Fresh Limes9,000 Pounds of Hundredweight Big Ice1,210 Pieces of Fresh Banana Dehydrated679 Cases of Fiji Water & MountainValley Spring Water642 Pounds of White Sugar559 Bus Tubs300 Ice balls for Macallan Plunge265 Five-gallon Batching Containers76 Pieces of Bread Brown Toast2012 Standout Seminars:Part 1: From Cocktail Napkin to Cocktail Bar: How to Open Your Own BarBEERTAILS: The most chemically complex CKTLSI Love/I Hate...COCKTAILS!The Process to PerfectionThe World’s World Class Spirits - RUM!2012 Standout Tasting Rooms:Absolut Bloody Mary BarOXLEY Gin Fresh Fruit Edible CocktailsBrunch with an Italian Twist!Milagro Epic Pool Party Evolved #2Pierre Ferrand Dry Curacao - A Bartender’s Best FriendGolden Spirit Award:Philip Duff25 Ice BlocksOther Fun Tidbits7,793 Bottles of Booze6,000 Saveur Snack Items2,940 Glasses used in ONE Seminar400 Pounds of black charcoal for thefloor at the Montelobos Launch348 Sponsor Brands300 Linear feet of tubing to pour a drinkfor the Hendricks 3 story bar120 Tattoos inked by Downtown Tattoos100 Cupcakes at the WilliamGrant & Sons Birthday Party54 Pineapple Tattoos inked on CAPs by DowntownTattoos32 Tattoos given out at the Employees Only NOLAParty30 Shaves at the Auchentoshan Whisky &Whiskers Pop-Up Barbershop at Aidan Gill5 Isaac From the Love Boat outfits at theDisaronno/Tia Maria Tasting Room

The 2012 SpiritedAwards® Winners:American Bartender of the YearJoaquin Simo of New York, New YorkBest American Brand AmbassadorJim Ryan of New York, New YorkBest American Cocktail BarThe Varnish of Los Angeles, CaliforniaBest Bar MentorSteve Olson of New York, New YorkBest Cocktail Writing – AuthorDave Wondrich of New York, New York for his writing on Liquor.comBest Cocktail Writing - Non BookLiquor.comBest High Volume Cocktail BarEastern Standard of Boston, MassachusettsBest International Brand AmbassadorAngus Winchester of London, United KingdomBest New Cocktail/Bartending BookPDT Cocktail Book by Jim Meehan & Chris GallBest New ProductCognac Pierre Ferrand 1840 Formula of Bonbonnet, FranceBest Restaurant BarSlanted Door of San Francisco, CaliforniaInternational Bartender of the YearAlex Kratena of London, United KingdomWorld’s Best Cocktail BarThe Connaught Bar of London, United KingdomWorld’s Best Cocktail MenuCallooh Callay of London, United KingdomWorld’s Best Drinks SelectionSalvatore’s at The Playboy of London, United KingdomWorld’s Best Hotel BarArtesian at The Langham of London, United KingdomBacardí 150thAnniversary USBGHand-Shaken DaiquiríCompetition:1st Place Judges’ ChoiceChristopher Sinclair from Sacramento created the “Hot Havana Nostalgia”1st Place People’s ChoiceTravis Tober from Austin created the “Ode to Hemingway”Bar Room BrawlPresented by MoëtHennessy USA:People’s Choice WinnerWest Coast: Beretta, San FranciscoJudge’s Choice WinnerEast Coast: Employees Only, New York CitySeal of the Sazerac2012 Recipients:Belloq, New OrleansSuperior Seafood, New OrleansMaurepas Foods, New OrleansIris, New OrleansThe Columns, New OrleansHawksworth, Vancouver, BC2012 Tales of the Cocktail®Ambassadors:Neal BodenheimerKirk EstopinalWorld’s Best New Cocktail BarThe Zetter Townhouse of London, United KingdomHelen David Lifetime Achievement AwardGary Regan of New York, New York

Leadership Team:John DeragonNew York, New YorkJeff GrdinichBoston, MassachusettsDon LeeNew York, New YorkLeo RobitschekNew York, New YorkMike RyanChicago, IllinoisErik SimpkinsAtlanta, GeorgiaSenior Cocktail Apprentices:James BetzEleven Madison ParkNew York, New YorkJade Brown-GodfreyMercury BarNew York, New YorkMelodie BuellAdvantageous CraftBend, OregonTaylor CorriganOrigin Restaurant & BarToronto, OntarioCris DehlaviM RestaurantUpper Arlington, OhioDavid Delaney Jr.Still & StirWorcester, MassachusettsChris HannahArnaud’s French 75New Orleans, LouisianaNicholas JarrettCureNew Orleans, LouisianaSabrina KershawCitizen Public House and Oyster BarCambridge, MassachusettsTrevor KalliesDonnelly GroupVancouver, British ColumbiaTommy KlusKaskPortland, OregonLogan LavachekNoMadNew York, New YorkMaggie MeskeySalt of the EarthPittsburgh, PennsylvaniaKimberly Patton-BraggTamarind in the Hotel ModernNew Orleans, LouisianaJared SchubertMEAT BarLouisville, KentuckyJoann SpiegelMercury BarNew York, New YorkMichael WebsterWeslodgeToronto, OntarioFirst-year CocktailApprentices:Gustavo BarrerasI LatinaGuadalajara, MexicoDavid BordingMoltkes Bar SpeakeasyCopenhagen, DenmarkDavid ChapmanEmpire South StateAtlanta, GeorgiaJulia ComuThe Keefer BarVancouver, British ColumbiaJenner CormierThe Middle SpoonMineville, Nova ScotiaKevin DowellWo Hing General Store & LaszioSan Francisco, CaliforniaJulia EbellRasika West EndWashington, District of ColumbiaJennifer FerreiraCook & Brown Public House, The Dorrance,The Bourgeois Pig BrooklynPawtucket, Rhode IslandJoy FlanaganArmsby AbbeyWorcester, MassachusettsAlexander FreezaBar in MovimentoNaples, Campania, ItalyChristopher GeorgeThe St. Charles ExchangeProspect, KentuckyKate GerwinImbibe Cigar BarAlbuquerque, New MexicoCari HahNeatLos Angeles, CaliforniaDean HurstSideBern’s & Bern’s Steak HouseTampa, FloridaAriana JohnsonKaskPortland, OregonBradford KnutsonSwing Wine BarOlympia, WashingtonJason LeeDomenica, Besh Restaurant GroupNew Orleans, LouisianaNaomi LevyEastern Standard Kitchen & DrinksCambridge, MassachusettsJonathan LindThe NoMadNew York, New YorkJaymee MandevilleDrago CentroLos Angeles, CaliforniaConnor MansagerThe Bent BrickPortland, OregonAdrianne MartinThe Oakland Art Novelty CompanyBerkley, MichiganNatassia MartinThe Hide BarLondon, United KingdomClement MocanuMerchantMadison, WisconsinHeather MojerHungry MotherSomerville, MassachusettsClint RogersHot ChocolateChicago, IllinoisDavid RothTrumball KitchenWethersfield, ConnecticutAlex RenshawSable Kitchen & BarChicago, IllinoisKyle ReutnerTownHonolulu, HawaiiMichael ReedMai Thai Restaurant and barBoise, IdahoCameron ScholdererW Hotel South BeachMiami, FloridaStephanie TeslarCriollo Latin Kitchen, Brix Wine BarFlagstaff, ArizonaCameron TimminsMea CulpaAukland, New ZealandScott TiptonGram & DunKansas City, MissouriMike TomasicZeta BarSydney, AustraliaChristopher WareAngel’s Envy Bourbon, Bohanan’s BarSan Antonio, TexasLucinda WeedSylvainNew Orleans, LouisianaSenior Squeezer:Ian JulianVitascopeNew Orleans, Louisiana

The SpiritedPeople BehindTales of the Cocktail®Ann TuennermanAnn founded Tales of the Cocktail® in 2003, combining her passions forthe history of New Orleans and a well-crafted cocktail. Through Ann’sleadership, Tales of the Cocktail® has grown into the world’s premiergathering the international cocktail community, attracting tens of thousandsof visitors to New Orleans each year. Ann is involved at every level ofplanning, implementation and promotion of the event, establishing strategicpartnerships with premium spirits companies while garnering extensivenational media coverage.Paul G. TuennermanPaul joined Tales of the Cocktail® in 2006 as the Chief Operations Officer,bringing a 30-year love affair with food and spirits and his successful trackrecord on the business side of the food services industry to the internationalfestival. Paul was instrumental in founding the New Orleans Culinary andCultural Preservation Society, which continues to cultivate and support theinternational cocktail community through a growing number of programs.The AngelsMichelle Dunnick, Melissa Young, and Christina Sudderth collectively known as theAngels, have served as the day-to-day operations team for Tales of the Cocktail®since 2008. With each handling their own piece of the event production business,The Angels have helped bring the yearly celebration of all things alcohol to life byassisting with marketing, operations, accounting and event production.Interns & VolunteersTales of the Cocktail® would never be possible if it weren’t for thehundreds of interns and volunteers that donate their time to helpput the festival on every year.