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

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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
Page 1 and 2: RECIPE BOOKSave the Date for July 1
Page 3: Cocktail Apprentice Program (CAP)St
Page 7 and 8: The 2012 SpiritedAwards® Winners:A
Page 9: The SpiritedPeople BehindTales of t

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