®

How Did Attendees Hear About

Tales of the Cocktail®?

51% Friend or Family

22% Other

14% Internet

13% Print (Magazines & Newspapers)

National and International StatisticsTop 5 States Represented

California, Texas, New York, Louisiana, Florida

Top 5 Countries Represented (excluding the US)

Canada, Russia, United Kingdom, Australia, Finland

Other countries represented: Austria, Brazil, Colombia, Germany,

Denmark, Spain, France, Greece, Hungary, Ireland, Italy, Mongolia, Mexico,

Netherlands, Norway, New Zealand, Portugal, Sweden, Singapore, Trinidad

and Tobago, and the Virigin Islands

THINGS UP!

2011 RECAP2011 RECAP

Tales of the CocktailShopping List:

27,288Mini Bottles of FIJI Water

17,322 Limes

15,520 Lemons

3,000 Luxardo Maraschino Cherries

400 lbs Granulated Sugar

July 25-29, 2012 Save the Date for the

Tales of the Cocktail® 10th Anniversary

®

Tales of the Cocktail® Tidbits5,593 Bottles of Liquor

286 Brands Participated

207 Events

63 Tasting Rooms

54 Seminars

25 Spirited Dinner® Locations

14 Hotel Partners

5 days

3 Spirited Luncheons

“My team and I had a great time at Tales. The people, the

seminars, the events... all top notch. We will definitely be back

next year ... and with a larger Atlanta contingency.”

-Andy Minchow, Holeman and Finch

“Tales is the gumbo of the Spirits & Mixology trade, because it is the perfect blend of brands, luminaries, influencers, mixologists and trade professionals all simmered into an amazing experience.”

-Ray Edwards, Executive Director/CEO of Phenix Brands, LLC

Tales of the Cocktail® 2011Economic Impact

• $12.7 million was the total economic impact, an increase of $1.4 million from 2010

• 15,748 hotel nights booked, an increase of 1,734 hotel nights books from 2010

• 51% of visitors had attended Tales of the Cocktail® more than once

• 49% of visitors experienced Tales of the Cocktail® for their first time

• 92% of visitors listed Tales of the Cocktail® as the primary purpose of

their visit to New Orleans

• $885,000 of state and local tax revenue collected in five days

Attendee Breakdown

• 21,764 attendees

• 73% were Industry Professional, Bartenders, Sponsors, Presenters or Media

• 27% were Cocktail Enthusiasts

• 94% would recommend Tales of the Cocktail® to other people

Tales of the Cocktail

Social Media Statistics• 91% of attendees surveyed followed Tales of the

Cocktail® on Facebook and Twitter (57%).•• 53% of visitors attend Tales of the Cocktail® events

based on information received from social media

Tales of the Cocktail®

Team Spirit82 Volunteers

57 Cocktail Apprentices

55 Seasonal Staffers

11 Interns

8 Juicers

5 Full Time Staffers

3 Angels

Tales of the Cocktail® 2011

Media Coverage:287 Credentialed visiting media, writers, journalists, editors, radio show hosts, camera crews, etc

584,388,397 Media Impressions*

1,432 Stories Written*

$10,054,520 Ad Value Generated*

*May 2011 through August 2011

Attending Media OutletsBon AppetitChicago TribuneCNNGQEsquire MagazineHouston ChronicleImbibe Magazine*LA TimesPlayboyNew York TimesNew York PostSaveur Magazine*Seattle TimesSouthern LivingTasting PanelWall Street JournalWashington PostWine EnthusiastWine SpectatorZagat

* Media Partners

Live Streaming Spirited Awards® on NOLA.com

2011 Core Tales BloggersDarcy O’Neil of Art of the DrinkCamper English of AlcademicsMarleigh Riggins Miller of SLOSHED!Chuck Taggart of Gumbo PagesCraig Mrusek of Dr. Bamboo

2011 Standout Seminars*:Brand Ambassadors

America’s New DistilleriesWho’s Your Daddy? A Mai Tai Paternity Test

Beyond Punch: Colonial American DrinksLadies Choice: Women Behind Bars

H2O Cocktails

2011 Stand Out Tasting Rooms*:Four Roses Bourbon Tasting Room

Pernod Absinthe Green HourSailor Jerry Rum Tasting Room

The Enchanted Forest of Hendrick’s GinLillet Tasting Room

Zacapa Rum Southern Garden Party*Based on Post Event Surveys

Tales of the Cocktail®

Good Deeds• 275,000 Recyclable Tales of the Cocktail® Tasting Cups

• $25,000 awarded from the Cocktail Apprentice Scholarship Fund, giving former apprentices opportunities to continue their cocktail education

• 15,300 pounds of compost donated by Tales of the Cocktail® and 360 Vodka to Holly Grove Market

• $2,500 raised for the Collins Family, a multi generation family of oyster farmers from bar towel sales

• For the second year, the Tales of the Cocktail® Recipe E-Book cut down on paper use and reduces environmental impact from printing

“Cruise around a few cocktail blogs and within half a dozen clicks or so, you’re going to see Tales of the Cocktail referenced if not revered.” -American Drink Magazine

Golden Spirit Award®Claire Smith

Official Cocktail CompetitionEric Simpkins for the Rangoon Gin Fizz

Atlanta, Georgia

Cointreau and SAVEUR Next Bar StarLuigi Tarantino for

the Cointreau’ling KamikazesBronx, New York

USBG BACARDI Piña ColadaCocktail Competition

1st Place and Best TechnicalDebbi Peek of the Chicago Chapter

USBG BACARDI Piña Colada Cocktail Competition

People’s ChoiceMatthew Myers of Las Vegas Chapter

2011 Bar Room Brawl presented by Moët Hennessey

Bar Room Brawl World ChampionEastern Standard of Boston, MA

2011 Bar Room Brawl presented by Moët Hennessey

People’s Choice AwardsRoger Room of Los Angeles

Teardrop Lounge of PortlandSable of Chicago

Sandeman CompetitionAndy Minchow for Don’s Dram

Holeman & Fitch

Ricard PetanqueThe Max Warner Team

Raffle WinnersChad Larson

Dorothy Thrope Silver Rimmed Punch Bowl Set

Donated by The Hour Cocktail Collection

Mr. AndrulotThe Quiet One®

Donated by Vitamix®

Rocio RobertFarber Brothers Krome Kraft Shaker Set

Donated by Stephen Visakay

Seale Paterson1950s Cocktail Tray

Donated by Stephen Visakay

Sam Meyer1960s Cocktail Tray

Donated by Stephen Visakay

Mary HarrisonBottoms Up by Ted Saucier

Donated by Stephen Visakay

Liz SerroVintage Bar Ware by Stephen Visakay

Donated by Stephen Visakay

Jenifer EwingFabulous New Orleans Cocktail Book

by Lyle SaxtonDonated by Stephen Visakay

Sharon CarriereTales of the Cocktail® Poster Collection

Donated by Robert Rodriguez, Unconventional Works

Iris MinkonThe Old Waldorf Bar Days

Donated by CocktailKingdom.com

Travis LavergneLady Absinthe Fountain

Donated by Viridian Spirits

Trey BencrnuBevolo Prize Package

Donated by Bevolo Gas and Electric Lights

“There is no better place to launch a new product than Tales of the Cocktail, since it is the melting pot of the bar industry where enthusiasts, proprietors, bartenders, writers and suppliers meet.” -Diego Loret de Mola, BarSol Pisco

“Professionals in one place presents a unique opportunity to make a large

splash in a short amount of time.”

-Joe Fee, Fee Brothers

EVERYONE’S A WINNER AT TALES OF THE COCKTAIL®

Especially…..

Tales of the Cocktail® 2011 Cocktail Apprentices:

Cocktail Apprentice Managers:Don Lee*

Jeff GrdinichJohn Deragon

Cocktail Apprentice Team Leaders:Eric Simpkins

Leo RobitschekMike Ryan*

New Orleans Liaisons:Chris Hannah

Kimberly Patton-Bragg

Senior Cocktail Apprentices:Corey Bunnewith

Cris DehlaviFranky Marshall

Heather YauJonathan Armstrong

Lou BustamanteNeil Kopplin

Nicholas Jarrett*Sudeep Rangi*

Ted KilgoreTommy Klus

Trevor Kallies

First time Cocktail Apprentices:Alan AkwaiAli TahsiniBrent FalcoBryn TattanCarie Fuller

Charles Veitch IIIChris Amon

Christina KuypersChristopher “Churchy” Cummings

Cynthia TurnerDanielle Marchant

David BurnetteDavid Delaney Jr.

Jade Brown-GodfreyJames Betz

James GogginJason Kemp

Jean-Sebastien DupuisJesse Card

Joann SpiegelJustin Lane BriggsKatie Emmerson

Kyle FordLogan LavachekMaggie MeskeyMatt LanningMelodie Buell

Michael SacconeMike Henderson

Nate SelsorPatrick BrennanSabrina KershawSean Frederick

Sean ThibodeauxSusie Hoyt

Thomas ‘Fable’ JeonTom Macy

*Scholarship Recipients

TALES OF THE COCKTAIL®

APPRENTICE PROGRAMThe Tales of the Cocktail® Apprentice Program (CAP) was developed in 2008 to give talented bartenders the opportunity to apprentice with some of the world’s most influential mixologists, and further develop their bartending skills. Tales of the Cocktail®,Cointreau and the New Orleans Culinary and Cultural Preservation Society have come together to support the next generation of mixologists through the CAP, providing scholarships to select cocktail apprentices who will study at a location where they will be able to get hands on experience with renowned bartenders and spirits professionals.

About the New Orleans Culinary and Cultural Preservation SocietyThe New Orleans Culinary and Cultural Preservation Society (NOCCPS) is a non-profit organization committed to preserving the unique culture of cocktails and cuisine in New Orleans and beyond. Since it’s founding in 2006 the NOCCPS has supported members of the hospitality industry through programs like the new Apprentice Medical Aid Fund, providing financial assistance to former apprentices in times of medical need, the Cocktail Apprentice Scholarship Program and the Flo Woodward Memorial Scholarship as well as the production of events like Tales of the Cocktail®.

“The rise of the Ponderosa Stomp, Tales of the Cocktail and the St. Joan of Arc Fete make formerly cutting edge gatherings such as Southern Decadence, Essence and Tennessee Williams Festival now seem almost old-timey themselves.” -Chris Rose, New Orleans Journalist

“I always tell people that I don’t go to Tales to find out what the industry is doing, I go to find out what the industry is going to be doing a year to three years from now.” -David Alan The Tipsy Texan

17 Cocktail Apprentices got tattoos