One of the largest cocktail events in the United States, Tales of the Cocktail® 2024, was held over six days from July 21 to 26 in New Orleans, Louisiana. Known globally as the birthplace of jazz and the oldest cocktail culture in the U.S., this marked the 22nd time the event has been hosted in this historic city. During this cocktail celebration, Sanwa Shurui held a pop-up event featuring top bartenders from 16 popular bars worldwide, serving a vibrant array of cocktails made with iichiko Saiten and iichiko Silhouette to numerous attendees. Here, we report on the main events at Tales of the Cocktail® 2024, accompanied by photos.
⇒ Read Part 2: “Exploring the Appeal of Koji-Based Japanese Spirits with Top Bartenders”
Text: Akira Suzuki / Photography: Koichi Mitsui /
Composition: Contentsbrain / English translation: LIBER
Tales of the Cocktail®－Held Continuously for 22 Years, Even Amid the COVID-19 Pandemic
Tales of the Cocktail® (hereafter, TOTC) began in New Orleans in 2002, marking its 22nd event in 2024. Even during the COVID-19 pandemic, it continued without interruption, held as a virtual event online in 2020. In 2021, it was held as both an in-person and virtual event.
New Orleans, the hometown of jazz legend Louis Armstrong, is known worldwide as the city of jazz. It is the largest city in Louisiana, located in the southern United States. Positioned at the mouth of the Mississippi River where it flows into the Gulf of Mexico, the city is filled with colonial architecture that reflects its cultural history under French and Spanish rule. The scenic streets, with vintage streetcars leisurely running through the city, leave a lasting impression.
The bustling streets of New Orleans, a popular tourist destination. Retro-designed streetcars travel back and forth. On the right is the mouth of the Mississippi River.
During TOTC 2024, an estimated 25,000 visitors from 52 countries visited New Orleans for the event (according to the TOTC office). Numerous liquor brands rented out bars and restaurants around the main venue, Ritz-Carlton, New Orleans, each setting up creatively designed pop-up bars, with the total number reaching up to 400 establishments.
From morning until late at night, visitors enjoyed bar-hopping around the city, seeking cocktails crafted by skilled bartenders. A total of 65 educational seminars were also held, focusing on themes that looked toward the future of bars and cocktails.
On July 23, the event La Bombonera! Presented by William Grant & Sons was held at The Orpheum Theater from 9:30 p.m. Based around the theme of mythology, the event featured enchanting illusions, dance, and vocal performances for an audience of around 1,000. Spectators enjoyed an impressive show accompanied by William Grant & Sons drinks and light snacks.
The climax of the event was the awards party for the Spirited Awards®, often described as the Academy Awards of the cocktail world, held on July 25. This major event took place in the grand hall of Fillmore New Orleans, a large complex in the city center, where bartenders, bar owners, and beverage professionals who have contributed to bar culture and the promotion of innovative cocktails were recognized and honored. (More on the awards ceremony in the latter part of this article.)
Close to the main venue lies Bourbon Street, lined with bars, restaurants, and live music venues. The area was buzzing with tourists late into the night.
La Bombonera! Presented by William Grant & Sons, held on July 23 from 9:30 p.m. (Photo courtesy of Tales of the Cocktail® / Josh Brasted)
Scene from an educational seminar held at General David Brendan Hall (Photo courtesy of Tales of the Cocktail® / David Brendan Hall)
Shochu Cocktails in the Spotlight: The Busy iichiko Pop-Up Bar Buzzes from Morning Onward
From July 23 to 25, iichiko hosted a pop-up bar each day, featuring top bartenders from around the world. The venue was Kenji (221 Camp Street, New Orleans 70130), a restaurant located on the first floor of the International House Hotel, about a 5–6 minute walk from the main TOTC 2024 venue at the Ritz-Carlton.
The interior was stylishly revamped in the iichiko style, and as the doors opened at 10 a.m., guests and industry professionals began pouring in. Many came specifically to enjoy cocktails made with iichiko Saiten and iichiko Silhouette. A lively crowd filled the bar each day, enjoying cocktails amid smiles, laughter, and the hum of conversation.
The first-floor restaurant Kenji at the International House Hotel was transformed into an exclusive iichiko bar.
Julia Momosé from Bar kumiko, serving morning-appropriate cocktails in the 10 a.m. session on July 23. Joining from Chicago.
Kenta Goto from Bar Goto, showcasing his skills in the noon session on July 23 (front right).
Erik Lorincz from Kwãnt Mayfair, featured in the 3 p.m. session on July 23. Joining from London.
Shingo Gokan from The SG Club, leading the 3 p.m. session on July 24.
Kevin Diedrich from Pacific Cocktail Haven (P.C.H), featured in the noon session on July 24. Joining from San Francisco.
The Spirited Awards® Ceremony
－The Academy Awards of the Cocktail World
The glitzy Spirited Awards® ceremony and party, held in the grand hall of Fillmore New Orleans, a large multi-purpose complex in the city.
The highlight of TOTC 2024 was the Spirited Awards® ceremony and party, often called the Academy Awards of the cocktail world. The awards were first presented in 2007. Since then, the Spirited Awards® have become one of the most respected honors in the industry, recognizing excellence across various categories both in the U.S. and internationally. Categories span from regional awards to comprehensive global awards, such as Best Bar in the World and Best Cocktail Menu in the World, as well as writing and media awards.
This year, the ceremony was held in the grand hall of Fillmore New Orleans, a large complex in the city, with nearly 1,000 industry professionals and cocktail enthusiasts watching in anticipation as each category’s award was announced. With each winner, the hall was filled with joyful cheers from the recipients and applause from their industry peers, celebrating their achievements.
Among bars worldwide, after evaluating the overall experience, cocktail quality, service, design, innovation, and impact on the industry, Colombia's ALQUÍMICO was awarded the prestigious World’s Best Bar presented by Tales of the Cocktail Foundation. ALQUÍMICO also received the honor of being named Best International Cocktail Bar, taking home awards in two categories.
Jean Trinh, owner-bartender of ALQUÍMICO, awarded World’s Best Bar presented by Tales of the Cocktail Foundation
(Photo courtesy of Tales of the Cocktail® / Josh Brasted).
In addition, Eric Van Beek from Handshake Speakeasy in Mexico City was awarded International Bartender of the Year, recognizing outstanding bartending talent. Kapri Robinson from Allegory in Washington, D.C., was named U.S. Bartender of the Year.
Meanwhile, Hidetsugu Ueno from BAR HIGH FIVE in Ginza, Tokyo, was honored with the Helen David Lifetime Achievement Award, which is given to individuals who have maintained high standards over many years and contributed to the development of bar culture. Although he couldn’t attend the awards ceremony in person, his humorous video message delighted the audience. Accepting the award on behalf of Ueno was Masahiro Urushido, the owner-bartender at Katana Kitten, which won Best U.S. Cocktail Bar in 2022.
A video message from Hidetsugu Ueno, winner of the Helen David Lifetime Achievement Award.
The Best New International Cocktail Bar award, recognizing emerging bars, went to Bar Leone in Hong Kong. For the Best New U.S. Cocktail Bar award, Takuma Watanabe, owner-bartender of Martiny’s and the previous year’s winner, appeared as the presenter. He handed the trophy to the team from Superbueno in New York, the 2024 recipient.
The presenter for Best New U.S. Cocktail Bar 2024 was Takuma Watanabe (left).
Danil Nevsky, who served cocktails as a guest bartender at the iichiko pop-up bar, was awarded Best International Bar Mentor for his role in teaching knowledge and skills and supporting the growth of bartenders and industry professionals.
Danil Nevsky awarded Best International Bar Mentor trophy. He showcased his skills as a guest bartender at the iichiko pop-up bar.
See the list of 2024 Spirited Awards® winners below.
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Tales of the Cocktail Foundation announces 2024 Spirited Awards® Winners
After witnessing the awards party, the audience, filled with lingering excitement, dispersed to the bars, restaurants, and hotels of the French Quarter and Bourbon Street, as New Orleans' long night continued.
⇒ Read Part 2: “Exploring the Appeal of Koji-Based Japanese Spirits with Top Bartenders”