Paul's Spirited Travel
A Tapestry of Rum
During the first half of 2026, the Tales of the Cocktail Foundation have been busy. After successfully completing “Tales on Tours” events in Chicago, Dallas, and Los Angelas, it was time for them to bring the 20th annual Tales of the Cocktail (TOTC) event home to New Orleans, Louisiana, July 19th though the 24th for a new year of spirited education, events, brand parties and awards. Reviewing the schedule, a noted difference from previous years was how these events were spread all over the city and surrounding areas, as some brands chose to have their offerings far outside the confines of the French Quarter. A great deal of planning and execution goes into this spirit festival not only by the organizers but by the attendees as well due to the sheer volume of events going on at any given time that might appeal to a person’s professional or personal interests.
Tales of the cocktail
It was during the planning stage that I began noticing a pattern with the events. The TOTC schedule was loaded with training, big-name whisky and tequila events, and plenty of gin, vodka, and no-lo events as well; however, this year the rum category was different. Instead of it being a scavenger hunt or a game of hide-and-seek, rum related events were woven into the tapestry of what would become the 2026 Tales experience. I quickly realized that I could not do everything but would be curious to see what I could accomplish during the week. The remnants of Tropical Storm Bertha provided a surprising twist to the weather for what would become one of the most engaging Tales of the Cocktail experiences I have had in years.
I arrived in New Orleans on Sunday and checked into the Bienville Hotel. Normally my first day helps me settle in and familiarize myself with changes around the French Quarter, and I quickly discovered a high number of road and sidewalk closures that would add some interesting twists to navigating the area during the week. After completing registration, I visited the Historic New Orleans Collection Museum and appreciated viewing the many works of art and artifacts on display. Afterwards, it was time to celebrate the conclusion of the World Cup as I visited three different finale parties at the Omni Hotel, House of Blues, and Chart Room, reconnecting with old friends and meeting new people as Spain finally won the match. Circle Hook Rum held a happy hour at the Revel Cafe and Bar.
On Monday, the conference began with a full day of seminars and events ranging from whisky tastings, witnessing rum competition judging, and experiencing a variety of new spirits in the morning. The afternoon kicked off with the Appleton Rum and Riddim event, showcasing drinks made by Three Dots and a Dash and the Porco Lounge and music providing the soundtrack for the venue. A room was devoted to the Joy Spence Table tasting experience, where participants were able to try four or five different Appleton expressions. Down the street, the Sazerac House held the Rhum St James cocktail competition on the first floor as well as limited tasting events upstairs in the museum area that included a Caroni rum in one of the line ups. The afternoon concluded with a viewing of the Donn of Tiki movie with questions and answers by Jeff “Beachbum” Berry and a happy hour at the Double Club sponsored by Mount Gay Rum with cocktails from Marie King, Beverage Director of Don the Beachcomber; Ryan Jones, Lead Bartender of Morgan’s Cove; and Erica Luera, Bartender of Strongwater Anaheim. Meanwhile at the Absinthe House the Aussie Open House served Bittertales Rum Old Fashioned and Seven Hill Sours to the enjoyment of patrons. That night Jack Daniels presented The All American Rejects and Diageo held their House of Whisky event at the House of Blues while Sazerac threw a midnight party into the early hours of Tuesday.
The morning began with a spirited brunch at the Ritz Carlton Hotel, celebrating the winners of the New Orleans Spirit Competition, where the Distiller’s Reserve Rum by Circle Hook Distilling won the best rum/cane spirit of the year. BCI Bonnette provided a Rhum masterclass about the history of Martinique Rhums and specifically the Rhum Dillon and Rhum Depaz brands led by Daniele dalla Polla, Myssi Davis and Joe Horstkamp of the Rum Travelers, and Global Rum Ambassador, Ian Burrell. Back at the Ritz, Zan Kong and Craig Nicholson of Worthy Park Estate, and Shaun Caleb, the Master Distiller of Demerara Distillers Limited, presented a seminar entitled Dunder and Demerara that discussed their production methods and provided a competitive blending experience for the participants. Molecules of Maturity with David Morrison, Deputy Master Blend of Appleton Rum as well as Benny Horwitz of Campari and Sullivan Doh of D’usse shared the chemistry of aging bourbon, cognac, and rum. Indie Spirits Expo presented new and familiar spirits from around the globe for participants. PM Spirits presented an array of rums from Hampden, La Maison Vellier, and many others for the event. Meanwhile, at the same time on the other side of the French Quarter at the Negril Cafe, Ian Burrel taught a Jamaican Rum Master Class and introduced the new incarnation of Crossfire Hurricane to participants. At the Four Seasons, Ron Zacapa hosted a happy hour event.
That evening Don Q Rum hosted the Redefining the Knight dinner, where participants explored their two new expressions during a unique dining experience. William Grant and Sons presented their annual party, and for the rum curious, Altamar Brands hosted the Dog and Pony Show experience at Junebug introducing the new Probitas Green Label Rum. Sidecar Patio and Oyster Bar hosted the Les Verges Boiron Miami Block party with rums from El Dorado and spirits from Heaven Hill featuring cocktails by Julio Cabrera of Cafe La Trova, Christian Delpech of Presidente Bar, and Shauna O’Neal formally of Sweet Liberty. To conclude the evening of rum related events Sazerac House hosted the Last Call: Fangs Out 80’s Takeover at the Sea Cove Arcade featuring cocktails made with Rhum St. James and Cutty Sark.
On Wednesday, the wind and rain from the remnants of Tropical Storm Bertha began drifting in, which guaranteed everyone got wet from the rain or the heat throughout the day. The morning was a whirlwind of different tasting experiences, seminars, and offsite events. Maison Ferrand and KOTA Pandan Liqueur showcased what the new spirit brand could do when paired with different spirits. Dipliomatico served a variety of cocktails across town over multiple days with Cafe Diplomatico. PM spirits hosted visitors for private tastings, then things got busy. Don Q hosted the Carnivale Redeaux with cocktails by La Factoria at Brennan’s that concluded with a second line in honor of friends of the brand that had departed. At The Will and the Way, Worthy Park Estate and Crossfire Hurricane hosted Dancehall and Daiquiris 2.0 for some lively entertainment. Sailor Jerry Spiced Rum took over the Chart Room with a Flash and Rum cocktail event that did not disappoint fans of the brand. Meanwhile, at the Hard Rock Cafe, Myers’s Rum hosted a Rock the Mai Tai event using historic cocktail recipes, creating flavorful, well-balanced cocktails. Events continued well into the night at the Diageo House of Agave, Ford’s Gin, Redemption Whisky, and Jameson providing the evening’s festivities with Maison Ferrand and Planteray Rum hosting its annual A Toast to Rocky event at midnight at Bar Tonique.
As the sun rose on New Orleans Thursday morning, winds and rain from Bertha were still drifting through the French Quarter. The annual Meet the Distillers sessions had a surprisingly small representation this year of diverse brands and spirits. There were two seminars of interest for those who study rum or sugarcane related products: Holy Spirit: The Spiritual Love of Clairin and Agave, and El Dorado Rum and Demerara Distillers had a tasting room with a seminar room where Master Distiller Shaun Caleb presented Tales of the Wooden Pot Still. Where he discussed how the company used the Port Mourant Double Wooden Pot Still, and participants were allowed to try still proof distillate, aged and cask strength, the Port Mourant 21, and concluded with the PM/DHE High Ester Blend. Kraken Rum held their Skate and Shop event at Humidity Skate Shop that celebrated the brand’s partnership with the X Games. One of the last major rum events of Tales of the Cocktail was the Planteray Pool Club: Northern Exposure. Featuring cocktails from Montreal’s Atwater Cocktail Club and Portland’s Room for Improvement. The 4th annual Anti-Cocktail party was sponsored by Spiribam, Saint Benevolence and Worthy Park Estate.
Throughout the week there were over 25 rum related events with over 30 brands represented in varying capacities. From elegant to outrageous, rum brands presented the spirit in its full spectrum of flavorful cocktails and neat sips that were consumed and showcased the diversity and differences that rum had to offer. The theme of Tales of the Cocktail this year was “Spark”, celebrating inspiration, actions and human connections that create meaningful progress and changes across the global drinks industry. The 2026 Tales of the Cocktail experience had the most rum programming that we have seen at an annual conference, and it is hoped that this will continue into future events. Collectively, the rum related tasting events, seminars, and dining experiences captured and shared the “Spark of inspiration” theme better than anyone imagined.
Hopefully we will see this trend of rum programming continue into 2027.
-Paul Senft-