William Grant & Sons has a history of bucking expectations, flouting trends and generally going their own way. That tradition is proudly on display at their Tales of the Cocktail experience this year, as they kick off their week at the country’s largest cocktail festival with a “spirited, yet spirit-free” portfolio party, according to a release from the company. The event promises to be an unforgettable event, partly because attendees’ memories will in no way be impaired, but also due to the sheer spectacle of the coming party.
The Scottish distilling giant promises the kickoff party will deliver the same level of revelry and mind-blowing cocktail concepts participants have come to expect from William Grant & Sons, but without the alcohol. This will be the first time a spirits company as large as William Grant & Sons will host such an event at Tales of the Cocktail, and kicks off a week of events the company promises will “celebrate what makes the industry special and the very people who are the heart & soul of the industry – the bartenders.” Part of that celebration means considering the effect of consumption, or over-consumption, on bartenders themselves.
“This is something new for us, and I’m excited to be a part of an organization that looks at the big picture and sets trends,” said Charlotte Voisey, William Grant & Sons Director of Brand Advocacy. “It’s important for us to give bartenders – the backbone of the industry – a night before their seminars and social gatherings where the pressure to imbibe is lifted and meaningful conversations and relationships are forged.”
After the portfolio party, Tales of the Cocktail attendees will be able to take part in the illuminating, inspiring events William Grant & Sons has become famous for throughout the weeklong event, including after parties, a portfolio tasting room offering inventive, trend-inspired cocktails and intriguing new twists on familiar flavors. Guests can also avail themselves of six ambassador-led seminars to elevate, educate and challenge bartenders to raise the bar, so to speak, for their craft and hospitality writ large. The week will culminate in the return of the beloved Hendrick’s Gin Departure Lounge.
“We see a big opportunity for a fresh beginning with Tales of the Cocktail this year,” said Neal Bodenheimer, Tales of the Cocktail Board Member, “and we’re ready to truly focus on what’s important to us – access to proper education, the welfare and wellbeing of bartenders and the importance of responsible consumption.” Bodenheimer praised the work of William Grant & Sons, saying “we can think of no better partner than William Grant & Sons to join us in this effort, and we can’t wait to see what they have in store for us in New Orleans this year.”
At Breakthru Beverage, we are committed to promoting responsible service and consumption, on both sides of the bar, and we applaud William Grant & Sons for their leadership in this area. We are proud to bring their full portfolio of products to businesses throughout the nation, and we encourage you to speak with your Breakthru Sales Consultant about how your business can grow with William Grant & Sons.
Images courtesy of the Tales of the Cocktail Facebook page.