Episode 127: Talking Tales of the Cocktail With Charlotte Voisey

How Tales of the Cocktail has evolved over the years and what to expect this year.

Photo: Courtesy of Charlotte Voisey

July 08, 2025

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Paul Clarke

Hey everybody, welcome back to Radio Imbibe from Imbibe magazine. I’m Paul Clarke, Imbibe‘s editor-in-chief.

It’s July, and as anyone who’s been a part of the cocktail world for any length of time could tell you, July means it’s time for one of the biggest and most significant events in the drinks universe, the annual Tales of the Cocktail conference in New Orleans, taking place this year from July 20th through the 25th. Every year at Tales, for the better part of two decades now, Charlotte Voisey has been one of the busiest and most visible individuals participating in the event. For many years, it was in her role with William Grant & Sons, which had her organizing parties and moderating seminars and putting together one event after another all around town.

But earlier this year, Charlotte moved into a new position as executive director for the Tales of the Cocktail Foundation. In just a couple of weeks, everyone coming to Tales will be able to see some of the work that Charlotte’s been doing in this new position. And recently, I caught up with Charlotte to talk about this new role. We ran an excerpt of that interview in our July/August issue, which is available now. For this episode of the podcast, we’re sharing the full interview with Charlotte Voisey as she looks ahead to what we can expect from Tales of the Cocktail this year, and what this new role means for her and for the Tales of the Cocktail Foundation.

Before we get started, here’s a note from this episode’s sponsor. Inspired by spirited cultural connections, Loca Loka invites you to explore with tequilas crafted for the curious and bold. Their lineup of award-winning tequilas elevates cocktails while encouraging you to slow down and take a moment with additive-free 100% agave sips. Discover more at localoka.com. That’s L-O-C-A-L-O-K-A dot com.

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Paul Clarke

Charlotte, welcome to Radio Imbibe.

Charlotte Voisey

Thanks so much for having me, Paul.

Paul Clarke

Absolutely. And, you know, it’s safe to say that a good proportion of Imbibe’s audience is familiar with Tales of the Cocktail, the annual event in New Orleans. And it’s also safe to say that at some point, many of the people who have attended Tales of the Cocktail at almost any point in its history have encountered you and your work in some way. For many years, your work was leading the brand ambassador team for William Grant & Sons. But earlier this year, you left that position and you stepped into a new role as the executive director of the Tales of the Cocktail Foundation. First off, congratulations on the new gig.

Charlotte Voisey

Thank you.

Paul Clarke

And then why did you make the shift at this time and what kinds of opportunities or potential did you see in this new role at Tales of the Cocktail?

Charlotte Voisey

Yeah, thank you. It’s certainly a very exciting moment in my career. As you’ve mentioned, I led the ambassador team at William Grant & Sons for 18 years, which is, you know, a solid route, right? It’s a good amount of time. And I loved it at the time. You know, I always believed it was my dream job. And a lot of the legacy I leave behind there is the ambassador team and our work at Tales of the Cocktail, as you mentioned in the intro. But after 18 years, even when it’s something you love, you know, there’s that little voice inside that says, is there other things out there? You know, is there a way to perhaps give back to this industry that I’ve gotten so much from?

And the Tales of the Cocktail opportunity as executive director felt like the perfect, almost organic next step for me to stay in the industry that I know and love, but to give back in different ways, as well as learning new things within this world that, you know, I’ve come to know so well. So it’s a very exciting move. It’s already new and different and I’m learning a lot, but really excited that this was the next chapter for me because it was a hard act to follow. My time at William Grant & Sons was very special.

Paul Clarke

Yeah. And, you know, as noted, you’ve had a close and active relationship and role at Tales of the Cocktail throughout almost the entirety of its existence. How have you seen the event and the organization evolve over the years and how do you plan to help continue that evolution in your new role?

Charlotte Voisey

Yeah, I think evolution is the keyword and evolve is actually the theme of Tales this year. So, well, well said. My first Tales was back in 2006 and anyone who was around the industry at that time will know that it was a very different landscape. It was kind of the beginning of a journey, really, for many of us to sort of reinstate knowledge, understanding and passion around the craft of the cocktail, right? Everything from understanding how spirits are made to techniques and tools around some of the classic cocktails.

If you look at 2025, of course, we’re on a whole other plane when it comes to our industry. And I’ve always maintained that Tales has been kind of lockstep in that evolution with the industry. For the longest time, it’s been the global gathering of our cocktail community and a lot of networking and connections made at Tales, especially in those earlier years when we didn’t have social media and the sort of international guest pop-ups circuit that we have now.

Tales really allowed for those connections to happen, and for information to change hands, but also for the inspiration. Right, just rubbing shoulders with people that had different perspectives on how to make drinks, how to run bars, how to work with brands. A lot of that happened on a very kind of grassroots, traditional word of mouth way in the hallways of the various hotels that Tales has been housed over the years. Tales has been a big part of the story of how the cocktail, particularly industry, has developed and blossomed and evolved over the last 20 odd years.

Paul Clarke

Right, and in your previous role at William Grant, you were always behind some of the biggest parties and celebrations at Tales at the Cocktail, but you’ve also been moderating seminars since 2007 on the educational side, so you have a very unique kind of familiarity with the need to find that right kind of balance between fun and parties and serious education and involvement. As you enter this new phase, how do you plan to take some of those lessons that you learned over the years and apply them to the event overall?

Charlotte Voisey

Yes, it’s a great point, and I’m very fortunate, I think, that I have that experience to kind of look back on because I can now bring some of those perspectives when I’m talking to other brands and suppliers about perhaps the reasons why they should invest in Tales and what they can hope to achieve, who they can hope to meet and connect their brand with.

You know, I’ve kind of lived it and seen it. And to your point, I’ve really done the gamut of all the types of events and seminars that Tales can possibly offer a brand. So I’ve got that first-hand experience. But I think, importantly, I’m also very aware that it does evolve year upon year upon year. And what may have worked in, you know, 2014 or even 2019, or even last year, will need to be changed for this year because the industry is so dynamic right now. And what I mean to do is really important to be able to make a look at all of the brands, and the wants and needs of different generations of bartenders that are coming to Tales for knowledge, to have some of their questions answered or their inspiration fulfilled, that moves every year.

So we always have to sort of be thinking ahead. So it’s great to be able to look back on what I’ve done and what I know works well, but always be open to actually, the question every year should be, what does the industry need? And how can we best fulfill those needs? And sometimes it is serious education. Sometimes it is connections, socializing, letting loose. Reconnecting with the joy that our industry brings, especially in the more difficult times. So it is truly a balance of all of those things.

Paul Clarke

To follow up on that education point for just a little bit, education has always been a significant part of Tales of the Cocktail. And that’s become even more pronounced in recent years, with a focus on professional development and giving bartenders and bar owners the knowledge and resources they need to succeed. What educational directions do you currently see as high priorities for Tales, and how do you hope to pursue those moving forward?

Charlotte Voisey

Yeah, education—the seminars at Tales are legendary, right? They always have been from Day One. I think most would agree it’s sort of the pedestal in our industry to present, to moderate a seminar at Tales of the Cocktail. And these days, we have four different tracks. So we have seminars focused on business, like you said. Seminars around Beyond the Bar, which is more into the wellness, mindful drinking space, which is very important these days. The culture seminars, which are some of those, whether it’s history or looking into a certain cocktail classification.

And then we have the futures track, which is really important, launched just last year, which really pushes us as an industry to look ahead and think well, what we’re doing now is one thing, but what should we be preparing for in the future? Sort of where are we going? Or rather, what will happen if we don’t make changes now?

So I think within those four tracks, we’ve got the opportunity to really go deep into some niche topics, but also provide a wide enough array of topics that everyone is sort of satisfied and can learn. Because we have such a diverse audience at Tales, right? There’s a lot of people. There’s people from a lot of different countries, from different parts of the US, from up and down the vertical of the industry. It almost feels like the impossible task to meet everyone’s needs.

So the variety of topics is one of our priorities that we put out. And even the seminar submission process in itself is a very good indicator because we’ll see patterns, right? Of different topics that if a certain topic is sort of submitted by a dozen or more people, clearly it’s on the minds of the industry at large. So that sort of helps guide our decision making process a little bit as well.

Paul Clarke

You mentioned earlier that there’s kind of a multi-generational aspect to Tales now. I mean, you mentioned your first year is 2006. My first year is 2006. And, you know, there are a number of people who this may be their very first year attending Tales of the Cocktail, or they may only be familiar with the event from post-pandemic years. How do you bridge that gap where you’re continuing to provide information that’s of value to these newcomers, but also have these folks who come year after year and have done so for many years, keep them involved in the process and keep them a part of the conversation? How do you do that?

Charlotte Voisey

Yeah, I think it’s actually a really interesting challenge, right? It’s part of the position that I’m enjoying. the last couple of years, 50% of the Tales attendees are coming for the very first time. So you’re absolutely right, which is a great thing. I mean, it’s incredible and wonderful to know that Tales of the Cocktail is resonating with younger or newer to the industry folks, bartenders, bar owners, brand people. And again, that comes back to the topics that we choose for education.

And this year, we’re putting a little bit more emphasis on trying to make some suggestions. So, for example, if you’re a first time Tales attendee, giving a little more structured advice on this. These are the topics or the seminars that you might be interested in learning. Or rather, if you are a bartender with maybe less than five years experience, these are the ones that we would suggest for you. And if you’re a bar owner, if you’re a bartender, it’s not just directing to the business track, but it’s specifically picking out some seminars that have been curated with that audience in mind. So that’s how we try to sort of tailor or customize the education best we can to the various types of industry members that are coming along to Tales of the Cocktail.

Paul Clarke

You mentioned a few minutes ago about how Tales increasingly sees this kind of presence of global bars and bartenders coming in. And Tales of the Cocktail has increasingly become a global brand in some way, attracting these folks from around the world. For attendees at Tales, it’s, you know, on one level, it’s cool. It’s tons of fun to stop in at a bar pop-up from a bar in London or Singapore and to check out their cocktails and check out their program. But what additional kind of value is there, both for the participating bars and bartenders and for those who may only experience these bars during that very short, you know, hour and a half window during Tales?

Charlotte Voisey

Yeah, it’s the exposure, right? It’s the opportunity to meet and understand and taste and learn from different perspectives. It’s not only the big names and the sort of professionally put together cocktails or menus that you’re learning from. You’re actually seeing how different approaches behind the bar work. Everything from guest service to the way in which cocktails are presented, choice of ingredients, matching flavor patterns.

It’s difficult for everyone to sort of zip around the world. But probably the closest way you can do that is to come to Tales of the Cocktail for those five days and try and build your schedule, which is something I advise everyone to do, ourselves included, to really try and visit as many different perspectives and people and approaches as you possibly can. Because there is so much on offer and to try and prioritize visiting people in places that you wouldn’t ordinarily go to. it really is such a wonderful opportunity.

Paul Clarke

And, you know, at the time Tales started, more than 20 years ago, there was really nothing else like it out there. As the cocktail world has grown and the drinks profession has become more elevated, more engaged worldwide, there are now a range of trade events and bar recognition awards and other things that function in a similar space as Tales. What keeps Tales distinctive in this increasingly busy drink space?

Charlotte Voisey

Yeah, you’re right about that. And I think it’s a great thing, right? It’s part of the evolution and the spread of our industry. I think where Tales is unique is truly a global gathering. There’s no other event really out there that spans the globe and brings bartenders together the way that Tales does. And you can see that reflected in the Spirited Awards, which literally spans the globe now with our eight different regions across the world.

The other thing that we have in our pocket or our crown jewel is, of course, the charming city of New Orleans. It’s never been lost on me that part of the reason people love to come to Tales is to connect with the culture of New Orleans. It is unique, like nowhere else in the world. And I think the blend of the backdrop we have with that city, as well as the best in class education program that’s put out in this industry. And that collection of literally as many countries, more so than any other event in the world, is what keeps Tales as the leader of the pack and makes it such a special event to enjoy as bartenders, but also lucrative for brands to invest in.

Paul Clarke

Okay, it’s 2025. This is your first year in your new role. Tales is coming up in late July. What new obligations are you taking on this year that are different from what you’ve done in the past? And what are you most looking forward to from this year’s event?

Charlotte Voisey

Yep, it’s started in January. So every month I’m learning more and more, you know, the adage of you don’t know what you don’t know. So I’m still sort of discovering this and I don’t even know if I can answer that question just yet ahead of Tales itself. When I announced my new role, more than one person texted me and said, “I didn’t think you could be busier at Tales than you previously were, but maybe you found a way to do so.”

I think I’m most looking forward to working across the industry, to connecting with multiple different brands, friends from different suppliers and companies and meeting as many bartenders as I can. Almost taking a step back and looking at the industry as a whole, rather than being incredibly blinkered and focused on the duties that I used to have with William Grant & Sons, which were many, and took all of my energy just to execute with the team of ambassadors that we had, of course.

I think this year, the difference for me will be a step back and a wider view, but also to listen. I hope to have a little time to actually listen, and I’m sure people will forthcoming with their comments and suggestions and recommendations about Tales, about where it can possibly go in the future, so I think that will be the most interesting part for me, for Tales 2025.

Paul Clarke

We’re heading toward the exit here. Are there any final thoughts you’d like to share about Tales of the Cocktail or your new role coming up?

Charlotte Voisey

Having now been with the Tales team for a few months, I’m just incredibly impressed by the way that the team works. It’s quite a lean team. Half of the team based in New Orleans, the other half around the U.S. the diligence and attention to detail and passion that pours into this non-profit foundation, right, that works to educate, advance and support the industry is really impressive. I knew sort of culture mostly about Tales before I joined, but that’s something that’s really struck me already and made it only more enjoyable to be part of the team.

Paul Clarke

Charlotte, it’s always lovely to talk to you. Thanks so much for being on the podcast. I’m looking forward to seeing you in New Orleans in July.

Charlotte Voisey

We’ll see you there. Thank you, Paul.

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Paul Clarke

Check out the full schedule of events for this year’s Tales of the Cocktail, available online at talesofthecocktail.org.

And just as I have every year since 2006 that Tales has taken place, I’ll be in New Orleans for the event and wandering around the French Quarter. Please stop and say hello if you see me around somewhere.

And once more, thanks to this episode’s sponsor, Loca Loka Tequila. You can find out more at localoka.com.

And that’s it for this episode. Subscribe to Radio Imbibe on your favorite podcast app to keep up with all our future episodes. We’ve got plenty of articles and recipes for you online at our website, imbibemagazine.com. Keep up with us on Instagram, Pinterest, Facebook, and Threads for all our social media coverage. And if you’re not already a subscriber to the print and/or digital issues of Imbibe, then let’s get you on board right now. Just follow the link in this episode’s notes and we’ll be happy to help you out. I’m Paul Clarke, this is Radio Imbibe. Catch you next time.