Talk Dirty to Me: The Rise of Extra Dirty, Savory Cocktails ($5,300)

To sponsor this seminar, choose one of our Annual Education Underwriting levels and add it to your cart. For more information about the different Annual Education Underwriting levels, click the link or continue to the bottom of the page.

Talk Dirty to Me: The Rise of Extra-Dirty, Savoury Cocktails explores the briny, umami-driven drinks showing up everywhere. From bar menus to “girl dinner” culture to the viral content shaping what people want to drink next, savoury cocktails are having a moment.

Hosted by Sarah (Hendrick’s Gin West Coast Ambassador), this seminar brings together Ashley Conway (spirits photographer, writer, and drinks industry storyteller), Ian Griffiths (owner of Bar Snack), and Mark Luker (Chief Marketing Officer of Grillo’s) each offering a different lens on how this movement is taking hold.

Together, they’ll cover what’s actually driving the trend: how savoury flavours translate into drinks that sell, how brands like Grillo’s tap into cultural moments and collaborations in a way that feels authentic, and how content is shaping taste in real time. From building balanced, craveable cocktails using brine, acid, and umami, to spotting trends early and turning them into something that works behind the bar and beyond it, this session is all about ideas you can actually use.

Attendees will leave knowing how to spot a viral trend as it’s happening and how to turn it into drinks that actually work. They’ll build confidence working with savoury, culinary ingredients, and gain a clearer understanding of how to tap into culture, approach collaborations, and create moments that feel authentic not forced.

Speakers:
Sarah Berardi
Ashley Conway
Iain Townsend Griffiths
Mark Luker

Logistics & Details

Seminars will be hosted at the Ritz-Carlton, New Orleans and will range from 60-90 minutes. Brands will receive logo placement on the TOTC2025 agenda and signage and have the opportunity to have their product served during their sponsored seminar.

Seminar sponsorships are responsible for the underwriting of the spirits served and will be ordered through the Foundation.

Following May 18th, 2026, all confirmed partnerships will incur a 5% late fee (included in total at checkout) and payment is required in full by credit card.

Seminar Sponsorships - Annual Education Underwriting

The new Annual Education Underwriting model invites brands to support the TOTCF Education program year-round through a holistic lens, opening up opportunities beyond sponsoring seminars during the week of Tales of the Cocktail.

To sponsor this seminar, choose one of our Annual Education Underwriting levels and add it to your cart. To sponsor just 1 seminar, we recommend the Builder Level. To sponsor 2+ seminars and receive even more benefits, you can take advantage of our Mentor Level, Innovator Level, or Leader Level opportunities.