The MICHELIN Guide Effect: Learnings from MICHELIN Starred Restaurants ($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.

As MICHELIN Guide expands its U.S. presence we will bring together key players from MICHELIN-starred restaurants and cocktail programs to educate bartenders on the techniques and philosophies that drive a successful Michelin kitchen and integrated beverage programming – with a spotlight on menu-pairing and holistic spirits/cocktail integration. Michelin star chefs and the exceptional cocktail award winners (mentioned below) will show specific techniques or philosophies bartenders can adopt (mise en place, prep systems, balance principles, hospitality standards etc.). We will also discuss: - The evolution of the role of spirits/cocktails in fine dining in recent history as well as the evolving trade and consumer perception of cocktails and spirit pairings in this space. - How fine-dining establishments approach their cocktail program. What is unique to their world? How are cocktail programs connected/integrated with dining program in both front and back of house? - The impact of MICHELIN recognition (Cocktail Award and other) on business, staff, clientele, etc.?

Speaker:
Matt Klette

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.