The New Normal: Building NA Drinks Into the DNA of Your Bar Program ($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.

Nonalcoholic beverages are way beyond a passing trend to be accommodated; they're a menu pillar to be engineered. This panel reframes NA programming as an essential expression of a bar's identity and craft, offering a practical roadmap for delivering a complete guest experience, regardless of ABV.

Three distinct perspectives drive the conversation: Touré Folkes makes the case for inclusive beverage programs and the role of hospitality spaces in welcoming every type of guest; Jeffrey Morgenthaler connects that vision to the bar floor, drawing on the menu design principles and tools and systems he has developed to make NA programs transparent, consistent, and financially sound; and LP O'Brien extends that foundation into the technical dimension - addressing the real challenges and opportunities involved in crafting nonalcoholic drinks that are equal parts compelling and delicious.

Speakers:
Touré Folkes
LP O'Brien
Jeffrey Morgenthaler

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.