Tales of the Cocktail, USBG Announce Partnership

The United States Bartenders’ Guild and Tales of the Cocktail Foundation are teaming up. The organizations today announced a new partnership in which the two bar and cocktail community organizations will work together on a variety of mission-aligned initiatives.

The collaboration aims to unite and elevate the bar industry through education, community and advocacy. The first initiative will take place at Tales of the Cocktail 2026 in New Orleans, July 19-24, where a champion will be crowned in the inaugural United States Cocktail Championship (USCC) National Final. 

“Tales of the Cocktail Foundation, through their events, education and awards serves a vital role in building the beverage and hospitality community worldwide,” said USBG executive director Bo Shuff. “Our work at the US Bartender’s Guild dovetails with those efforts by strengthening communities city by city, region by region. We’re thrilled to collaborate with Tales on expanding the stories we collectively share about the people who make our community what it is.”

Tales of the Cocktail Foundation executive director Charlotte Voisey commented, “We are pleased to be collaborating with the USBG in ways that ultimately provide greater access for more bartenders to the educational experiences that can further their professional development.” Tickets for Tales of the Cocktail 2026 go on sale May 13. 

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