Omnivore - Boozy weekend in NoLa

• Scott Henry

OK, so you’ve never heard of Tales of the Cocktail. But I’ll bet you the next round that your local bartender has.

In eight years, this convention focused on the history, making and enjoyment of mixed drinks has grown from an event catering to industry insiders and a motley collection of cocktail enthusiasts to an international launch pad for new products and a major promotional platform for existing brands.

In 2007, when I came to my first Tales, some of the seminars had perhaps a couple of dozen attendees. This year, they’ve had to expand to another French Quarter hotel to add ballroom space. Even so, I dropped in on two different seminars today in separate ballrooms and could barely find an open seat.

I chalk this up to what I call the “St-Germain Effect.” Making its debut at the 2007 Tales was a new liqueur not yet on the market. Called St-Germain, it was made from, of all things, the fragile blossom of the elderflower, which is harvested by hand in tiny batches once a year by a handful of French farmers. Sounds like the very definition of a back-shelf boutique liqueur, but through a canny combination of stunning packaging, clever marketing materials and a unique, sublimely floral flavor, St-Germain proved an instant hit.