Q, the fastest-growing premium mixer brand in the US, as well as the #1 brand among bartenders in America, announces today that it has signed on as the official and exclusive mixer partner of Tales of the Cocktail, the annual event, now in its 17th year, that has evolved from a walking tour of historic New Orleans cocktail bars into the world’s premier cocktail festival.
Tales of the Cocktail 2019 will be held July 16-21.
Said Q Mixers Vice President of Marketing Jaron Berkhemer, “Tales of the Cocktail is recognized as among the most important events on the cocktail community calendar, each year bringing more than 30,000 brands, bartenders, and cocktail enthusiasts to America’s best drinking city to experience the best our industry has to offer. This partnership is truly unprecedented as Tales has never before engaged an official carbonated mixer partner. It represents a significant step forward into the spotlight for Q as a brand and premium mixers as a category.”
The partnership comes as cocktail culture trends toward simpler drinks, like the highball, made with the best possible ingredients from top-quality spirits, crystal clear ice, and the best tasting mixers, and on the heels of Morgan Stanley’s prediction that the premium carbonated mixer market will grow sevenfold in the US over the next five years. Q leads the way in category growth posting gains of 62 percent in the 24-week period ending December 30, 2018 compared to 54 percent over the full 52 weeks of 2018.
“We are so thrilled to announce Q Mixers as our official mixer partner for Tales of the Cocktail,” said Caroline Rosen, Executive Director of Tales of the Cocktail Foundation. “The Q team shares the Foundation’s core values to Educate, Support, and Advance the global spirits community and mirrors our passion for the craft. We look forward to working hand in hand to highlight their fantastic products at our future Tails of the Cocktail activations.”