The collaboration marks Tales Of The Cocktail’s first physical footprint in Asia. By Holly Graham.

Tales Of The Cocktail’s (TOTC) new partnership aims to further awareness of Singapore’s bar scene and talents at the New Orleans-based cocktail festival for the global bar community and consumers.

“We’re so thrilled to partner with STB,” said Eileen Wayner, CEO of TOTCF. “With 23 different Singapore establishments featured throughout the Spirited Awards’ 16 year history, the city’s cocktail scene is undoubtedly regarded as one of the best in the world. When the opportunity came up, we jumped at the chance to collaborate on programming that would celebrate and showcase the excellence of the Singapore bar community. We have much to learn from Singapore’s acclaimed bars and creative bartenders.”

The campaign will include Singapore bartending talents, pop-ups in New York City and Singapore, and will culminate in a multi-day residency at TOTC 2023 that will showcase the Singapore bar community.

The partnership kicked off at last week’s TOTC 2022 with guest shifts by Jigger & Pony and Nutmeg & Clove, led Indra Kantono (Jigger & Pony) and Colin Chia (Nutmeg & Clove).