This week, thousands of bartenders descend upon the city. They come from all over the world, bearing knowledge of spirits and techniques and liquor history, and don plastic badges on lanyards as they come together to celebrate their shared love: cocktails.

Since the Tales of the Cocktail began in 2003, its founders Ann and Paul Tuennerman (aka Mr. and Mrs. Cocktail) have put on one of the cocktail industry’s main events. Tales attracts nearly 15,000 attendees from the United States and around the world. According to a study by the University of New Orleans, the 2009 Tales of the Cocktail had a $9.7 million economic impact on the city—a $2.1 million increase from 2008. Cocktail experts, bartenders, and liquor companies network and share information, whether giving a demo for a new liquor or presenting a seminar on “Civilization Begins with Distillation”. Even a scholarship program, Trails of the Cocktail, developed to foster the skills of talented bartenders.

You, too, can get in on the action at Tales of the Cocktail, which will take place in the French Quarter from July 21-25. Like to learn about cocktails? Check out a seminar on history, spirits or technique. Love to wine and dine? Attend a Spirited dinner. Can’t resist free samples? Off you go to one of the 50 free tasting rooms. Night owl? Sit back and enjoy the music at “Tales after Dark” in Irvin’s Mayfield’s Playhouse. There are numerous special events (Burlesque, anyone?) and tours that you can look up online at their website. Tales’ “home base” this year is the the Hotel Monteleone, but events are hosted throughout the Quarter.

For further information and ticket prices, visit talesofthecocktail.com.