Houston is set to become the epicenter of a groundbreaking new business and cultural phenomenon this September with the launch of Texas Cocktail Week. From September 14 to 21, the inaugural event aims to elevate the Lone Star State’s rapidly expanding cocktail culture and burgeoning distilling movement, drawing attention from across the nation and around the globe. This ambitious initiative is designed to be an inclusive environment, welcoming everyone from seasoned industry professionals and innovative home bartenders to curious consumers looking to explore the dynamic world of spirits.
The Visionaries Behind the Libations
At the heart of Texas Cocktail Week are co-founders B.E. Mintz, a James Beard Award finalist for beverage writing and 50 Best Academy Chair, and Rachel Boyd, Vice President of Rachel Harrison Communications. Their shared vision is to grant Texas’s vibrant cocktail culture the widespread recognition it often lacks outside the state. Rachel Boyd succinctly articulated the event’s purpose, stating that it’s “more than a celebration; it’s a statement that Texas belongs on the global cocktail stage.” Mintz added that the event seeks to spotlight and celebrate the rich and diverse cocktail culture flourishing across Texas.
Houston Takes Center Stage
For its debut year, Texas Cocktail Week will concentrate its myriad events in Houston, a city renowned for its rich blend of global influences and an increasingly sophisticated bar scene. Participating venues span Houston’s top cocktail hotspots, with a central downtown hub serving as a nexus for activities. Esteemed establishments such as Julep, Bar Bludorn, Navy Blue, Reserve 101, Bandista, and Doris Metropolitan are among the more than 25 bars and restaurants that will host events, showcasing the city’s impressive hospitality landscape. Alba Huerta, owner of Houston’s acclaimed Julep bar, expressed her enthusiasm, noting that it marks the first time the industry will collectively celebrate Houston’s cocktail culture, making it a significant moment for the city to host the global bartending community.
A Week of Immersive Experiences
Attendees can immerse themselves in the Texas Cocktail Week experience by purchasing a $20 “cocktail passport,” which grants access to various programmed events and allows them to enjoy specialty cocktails at participating venues for just $7.13 or $5 each. These passports are set to go on sale starting September 1. The week’s programming is robust, featuring discounted drinks, masterclasses, and engaging talks on the past, present, and future of Texas cocktail bars. A highlight will be the Guest Bartender Series, bringing in acclaimed mixologists from both within Texas and international hubs. Bartenders from Papercut in Austin, Jewel of the South in New Orleans, Freni e Frizioni in Rome, Locale in Florence, and Laowai in Vancouver are slated to host one-night pop-ups, offering their signature creations. Whiskey and agave tastings are also planned, alongside industry-focused sessions, including a talk on online marketing strategies for bars. The full schedule of events is anticipated to be released on August 24.
The Rise of Texas Spirits
Texas Cocktail Week arrives amidst a period of explosive growth for the state’s craft spirits industry. This news comes as distilleries in Texas have seen remarkable expansion, growing from just eight in 2008 to an impressive 190 today. This surge represents an average annual increase in distillery establishments of 36.2 percent between 2010 and 2019 alone. In 2020, Texas craft distilleries directly employed 1,255 individuals, demonstrating an average annual growth rate of 31 percent—more than three times the U.S. average. The industry also significantly contributes to the state’s economy, generating nearly $2 billion in total economic output and supporting close to 4,900 jobs, with $334.9 million in salaries and benefits paid to workers. By 2025, the market size of the distilleries industry in Texas is projected to reach $1.6 billion. Recent legislative advancements, such as Senate Bill 2284, which doubled the number of spirits bottles consumers can purchase directly from distilleries, further underscore the state’s commitment to fostering this thriving sector.
Economic and Cultural Impact
Texas Cocktail Week is poised to deliver a significant economic and cultural impact, not just for Houston but for the entire state of Texas. The hospitality market in Texas is already recognized as the fastest-growing in the U.S., with statewide economic impact nearing $200 billion and Houston alone accounting for over $1.6 billion in annual mixed beverage sales. Spirits case sales in Texas have increased by more than 40 percent between 2018 and 2022. By showcasing the innovation and talent within its cocktail and distilling scenes, Texas Cocktail Week aims to attract further tourism and investment, reinforcing the state’s reputation as a leader in the food and beverage industry. Profits generated from passport sales during the week will also be donated to charity, adding a philanthropic dimension to the celebration. This event is a powerful statement about Texas’s evolving identity as a global culinary and beverage destination, promising to shake up perceptions and foster new opportunities across the business landscape.
