The Tales of the Cocktail Foundation has rolled out something fresh for bartenders across the country. Starting this month, teams of two or three bartenders can submit their vision for a completely original pop-up bar concept through a new competition called Proof of Concept, backed by Jack Daniel's Tennessee Whiskey.
This isn't your typical cocktail-mixing showdown. The foundation is asking bartenders to think bigger—to design an entire bar experience from scratch. Teams need to develop everything: a central theme that ties it all together, the kind of atmosphere that pulls people in, and a full cocktail menu that shows off what they can do. The only requirement on the drinks front is including at least two cocktails made with either Jack Daniel's Tennessee Whiskey or something from their Bonded Series.
The application window runs from January 12 through February 15, 2026. After that, judges will spend a few days reviewing submissions before selecting teams to move forward to regional competitions. Those regional finals will happen in five major cities: Nashville, Miami, New York City, San Francisco, and Los Angeles, spread out between March 10 and April 1.
At the regional level, things get real. Selected teams will compete in live events where they'll actually bring their concepts to life, showing judges how their menu works in practice, how they've thought through the design elements, and how well they can tell the story behind their vision. One winning team will emerge from each of those five cities.
Those five regional champions then head to Nashville for the national finals, scheduled for early May. The Tales of the Cocktail Foundation isn't leaving travel logistics up to chance—they're covering flights, hotel rooms, and providing travel money for the finalist teams making the trip.
All five teams competing at the national level will get something special before the final competition kicks off: a visit to the Jack Daniel Distillery down in Lynchburg, Tennessee. It's a chance to see where the whiskey they've been working with actually comes from, learning about the production process and the history behind the brand that dates back to 1866, when it became the first registered distillery in the United States.
The stakes at the national finals are worth the effort. The winning team walks away with cash and a scholarship to Tales of the Cocktail 2026, which means the foundation covers travel, accommodations, and meals for the entire winning team to attend the industry's premier gathering in New Orleans from July 19-24, 2026. Winners also get VIP treatment and special access to Jack Daniel's main stage event during that week.
The whole competition structure moves fast. After entries close on February 15 at midnight Pacific time, judges have just two days to review everything before notifying regional finalists on February 19. Those selected teams then have about a month to prepare for their regional showdowns. The national finalists arrive in Nashville on May 4, tour the distillery on May 5, and compete in the finals on May 6, when the winner gets announced.
There are some ground rules. Teams must have two or three bartenders who all work in the same city or regional market. The foundation plans to release complete eligibility requirements and official rules online, and they're warning that participation spots are limited. Interested teams can submit their concepts through the Jack Daniel's website.
This competition fits into the broader mission of the Tales of the Cocktail Foundation, which operates as a nonprofit dedicated to supporting people working in bars, restaurants, and hospitality worldwide. The organization runs educational programs throughout the year and serves as what many consider the leading platform for spirits education globally. Their signature event each summer in New Orleans brings together industry professionals for a week of learning, networking, and celebration in what the foundation calls "the beating heart of cocktail culture and hospitality."
The foundation structures its work around three main goals: educating hospitality workers, advancing the industry as a whole, and supporting the people who make it run. While based in the United States, their reach extends internationally to bartenders and other hospitality professionals around the world.
Jack Daniel's involvement in sponsoring this competition makes sense given the brand's massive footprint. The Lynchburg distillery produces not just the famous Old No. 7 Tennessee Whiskey, but a whole range including Gentleman Jack, Single Barrel, and flavored varieties like Tennessee Honey, Fire, Apple, and Blackberry. The brand sells in more than 170 countries and has been recognized by Interbrand as the most valuable spirits brand globally.
For bartenders with ideas they've been sketching on napkins or discussing with coworkers after shifts, Proof of Concept offers a structured path to see if those concepts can actually work. The competition recognizes that innovation in bartending isn't just about what goes into a glass—it's about creating entire experiences that make people want to walk through the door and stay awhile.
The regional approach means bartenders don't have to travel far for their first shot at the prize. Whether working in a craft cocktail bar in San Francisco, a Miami Beach hotel, a Nashville honky-tonk, a speakeasy-style spot in New York, or a rooftop bar in Los Angeles, local teams can compete against others who understand their market.
By requiring collaboration rather than solo entries, the competition also acknowledges how bars actually function. The best concepts usually come from people bouncing ideas off each other, combining different strengths and perspectives. A team might include someone who excels at recipe development, another with a knack for visual design, and a third who knows how to work a room and tell a story.
The timing couldn't be more interesting. The hospitality industry continues evolving, with customers looking for unique experiences rather than just a place to grab a drink. Pop-up bars have gained popularity precisely because they offer something different—a limited-time experience built around a specific idea. This competition takes that concept and challenges bartenders to prove they can execute at a high level.
For the winners, the scholarship to Tales of the Cocktail represents more than just a free trip to New Orleans. The annual gathering functions as the industry's most important professional development opportunity, where bartenders can attend seminars, taste new products, make connections with people from other markets, and see what's working in cities across the country and around the world.
The Jack Daniel's distillery tour also adds an educational component that goes beyond competition. Understanding how whiskey is made, the water source that makes Tennessee whiskey distinct, the charcoal mellowing process, and the aging in new charred oak barrels can change how a bartender approaches working with the spirit. That kind of knowledge tends to show up later in better cocktails and more confident conversations with customers asking questions about what they're drinking.
As applications open this month, bartenders across the participating cities will need to decide whether they've got a concept worth submitting. The foundation and Jack Daniel's are betting that somewhere out there, teams have been waiting for exactly this kind of opportunity to show what they can do.
