TOTCF selects 2025 Catalyst honourees
The Tales of the Cocktail Foundation (TOTCF) has announced the two winners of the 2025 Tales Catalyst prize.
Tales Catalyst recognises ‘members of the cocktail community who are elevating the industry to greater heights’.
This year’s International Honouree is Christina Veira, the co-owner of Bar Mordecai and founder of Stave. The latter is a school offering beverage certifications, hospitality training, and customised tasting experiences for both industry professionals and consumers.
Veira served as bar and beverage curator for the Restaurants Canada Show between 2018 and 2024 and as national coordinator for Speed Rack Canada.
The 2025 US Honouree is Lucia Creed, head of trade advocacy for Uncle Nearest. She created the brand’s Raise the Bar Mentorship Alliance, an initiative that pairs up-and-coming bartenders with respected mentors.
She also serves on the boards of Turning Tables, a non-profit dedicated to supporting underrepresented hospitality professionals, and Bar 5 Day, a spirits and bartending education programme.
Robin Nance, catalyst co-chair, said: “We’re thrilled to celebrate Christina and Lucia as the 2025 Tales Catalyst honorees. Their work exemplifies the spirit of innovation and change that Tales Catalyst stands for.
“Their dedication to shaping the future of the cocktail and hospitality industries sets them apart as true leaders in the space. These honourees have built communities, opened doors, and created spaces for underrepresented voices to thrive – an impact that reaches far beyond their individual achievements.”
The Tales Catalyst ceremony will take place on 22 July, during the TOTC conference at The Ritz-Carlton in New Orleans. The two honourees will speak to ‘unique vision and personal efforts in fostering inclusivity in the drinks industry’.
Last year, Becky Paskin, the founder of the OurWhisky Foundation, was one of the honourees.
TOTC’s executive director Charlotte Voisey said: “Christina and Lucia are the embodiment of what it means to be catalysts for change.
“Christina has cultivated a space that champions growth, learning, and professional development for the global beverage community, while Lucia has forged pathways for mentorship and empowerment in a way that is truly transformative.
“Their recognition is a reflection of their deep commitment to nurturing inclusivity and advancing the careers of those around them.”
This year’s TOTC festival will take place on 20-25 July 2025, focused on the theme ‘Evolve’.
The conference will include the 2025 Spirited Awards. The European and US shortlists were revealed earlier this month.
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