New Orleans is a city that welcomes people with open arms — and glasses that are always at least half-full. But what made New Orleans such a popular tourist destination has just as much to do with its history as its personality.
All Aboard to New Orleans
Founded in 1718, New Orleans is one of the oldest tourist destinations in America. It was also one of the most secluded ones, too. But that changed following the Civil War, when transcontinental railroads meant easier access to the Big Easy.
So many new visitors required more first-class hotels, restaurants and other tourist attractions to accommodate them with plenty of good times — and plenty of reasons to keep coming back.
All That Jazz
Stories by writers like Lafcadio Hearn and George Washington Cable continued to put New Orleans on the map in the 1800s. But the early 1900s is when winter travelers began to flock down south to get the full experience of Carnival season, horse races at the Fairgrounds, French Quarter shops and the cocktails the city had become known for creating (of course).
When the 1940s rolled around, so did the jazz scene. Clubs sprang to life. Record studios opened. Musicians innovated. And the Birthplace of Jazz was, well, born. Now, the city with so many great hotels, along with a unique culinary heritage, had more than enough music and entertainment for tourists to enjoy.
All Are Welcome
Once the jazz scene was in full swing, everything else fell into place. Tourism boomed for decades thanks to an expanded Carnival season complete with new events like Southern Decadence that gave everyone reason to celebrate.
Today, New Orleans welcomes over 18 million tourists in a normal year. Even better, the city hosts more than 135 festivals, too. It’s uncertain how many cocktails get consumed every year, but who’s counting anyway? You can count on New Orleans to forever be the home of hospitality. And you’re always invited to the Sazerac House.
Events
Immersive Legacy Tour
Step into the story of New Orleans’ most iconic cocktail with an immersive journey through the origins of the Sazerac. This guided experience invites guests to explore the evolution of flavor, culture, and craftsmanship that gave rise to a true classic. As you move through the museum floor, you’ll taste your way through history—beginning with the rich, aromatic notes of coffee liqueur. From there, discover the bright and bittersweet balance of bitters and soda, a nod to the early apothecary roots of cocktail culture. The journey continues with a guided choice: guests will select either Sazerac de Forge XO Cognac, honoring the original French spirit that defined the earliest Sazerac recipes, or Sazerac Rye, showcasing the bold, spicy character that came to shape the modern version of the drink. Your experience culminates in a perfectly crafted sample of the Sazerac cocktail itself, bringing together each element you’ve explored along the way. By the final sip, you won’t just taste the cocktail—you’ll understand the story behind it. This tour is perfect for curious drinkers, history enthusiasts, and anyone looking to experience New Orleans cocktail culture in a deeper, more interactive way
“Taylor” your Taste
Experience a guided tasting featuring three distinctive bourbons: E.H. Taylor Small Batch, the new E.H. Taylor Four Grai and Cured Oak. Explore each whiskey's unique character, from classic rich bourbon notes to the layered complexity and bold oak influence that make this lineup a memorable tasting journey.
The Weller Classroom Experience
Step into the story of one of bourbon’s most enduring families and discover how William Larue Weller helped pioneer the wheated style that would later inspire the Van Winkle legacy. This guided tasting explores four expressions—Special Reserve, CYPB, Full Proof, and Single Barrel—tracing Weller’s journey from the days of the Stitzel-Weller Distillery through the industry’s quiet decades of the 1970s and 1980s to its modern revival under Buffalo Trace. Guests will nose, taste, and compare each whiskey in an elegant classroom setting, uncovering how proof, age, and history intertwine to shape the signature richness of Weller and the heritage of American bourbon.
Meet the Distiller: Small Group Tour & Tasting
Step behind the scenes with the artisans who bring Sazerac’s legendary spirits to life. “Meet the Distiller” is an exclusive, hour-long experience that begins with a private VIP tour through the Sazerac House distillery and historic Apothecary. Guests will enjoy insider access, behind-the-barrel stories, and a rare glimpse into the craft and science of our production process. Following the tour, you’ll join our distiller in their private tasting room for a curated guided tasting of four Sazerac expressions — hand-selected and presented by the distiller. This intimate setting allows guests to explore the flavors, techniques, and traditions that define our spirits.
