Special Edition: Food & Beverage Magazine - Proof Awards Issue by Food & Beverage Magazine

INDUSTRY LEADERS • TRENDS • BEVERAGE • CUISINE • CHEF • RESTAURANT • HOSPITALITY

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2020Spirits GOLD

Medal

Double Gold

Silver

COMPETITION GOLD 100 Points

design distinction

Mixers

PR%F

CENTURY

Wine

awards

Mixers

Brands to Watch

award

Buyer’s Guide PR%F AWARDS 2020 The Winner’s Issue

FEBRUARY 2021 PR%F AWARDS ISSUE COVER IMAGE 2020 PR%F Awards; The Original Brand, LLC PUBLISHER MICHAEL POLITZ Michael@fb101.com EDITOR-IN-CHIEF LAUREN KANE Lauren.Kane@fbmagazine.com

PR%F Awards Team EXECUTIVE DIRECTOR MICHELE D. TELL ProofAwardsVegas@gmail.com DIRECTOR OF COMPETITION COLLEEN BANKS Colleen@fbmagazine.co DIRECTOR OF COMPETITION TERRY HART Terry@proofawards.com EDITOR AT LARGE DEBBIE HALL Cmediacom@gmail.com LIVE STREAM ANCHOR, PR%F LIVE! JENNIFER ENGLISH SpiritsKitchen@gmail.com PHOTOGRAPHER AUDREY DEMPSEY Audrey@infinity-photo.com

We honor and remember the support of Chef Kerry Simon, Gary Cantor, Robin Leach, Chef Paul Prudhomme, & Gary Coles

Food & Beverage Magazine® is owned and published electronically by Beautiful People, LLC. Copyright 1995-2016 Beautiful People LLC. All rights reserved. Food & Beverage Magazine® and distinctive logo are trademarks owned by Beautiful People, LLC. “fb101.com” is a trademark of Beautiful People, LLC. No part of this electronic magazine may be reproduced without the written consent of Food & Beverage Magazine. Requests for permission should be directed to: Lauren.Kane@fbmagazine.com. The information contained has been provided by such individual, event organizers or organizations. The opinion expressed in each article is the opinion of its author, organization or public relation firm. Food & Beverage Magazine is not affiliated with any other food and beverage or hospitality publication.

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05 09 12 13

Toast the Winners

Women-Owned

Fly in Style

Meet the Judges Tasting

Century Award Winners

Double Gold Award Winners

Gold Award Winners

Silver Award Winners

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“We are so glad that all our efforts are seen and appreciated by the panel,” said Bonilla about Don Fernando TKO Silver awarded a Century Award for design. “The juice is amazing, so we needed an amazing presentation. The blown glass is !""#$%!&'() inserted into a mold for the details on the shield of arms and !"#$%&'()* the metal labels’ proper curvature. This tequila is an artisanal product that needs an artisanal bottle.”

Peach Jalapeno, and Barefoot Cellars Rich Red Blend.

Paying homage to boxing, “We wanted to recognize all the people that do sports, but boxing has become a lot more mainstream, and we are passionate about the sport as well as all the individuals practicing boxing-type exercise for fitness. This is a tribute to all the ones that work hard to achieve results, and it’s 100% proof so you can get more with fewer calories,” said Bonilla.

In the PR%F Design Distinction competition, Century Award Winners earning a perfect 100-point score included Artingstall’s Brilliant London Dry, Bandero Tequila Blanco, Prim Improper Boozy Bites Moscow Mule, Boozy Bites Multi Pack and Boozy Bites Rosé, Branson Cognac VSOP, Col Bleu, Hardy Legend 1863, American Outlaw Jesse James Barrel Strength Tennessee Whiskey, Le Chemin Du Roi Brut Champagne, Starlight Distillery’s LFG Bourbon Rain Single Barrel, Ryze Vodka, and Don Fernando’s TKO Silver.

“As I am the designer of the Bandero bottle, I am thrilled to get industry recognition for Bandero. Our rugged, leather-clad, canteen-style bottles were designed to embody the adventurous spirit of Bandero. Our bottles use 100% recycled glass and locally sourced leather, which was inspired by the authentic Huarache sandals traditionally worn by native tribes from Jalisco,” said Kendrick, ROKiT Group of Companies.

Dozens of judges hailed from across the US, representing different hospitality arenas. The judges’ expertise in travel, gaming, distribution, operations, and production can determine the merits of the categories of spirits, wine, and beverages submitted worldwide, including signature partner Delta Sky Club and Green Valley Ranch Station Casinos beverage buyers. Other judges included CraftShack; Boyd Gaming, Opulent Wine & Spirits; Southern Wine & Spirits; Break Thru Beverage; RLED-California; SUR restaurant; The MINT Tavern; Specs Wines, Spirits & Finer Foods; West Coast Beverage; Liquid Distributors of Atlanta; Sonrisa Grill Group, and many more. PR%F Awards Design Distinction judges included world-renown artist Michael Godard; Jeremy Spencer, Musician/Movie Producer and New York Times best-selling author, Death Punch’d: Surviving Five Finger Death Punch’s Metal Mayhem; Wyland Gallery artist Kai Delgado, and Stations Casinos’ Art Director Rafa Shrader. During the event, James Beard Award-winning writer and food and beverage expert Jennifer English hosted several broadcasts live on PR%F Live! and Food and Beverage Magazine Live! highlighting judges, sponsors, and industry leaders—and unveiling some special winners—during the PR%F Awards competition. The PR%F Awards 2021 is set for September 21-22 in Las Vegas. For more information, visit www.proofawards.com.

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A: Sean Hackney, Operating Partner of RLED, LLC, judges nose during the 2020 PR&F AWARDS tasting. B: Mark Heftner, The MINT Tavern, judges during the 2020 PR&F AWARDS tasting.

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In the PR%F tasting competition, Century Award Winners earning a perfect 100-point score included 20 spirits, mixers, and wines. The top-rated winners are Hardy Legend 1863, Skunk Brothers Blueberry Cinnamon, Nemiroff Vodka Bold Orange, Fid Street Gin, El Tequileño Gran Reserva, Don Fernando Reposado, Tanduay Double Rum, Rum Co of Fiji, Ratu – Signature Rum, Öömrang Pear A Brandy, E&J Distillers XO, Shinabu 15-Year Malt Whisky, Sugarlands Distilling Company Roaming Man Edition 9, Bird Dog Whiskey Chocolate Flavored Whiskey, Heritage Distilling Company BSB 103, Tempus Fugit Crème de Banana, Tempus Fugit Gran Classico Bitter, High Noon B Hard Seltzer Watermelon, High Noon Hard Seltzer Pineapple, Anna’s Kitchen Shrub –

An additional two special categories were added in the tasting competition—The Best of Show category won by Hardy Legend 1863, and Innovative Spirits Award category won by Skunk Brothers Blueberry Cinnamon Cordial—each voted unanimously by the judging panel.

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Produced at the same family distillery in the historic town of Tequila, since 1959. Every drop a celebration of passion and heritage. Honored to receive 2020 PR%F Awards esteemed 100-Point Century Award for unanimous perfect score. Now available in the United States.

® Trademark of Jorge Salles Cuervo y Sucesores, S.A. de C.V. Please discover responsibly.

VISIT OUR FAMILIA AT TEQUILENO.COM

#TEQUILENO

PR%F AWARDS 2020 BEST OF SHOW Hardy Legend 1863

PR%F AWARDS 2020 INNOVATIVE SPIRIT AWARD

Innovative Spirit Award

Skunk Brothers Blueberry Cinnamon Cordial

DESIGN DISTINCTION

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Courage Lead to

The story behind Splash Mixers

Traditional cocktails remain a favorite, so Splash Mixers come in five classic cocktail flavors: Margarita, Moscow Mule, Cosmopolitan, Mojito, and Bloody Mary. Mixers are made with natural ingredients and are lower in calories, sugar, sodium, and carbohydrates, as well as gluten-free, non-GMO, and Kosher certified. Mixers are available in retailers across the county and online at Splashmixers.com.

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“This is how the idea for Splash Mixers was born,” she explains. “I love to cook when I entertain, but I never understood cocktails. But I wanted to offer wonderful drinks made naturally, lower in sugar, with a great taste whether mixed with spirits or not.”

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With her breast cancer diagnosis in 2011, Baum decided to focus on health and wellness. She admits that she once won a

contest eating the most White Castle burgers, so it was a significant change in her lifestyle but one she now embraces. Baum wanted to share healthier drinks with everyone, including when she entertained at home.

After obtaining her MBA from the Wharton School of the University of Pennsylvania, Baum headed into a career in finance and Wall Street. After 15 years, marriage and three children, the couple (both working in finance) asked themselves if they wanted to continue on this path. The answer was no, so they moved the family to Sag Harbor, New York, and Baum became a serial entrepreneur in various industries, including several restaurants. The couple also welcomed a fourth child.

The Women-Owned Spirits category in PR%F Awards 2020 showcased women-owned brands, along with female master distillers, mixologists, blenders, and executives. According to Constellation Brands, women-owned companies in spirits and related products are the fastest-growing beverage industry segment. Their stories are diverse and distinct, like Maria Baum, CEO and Founder of Splash Mixers.

09 C: Maria Baum, CEO and Founder of Splash Mixers

PR%F Awards salutes this year's Women-Owned Business Entrants

London Dry Gin

Two Chicks Cocktails

The Countess Lady Carnarvon

Linda Cash & Meghan Hanna

Anna's Kitchen Shrub

Blue Marble Cocktails

Anna Scott

Danyelle Rabine

Cocktail Squad

Fishers Island Lemonade

Highclere Castle

Lauren Maggio

KUL MOCKS Craft Mocktails Danielle Goss

Bronya Shillo

Mermaid Vodka Carol Strickland

Native Spirit

SPLASH

Tequila

Cocktail Mixers

L.J. Wilson

Maria Baum

Muscle Vodka

Courage + Stone

Grace Gillespie

Aisha Tyler

RancH20

Kermode Wine

Amelia Lettieri

Nadia Virani, Shabnum Aziz & Rubbina Mamdani

Three Keys Distillery Jessica Banish

RED WINE CABERNET SAUVIGNON SPAIN KISSARMYWINE @KISSARMYWINE @KISSARMYWINE WWW.KISSONLINE.PASSIONSPIRITS.COM

WHITE WINE EVA SPAIN

Fly in Style

Delta Airlines welcomes all of their members to the Delta Sky Club. by Debbie Hall

Some people might remember a time when everyone flying was treated like a VIP guest. Delta Air Lines has always sustained that tradition with its upscale Delta Sky Club, a destination between destinations. “Operations have been modified due to COVID-19, with safety being our No. 1 concern,” states David Hoemann, General Manager Operations & Experience, Delta Sky Club. “The programs have been reinvented in a way that guests can continue to enjoy the D amenities.” While fresh and healthy fare on a full menu is still being offered, food is now served individually packaged. There is plexiglass protection between the bartenders and guests, ordering stations have been set up, and bar stools are places for socially distancing. Everything is sanitized frequently with protocols set up for everyone’s safety. The bar program remains in place with an expansive menu of complimentary cocktails and premium bar upgrade. The extensive complimentary program offers a full range of spirits, wines, and beers (local crafts beers on some markets) included in the guest membership. The menu also offers premium upgrades that can be purchased using cash, A points. Members using credit, or SkyMiles SkyMiles get a bonus since the purchase of a premium upgrade is only half of the number of miles used for the drink’s value. A Delta Sky Club beverage consultant and buyer, Brittany Chardin is the Head Shaker and CEO of Movers & Shakers, a bar and beverage consulting company based in B Atlanta that specializes in bar operations, total beverage program management, and beverage staff development. She has also

been a judge in PR&F in 2019 and 2020. “As a beverage consultant with large, multi-unit n a t i o n a l accounts, we are always looking for amazing quality spirits that may not have the marteam or E keting budget to be on our radar if not for events like the PR%F Awards,” says Chardin. “Once we tasted the century award winners Anna’s Kitchen Shrub and Hardy Legend 1863 Cognac, we were amazed by their quality and knew they would be a perfect fit for our client, Delta Sky Club. Both are featured in signature cocktails (the Million Miler and the Cran-Dragon Cooler) available at The Bar now, in addition to the silver award-winning Damrak as the complimentary gin offering.” Chardin’s background includes being an award-winning Certified Spirits Professional, Certified Bourbon Professional, CMS Certified Sommelier, spirits writer, and bartender. She is an active member of the United States Bartenders’ Guild. She has served as regional vice president on the national board of directors, the education, and nominating committees, as a judge for countless local and national wine, spirit, and bartender competitions, and is the founding president of the USBG Atlanta chapter. Assistance with ticketing and scheduling is available in Delta Sky Club, along with comfortable seating arranged for either socializing or working. The Gallery located in each Club exhibits the work of local artists in the cities Delta serves. WiFi is also provided. For more information, delta.com/us/en/delta-sky-club

visit:

D: David Hoemann, General Manager Operations & Experience, Delta Sky Club E: Brittany Chardin, Head Shaker and CEO of Movers & Shakers and Delta Sky Club Beverage Consultant and Buyer

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Meet the Judges Awarding-winning writer and host Jennifer English brings the action live.

Followers of the popular podcasts featured on the Food & Beverage Podcast Network (fbpodcasts.com) experienced the excitement of the 2020 PR%F Awards live. Multi-award winning broadcaster, writer, and culinarian Jennifer English hosted reports, interviews, trends, and reflections of other judges and participants throughout the two-day. The winners of the competition will also be broadcast on various New York City- and Los Angeles-based podcasts featured on the Food & Beverage Podcast Network.

## of professionals who make and submit the products for judging. As she states, for every submission, at least a handful of people are involved with its production.

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English is thrilled that the opportunity has opened up for the thousands

industry was really hungry for something like this that recognizes the passion, talent, and the true fine art in distilling and winemaking.”

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“I am so lucky that I was one of the participants when the PR&F Awards was born,” English explains. “I have watched this evolved to the incredible event it has become today. I am so proud of the effort of everyone involved. The

“What each submission of a product says to me is that they had a dream, it came true, and now they want to share it with the world. We cheer and celebrate it all.”

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English is a force in the food and beverage industry with her in-depth interviews and intellectual musings on the history, craft, and culture of all areas of food and drink. Awarded the prestigious The James Beard Foundation Award for Best Radio Show and the Gracie Allen Award from The Foundation of American Women in Radio & Television, English brought her unique brand and expertise as a judge for the 2020 PR%F Awards.

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representing CraftShack, !""#$%!&'() lends expertise to judging. !+,)+-.!"#/

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Thomas Mayer is steeped in beverages with numerous business ventures and took time to be a first-time judge for the 2020 PR%F Awards. CraftShack is an online marketplace platform that !""#$%!&'() lists spirits, wines, and !"#$%&'()* craft beers for local retailers around the country, with advice from Mayer’s discerning tastes.

“As a first-time judge, I found it new and exciting to be part of this judging and awards,” says Mayer. He discovered many outstanding beverages as well as niche market submissions without a mass appeal. He was aware of the growing trend of seltzers in the marketplace, so the number of submissions did not surprise him. “Seltzers are very hot right now, and we are being approached about listing these beverages on our website.”

## Mayer is also the president at Hospitality

Consulting Services, specializing in providing business advice and recommendations

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Thomas Mayer,

to new and existing hotel properties. He has over 30 years of experience in the hospitality and technology industries, business, and marketing. His expertise includes evaluating projects to recommend the best strategy for an effective ROI. Mayer also owns and operates a successful catering company, CBK Catering and Events, located in Tampa, Florida. Originally from Illinois, Mayer has lived all over the world, including Africa and Italy. Mayer owned and operated a hotel in Nassau, Bahamas, and has traveled extensively during his long career, always incorporating good food, great beverages, a healthy lifestyle, and outdoor activity.

“The PR%F Awards are going to become even more vital to our industry as it progresses. With the constant stream new beverage products hitting the market, PR%F Awards will be essential to guide people within the trade, the consumer at large, and the market as a whole toward the best of what is out there.” Mark Hefter,

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The MINT Tavern, judges during the 2020 PR%F Awards tasting.

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As a first-time judge in the 2020 PR%F Awards, Jabour says, “I am always looking for what is new. We tried to find the up-and-coming drinks like the seltzers before everyone knows about seltzers. I am excited to be a judge to discover new and different drinks.”

15 05

Steve Jabour, representing Specs Family Partners, understands the food and beverage industry, trends, and what guests want to drink. Based in Houston, Specs Family Partners sells spirits, beer, wine, bar supplies, and other products needed for a full beverage experience.

Jabour wanted to experience more than comfort brands and offer new drinks and flavors for people to try. During the judging period, Michael Politz, publisher of Food and Beverage Magazine, the title partner for the competition, walked to each judge’s table to offer an ahi tuna-flavored vodka. While Jabour admitted he would not personally drink it, he understands that customers will hear about the ahi tuna-flavored vodka and ask about it where they purchase spirits.

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First-time judge Steve Jabour, Specs Family Partners, discovers new tastes.

Family owned and operated Breakthru Beverage Group is a leading North American beverage wholesaler servicing the US and Canada. Hirsch brings his expertise as an award-winning restaurant general manager, sales director, and director of operations in the food and beverage industry, hospitality management, MICROS, hotel management, and wine.

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During the judging, Hirsch

One of the trends he discovered is how much people are drinking alcoholic beverages at home. “It is no longer a social function or restaurants that people go and indulge. In fact, the revenue in the wine sector in retail is up

according to our stats.”

“Innovative flavor products that have good marketing are hitting home with consumers. The Ready-to-Drink (RTD) product is the key part at the moment. Items that people can grab while shopping in supermarkets and convenience stores because they are working from home and they want something fast and accessible,” he says.

was surprised about the artificial flavors, colors, and sweeteners infused in submitted spirits. However, he is impressed with the general knowledge of the US consumers about spirits, wine, and beer. The public is now interested in higher tiers in choices for these beverages. Hirsch believes consumers can distinguish between a good product and those with added artificial ingredients.

It is the second year for Louis Hirsch, district manager for Breakthru Beverage Group, to judge the PR%F Awards. According to Hirsch, one of the biggest growths in submissions for the competition is seltzer.

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Louis Hirsch of Breakthru Beverage Group speaks of new trends.

He was impressed with a reposado, 120-proof rye whiskey, and banana cream liquor during his tastings.

“It doesn’t have to be new to impress me.

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Sean Hackney, Operating Partner of RLED, LLC, resides in Southern California. He returned as a judge for the 2020 Proof Awards. Sean is always looking for the newest emerging brands that have a unique twist.

For example, it was the outstanding quality of the rye whiskey that impressed us. It is very hard to find a 120-proof rye that offers great drinkability and quality. The reposado was exceptionally smooth and flavorable and can compete with some of the great reposados on the market.”

It was an incredible experience for Jabour to judge the 2020 PR%F Awards discovering

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new products, and experiencing the range of submissions.

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There are submissions that Jabour, with his expertise, sees as a very niche market with little mass appeal. As for trends, he was amazed at the number of seltzers submitted as that product continues to grow in appeal and demand.

“It is all about finding the right balance between flavor and ABV [alcohol by volume],” he says.

According to Doimo, he tasted more flavor-infused rums such as apple spice but still main-

As for trends for 2021, Doimo states that the market for tequila will remain strong and even grow. He would like to see the demand for rum to grow and for the consumer to embrace this spirit (again). Winning multiple times as Flair World Champion and Bar Artist of the Year, Doimo brings over 20 years of experience to the food and beverage industry. He understands what creates a great cocktail, whether to enjoy with food or sip on its own. Hank’s Fine Steaks & Martinis features handcrafted martinis, an extensive wine list, and other specialty drinks.

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Madrigal was amazed at how many of the brands of tequila was submitted as different styles produced with a different taste,

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First-time PR%F Awards judge Peter Madrigal, representing Celebrity Slots/Blingka, can be seen on television on Bravo’s Vanderpump Rules while sipping some of the best spirits in the country. He brought his expertise, nose, and tastebuds to sample some of the incredible submissions and a couple of misses.

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Peter Madrigal of Vanderpump Rules judges what PR F offers.

He was looking for submissions that really stood out in flavor and smoothness, maybe even giving a little aftertaste kick. Doimo was incredibly impressed with the submissions of rums in 2020.

tained the classic rum profiles. Doimo did not taste any gins that stood out or really stood out in his mind.

Dario Doimo once dazzled with his flair bartending, creating imaginative drinks with deft touch competing in Europe and the US. Recently, he changed career paths, becoming the Assistant General Manager at Hank’s Fine Steaks & Martinis for Station Casinos. Understanding cocktails is his business, and as a first-time judge for the PR%F Awards 2020, Doimo brings a unique perspective.

for judging.

, adds his flair

JUDGES !"#$%&'&"()

*(+',-$ Dario Doimo,

18 06

Boyd Gaming Corporation operates casinos, hotels, and the gins submitted in 2020 were restaurants across the US creat- very different from a traditional ing a great guest!""#$%!&'() experience gin spirits. He found it hard to !"#$%&'()* with different tastes in beverag- put into words why the brands es. TJ McNally, corporate submitted did not work for him director of beverage for Boyd and recommending them for Gaming, brought his expertise sale at his properties. developing beverage programs as a two-time judge for the However, judging the PR%F Awards allows him to try new 2020 PR%F Awards. products and discovered what is The two big trends he in the beverage market. “This witnessed were seltzers and enables me to connect more non-alcoholic beverages. “The with vendors and suppliers and seltzer category is just growing, offer the best beverages possiwhich is part of the ble for our guests.” ready-to-drink (RTD) boom in McNally’s hospitality experithe retail sector,” he says. ence includes positions with Resort Casino According to McNally, many of Foxwoods

look, and feel. Some worked and others didn’t for him, but he is always appreciative of new finds and taking risks. In fact, he was impressed with the submissions of rum and gin. “There was one gin with a purple hue that can be sipped straight. I personally would not recommend drinking gin straight, but I took a picture of this one so I could find out the name after the judging because I really liked it.”

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(MGM Grand at Foxwoods), Caesars Entertainment, Station Casinos, and almost five years at Boyd Gaming. He is also a Certified Food and Beverage Executive through the American Hotel & Lodging Educational Institute and certified through the Cicerone Certification Program.

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Founded in 1975, Boyd Gaming Corporation is one of the largest casino entertainment companies in the US, operating 28 properties in 10 states including Nevada, Illinois, Indiana, Iowa, Kansas, Louisiana, Mississippi, Missouri, Ohio, and Pennsylvania.

judging process. “It was a lot of fun, and the blind tastings made everything very interesting. I would wonder what was coming up next, what will I be drinking next, and what would I discovere.

Along with his successful career in several industries, Madrigal is now working on a second reality show while looking forward to his continued appearance on Vanderpump Rules.

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CLASSIC

•

TIMELESS

•

PERFECT FOR ANY OCCASION

SPECIALTY COCKTAIL MENU FEATURING CLASSIC, SEASONAL & DESSERT MARTINIS

• RECIPIENT OF THE WINE SPECTATOR AWARD OF EXCELLENCE 2013 THROUGH 2020

• WINE LIST FEATURING OVER 500 WINES FROM AROUND THE WORLD CLASSIC STEAKHOUSE ENTERTAINMENT NIGHTLY

KOBE BEEF EXPERIENCE

DAILY HAPPY HOUR

FRESH SEAFOOD

PRIVATE DINING ROOM

RESERVATIONS 702.617.7075

2300 PASEO VERDE PARKWAY, HENDERSON NV 89052

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## Meet the Judges !!

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Artist and Design Distinction Judge for the 2020 Proof Awards

“ I absolutely love seeing how creative these brands’ labels are.”

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F: Michael Godard, Artist, “Rockstar of the Art World”, and Design Distinction Judge for the 2020 Proof Awards, with LeeAnn Godard, Wife, Manager, and Assitant to Michael Godard.

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Blending music, art, and design, Jeremy Spencer offers a keen eye to Design Distinction.

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First-year judge Jeremy Spencer anticipated the creativity when he judged over 150 bottles, understanding that how a bottle presents itself on the shelf is just as important as the perfection of the beverage. He spoke about his judging experience in 2020.

How do you feel the bottle design influences the brand? Whatever your design is, that is your brand! That’s what your brand is known as, so it needs to be the best it can be. It’s okay to be influenced by other designs, but at least put your spin on it and try to make it as unique as possible.

What design trends stood out during the 2020 PR%F Awards? There were lots of similar styles and a lot that were pretty typical, but the ones that stood out were the ones that went the extra mile for creativity and ultimately won.

Jeremy Spencer’s reach in the entertainment world includes music, film, television, and books. He is the award-winning former drummer of the heavy metal band Five Finger Death Punch. Spencer is a New York Times best-selling author for his autobiography, Death Punch’d: Surviving Five Finger Death Punch’s Metal Mayhem. He is also a songwriter and producer. Artistically, Spencer uses his skin as a canvas, covering his body with expressive tattoos with design a natural extension of his creativity. His background in music influences his art and how he looks at branding and packaging.

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As an artist, tell us the importance of design and the consumer. Anything that’s eye-catching is going to get attention. Sometimes, even playing it safe works, but the things that really stand out are usually creative and eyecatching in a way that we haven’t seen a million times.

“Get creative and don’t cut corners.”

Rafa Schrader of Station Casinos catches the nuance of each bottle.

Innovative Packaging With so many options available—details matter. Designing a bottle from the initial stages gave the product unique characteristics that separated the product from the pack and created a memorable imprint.

Holographic Material Print technology continues to improve. Implementing that process only makes sense—holographic, metallic materials combined with special inks and printing techniques made for a very impactful design. Typography Typography brings out the personality of the brand. The overall trend in typography now is larger lettering and geometric fonts. Combining that with supplementary artistic typography created a visual complexity that drew me further into the design.

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Here are a few of the subtle yet elevating trends that stood out to Schrader:

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Schrader has been working in the advertising design industry since 1999—having accumulated over 20 years of experience in advertising, visual communication, marketing, and graphic design. With a degree in design communication from the University of Minnesota, Schrader has worked at various top agencies in Minneapolis prior to moving to Las Vegas to work as designer in the music industry. Schrader has been with Station Casinos for 10 years.

Judging over 150 bottles being judged on bottle labels, shapes, theme, color patterns, and creativity, Art Director for Station Casinos Rafa Schrader stated, “In this vastly competitive industry, there is an essential need to stand out from the crowd. There needs to be a way to innovate while maintaining a strong sense of aesthetic appeal and overall function. Half the battle is getting the consumer just to notice your product.”

JUDGES !"#$%&'&"()

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Design Distinction

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Move over Top Shelf Brands

Taste the fame with celebrity branded beverages.

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The 2020 PR%F Awards were packed with some of Hollywood’s most well-known and well-loved faces. From 50 Cent to Bob Dylan, the tastings wowed judges. If the PR F Awards country, hip hop, folk couple of badass actors their album cover could this.

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CELEBRITY BRANDS !"#$%&'&"()

*(+',-$ Snoop Dogg Indoggo Gin Indoggo Gin incorporates a laidback California style, a remix of seven premium botanicals infused with all-natural ingredients, including strawberry with a slightly sweet and fruity finish and no added sugar. Its nose is filled with citrus, berries, candied orange gumdrops, lemon curd, and dried strawberries. The flavor is bold with melon notes (notably cantaloupe) with hints of peppery juniper, strawberry, blackberry, and candied pineapple.

Lee Greenwood Soldier Valley Bourbon Whiskey

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Just LeDoux It Double Cask Straight Bourbon is a blend of a 4-year-old Indiana Bourbon then double cask finish it in the Just LeDoux It red wine barrels. It is then bottled with crisp, clean water straight from a Wyoming Rocky Mountain aquifer at over 7,600 feet in altitude. The finish offers rich dried raisin and bitter chocolate notes followed by a smooth, subtle, smoky finish.

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Chris LeDoux Just LeDoux It

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Soldier Valley Bourbon Whiskey consists of a variety of grains, including a blend of rye, wheat, barley, and corn. This bourbon is distilled slowly to yield a high natural spirit as it comes off the still. The bourbon rests to perfection in custom American white oak barrels.

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Courage +Stone is a line of 80-proof ready-to-drink craft cocktails mixed with premium American-made ingredients. No industrial alcohol, coloring, additives, or other short cuts !""#$%!&'() are used, and every ingredient is made in house and blended !"#$%&'()* onsite at the distillery in Brooklyn, New York. Best served chilled for a perfect cocktail every time.

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Aisha Tyler Courage +!""#$%!&'() Stone

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Jesse James Dupree American Outlaw

Jesse James American Outlaw Barrel Strength Tennessee Whiskey is distilled to perfection using the time-honored tradition of being charcoal mellowed and then aged in oak casks to achieve its smooth and full whiskey character.

Fifty Cent Le Chemin du Roi

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50 Cent’s Le Chemin du Roi brut champagne, which means The Kings Path, is a gleaming and vibrant pink champagne made with hand-harvested grapes from the vineyards throughout France’s champagne region. Its color is subtle, pale gold color with fine bubbles featuring a nose of apricot, white peach, and eucalyptus with flavors of stone fruit, toasted brioche, bay leaf, and white cherries on the palate. Its crisp finish combines subtle notes of citrus and minerals.

CELEBRITY BRANDS !"#$%&'&"()

*(+',-$ KISS Army Wines

Army Wines offers red and white wines for all tastes. Using a variety of grapes, the Cabernet Sauvignon is harvested at the optimum point, aged for six months in oak barrels, and then poured into collectible bottles. Its white wine is produced using the Eva grape variety with an intense aroma and floral notes.

"" Stephan Jenkins Summer Gods Summer Gods Blanco Tequila is produced using a classic process of a single distillery, blending sweet, sun-drenched agave with the herbaceous piñas from rich volcanic soil. Hints of mint, lychee, hibiscus, cedar, and flowering oregano undertones yield to notes of spiced caramel, plantains, and vanilla bean.

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Dos Hombres Mezcal is a unique blend of Espadin agave, hand-selected from the hillsides of Oaxaca, Mexico. The first offering is Espadin, named after the type of agave most commonly used for mescal with hints of apple, mango, local Oaxacan fruits, wood, and smoke. Dos Hombres Tobala’s taste comes from the Copal trees in the region with hints of plums, chocolate, and local lily flowers.

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131 05

Heaven’s Door Straight Rye Whiskey breaks tradition by finishing its Straight Rye Whiskey in toasted oak cigar barrels and then air-dried in the low-lying mountain region Vosges, France. This process results in smoother rye with notes of coriander, orange peel, and spice.

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Bob Dylan Heaven's Door Rye Whiskey

HAND-CRAFTED

BLOODY MARY MIX *

AMERICA’S #1 MEAT SNACK NOW HAS

FOUR THRILLING HAND-CRAFTED BLOODY MARY RECIPES! RANKED TOP IN THE NATION AT THE 2020 PROOF AWARDS!

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EPIC FLAVOR ADVENTURE! Inquire at Info@SpookyBeverages.com ©2021 LINK SNACKS, INC. All trademarks depicted are property of Link Snacks, Inc. Used under license by Spooky Craft Cocktails LLC *Source: Nielsen RMS, Total US xAOC+Conv, 52wk w/e 12/26/2020, Meat Snacks Category

The Fijian Islands are renowned for their pure water, nourishing the sugarcane growing in rich volcanic soil at the base of The Sleeping Giant Mountain. The hand-cut sugarcane is distilled

Century award winner, RATU Signature Rum for eight years. @RUMCOOFFIJI RUMCOOFFIJI.COM

RUM Co. of Fiji is proudly distributed in California by Republic National Distributing Company (RNDC) – please contact your local RNDC rep for further details. For other market enquiries, please contact Heath Baker: heath.baker@paradisebeverages.com.fj

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Thank## You

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to Our Sponsors

The PR%F Awards and!""#$%!&'() PR%F Awards Design Distinc!"#$%&'()* tion welcomes a number of sponsors to the 2020 judging and awards. The PR%F Awards title sponsor is Food and Beverage Magazine, with a media platform that is the most progressive resource in the food and beverage industry, reaching over 12 million monthly readers, as noted by Amazon’s Alexa rating system. Published by Michael S. Politz, Food and Beverage Magazine is an international staple in the restaurant, nightclub, beverage, and hospitality industries. Signature partner Delta Sky Club is a destination between destinations when traveling. The fresh and healthy fare on a full menu is offered, served individually packaged. There is plexiglass protection between the bartenders and guests, ordering stations have been set up, and bar stools are places for socially distancing. The bar program features an expansive menu of complimentary cocktails and premium bar upgrade. The extensive complimentary program offers a full range of spirits, wines, and beers (local crafts beers on some markets) included in the guest membership.

Opulent Wines & Spirits Distributorship of Las Vegas is a progressive spirits, wine, and beverage distributor located in the heart of Las Vegas. Opulent is always searching for new and innovative brands to enter the Las Vegas market and is led by John B. Harrison, CEO of American Beverage Ventures, and guest chief consultant.

The Original Brand is a spirits and wine marketing and consulting agency located in Las Vegas that guides new beverage brands through the myriad of opportunities in marketing, public relations, advertising, and business consultation. PR%F Live! showcases spirits and wine brands in an intimate interview setting with the owner and creator of exceptional brands with its host, James Beard award winner Jennifer English. Proof Live! is where listeners will hear the untold secrets of favorite spirits and wine brands direct from the creators and inventors. English will toast and talk to the faces and minds that develop the greatest bottles of booze while introducing the brightest, irreverent new brands on the shelves today. As listeners step into the Proof Saloon—tipple, sauce, poison, or swig making it dirty, dry, or neat—they will learn unbridled tidbits about the drinks and cocktails that everyone will love. PR%F Live! is part of the PR%F Awards, the ultimate spirits, wine, and beverage competition in Las Vegas.

*(+',-$

!"#$%&'&"()

The AAA Four-Diamond Award-winning Green Valley Ranch Resort features an extensive restaurant collection including Hank’s Fine Steaks & Martinis, Bottiglia Italian restaurant, Borracha Mexican restaurant, Tides Seafood/Sushi Bar, the Grand Café, Pizza Rock, and several casual dining options. The property’s gaming includes table games, bingo, race and sportsbook, and over 2,100 slots/video poker machines. There are almost 500 guest rooms and suites for guests with a 30,000 square-foot resort spa and salon. Other amenities include Kid’s Quest, a supervised childcare facility. Green Valley Ranch Resort is owned and operated by Stations Casinos.

NEAT (Naturally Engineered Aroma Technology) launched the NEAT Elite spirits tasting glass at the 2020 PR%F Awards in December 2020 as the official spirits judging glass for the PR%F Awards. Over 125,000 spirits are judged in a NEAT spirits tasting glass in other competitions, and more than 33,000 medals are awarded to exceptional quality spirits in a NEAT glass.

!""#$%$&'(')*+'$,*+*-./'

A Big

PR%F AWARDS 2020

A SPECIAL THANK YOU TO ALL OF OUR JUDGES

IT’S ALL IN THE NOSE

We can’t wait to see you this Summer for

!+,)+-.!"#/

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!""#$%!&'() Registration Dates: February 16, 2021 – August 21, 2021 !"#$%&'()* Private Judging Competition: September 21 & 22, 2021

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!""#$%!&'() PR%F Awards 2021!

!""#$%!&'()

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Entrant Fee: $495 per entry/brand* We request (3) bottles per entry, minimum 750ml or equivalent. *Includes entrance into two competitions – PR%F Awards Masked Tasting Competition and PR%F Awards Unmasked – The Total Package Competition We are also offering a specialty package which will include entry into both PR%F Awards competitions as well as a seven-minute streamed video on PR%F Live! hosted by James Beard Award Winner Jennifer English. In this video, Jennifer will conduct an in-depth interview with the brand maker about their brand. This is distributed to all PR%F Awards outlets and is given to the brand for your own personal use. For more information about this outstanding opportunity & pricing, contact proofawardsvegas@gmail.com.

All spirits must arrive at Opulent Wines & Spirits no later than Aug. 21, 2021 at 5 p.m.* Opulent Wines & Spirits. 4691 S. Valley View Blvd., Las Vegas, NV 89103 – Attn: The PR%F Awards

*If you already have distribution in Nevada, please contact your distributor directly to arrange for shipment to Opulent Wine & Spirits. International Entrants: If you are an international entrant without an importer to the US, contact our exclusive importer PARK STREET at competitions@parkstreet.com to arrange for import to the US.

Please contact us at 1-888-959-7260 or info@proofawards.com for more information. We make every effort to respond within 24 hours. PR%F Awards sequesters judges from across the United States for a two-day private tasting experience in Las Vegas – Each judge is a key buyer and decision maker in the spirits/wine industries. Our judges – all buyers – come from different facets of the industry: distributors, retail, restaurants, bars, nightclubs, resorts, airlines, liquor stores, box chains, and online distributors. When you enter the PR%F Awards, right out of the gate – buyers and decision makers taste your brand! PR%F Awards is open to all spirits brands – domestic or international, emerging or established favorites.

*(+',-$

!"#$%&'&"()

All winners receive a coveted PR%F Award medal (one for tasting, one for total package, if points merit a win); social media posts including PR%F Award framed graphics announcing that you entered, and winners, ability to use the PR%F Award logo and materials (no added licensing fees to use our graphics), and inclusion in Food and Beverage Magazine – now reaching more than 14 million readers monthly.

Las Vegas is a difficult and complex marketplace. But we know Vegas. Our on-the-ground sales support and marketing team has strong and proven industry in-market relationships. In fact, our success is relationship-driven. This gives us the edge when representing great brands like yours. Our boutique business model allows us to focus on select products and give them the attention that they may not get with most distributors who have their focus and commitments to their high-volume brands. We step in for you and give you the in-market sales & marketing support that you need to make a successful impact in the Las Vegas Market.

Our goal is clear: We work directly with your distributors sales team or you work with ours. We seamlessly take on the in-market sales management and marketing for your brand, working hand in hand with your distributor. Open new accounts Consistent relationship maintenance Weekly touch for reorders Schedule Pre-shift Staff Trainings and Tastings Signature POS placements Back Bar Reset Displays – management Feature Menu Placements Permanent Menu Placements

If you are looking to get your brand into Vegas - look no further than us! Call us today to discuss how ORIGINAL BRAND can help you!

The Original Brand | 10845 Griffith Peak Dr #2 | Las Vegas, NV 89135

(888) 959-7260

September 21 & 22, 2021 PR%F Awards 2021

THE ORIGINAL BUYERS COMPETITION Moving Brands Forward into the Marketplace.