COLLEEN BANKS Director of Business Development Director of PR%F and CPG Competitions Colleen@proofawards.com
MARGIT BOWN Director of Graphics
JACK FINN Senior Corresponent
LARA STONE Trade Show Editor
BRIDGET SLEAZAK Competition Coodinator
CONTRIBUTORS: Contact the Team: news@proofawards.com
George Manska Matthew-Lorèn Lindsey Mia Lavana
Brittney Agoncillo Devin Woodrow
PR%F the Magazine is owned and published electronically by The Original Brand, LLC. Copyright 2019 PR%F Awards and distinctive logo are trademarks and owned by The Original Brand, LLC. All Rights Reserved. No part of this electronic magazine may be reproduced without the written consent of PR%F the Magazine. Requests for permission should be directed to: ProofMagazineInfo@gmail.com. The information contained has been provided by such individual, even organizers or organizations. The opinion expressed in each article is the opinion of its author, organization or public relation firm.
Dear Readers,
We are thrilled to celebrate the 7th annual PR%F Awards Spirits, Wine & Beverage Competition taking place this month in Las Vegas, the preeminent stage where beverage brands connect directly with top industry buyers and decision-makers. This year’s field is one of the most dynamic yet, with a strong showing from whiskies and tequilas, along with a surprising number of white and dark rums, moonshines, and fruit-based liqueurs joining the mix.
At PR%F Awards, every judge is a buyer or key decision-maker from airlines, hotelcasinos, big box retailers, cruise ships, celebrity restaurants, nationally recognized hotel chains, grocery stores, and more, giving your brand an unparalleled opportunity to be tasted, rated, and considered for real-world placement. This unique buyers-as-judges format has solidified PR%F Awards as the premier competition where brands gain direct exposure to those who can put their products on shelves, menus, and beverage carts around the world.
Looking ahead to 2026, The Original Brand, LLC, our parent company, will expand its portfolio of competitions even further, including, for the first time, PR%F H20 – a dedicated water and functional beverage competition spotlighting still, sparkling, fruit, functional waters and energy drinks. The year will also feature separate spring and winter RTD competitions, a summer infused (THC, CBD) beverage competition, and will culminate with PR%F Awards 2026 on December 6 and 7, creating a year-round platform for brands to earn recognition and connect with buyers.
A heartfelt thank you to our Director of Competition, Colleen Banks, for her tireless hours, precision, and passion that keep every bottle, and score perfectly on track. Deep appreciation to our Creative Director, Margit Bown, whose vision and design magic bring the PR%F Awards story to life across every touchpoint. And to my zany, crazy-like-a-fox and brilliant business partner, Michael Politz, thank you for an incredible year of laughs, cheers, medals, and boundless creativity that continues to elevate this competition and community in ways words can barely capture.
Winners edition comes out in January….
Check us our at www.proofawards.com And if you have a shelf-stable food, visit us at www.cpgawards.com
Happy, Healthy Holidays and a beautiful New Year.
Cheers & Namaste!
MICHELE D. TELL Michele@proofawards.com
By Jack Finn
WHAT IS BA BOOZE?
Ba Booze is not your average drink—it’s a sparkling ready-to-drink made with Korean soju and packed with bold island flavors. While most RTDs give you just a hint of flavor, Ba Booze delivers the island vibe in every sip.
Ba Booze was created and is proudly owned by Native Hawaiians, blending the laid-back island vibe with the crisp, refreshing kick of Korean soju. The result? A drink that’s fun, flavorful, and made for everyone to enjoy.
Katie Mamaud is as pleasant and sunny a person as you’ll ever meet. But that day, she was angry. It was 2023, and she was on her way to watch her beloved Seattle Seahawks on television with family.
Katie’s not a big drinker, but she needed to pick up a couple of beverages for this occasion. She stood in front of a massive cooler inside a convenience store and scanned the options. Beer seemed too heavy, hard liquor too much, wine wasn’t quite right, none of the canned options looked good. Nothing fit her tastes or beverage needs. And that made her mad.
“I felt totally defeated,” Katie says. “I’m standing in front of these glass doors, looking at all these brands, and there was nothing for me. Yeah, it made me mad.”
That spark of anger, combined with Katie’s natural determination and drive, led her to take a leap of faith into an industry in which she had no experience and to try to solve this problem. Katie was going to create her own beverage and infuse it with the unmistakable vibe of her native Hawaii. The result is Ba Booze sparkling Soju, a smooth, sparkling ready-to-drink whose bold flavors and island aura have consumers swooning.
“Ba Booze just creates a fun, spunky, togetherness vibe,” Katie says. “It’s about friendliness and can be shared with anyone, anywhere. I think it brings people together to share the type of stories that last a lifetime.”
In the adventure of creating Ba Booze, Katie was joined by Trapper Perkins, a childhood friend with whom she reunited. Trapper is now her partner in the Ba Booze biz, and in life. The two are a couple and are on a joined mission to bring Ba Booze to the masses. But Trapper was not immediately convinced that jumping into the ready-to-drink spirits space was the right move.
“I’m more naturally entrepreneurial, and this seemed like a tricky endeavor and I just wasn’t sure,” Trapper says. “I kept coming up with reasons not to do it, to do something easier, and challenging Katie with the potential issues and problems. But every time I threw something at her, she came up with a solution. She was determined.”
That determination was not just to make a greattasting, easy-to-drink beverage, but to give it a distinct and unmistakable personality. And a brand name to fit it.
“In Hawaiian culture, a ‘babooze’ is a silly, goofy person,” Katie says. “It’s not a mean or derogatory word, it’s just meant to be playful, like you’d call your friend a goofball or something. And it also works because the flavor is so good, the alcohol might sneak up on you, but not in a dangerous way. In a playful, friendly way.”
Katie and Trapper both emphasize that Ba Booze can be enjoyed in virtually any setting. Well, almost.
“Maybe not in church!” Trapper says. “But hey, definitely after church!”
Katie adds: “Ba Booze has that Hawaiian spirit but it’s not just for Hawaiians or Asians. If you’re a soccer mom, a beachgoer, hanging out at a backyard barbeque, or just wanting to chill after a long day, Ba Booze is for you.”
Besides the island spirit, the key ingredient in Ba Booze is Soju, a light, vodka-type Korean liquor that Katie became fond of while living in Japan. It’s smooth and versatile, and the perfect mix for Ba Booze’s bold flavors, green grape and passion orange guava.
“It’s the most popular liquor in the world, outside the United States, but mixologists here are falling in love with it,” Trapper says. “So in high-end restaurants, you might not see it on the table but it’s in the cocktails.”
The Ba Booze boom has come quickly, but this is no overnight success story. Katie and Trapper were determined to get all the physical and spiritual ingredients just right. The formulation of the passion orange guava, for example, took a year and a half.
“It was painstaking and frustrating at times, but it had to be just right,” Trapper says. “Close enough was not good enough. We were creating a great beverage but also representing our culture. You can’t take the island out of the people.”
So what’s next for Ba Booze?
“Definitely more flavors coming, more events, more expansion,” says Katie, unable to hide her love and enthusiasm for the product and the adventure of seeing its popularity grow.
“We want to go nationwide!” she pauses. “Worldwide!”
Contact us:
BY JACK FINN
Photography by AllieBeau Creative
“We had no idea we’d get into wine, none, not on the radar,”
What if I told you that, as you’re enjoying the shockingly good flavor and quality of Square Peg’s award-winning canned Rosé with Bubbles, that you had a burglar to thank for the experience? In a roundabout way, naturally, but true. You see, when thieves broke into Brad Alper and his wife, Alanna Roth’s Los Angeles home a few decades back, it was the final straw for Brad and Alanna. They’d been thinking about moving to rural Northern California, and the burglary was the impetus they needed to make the move. They set out for bucolic wine country in the verdant Russian River Valley in Sonoma County, California. Getting into the wine business? Not under consideration. At all.
“We had no idea we’d get into wine, none, not on the radar,” says Brad, co-owner and co-founder of Square Peg. The reference to radar comes naturally and is unintentionally funny, as Brad was working as a commercial airline pilot at the time. “We weren’t wine people at all. In fact, the people who burglarized our house took everything except the wine. It even looked like they had popped a bottle open, taken a few swigs, and left it. That was our level of wine expertise.”
“After ten years in our country home, a 12-acre apple orchard next door came up for sale. Even though we had zero experience in agriculture, Alanna and I just looked at each other and said, ‘If we don’t purchase this property, we’ll regret it forever.”
Slowly, and with help from friends, family, a talented vineyard-management team, and a world-renowned winemaker, the vineyard began to take shape. They embraced dry farming, relying solely on rainwater that seeps deep into the soil. The results were remarkable: top-quality wines, available by mailing list only, started turning heads. And soon, the Square Peg property itself began drawing attention for its setting, its natural beauty, and its unmistakable aura.
Enter Alanna and Brad’s son, Alex. He grew up in the vineyard, driving a tractor long before he ever got behind the wheel of a car. After spending time at several wineries in a range of roles, he shifted to the corporate side, working for a major Napa Valley winery. Armed with a fresh MBA and years of hospitality experience, Alex returned to the family farm, becoming the indispensable piece Square Peg needed to shape a standout brand and an unforgettable wine-country experience.
“Visitors are always a little surprised at first,” Alex says. “They’re passing redwoods, and they don’t expect a vineyard. But once they’re here, there’s this feeling: coastal breezes, big open skies, incredible views. We want people to have a wonderful time. I know it sounds cliché, but our visitors really are like family. Some of them have been coming for years, and it feels like a home away from home.”
“We’ve
been in the wine world a long time, so we thought, why not take everything we’ve learned and make a wine that truly tastes incredible, then put it in a can…”
Making the ambiance even more spectacular is the remarkable artwork that fills the tasting room and surrounding spaces at Square Peg. Every wall and every corner feel intentional and alive. The visual experience comes from the hand of Alanna Roth, Brad’s wife and an accomplished, widely collected artist.
Alanna began her creative career in ceramics, honing a mastery of form and texture that later shaped her evolution into bronze sculpture and, ultimately, large-scale oil paintings. Her sculptor’s mindset is unmistakable. “As a sculptor, she naturally sees the world in three dimensions. That perspective shows up in her paintings, every piece has this incredible depth and texture you can feel from across the room,” Brad says.
Her work brings a powerful sense of movement and dimensionality to the environment, transforming the tasting room into a gallery that elevates the entire Square Peg experience. (www.alannaroth.com)
So, the family had a breathtaking winery, a reputation for first-class customer service, and a product collecting rave reviews, prestigious awards, and a loyal following. Does branching out into the canned wine space sound like the logical next step? It did to Brad and son Alex.
Brad says the foray into cans made perfect sense considering the state of the market.
“We’ve been in the wine world a long time, so we thought, why not take everything we’ve learned and make a wine that truly tastes incredible, then put it in a can that feels premium, a little luxurious, and honestly just fun to hold? And we already had a name people wouldn’t forget.”
It turns out making great wine in a can isn’t as simple as, well, filling a can with wine. We quickly learned there’s a whole lot more to it. So, we said, “Let’s do it the right way and see where it takes us.”
“We’re incredibly grateful to be working with one of the finest winemakers and winemaking teams on the planet. And partnering with the design team at CF NAPA, honestly, they’re magicians…”
Alex adds: “From the very beginning, we aimed to create a premium offering, with high-quality grapes and winemaking processes, and it’s really rewarding to see the customers’ positive reactions.”
Brad echoes Alex’s joy in watching customers react to the canned wines which, among many other awards Square Peg has won, recently was awarded a perfect 100-point score and took Best of Show in the PR%F Awards.
“The tasting room ended up being the perfect proving ground for our cans. We get visitors from all over the world, serious collectors, total beginners, and everyone in between, so we had this incredible built-in way to see how people reacted. We poured thousands of cans, and by our fourth canning run, we knew we’d really nailed it.
“People genuinely love this wine,” says Brad. It’s being poured at the most exclusive golf club in San Francisco and at neighborhood pizza spots. It’s priced right, it looks great, it tastes amazing, it’s portable, recyclable, and at just under two-and-a-half glasses, it’s the perfect size for sharing. Restaurants also love it because the value works beautifully for their by-the-glass programs.
“If we poured it in a crystal flute, you’d never guess it came out of a can, and we’ve actually done that, just to see people’s response. They think it’s champagne because of how the bubbles flow across the palate, the balanced acidity, it’s perfect. Now we have people ages twenty-one to ninety-one enjoying it in every setting. It’s just one of those magical things; it hits all the notes,” says Alex.
If the Square Peg wines, canned or otherwise, hit all the right notes, then they’re a reflection of the family and how they’ve navigated an adventure that started with a burglarized home and has bloomed into a wine experience that benefits from each of their individual areas of expertise. Entrepreneurship, business acumen, and artistry.
“It’s been a long road to get to where we are now,” Alex says. “But the opportunity to build a family business has really brought us together, and we’re excited to share our passion.”
Brad adds, “We’re incredibly grateful to be working with one of the finest winemakers and winemaking teams on the planet. And partnering with the design team at CF NAPA, honestly, they’re magicians. On top of that, one of my oldest and dearest friends believed in us early and helped us get Square Peg off the ground.
“If any one of those pieces were missing, this whole thing wouldn’t work. Square Peg Rosé with Bubbles is a team effort through and through. It’s a true, authentic, family business, and that’s what makes the success so special.”
ROSÉ WITH BUBBLES
BRAND STORY
Square Peg is a Sonoma County Winery known for Premium, dry-farmed estate wines. Our Rosé with Bubbles brings that same quality in a can so great wine can go anywhere.
PRODUCT DETAILS
• Category: Ultra-Premium Canned Sparkling Wine
• Varietal: Non-Vintage Red Blend
• Format: 355ml / 12oz sleek can
• Alcohol: 12.0%
• Cases: 24 cans per case
• 2.4 glasses per can
WHY CUSTOMERS LOVE IT
• Premium wine, value price
• Bright strawberries, stone fruit, citrus blossom, crisp bubbles
• Perfect for pools, picnics, concerts, the beach, boating, hiking, BBQ, and more
• Eco-friendly aluminum; zero breakage; efficient shipping
TO ORDER SAMPLES OR FOR MORE INFORMATION, CONTACT sales@squarepegwinery.com
WHY BUYERS LOVE IT
• 2025 PROOF Awards Century Award – 100 Points, Best of Show
• 2025 Experience Rosé – Gold Medal
• 2022 & 2024 Proof Awards – Double Gold & Gold
• Same winemaking team as our premium bottled program
• Exceptional gross margins across all channels
IDEAL FOR
• Distributors
• Retailers
• Resorts
• Events
• Festivals
• Restaurants
The Rosé with Bubbles can design brought Square Peg into an exciting new category. The sleek, ultra-premium look leveraged key brand elements from the still wine packaging, resulting in a fun, yet sophisticated brand extension.
BRITTNEY “B.A.” AGONCILLO
Director of Operations | PR%F Awards Specialty Lead Judge, Infused Beverages
Las Vegas, Nevada
In a city that defines excellence by experience, Brittney “B.A.” Agoncillo has mastered the art of operational elegance. As one of the Lead Judges for the PR%F Awards, she stands at the forefront of the infused beverage movement, where craftsmanship meets compliance and luxury meets innovation. With more than fifteen years of leadership across highly regulated industries, B.A. has redefined how modern operations blend business intelligence with brand identity. As Director of Operations at Jardín Premium Cannabis Dispensary, she oversees one of the nation’s most celebrated retail environments, recognized as Best Dispensary, Most Inclusive Workplace, and Best Company to Work For in Nevada. Through her strategic vision and people-first leadership, Jardín continues to set the standard for premium retail experiences by combining sophistication, culture, and community impact in every detail.
B.A. brings executive precision and creative intuition to the judging process, evaluating infused beverages through the lens of both artistry and analytics. Her philosophy is rooted in the belief that true luxury is multi-dimensional:
“Luxury isn’t about what’s in the glass. It’s about the feeling it leaves behind, the standard it upholds, and the story it inspires long after the taste fades.” -B.A.
Her influence extends far beyond the judging table. As a respected voice in both the cannabis and hospitality industries, B.A. speaks at universities, mentors emerging entrepreneurs, and collaborates with innovators to elevate the standards of infused products across global markets.
Looking ahead, Brittney plans to expand her influence at the intersection of food, beverage, and cannabis. She is developing initiatives that unite data intelligence, education, and experiential hospitality to elevate how consumers experience infused products. Her long-term vision is to shape a new era of luxury wellness, where infused beverages are not an alternative but the next evolution of fine dining and modern indulgence.
For Brittney Agoncillo, the future of flavor is powered by purpose, and every pour is an opportunity to redefine excellence.
By Jack Finn
Uncle Ed’s Damn Good Vodka stole the show at the PR%F AWARDS 2024 in Las Vegas, clinching first place with a tidal wave of success, winning
for both taste & design.
Double Gold
Damn Good Vodka
Jammin’ Jackfruit
Gold
Damn Good Vodka Classic Vodka & Orange Blossom
Silver
Damn Good Vodka
Dragon Berry
Double Gold, Gold, and Silver medals
If you take a sip of the incredibly smooth, flavorful Uncle Ed’s Damn Good Vodka, and maybe close your eyes and breathe deeply, you can sense his presence. Uncle Ed himself. He passed from this world in 2021, but the things he stood for remain. In memories, in the community, and in the vodka that bears his name.
“I think he’d be so proud,” says Josh Cravalho, COO of Uncle Ed’s. “Giving back, leaving a footprint...” he pauses. “Yeah, he’d be real proud.”
Ed Kerpa didn’t just love Hawaii, he lived for it. Though not a native, it was as much a part of him
as his trademark grey beard. He loved the people, the land itself, the spirits of Aloha and Ohani. When he and his brother Walter decided to craft vodka on Hawaii’s big island, they were looking to create something much more than a drink. They wanted a movement, something that honored their land and their culture.
“It’s everything to us, having our culture celebrated, repping our culture, to perpetuate the Hawaiian spirit and feel the love for Uncle Ed and the islands,” Josh says. “The vodka is an amazing product, it gives the taste of Aloha, you can feel the spirit in the drink, like telling the story of Hawaii through Uncle Ed. Amazing.”
But with Uncle Ed’s passing, the future of the burgeoning vodka enterprise was murky. That is, until a band of immensely talented Pacific Islander musicians stepped up to join Uncle Ed’s movement and take it to the next level. The Common Kings were popular and had been nominated for a Grammy.
But like Uncle Ed, it was love of the islands and the Aloha spirit that drove them. Josh Cravalho considers the band members family. He calls them “the boys.”
“The boys wanted to honor his legacy, take it to another level, and honor the community,” says Josh. “The boys are really humble, really grateful, and they took the vodka and ran with it.”
The Common Kings have fused their Polynesian reggae roots with a distinct pop sound that earned the Grammy nomination for their album Lost in Paradise. Now, they promote Uncle Ed’s Damn Good Vodka at their shows with massive signage throughout the venue. It’s not something they’d do if they didn’t believe in the product. Or its cultural relevance.
“Uncle Ed had gifted them some of the vodka when he met them early on,” Josh says. “When he passed, they wanted to keep his legacy going, keep that vodka flowing.”
A tragic opportunity to do just that emerged with the devastating fires that ravaged Lahaina and other parts of Hawaii in 2023. With residents camping out in parks, their homes destroyed, the band members passed out bottles of Uncle Ed’s and performed an impromptu concert to try to lift the people’s spirits.
That generosity toward the community is reflected still. The Common Kings and Uncle Ed’s both support the Kīnā’ole Foundation, which uplifts native Hawaiian communities.
But none of it – the good community work, the carrying on of Uncle Ed’s legacy, the spreading of the Aloha spirit – would be possible if the product itself wasn’t first class. The quality of Uncle Ed’s Damn Good Vodka has been reflected most recently with Gold and Double Gold recognition at the PR%F Awards. All four flavors: Classic, Dragon Berry, Jumpin’ Jackfruit and Orange Blossom, got rave reviews.
That commitment to quality is still in the family. It’s maintained for Uncle Ed’s by none other than Jordan Kerpa, Uncle Ed’s nephew and the company’s Master Distiller.
“There’s no sugar, no GMOs, only 76 calories, man, it’s high quality,” Cravalho says. “That’s why it has that name. Every time someone would try it they’d go ‘maaaan, that’s damn good!’
MIA LAVANA
Director of Jardín University | PR%F Awards Specialty Lead Judge, Infused Beverages Las Vegas, Nevada
Mia Lavana is an American poet, actor, and culinary-cannabis tastemaker who bridges the worlds of flavor, culture, and elevated sensory experiences. With a background in business and a career rooted in creative expression, Mia has become a leading voice in the thoughtful integration of gastronomy and cannabis, approaching both with the refinement and intention found in Michelin-caliber dining.
As the Director of Jardín University, she helped shape forward-thinking education around terpene profiles, sensory evaluation, and the culinary and beverage experiences associated with cannabis. Her approach draws inspiration from the precision of tasting, where aroma, texture, mouthfeel, harmony, and emotional resonance are appreciated with care and discernment.
Mia is known for her refined sensory perspective, narrative approach to flavor, and her ability to translate tasting experiences into meaningful storytelling. She seeks craftsmanship, intention, and a memorable finish. Qualities that distinguish truly exceptional products and experiential design.
She joins the Pr%f Awards as a specialty judge, offering a perspective that blends culinary appreciation, cannabis expertise, and a storyteller’s sensitivity to flavor, craft, and elevated experience. Her judging philosophy celebrates innovation grounded in integrity, where every nuance contributes to a curated and unforgettable sensory journey.
Mia Lavana
Jardín University Director mia.lavana@JardinCannabis.com Ph: 424.373.15338 2900 East Desert Inn Road., Las Vegas, NV 89121
GIESEN 0%: Premium
New
Zealand Winemaking Leading the Future of Non-Alcoholic
Wine
BY JANE GOLDBERG
Giesen 0% has become one of the most influential names in the non-alcoholic wine category. It is now the number one premium non-alcoholic wine brand in the United States by value, driven by New Zealand craftsmanship, technical innovation, and a commitment to producing authentic wine without alcohol. Although still relatively new in the US market, its impact is significant and expanding rapidly.
The Giesen story began in 1981, when brothers Theo, Alex, and Marcel Giesen established their first vineyard in Burnham before setting down roots in Marlborough, where they produced their inaugural Sauvignon Blanc in 1984. Drawn to a landscape defined by purity, glacial soils, and cool coastal influences, they went on to build an international reputation for quality over the next four decades. That heritage now underpins the winery’s leadership in the modern non-alcoholic wine space.
Proven Winemaking Meets Modern
Innovation
Giesen treats non-alcoholic wine as a premium category in its own right. Every Giesen 0% wine begins with the same process used for fullstrength wines. Fermentation is completed, developing flavor, texture, and aroma, before the alcohol is gently removed.
Giesen was the first New Zealand winery to invest in its own Spinning Cone technology. This method distills aroma first, then removes alcohol at low temperature. The preserved
aromatics are blended back with the dealcoholized wine along with a small amount of grape juice for balance. The result is a range of varietally expressive wines containing not more than 0.5 percent alcohol by volume and only 19 to 33 calories per 5 oz serving. This approach creates non-alcoholic wine with authentic structure and varietal clarity, differentiating Giesen 0% from many products entering the category that may be unfermented or not produced using traditional winemaking techniques.
The portfolio has expanded quickly since its first release in 2020. Sauvignon Blanc, the original benchmark, has grown into a complete range including Rosé, Riesling, Pinot Grigio, Chardonnay, Premium Red, Sparkling Brut, and new Spritz innovations in bottles and 250ml cans. It is now one of the most comprehensive premium non-alcoholic wine lineups available.
A Category Growing at Pace
The non-alcoholic wine category is expanding rapidly. Globally, the segment was valued at USD 2.26 billion in 2023 and is forecast to grow at a 7.9 percent CAGR through 2030 (Grand View Research, 2024). In the United States, broader no-alcohol beverage consumption is projected to grow at an 18 percent volume CAGR from 2024–2028, reflecting a long-term moderation shift (IWSR, 2024). Off-premise sales of non-alcohol products rose 31 percent year over year in 2024 as retailers expanded their zero-alcohol assortments (NielsenIQ, 2024).
Against this backdrop, Giesen 0% is outperforming the category. Nielsen Wine Scan Data (17/5/25) confirms Giesen as the number one premium non-alcoholic wine brand in the US above $12 by value, growing 32 percent year over year and delivering a higher average selling price than the category overall. This combination of strong category momentum and brandleading performance highlights the commercial opportunity for premium, wine-quality offerings in the 0 percent space.
A Compelling Choice for Trade and Hospitality
As consumer interest in mindful drinking continues to rise, buyers are seeking partners who can deliver quality, reliability, and a breadth of styles that feel authentic to the wine experience. Giesen 0% offers a portfolio shaped by four decades of New Zealand winemaking expertise, supported by advanced dealcoholization technology and a consistent
track record of category leadership in the United States. From core white varietals to sparkling and Spritz innovations, the range supports multiple drinking occasions while meeting growing expectations for flavor, balance, and provenance. With strong repeat purchase behavior and increasing visibility across retail and on-premise channels, Giesen 0% is helping set a new standard for what 0 percent wine can be.
Mary Ferraro, Giesen Group, Vice President – Commercial, USA
Mary.ferraro@giesengroup.co.nz
Brothers Theo, Alex, and Marcel Giesen
TASTE
RTD VODKA
RTD CIDER
MOST INNOVATIVE RTD
RTD ASIAN SPIRITS
RTD WINE
RTD TEQUILA
BRONZE WINNERS • READY-TO-DRINK • CATEGORY: TASTE
DESIGN
RTD DESIGN
CENTURY AWARD 100-POINT WINNERS • READY-TO-DRINK • CATEGORY: DESIGN
How America Learned to Love Ethanol Burn & Why Science Says It’s Time to Reconsider
For decades, the American drinking public has learned—through repetition rather than evidence—to associate the nasal burn of ethanol with quality in whiskey, bourbon, rum, and tequila. The idea did not emerge from chemistry, sensory science, or controlled experiments. It developed culturally, shaped by tradition, reinforced by the language of strength and authenticity, and cemented by a single piece of hardware almost no one questioned: the tulip-style glass.
Tradition Mistaken for Truth
When a convenient explanation appears early in a field, it often becomes permanent by default. History offers countless parallels—Aristotle’s Earth-centered universe, centuries of medical bloodletting, and other confident errors that persisted simply because no one doubted them. Einstein put it plainly: once a concept proves helpful, “we forget its earthly origins.” Confucius echoed the caution millennia earlier: real knowledge requires recognizing the limits of what we think we know.
The same dynamic shaped the spirits’ world. Before modern sensory science developed the tools and discipline to analyze aroma delivery, specific vessel shapes gained acceptance for reasons that were never scientifically validated. Once popular, they solidified into doctrine: narrow is better, concentration is desirable, intensity must equal quality. Few paused to ask whether the tools were fit for purpose.
By George Manska CSO, CR&D, Arsilica, Inc., Sensory Researcher, Inventor, Entrepreneur
How Glassware Distorted Expectations
The tulip and Glencairn-style glasses became the unquestioned standard in the United States. They were adopted under the assumption (phrased with authority but unsupported by physics) that “concentrating” aromas heightens perceptual accuracy. In high-ethanol beverages, the opposite is true. Ethanol is highly volatile and a trigeminal stimulant. Narrow chimneys trap it, accelerate it, and deliver it straight up the centerline of the nose at concentrations far above what human olfaction is equipped to handle. What the tulip actually concentrates is ethanol irritation: nasal heat, anesthetic effects, and threshold shifts that blur the ability to
detect nuanced congeners such as esters, phenols, aldehydes, terpenes, and oak-derived compounds.
But because the entire drinking culture was calibrated to the tulip, this distortion became the expected experience. Drinkers assumed the burn came from the spirit rather than the vessel. Distillers and reviewers adopted language that praised “heat,” “bite,” and “kick,” implying quality where there was only excess pungency. A whiskey lacking aggressive ethanol was judged as weak or simplistic, even when its calmer profile reflected greater compositional balance..
Over time, the public learned not only to expect the burn but to crave it. The sharpness felt like proof of authenticity. The sting became the confirmation ritual. This became a circular logic: the glass made the ethanol overwhelming, the drinker interpreted the overwhelm as a mark of seriousness, and the market reinforced the preference.
Science Arrives Late
Modern sensory science eventually caught up to the reality distillers had long experienced anecdotally: the glass shape is not neutral. It is a variable that shifts the data before the evaluator even begins. Vessel geometry governs vapor stratification, ethanol dispersion, and the order in which molecules reach the olfactory epithelium. A small design change can either reveal complexity or destroy it.
about true character. Consumers spent generations forming opinions about distilleries, categories, and brands based on incomplete sensory information. The tragedy of an accepted error is not the original mistake; it is the generations who build upon it without knowing the foundation was flawed.
Re-Examining the Instrument: Glassware as Sensory Equipment
The discussion of glassware is not a matter of marketing preference or aesthetic style. It is a question of sensory integrity. A tasting glass should be treated as an instrument: it either helps reveal the spirit’s data or it distorts it.
“NEAT
Glass enhances delicate flavors of creative cuisine and displays the spirit for complete appreciation of a pairing without overpowering alcohol aromas”
In other fields such as wine and perfume, this truth was recognized earlier. In spirits, high ethanol levels delayed the scientific scrutiny. The industry relied on tradition, authority, and heritage instead of empirical testing. By the time researchers began systematically examining vapor behavior, the tulip had already become institutionalized—used in competitions, tastings, bars, and homes, without question or experimentation into alternatives.
– A. STRATTA Culinary Dir. True West
Hospitality
A Missed Century of Experimentation
Had science intervened earlier, the assumption that narrow rims enhance spirits would never have survived controlled testing. Simple vapor-dispersion measurements demonstrate that narrow chimneys increase ethanol concentration at the nose, suppress heavier aromatic compounds, and mislead the drinker
The NEAT glass, introduced in 2011, was the first vessel designed from the ground up using ethanol physics, human olfactory physiology, and actual vaporbehavior studies. Its purpose is not to create a brand identity, but to correct a sensory bottleneck: the dominance of ethanol at the rim. By encouraging natural aroma diffusion—lower mass ethanol outward, higher mass aromas inward—it restores access to aromas that traditional tulips hide or mask. But the principle extends beyond any single design. Any vessel that reduces ethanol concentration, lowers vapor velocity, broadens headspace, and allows natural diffusion will improve sensory accuracy. Glassware shape is not a matter of allegiance; it is a matter of physics.
As more laboratories, distillers, and research groups contribute data, future designs may surpass the current solutions. What matters is an open posture toward evidence and a willingness to challenge inherited assumptions.
Reclaiming True Quality
The public has been taught to equate ethanol burn with quality, but ethanol intensity is a distraction and irritant, not a metric of craftsmanship. The true
George Manska: How America Learned to LoveEthanol Burn & Why Science Says It’s Time to Reconsider
markers of quality are coherence, balance, and the spirit’s ability to express its identity—encompassing grain, fermentation, distillation choices, maturation, and age. High ethanol up the nasal pages, reinforces force over fidelity.
Once drinkers try a scientifically designed glass, the revelation is immediate: the burn and irritancy fade, complexity appears, and the spirit shows its authentic structure. They discover aromas they never knew existed in bottles they believed they understood. Only then do they realize how severely the tulip has filtered their experiences and choices.
Summary: Science Finally Steps Into the Room
Science arrived late to the world of spirits evaluation, and for decades, tradition filled the void. The public learned to treat ethanol burns as a quality issue because the dominant glassware made it unavoidable. Now that sensory science has exposed the physics of vapor behavior, it is time to reconsider the vessel. Improving drinking enjoyment begins with understanding that the glass is not a passive container—it is the first tool of perception. When the tool is correct, the spirit finally speaks for itself. Science drives Evolution. Taste the truth with NEAT (Naturally Engineered Aroma Technology).
Mission: Replace myth and misinformation with scientific truth through consumer education.
george@arsilica.com 702.332.7305
www.theneatglass.com/shop
PRed Eye Louie’s partners with Texas-based COAM Beverage to supercharge expansion
artnership expands access to Red Eye Louie’s award-winning blended tequilas and accelerates IMMORAL Spirits rollout
Red Eye Louie’s announced a new Texas distribution partnership with COAM Beverage. The collaboration strengthens a 14year brand legacy in the state with modern scale, delivering stronger coverage, faster velocity, and wider reach for both Red Eye Louie’s blended tequilas and the IMMORAL Spirits line.
“Texas has supported Red Eye Louie’s for more than a decade and partnering with COAM Beverage gives us modern muscle in market,” said Tyler Morgan, Vice President of Sales and Marketing at Red Eye Louie’s.
“If the world’s best-selling spirit, Jinro, trusts COAM, we are stoked to join that roster and make our bottles even more accessible to Texans across the state.”
COAM Beverage is widely recognized for its leadership with Asian spirits, including Jinro, Tokki Soju, and Homare. Adding Red Eye Louie’s brings a unique Gulf Coast inspired craft perspective to the portfolio and a proven set of award winners that already resonate with Texas consumers.
“We are thrilled to welcome Red Eye Louie’s Spirits to COAM,” said Chris Kim, Vice President at COAM Beverage. “Their award-winning blends meet today’s cocktail culture and the flavor-forward trends Texans love. We are excited to scale this quickly.”
Red Eye Louie’s blended tequilas have been Texas staples for more than 15 years. With COAM Beverage’s statewide network, the brand expects stronger retail coverage, deeper on-premise placement, and a significant lift for IMMORAL Spirits.
Find out more about this partnership and where to find Red Eye Louie’s in Texas: RedEyeLouies.com/texas
About Red Eye Louie’s
Red Eye Louie’s is a family-run spirits house founded in 2011, known for pioneering blended tequilas that pair premium tequila with other major categories. The lineup includes VodQuila, RumQuila, WhisQuila, IMMORAL Vodka, IMMORAL Gin, IMMORAL Spiced Rum, and Tequila Plata. Products
are award-winning, shelf-ready, and built to spark curiosity while delivering quality in the glass.
About COAM Beverage
Founded in 2009, COAM Beverage is a woman-owned, family-operated Texas distributor led by President and Founder Kasey Kim, with locations in Dallas and Houston. COAM offers a diverse selection from beer to premium spirits and is known for bringing category leaders and distinctive imports to market with knowledgeable, hands-on service.
For more info, visit redeyelouies.com
THE DRINKABLE SPACE
Introducing what’s
JUAN, PLEASE:
After waiting a long time for some liquor brand to create good arnold palmer style cocktail to no avail, Jaun, Please decided to create their own. A perfectly balanced mix of Mexican Culture and New York Style come together to create this delicious Ready-to-Drink cocktail of Tequila, Lemonade and Tea! With high quality ingredients that come together to create bold flavors, this convenience friendly cocktail is becoming a favorite for get togethers and in bars all over the east coast! These noncarbonated drinks only have one gram of sugar and are gluten free to support people with different health needs!
Visit https://www.drinkjuanplease.com/home
GARDENISTA READY TO ENJOY A COCKTAIL:
With so many ready-to-drink beverages available, the good ones have something special that sets them apart. Gardenista is very special as it is known for its delectable flavors and has been recognized multiple times in the industry, winning awards and medals from various competitions, including the PR%F Awards. The flavors provide earthy feelings like you have just stepped into a magnificent garden. Gardenista is currently available in a few states but is expanding its operations as we speak!
Visit https://drinkgardenista.com/
WATERLOO GIN:
Waterloo Gin is a deliciously crafted gin that strayed away from traditional London dry gin Methods resulting in a beautiful taste, aroma and smooth finish, however it represents so much more than just a well made liquor. Waterloo was created with one intention, to pay homage to the beautiful hills of countryside Texas. While keeping this magnificent landscape in mind, they started on a journey to create an alcohol as beautiful and charming as the scenery itself. With the name being the original name of Austin and accompanied by its bold, lovely and distinctive flavors, I believe that Waterloo Gin does it justice.
Visit https://www.waterloogin.com/
WORLD WHISKEY SOCIETY:
World Whiskey Society has recently announced a new edition to their holiday collection! A 16-year Kentucky Straight Bourbon with delicious, bold flavors while having a very smooth, silky finish. This Kentucky Bourbon is a tribute the the Wild West and all of the beautiful, crazy legends and stories it has to tell. Due to it’s long aging process it has a very spicy and sweet, warm and inviting aroma as well as complex but balanced, bright flavors.
Visit https://worldwhiskey.com/
the industry. By Devin Woodrow
8ZERO5 NON-ALCOHOLIC BEER:
With all of the health trends happening, where is the space for classics that used to be our favorites? A beer like 805 has been around for a long time and has become a staple in many places. No need to question what to do; 805 now has you covered. They are bringing you their classic beer with no alcohol, so you no longer need to pick between your health and having a good time with your favorite drink. The perfect blonde-ale dupe will give you that same California fresh beer feeling with no hangover. Enjoy!
Visit 805beer.com/beer/8zero5
HELLO SOJU:
Around the world there many different types of alcohol and traditions surrounding them. Oftentimes these beverages will make their around the world, being discovered, loved and integrated into many peoples lives’ around the world. Food and beverage is a beautiful way that we as humans connect. Soju is a Korean Alcoholic beverage that is starting to be loved by consumers in the United States. Perfectly breaking out and being discovered, Soju is on its way to becoming a well-known form of alcohol. Bringing a beautiful edition to the world of Soju is Hello Soju, a brand reacquainting the United States with sparkling Soju, and one that is beyond compare that is. Featuring perfectly crafted notes of melon, citruses and sweetness, this is sure to be loved by all.
Visit https://hellosoju.com/
YACHT WATER:
Yacht Water, also called “The Official Drink of Drinking” on its website, is a simple cocktail with four ingredients. Its creator was craving a refreshing and ready to drink cocktail that tasted great but wasn’t full of chemicals. Created with the perfect combination of just four ingredients: Pedro Furtivo Tequila, lime juice, sparkling water, and sea salt, this classic is perfect for a night out, hanging out with friends, or even just staying in. The canned cocktails are of premium quality and contain no extra unnecessary ingredients such as artificial additives. It also comes in Yacht Water Jalapeno, which is very similar but includes fresh jalapenos.
Visit https://drinkyachtwater.com/
ETTE FLORA ROSA:
Imagine roaming the luxurious Rose fields throughout Bulgaria. The unique and refreshing aroma, the silkiness of the petals on your fingertips, the comforting bright pink color of the petals. Ette perfectly captures this essence in their Rose flavored vodka Flora Rosa. Made with real rose petals from Bulgaria, all natural flavors, and sustainable, locally sourced corn, this is a taste you can love and feel good about. For even more sustainability the bottle becomes a vase for flowers after use. As well as an interesting flavor and aroma profile, Flora Rosa is distilled 6 times using a unique distilling process which elevates the flavor further and brings out the delicious and distinct flavor of the roses.
Visit https://www.ettespirits.com/
THE DRINKABLE SPACE
TASTE
AWARD 100 WINNERS • INFUSED BEVERAGE • CATEGORY: TASTE
CENTURY
AWARD 100 WINNERS • INFUSED BEVERAGE • CATEGORY: TASTE
CENTURY
AWARD 100 WINNERS • INFUSED BEVERAGE • CATEGORY: TASTE
CENTURY
AWARD 100 WINNERS • INFUSED BEVERAGE • CATEGORY: TASTE
CENTURY
DESIGN
The Multihyphenate King of Music, Media, Philanthropy, & Now, Spirits
By Michael Politz, Publisher Food & Beverage Magazine
Curtis “50 Cent” Jackson has long been a master of reinvention. From global hip-hop domination to producing award-winning television and film franchises, Jackson has evolved from artist to architect—building an empire that spans entertainment, business, charitable pursuits, and now, luxury spirits. His rise from chart-topping rapper to global entertainment powerhouse is nothing short of legendary. Fresh off one of the highest-grossing hip-hop tours in history—where he sold out stadiums across the world— Jackson has once again proven that his influence extends far beyond the stage.
In Shreveport, Louisiana, he’s leading a creative renaissance with the launch of his stateof-the-art G-Unit Studios Louisiana, a powerhouse for film, television, and cultural innovation.
cess blends wealth, artistry, and purpose. Only 505 bottles exist worldwide, each representing the perfect balance between craftsmanship, exclusivity, and conscious luxury.
Sire Spirits: Heritage, Innovation, and Conscious Capitalism
Under his award-winning G-Unit Film & Television banner, Jackson has built a storytelling empire responsible for redefining legacy television and streaming. With over 40 projects currently in development across 13 different networks, two major motion pictures set to hit theaters this year, and the launch of his new FAST channel, 50 Cent Action, Curtis “50 Cent” Jackson continues to dominate every arena he enters.
50
50 Cent, Sire Spirits - May 2021 Edition, PR%F the Magazine
Jackson’s wholly owned premium wine and spirits company, Sire Spirits, has translated his signature ambition and precision into the world of fine Cognac and Champagne. His latest masterpiece release, in partnership with Lalique, is the Branson 505 Edition Cognac. Pairing Cognac aged for more than a century in a hand-crafted and numbered Lalique crystal carafe marks a defining moment in his evolution from cultural icon to luxury art curator and tastemaker. Available by invitation only and priced at $25,000, access to the Branson 505 begins with a $5,000 donation to Jackson’s G-Unity Foundation. The charitable tie-in reinforces Jackson’s philosophy that true suc-
Solely owned by Jackson, Sire Spirits is built on the principles of quality, authenticity, and empowerment. Its two signature brands—Branson Cognac and Le Chemin du Roi Champagne—merge oldworld expertise with modern innovation.
“Sire Spirits is a bridge between French heritage, the American dream, and my strong belief in conscious capitalism,” Jackson explains. “Every bottle represents excellence, aspiration, and giving back.”
Crafted in partnership with France’s most respected houses, Sire Spirits has elevated both the Cognac and Champagne categories, offering hospitality professionals an unparalleled blend of prestige and purpose.
The 505 Edition: A Legacy in Crystal and Cognac
In partnership with Silvio Denz, Executive Chairman of Lalique, Jackson has created a masterpiece of art and spirit. The Branson 505 Edition combines 200 eauxde-vie from the Grande Champagne cru, with some aged over a century in Limousin oak barrels.
Each bottle is hand-engraved, numbered, and presented in a bespoke Lalique crystal decanter, housed in a custom luxury case.
To acquire one, collectors make a $5,000 donation to the G-Unity Foundation, followed by a $20,000 pur-
spirits. wine. potations and libations. beverage industry news.
Cent, Sire Spirits
chase, totaling $25,000. Each owner becomes part of the exclusive 505 Society, which includes:
• A handmade Lalique art piece and a digital NFT
• Personalized welcome messages from Curtis Jackson and Silvio Denz
• Invitations to private concerts, sporting events, and Lalique experiences
• Priority access to future limited-edition collaborations
For Jackson, the 505 Edition embodies “the bridge between heritage and ambition—between doing well and doing good.” It’s not simply a spirit; it’s a statement
Branson Cognac: The Spirit of Mastery
Every bottle of Branson Cognac celebrates centuries of French craftsmanship, curated for modern luxury enthusiasts:
• VS Phantom – A blend from Borderies and Fins Bois, rich with vanilla and dried fruit. Three time PR%F Awards Double Gold in Taste and Design
• VSOP Royal – Balanced and powerful; Double Gold and “Cognac of the Year” at Bartender Spirits Awards.
• Brut Reserve – Notes of crisp green apple and toasted brioche; designed for refined hospitality and celebratory toasts.
• Brut – Chardonnay-driven, aged four years; Double Gold and Best in Show, Houston Livestock Rodeo Wine Competition.
• Brut Rosé – Aromas of strawberry and blackcurrant with subtle mint and almond; Platinum, “Best Sparkling Rosé,” Critics Challenge 2023.
• Blanc de Blancs Collection Privée – 100% Chardonnay from the 2000 vintage, aged over a decade; only 993 bottles exist.
• VSOP Grande Champagne – 100% Grande Champagne grapes, distilled in 1800s pot stills; Double Gold Pr%f Award in Taste and 100 % perfect score Century Award Pr%f Award for outstanding design
• XO Grande Champagne – Aged up to 25 years; deep, complex, and elegant. Gold Medal, San Francisco World Spirits Competition.
Each expression reflects Branson’s ethos: meticulous sourcing, generational expertise, and luxury without compromise.
Le Chemin du Roi: Champagne Fit for a King
Meaning “The King’s Path,” Le Chemin du Roi Champagne mirrors Jackson’s relentless pursuit of excellence. Every cuvée rests at least four years on lees—over three times the legal minimum—for an unmatched balance of finesse and richness.
Every bottle of Le Chemin du Roi captures Jackson’s spirit—elegant, disciplined, and destined for greatness.
For restaurants, bars, and hotels, Sire Spirits offers more than prestige—it’s a profit driver and a storytelling tool that resonates with today’s discerning clientele.
Strategic Partnerships
• Landry’s Hospitality Group: National rollout across fine dining and cocktail activations.
• Caesars Entertainment: Resort-level collaborations at Caesars Palace in Las Vegas and Atlantic City.
• Professional Sports Partnerships: The Houston Astros and Vegas Golden Knights celebrated their championship victories with Le Chemin du Roi. Every bottle purchased, poured, or displayed tells a story of artistry, ambition, and giving back—a combination that few luxury brands can authentically claim.
Curtis “50 Cent” Jackson has achieved what few ever do: he has turned vision into legacy. With Sire Spirits, he’s redefined what it means to be a multihyphenate—merging art, business, and philanthropy into one seamless empire. The Branson 505 Edition by Lalique is more than a collector’s Cognac; it’s a symbol of excellence, empowerment, and enduring influence.
Because for Jackson, success isn’t just about what’s in the glass—it’s about what it stands for. Luxury. Legacy. Leadership.
Food & Beverage Magazine Guide to Restaurant Success
Even with all of the economic changes and new hospitality business models, anyone wanting to open a restaurant can read this book and learn how to open one for $25,000 anywhere in the country. Potential customers have demonstrated that they want to eat out, try new cuisines (with delivery and takeout), enjoy different menu items, and socialize with others over a meal. With this guide, restaurateurs make any necessary adjustments and find a way to make their dreams happen. Anyone with a passion and goal to open a restaurant (or keep one open) will be guided by the clear steps to becoming part of the food and beverage industry.
Each month, countless new restaurants open their doors as others fail. Despite continuing industry growth, many new restaurants need help to succeed. Even established restaurants are challenged to stay open. These businesses may have great food and amazing service, yet some still need more certainty in their futures. Help has arrived with this book.
This restaurant success guide provides vital information on protecting the significant investment—sometimes ranging from $250,000 to $425,000—required to open and keep a restaurant running during the first six months. Michael started his career with an ice cream business and founded several restaurants, a frozen food distribution business, a restaurant consulting service, and
a respected online magazine for the food and beverage industry with over 14 million readers. Michael shares his extensive knowledge gained through both success and failure. With his indispensable guide, you can easily doublecheck to ensure the readers are doing things right.
• Get guidance from a restaurant owner’s handbook of what to do and not do
• Refer to handy tips and checklists that help you launch your business
• Discover insight into the triumphs of Wolfgang Puck, Bobby Flay, Emeril Lagasse, and more
• Gain food industry knowledge with a comprehensive restaurant how-to guide
Whether opening a burger joint or a fine dining restaurant, this advice-filled resource will help the readers cover all the details that make a difference.
