SEPTEMBER 2026 • WINNERS EDITION
S P I R I T S • W I N E • P O TAT I O N S A N D L I B AT I O N S • B E V E R A G E I N D U S T R Y N E W S
THE TEAM:
MICHAEL POLITZ Publisher Michael.Politz@fbmagazine.com MICHELE TELL Founder, Executive Director/Publisher Michele@proofawards.com COLLEEN BANKS Director of Business Development Director of PR%F and CPG Competitions Colleen@proofawards.com MARGIT BOWN Director of Graphics JACK FINN Senior Correspondent LARA STONE Trade Show Editor BRIDGET SLEAZAK Competition Coordinator
CONTRIBUTORS: George Manska Matthew-Lorèn Lindsey Mia Lavana Brittney Agoncillo Devin Woodrow
Contact the Team: news@proofawards.com 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.
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TABLE OF CONTENTS
Read It!
LETTER FROM THE EXECUTIVE DIRECTOR
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AMERICAN WHISKEY’S NEXT GROWTH STORY IS GLOBAL
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GOT GARNISH? GARNISHES ON THE RISE
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GEORGE F MANSKA: MARKETERS WILL MARKET: IS IT SCIENCE OR LIE-NCE?
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HOLISTIC SPIRITS CO.: RETHINKING WHAT A SPIRIT CAN BE
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THE DRINKABLE SPACE - BY DEVIN WOODROW
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COVER STORY: CORRIDO TEQUILA
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WINNERS • SUMMER PR%F AWARDS 2026 - TASTE CATEGORY
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WINNERS • SUMMER PR%F AWARDS 2026 - DESIGN CATEGORY
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WINNERS!!!! SUMMER PR%F AWARDS 2026 - INFUSED BEVERAGES - TASTE
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WINNERS!!!! SUMMER PR%F AWARDS 2026 - INFUSED BEVERAGES - DESIGN
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WINNERS!!!! SUMMER PR%F AWARDS 2026 - RTD - TASTE
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WINNERS!!!! SUMMER PR%F AWARDS 2026 - RTD - DESIGN
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LETTER FROM EXECUTIVE DIRECTOR Dear Readers, Welcome to this issue of PR%F The Magazine. We’re proud to have Tequila Corrido on our cover. Tequila Corrido is made from mature Blue Weber agave in the highlands of Jalisco. It’s 100% additive-free and has an award-winning reputation. Tequila Corrido takes its spirit from the corrido, the Mexican ballad of rebellion and freedom. That makes the brand as much about heritage and storytelling as about what’s in the glass. Read more about the brand inside this edition. That same commitment to authenticity and excellence drives the PR%F Awards, and we have exciting news. The PR%F Awards now take place this December in Las Vegas, and submissions are open through November 21. PR%F Awards are different. Our judges are active beverage buyers, the people who decide what ends up on shelves, back bars, wine lists and menus. On day one, they judge every entry in a double-blind tasting, with no labels, logos or names, only what’s in the glass. On day two, the focus turns to presentation with our Bottle & Can Design and Theme Competition, followed by celebrity guests and live media interviews. One entry puts your brand in front of the buyers who can take it to market. Whether you produce spirits, wine, beer, ready-to-drink cocktails, non-alcoholic drinks or the next big idea in beverage, this is your stage. Don’t wait: submissions close November 21, and spots in front of our buyer panel are limited. Are you a beverage buyers? We have added a few more spots to our coveted PR%F judging panel. Send me a note with your qualifications - Michele@ proof awards.com Here’s to great stories, great brands and a December to remember. Enter here: www.proofawards.com Cheers & Namaste! Michele Tell
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The 2026 Whiskey Address:
American Whiskey’s Next Growth Story Is By Michael Bilello, President & CEO of the American Whiskey Association
American whiskey enters the latter half of 2026 at an inflection point. There is no benefit in pretending the domestic market is operating at the velocity it did several years ago. The U.S. American whiskey category was valued at approximately $12 billion in 2025, down 2.2% from the previous year, while volume declined 3.2%. Inventories have grown substantially after years of investment and expansion.
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But “slowing” and “shrinking away” are not the same thing. From 2020 through 2025, American whiskey still generated approximately 3.7% compound annual growth. The category remains substantially larger, more diverse and more globally relevant than it was before the pandemic. What we are experiencing looks much more like a normalization after an extraordinary growth cycle than the disappearance of consumer interest. The question is what we do next.
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From my vantage point, the answer increasingly begins outside our borders. The American whiskey industry generates approximately $5.1 billion in annual industry revenue. In 2025, American whiskey remained by far the largest U.S. spirits export category, generating approximately $1.08 billion in exports. Yet that figure was down 19% from 2024.
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Those numbers should get our attention. They tell us both how important exports already are and how vulnerable the category becomes when access to major international markets is disrupted. Canada provided the most dramatic recent example, while uncertainty in Europe has also affected trade flows. At the same time, markets across Asia and elsewhere offer enormous long-term potential. We need tariffs to come down in India so American whiskey can compete on more even terms with Scotch whisky and Irish whiskey.
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For American whiskey, market access is growth policy.
Consumer access has to be earned.
This is particularly important because whiskey is unlike many manufactured products. Production cannot simply be relocated abroad to avoid a tariff, and supply cannot be turned on and off in response to the latest quarterly sales report. Whiskey reaching a consumer today may have been distilled four, six, eight or twelve years ago. The grain was purchased. The barrel was made. The capital was committed years before the bottle reached a shelf.
That is where I believe the American whiskey community has an extraordinary opportunity— and responsibility.
American whiskey inventories have roughly tripled since 2012. In that environment, diversified and predictable export markets become not simply an attractive opportunity, but a strategic necessity. Yet opening markets is only the beginning.
I think about this in three stages: • Market access. • Shelf access. • Consumer access. Government can help secure commercially viable market access by reducing tariffs and addressing non-tariff barriers. Importers, distributors and retailers can provide shelf access.
We cannot simply ship more cases overseas and assume consumers will understand why American whiskey deserves a place alongside Scotch, Irish whiskey, Canadian whisky, Japanese whisky and the world’s other great spirits. We have to educate and engage them. American whiskey has one of the richest supply-chain stories in beverage alcohol. It begins with grain grown by American farmers and barrels made from American white oak. It moves through cooperages, distilleries and warehouses where climate and time shape maturation. It continues through glassmakers, printers, packaging companies, logistics providers, distributors, retailers, bartenders and hospitality businesses. In 2023 alone, U.S. distilleries used approximately 2.8 billion pounds of grain across spirits production. An exported bottle therefore represents far more than liquid crossing a border. It represents an American agricultural and manufacturing value chain reaching a global consumer.
JOIN US! Join the American Whiskey Association and help lead, protect and promote American whiskey.
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And innovation is occurring across virtually every point in that chain. Inside the bottle, producers continue exploring grains, proofs, finishes, blending, maturation and new expressions—from bourbon and rye to Tennessee whiskey and American single malt whiskey. But some of the industry’s most interesting innovation is also occurring around the bottle. Labels and packaging are becoming consumerengagement platforms. QR codes, NFC capabilities, authentication and traceability technologies can connect a physical bottle to provenance, production information, cocktail education and brand storytelling. Packaging communicates quality before the cork is ever pulled. New formats create opportunities for different occasions and new consumers. Hospitality, tourism, tastings and cocktails are equally important. Younger legal-age consumers increasingly approach beverage alcohol through occasions, experiences and discovery rather than rigid category loyalty. That demands more from us than simply making excellent whiskey. We have to create compelling reasons to discover it. This is where tradition and innovation must coexist.
Innovation without identity risks commoditization. Tradition without innovation risks irrelevance. American whiskey should do neither. We can defend rigorous standards, provenance and geographic indications while simultaneously innovating in flavor, packaging, technology, formats and consumer engagement. That will require buy-in across the entire category—not just from distillers, but from farmers, cooperages, suppliers, distributors, retailers, hospitality operators and policymakers.
At the American Whiskey Association, we describe our ambition simply: Make American whiskey the world’s whiskey. That is not an assertion that American whiskey should displace anyone else’s. It means earning a place among the world’s great whiskey traditions by ensuring consumers can access it, understand it and ultimately choose it. The next growth cycle will not come from waiting for the domestic market to return to yesterday’s conditions. It will come from opening doors around the world—and then doing the work required to give consumers a reason to walk through them.
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Got Garnish? E NT ER PR%F AW AR DS - S P IRITS / W INE / B E V E RA G E C O M PE T I T I O N
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GARNISHES ON THE RISE: WHY NOW IS THE TIME FOR BRANDS When it comes to cocktails, those little extras—your spirited olives, zingy onions, jarred cherries, candied pineapples, even rimming salts and sugars—aren’t just finishing touches. In 2026, garnish brands are stealing the show, transforming drinks into experiences and giving bartenders, mixologists, and at-home sippers something to buzz about. That’s exactly why the PR%F Awards has opened up its extensive fruit and vegetable garnish categories: to recognize the power and creativity behind the world’s most “craveable” cocktail accessories.
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It’s not just about a pretty lemon twist anymore. Buyers and judges are on the hunt for garnishes that bring flavor, functionality, and flair—across dry, jarred, canned, or fresh options. If your product makes that perfect Bloody Mary, martini, or margarita pop, this is your cue to step into the spotlight where real beverage buyers are the judges. Bottoms up to that!
The Evolution: Fruits, Veggies, Salts & More. From Classic to Cutting Edge Remember when a maraschino cherry or green olive in a martini glass was as wild as it got? Fast-forward to today, and you’ll see how far we’ve come. Creative garnish offerings now include: • Smoke-infused dried citrus rounds for Old Fashions • Pickled asparagus, green beans, and pearl onions for the modern Bloody Mary • Salt and sugar blends: Sriracha salt, smoked chili sugar, or dehydrated fruit rims • Candied ginger, brandied cherries, and honey-drizzled pineapple cubes • Freeze-dried berries that add fizz and flavor to sparkling cocktails or RTDs The game has changed and PR%F Awards is changing with it. Whether your garnish is designed to stand out in a craft cocktail, up the wow factor of a ready-to-drink beverage, or give the perfect finish to a glass of gin and tonic, there’s a place for your brand.
Garnish Trends Shaking Up 2026 Edible & Functional: Garnishes aren’t just for looks. Think probiotic pickles, vitaminboosted fruits, or functional mushrooms (yes, really). Practical, flavorful, and healthconscious. Minimalist Magic vs. Maximalist Fun: Some cocktails call for elegant restraint (think thin citrus twists). Others invite full “maximalist” chaos: torched marshmallows, flambéed fruit, or dramatic spice-dusted rims.
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Sustainably Sourced: Zero-waste, upcycled, and eco-friendly garnishes win big points— not just with PR%F buyers, but with today’s sustainability-savvy bartenders and drinkers.
What Makes the PR%F Awards Different for Garnish Brands? Judged by Industry Buyers—Not Influencers PR%F Awards connects your garnish brand not to an echo chamber, but to the real deal: buyers, beverage directors, and decision-makers from restaurants, casinos, hotels, airlines, and national retail chains across the U.S. These folks don’t just know quality—they buy it. Every judge is a gatekeeper for broad distribution, making this award a ticket for buyability with the kind of reach most brands only dream of.
300+ Categories—Garnish Brands Included! The PR%F Awards has a dizzying spectrum of categories (seriously, over 300!), and garnishes now have a robust home within fruit, vegetable, spice, salt, and sugar divisions. Whether you’re offering dry lemon wheels in clever jars, pickled okra with a kick, or rainbow rimming sugars, your creations are judged on both taste and market appeal. Plus, every entry is evaluated through a double-blind tasting and point system—so creativity and quality shine. “We welcome classic and modern garnish brands to enter—fresh, dried, jarred, or even wildly creative. It all gets its due on the judging table.” – PR%F Awards Team
Proven: Medals Mean Market Success Looking for a reason to enter? Past PR%F Award-winners have launched onto back bars and into major hospitality accounts after taking home gold. A shiny PR%F medal on your label isn’t just a nice-to-have; it grabs attention from buyers and makes for killer shelf talkers. Take Brockmans Gin— securing a Double Gold catapulted their
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e welcome classic and modern garnish brands to enter— fresh, dried, jarred, or even wildly creative. It all gets its due on the judging table. – PR%F Awards Team
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brand recognition and opened doors in distribution. For garnish brands, that same PR%F validation can turn a “maybe” into a “must-have” in major food and beverage programs.
Strategic Perks: More Than Just Bragging Rights Multiple Categories = More Chances to Win Don’t just enter your best seller; enter all your inventive SKUs! Got a dry blood orange wheel, brined cocktail onions, AND pineapple habanero salt? You’re invited (and encouraged) to enter each into the most relevant category. Each product gets its own shot at distinction, giving your whole line a chance at category stardom.
Buyability: Make It on the Menu Buyers love a garnish as much as the next cocktail enthusiast—but it needs to be easy to stock, ship, and serve. The PR%F Awards explicitly judges for buyability: think shelf stability, package design, and versatility across spirit and cocktail types. This isn’t just a flavor contest—it’s about setting up garnishes to leap from competition medal to back bar or retail shelf.
Feedback From Pros Every entry receives detailed feedback— not just a score. Find out how top hospitality buyers appraise everything from mouthfeel to packaging and price point. It’s honest, actionable, and can shape your next round of R&D.
What Should You Enter? • Dry Garnishes: Dehydrated fruits, candied ginger, botanical blends—perfect for bars, airlines, and RTD cocktails. • Jarred & Pickled: Onions, okra, spicy beans, cherries, or your next-level gherkin.
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• Rimming Salts & Sugars: Unique flavors (think coconut-lime salt, espresso sugar) that transform a margarita or espresso martini. • Fresh (Shelf-Stable or Not): Companies with innovative packaging that extends shelf life get extra love. • Infused and Functional: Garnishes with natural infusions, vitamins, or booze are gaining traction with wellness- and flavorminded buyers. Big or small, creative or classic, if your garnish can make a cocktail sing, there’s a place for you on the PR%F Awards judging tables.
Enter PR%F Awards 2026 and Get Noticed This is more than a contest—it’s direct access to the people who decide what the world drinks (and eats with their drinks). Ready to gain the credibility, connections, and visibility your brand deserves? Raise your garnish game and enter PR%F Awards 2026. Get all the details, rules, and categories at www. proofawards.com. Cheers to a more flavorful, creative cocktail future— powered by you!
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George F Manska Column
George F Manska
CSO, CR&D, Arsilica, Inc., Sensory Researcher, Inventor, Entrepreneur, and Author
Marketers Will Market: Is it Science or Lie-nce? The spirits drinking world is divided into two basic camps. The largest, by far, is the camp which loves their spirits (rum, scotch whisky, bourbon, tequila, whiskey), loves the sniff of pungent ethanol, and drinks for social interaction, yet only lightly touching the deeper subject of distilled spirits. They don’t want to know much about the spirit, and generally buy based on label, shelf/ bottle appearance, a good back-story, or celebrity endorsement. Their decisions are no deeper than “like” or “don’t like.” If you are in this camp, this article is definitely not for you.
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You will buy and use the cutest glass, the gimmick that sets you apart from the crowd: The glass you like best for style and shape, and you will believe whatever the manufacturer says about the science because it supports your purchasing motive. You are image-driven, and will be convinced that your spirit tastes better in your glass only because you feel better using it. That being said, the second camp, numbering far fewer, are interested in the spirit, the flavor profile it has to offer. They seek a satisfying spirit they would repurchase. To accomplish that ends, they seek a glass which delivers a true aroma profile. The right glass exposes all the nuances, attributes and flaws of the spirits while searching for the best. If you are in this camp, this article is for you. This is the difference between sensory satisfaction and a quick shot of ethanol. It is proven fact that ethanol is a pungent nerve irritant, and grossly interferes with aroma detection. The higher the ethanol the less aroma detectability. Science is Often a Misused Marketing Tool: Regardless of which camp you are in, the glass marketers are having a field day with your mind when it comes to the application of science. If you don’t know science, you are fair game for the marketing wizards, who, by the way, don’t know science either. We asked ChatGTP, using
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highly disciplined prompts created to filter out opinion, to find spirits glassware scientific claims and analyze them for accuracy. Many “science” statements are hilarious, and are clearly what they want you to believe, hoping you will never question it. You be the judge.
Chronology and Scientific Appraisal of Specialized Spirits Glasses (ChatGTP) Purpose. Distinguish documented scientific support from plausible geometry, undisclosed testing, decorative design, and unsupported marketing. “Debunk” here means audit the evidence; it does not mean presume every claim false. Scope and caveats. The controlling list counts purpose-designed spirits-glass market entries with a verified first-entry year. It excludes wooden vessels; generic tumblers; Evidence rule. Manufacturer wording is taken from first-party material where available; secondary descriptions are identified. “No public validation located” means no accessible method/ data/report was found in the reviewed material, not proof that private testing never occurred. Patents establish intellectual-property rights, not sensory efficacy. Note these chart color codes in audit section:
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George F Manska Column SPIRITS GLASS CHRONOLOGY | CLAIM AUDIT
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SPIRITS GLASS CHRONOLOGY | CLAIM AUDIT continued
Date qualifiers: † secondary historical account; no primary first-use record or exact distilled-spirits adoption date located. ‡ earliest whiskey-specific museum object located, not a claim of first-ever use. * company-reported founding/entry year; ? probable year, exact commercial introduction not independently verified. Rows sharing a year are not asserted to be in month-by-month order unless a month is shown. The supplied chronology notes one current NEAT page using 2011, while its detailed history and contemporaneous records support February 2012; this chart follows the better-supported 2012 date.
Overall evidence finding: Within the reviewed material, NEATTM has the strongest accessible scientific record: a stated physical mechanism, mathematical treatment, a peer-reviewed technical report, and a third-party descriptive-analysis comparison. SAVU reports scientific/university development, but an accessible validation report was not located. Most other sensory claims are plausible geometric hypotheses or marketing statements without disclosed controlled validation.
Our Advice: What are the clues that a glass may not be scientifically designed? • Is the rim smaller diameter than the bowl? If it is you are concentrating ethanol and the flavor aromas. There is much more pungent, distracting, nose-numbing
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ethanol in the spirit than there are flavor aromas. Air and water are “background” aromas, which we do not smell, because they are there every day, 24/7. That means the only things we smell are ethanol and congeners. In liquid form, congeners are less than 0.5% of the spirit (slightly higher in flavored liqueurs, amari). In the evaporated form(which is what you smell), that means you are smelling 98.5% ethanol, and less than 1.5% congeners (flavor molecules). The next time anyone tells you that they use tulips because they concentrate the aromas, remind them that they also concentrate ethanol, which is much worse and much more abundant. • Is the glass tall? Less aromas reach the rim for detection in taller glasses. Remember ethanol is light, aromas are heavier. Tall glasses have much more
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George F Manska Column ethanol at the rim plane, much less congeners. Short beats tall if you are looking for aroma, aroma is the largest contribution to flavor. • Is the glass wide at the bowl? Wide bowls swirl better. Swirling is the engine that releases aromas for the nose to detect. Fat beats skinny for swirling • Is the glass rim tiny? It concentrates ethanol, and your nose also bumps the rim. A good tasting glass lets your nose in to smell the aromas close to the liquid level while sipping. • Are there ridges or bumps in the glass? Those “bumps” have been added to improve swirling aeration. The problem is most of them do not work. For the most part, the bumps, “mountains,” and ridges are below the liquid level, and have little effect on aeration. Many have obstructions in the glass bowl to improve aeration. Don’t waste your money. A good swirl in a round inner bowl is sufficient to create enough liquid shear to release more aromas. Marketers overemphasize swirling aeration with false claims. • Some glasses claim to “hold down the ethanol.” That is a physical impossibility in an open top glass. Ethanol is by far the most abundant and volatile substance in all of spiritdom. It moves upward in the glass through its normal vapor pressure, until it reaches the rim and it then falls to the ground because it is heavier than air. So why can a 6 foot tall guy smell ethanol in the tasting room? Air currents. Even light currents are powerful enough to distribute the ethanol at 6 foot levels or higher. In a closed, no-air-current room ethanol falls to the floor. If the manufacturer says his glass holds down the ethanol, turn and run, don’t look back. Most whiskey glass science is a joke. Most are purchased as an iconic symbol signifying membership in the fraternity of spirits drinkers, or as a “feel-good” gimmick. Choices are mind-boggling. As of August 2026, a search of Amazon alone reveals over 3,000 whiskey and rocks glass results. Using aroma delivery science to choose makes sense, and reduces this number to a very few. There are only two exceptions to that rule. The first one is
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obvious. It’s your great grandad’s tried and true tumbler. Short and fat beats tall and skinny. You can get your nose in the glass close to the heavier aromas lurking just above the surface of the liquid. The bowl is big enough to swirl well. NEATTM is the only glass ChatGTP analyzed which has a provable, published scientific design. It has all the benefits of the tumbler, plus two more. NEATTM has a “neck” and a controlled flare to disperse ethanol away from the nose. Access to the aromas is greatly improved over the tumbler, because the neck restriction increases molecular collisions. That means that the heavy molecules are throwing their weight around in the neck and the lighter ethanol molecules run fast to the flared rim, where they creep over the edge in a controlled disappearance, leaving the nose free to pick up all the subtle nuances of flavor in the spirit without ethanol interference. It’s easier to detect the flaws in a poorly made spirit. It’s science. Real science. Move the ethanol out of the way to savor the flavor. Here is the kicker: Stick your nose below the neck of the NEATTM glass and it smells exactly the same as any tulip glass, the “huffer’s paradise.” Versatility.
Summary: Some say NEATTM looks weird, we say form follows function. Some say its hard to drink from, we say sip, don’t gulp, the rim is no different than a cocktail or martini glass rim. Our mission is to place the purchasing decision back into the hands of the drinker based on his personal likes and dislikes, and out of the hands of deceptive marketing. It’s much more about applied science than selling membership paraphernalia and trinkets. Using fake science to sell a spirits glass is like putting a lab coat on a salesman and calling his spiel scientific research. Notice how many glasses with scientific claims do not publish their research - there isn’t any. Simple physics is not a well-guarded secret, company panels are biased. Marketers will market: Lie-nce is not science.
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the shape of flavor Elegance Fine Dining
Elite Artisan Collector/Cigar Competition
Applying science to achieve true sensory perception in spirits ...Taste the truth
theneatglass.com inquiry@theneatglass.com
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Holistic Spirits Co.:
Rethinking What a Spirit Can Be
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hat happens when a passion for exceptional spirits meets a desire to do things differently? For Holistic Spirits Co., the answer is a new generation of premium spirits built around botanicals, sustainability, and a more mindful approach to drinking. Based in Park City, Utah, Holistic Spirits was founded with a simple but ambitious idea: create spirits that deliver an exceptional drinking experience while challenging the traditional way spirits are made and enjoyed. At the heart of the company is a commitment to thoughtfully sourced ingredients, innovative distillation, and a belief that what goes into the bottle—and how it gets there—matters. A defining part of Holistic Spirits’ story is its women-led ownership and leadership. The company was built by entrepreneurs who saw an opportunity to create something beyond another premium spirits brand: a business where purpose and product could grow together. That perspective continues to influence everything from product development and partnerships to the company’s approach to sustainability. Adding an unexpected dimension to the story is actor and longtime environmental advocate Woody Harrelson, who joined Holistic Spirits as a co-founder. Harrelson’s passion for sustainability and responsible business aligns naturally with the company’s philosophy. His involvement reflects a shared belief that the spirits industry can evolve—creating products that are not only enjoyable, but also thoughtfully considered from ingredient
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sourcing through the entire brand experience. The result is a portfolio led by Origen Botanical Vodka and Harmony Botanical Gin. Rather than treating botanicals as a supporting ingredient, Holistic Spirits puts them at the center of the experience. The spirits incorporate a distinctive combination of botanicals and superfood-inspired ingredients designed to bring complexity, character, and a unique visual identity to the glass. But the company’s ambitions extend beyond what is inside the bottle. Holistic Spirits has made sustainability and social responsibility fundamental to its business model, becoming a Certified B Corporation and pursuing partnerships that reflect its broader environmental commitments. Its collaboration with Forest Planet, for example, has contributed to the planting of more than 30,740 trees. For a company born in the mountains of Park City, there is something fitting about taking a long view. Holistic Spirits isn’t simply trying to create another premium vodka or gin. It is building a brand around the idea that exceptional spirits, environmental responsibility, innovation, and purpose can coexist. As the company expands into new markets and on-premise accounts, its goal remains clear: to help redefine what consumers can expect from a modern spirits company—and to make every pour part of a more thoughtful story.
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THE DRINKABLE SPACE 26
Introducing
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new
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PHYLLIS VERMONT RYE WHISKEY: From the makers of America’s most awarded gin comes Phyllis Vermont Rye Whiskey, a locally crafted Vermont Rye Whiskey that is bold and delicious. Aged 4-10 years in American oak, this Rye has a classic flavor complimented by vanilla and accompanied by notes of cherry. Created from winter rye and barley that thrive in cold climates, it fulfills Caledonia Spirits distillery’s sustainable efforts. Every single step of the process takes place at Caledonia Sprits Distillery so it can be monitored with care, by people who care. Caledonia Spirits distillery is known for making high quality products you are sure to love, Phyllis Vermont Rye Whiskey included.
Visit: https://www.phylliswhiskey.com/
SWEETENS COVE BOURBONS: From the famous Sweetened Cove Golf Course, these high-end delectable bourbons pay homage to one of the world’s most beautiful golf courses, encapsulating the beauty and focus of the greens. Inspired by the tradition of taking a celebratory shot of bourbon on the first tee, come two new bourbons for your collection. The first is a 5 year aged Tennessee Straight Bourbon while the second is a 6 year aged wheated Bourbon. Both come with bold flavors and a classic comfort that will have you feeling like you’re about to take your first putt. Owned by Peyton Manning and Andy Rodick, you’ll feel like one of the great
Visit: https://sweetenscovespirits.com/
ESPOLÕN TEQUILA: Espolòn Tequila is an ultra-premium, 100% Blue Weber Agave spirit known for its high quality, accessible price point, and deeply rooted Mexican heritage. Named after the spur of the rooster—a powerful symbol of national pride—the brand stands out for its bold spirit and distinctive Day of the Dead-inspired artwork featuring its iconic characters, Ramón the Rooster and Guadalupe the Calavera. Offering a full portfolio including a crisp Blanco and a complex Extra Añejo, Espolòn has something for everyone. By honing in on its authentic craft it has delivered a smooth, versatile tequila designed for all spirits enthusiasts to enjoy.
Visit: https://www.espolontequila.com/en-us/
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industry.
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Devin
Woodrow
SAMUEL ADAMS’ JACK-O: Did you know that Samuel Adams’ Jack-O is the #1 pumpkin beer in America? This refreshing ale (4.4% ABV) blends real pumpkin with seasonal spices like cinnamon and nutmeg, balanced by a subtle hint of fresh citrus. Jack-O is a festive option for fall gatherings, tailgates, or a cozy night in, and pairs perfectly with seasonal favorites like grilled sausages & burgers, hearty chili, and of course, pumpkin pie.
Visit: https://www.samueladams.com/our-beers/seasonal/jack-o
JOSEPH MAGNUS CIGAR BLEND BOURBON: Unveil the ultimate luxury with Joseph Magnus Cigar Blend Bourbon, a 100.7-proof masterpiece crafted by Master Blender Nancy Fraley. This specialty bourbon was made to pair perfectly with a fine cigar. Celebrating its landmark 10th anniversary, this rich, ultra-premium bourbon marries the signature Joseph Magnus blend with other aged whiskeys before finishing in exquisite Armagnac casks. This yields brilliant notes of tobacco, spice, leather, vanilla, toffee, and dried fruit. Available now at select national retailers, this highly collectible release marks Fraley’s final batch ahead of her retirement, making it a must-have legacy bottle for any serious connoisseur
Visit: https://josephmagnus.com/spirits/cigar-blend-bourbon/
DC WINE AND SPIRITS - HAND PAINTED BOTTLE COLLECTION: DC Wine & Spirits has unveiled a stunning hand-painted bottle collection just in time for the holiday season. This release elevates DC Wine and Spirits existing lineup by having artists paint vibrant designs directly onto the glass of popular selections, including Henri Bourgeois Sauvignon Blanc, Zenato Amarone, and Château Latour. Leading the seasonal run is the Christmas Edition hand-painted La Marca Prosecco, which is part of a wider 25-design collection. Perfect for holiday gifting, the retailer offers custom work— allowing customers to customize their own bottles. Beyond this painted collection, DC Wine & Spirits carries over 150 wine and Champagne labels and provides professional engraving services for both bottles and glassware.
Visit: https://www.dcwineandspirits.com/painted-bottles/
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THE DRINKABLE SPACE
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2026 WINNERS
There are tequilas that sit politely on a shelf, gleaming in the light and waiting to be admired. And then there is Tequila Corrido, which seems to swagger into the room with its hat tipped low, its boots dusty from the road and a song in its soul. Inspired by the Mexican corrido—a ballad style long used to tell stories of love, rebellion, heartbreak, heroes and rogues—Tequila Corrido is more than a tequila brand. It is a cultural nod, a spirited wink and a modern-day salute to storytelling in liquid form. The word corrido refers to a narrative folk song, one that traditionally carried news, legend, local truth and largerthan-life tales from town to town. These musical stories preserved the exploits of revolutionaries, smugglers, lovers and outlaws in verses that traveled farther than newspapers ever could. Tequila Corrido embraces that heritage, drawing inspiration from the folklore of Prohibition-era smugglers and the songs that kept their myths alive. That spirit of motion, music and rebellion sits at the center of the brand. Tequila Corrido does not present tequila as a static luxury item meant only to be admired. Instead, it offers tequila as something living and social— something meant to be poured among friends, raised at concerts, discussed over dinner and remembered long after the glass is empty. WHERE THE STORY BEGINS Tequila Corrido’s roots are planted in tequila tradition, but its personality stretches into culture and storytelling. The brand was shaped around a reverence for Mexican musical history, especially the corrido tradition that gave ordinary people and extraordinary characters equal footing in song. In Corrido’s world, tequila is not just a spirit in a bottle. It is part of the ballad.
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“Tequila has always traveled with a story,” says Ken Phox, president of Tequila Corrido. “For us, the goal is to honor that tradition and give it a modern voice. A corrido carried news, emotion and identity from one place to another, and we see our brand much the same way. Every bottle should feel like it belongs to a larger conversation.” That perspective explains much about the brand’s tone. Tequila Corrido is not trying to whisper its way into the premium-tequila category. It arrives with character, heritage and a sense of purpose, respecting where tequila comes from while stepping boldly into the present. ADDITIVE-FREE BY CHOICE In a market crowded with polished, manipulated and often overly sweet spirits, Corrido has built its reputation around an additive-free philosophy. The brand’s official positioning emphasizes purity, 100 percent Blue Weber agave and a refusal to rely on shortcuts that disguise the true character of the spirit. “Being additive-free is not a trend for us—it is a discipline,” Phox says. “We want the drinker to meet the agave honestly. If there is beauty in the bottle, it should come from the land, the distillation and the barrel, not from something added later to imitate character.” That commitment places more weight on the production itself. With no cosmetic touch-ups to lean on, the tequila has to be compelling on its own merit. That means the quality of the agave, the precision of fermentation and the skill of the distiller all carry greater importance.
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BLANCO GOLD
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2026 WINNERS THE SCIENCE AND THE SOUL That is where Oscar Vázquez Camarena enters the story. Public company materials describe him as a chemist by trade with more than a decade of distillery experience, someone whose path began in laboratory work in Jalisco and evolved into full immersion in agave, cooking, fermentation, distillation and aging before he became master distiller for Tequila Corrido.
DISTILLED WITH INTENT Tequila production always begins with mature Blue Weber agave, which is cooked to convert starches into fermentable sugars, then milled so the juice can be extracted, fermented and distilled. Tequila Corrido’s difference lies in how carefully those steps are managed, especially during fermentation and double distillation, where much of the tequila’s final identity is formed.
“I am a chemist by degree, and I began on the laboratory side of the tequila world,” Vázquez Camarena says. “That foundation taught me to respect every variable, every sugar conversion, every fermentation curve. But over time, what began in a lab became something more personal. I realized I did not just want to measure tequila—I wanted to shape it.”
According to Oscar, the agave is cooked for nearly 24 hours in an autoclave and then allowed to rest before milling begins. The extracted juice moves into fermentation, a stage he describes as one of the most important in the entire process because yeast transforms the sugars into alcohol and creates the aromatic building blocks that define the finished spirit. General tequila production references describe fermentation and distillation as critical stages in shaping aroma, texture and balance, which aligns closely with Oscar’s emphasis. The difference? Oscar monitors every single step and every single minute of the process.
His role at Corrido came with both opportunity and responsibility. By the time he stepped into the position, the brand already had an established profile and a following in the market. The challenge was not to reinvent it beyond recognition, but to preserve its identity while guiding it forward with his own sensibility. “When I came to Corrido, I knew the most important thing was to protect the DNA of the brand,” Vázquez Camarena says. “A tequila that has earned loyalty deserves respect. My job was not to erase what people loved, but to keep its essence intact and refine it with small, meaningful decisions that reflect my own way of working.”
Oscar Vázquez Camarena
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“Fermentation is where tequila starts to reveal its personality,” Vázquez Camarena says. “You are not just creating alcohol. You are building aroma, texture and complexity, and that takes patience. We give it the time it needs because precision in fermentation is one of the keys to consistency and character.” From there, the tequila is distilled twice. The first pass separates the alcohol from the liquid and solids, while the second refines it further, narrowing in on the heart of the spirit. This two-step distillation approach is standard in tequila, but Oscar places special emphasis on the discipline of the cuts—the heads, tails and heart—and on preserving the natural aromatic beauty of the agave through refinement rather than embellishment. “The first distillation gives you the structure of the spirit, and the second gives you the clarity,” Vázquez Camarena says. “That second pass is where you refine the soul of the tequila. You decide what stays, what goes and how the final spirit will speak. When it is done right, you do not need to decorate the tequila afterward. The process has already done the work.” That principle is especially important in the Blanco, where there is nowhere to hide. Without extended barrel aging, the tequila must stand on the strength of its raw material and its technique alone. For Oscar, that is exactly where the beauty lies.
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“In a well-made blanco, double distillation should reveal the natural aromatics and the true essence of the agave,” he says. “That is what makes it exciting. You are not chasing artificial beauty—you are uncovering the beauty that was there from the beginning.” A MEXICAN CHEMIST’S PRIDE What makes Oscar especially compelling in the Tequila Corrido story is the personal pride he brings to the work. His background in chemistry gives him technical authority, but his connection to tequila goes beyond process. It is tied to place, identity and the chance to represent Mexican craftsmanship on a wider stage. Public materials introducing him as master distiller frame that combination of science and vision as central to the brand’s next chapter. “To make tequila as a Mexican is a source of tremendous pride,” Vázquez Camarena says. “I carry my education, my family and my country into every production run. For me, this is not only a profession. It is a way to represent where I come from with honesty and excellence.” That combination of scientific discipline and cultural pride gives Corrido an important kind of depth. Oscar is not merely producing tequila; he is translating knowledge into flavor, tradition into refinement and education into something people can hold, pour and remember.
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MUSIC, NOT CELEBRITY Tequila Corrido’s marketing approach is as distinctive as its production philosophy. While many spirits brands chase easy visibility through celebrity ownership or endorsement, Corrido positions itself differently, leaning into music partnerships and cultural alignment rather than borrowed fame. Public descriptions of the brand and Ken Phox’s own professional profile describe it as “anti-celebrity,” a stance that helps define its personality in a crowded market. “We are proudly anti-celebrity—not anti-musician,” Phox says. “There is a big difference between putting a famous face next to a bottle and building something that actually belongs in a cultural moment. Music is part of our foundation, so partnering with artists feels natural. It is not about borrowing attention. It is about creating connection.” That distinction matters. A celebrity endorsement may generate quick recognition, but music creates belonging and memory. By working with musicians, Tequila Corrido taps into spaces where stories are already being told—concerts, gatherings, artist communities and moments where identity matters more than hype. THE VARIETALS Tequila Corrido’s expressions each offer a different reading of the brand’s core identity. The Blanco is the most direct, delivering the agave in a bright, clear and expressive way. The Reposado adds warmth and layered oak influence while keeping its agave center intact. The Añejo takes that same base and allows it to deepen over a longer stay in barrel, becoming richer and more contemplative.
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The barrel program is one of the brand’s most distinctive signatures. Brand materials highlight a range of cask influences, including American oak, Hungarian oak, Symphony barrel combinations and Mexican Merlot barrels from Valle de Guadalupe, each contributing different dimensions to the final expressions. Public descriptions also note the brand’s careful attention to packaging details, including the bottle presentation and the guitar-pick motif that reinforces the musical identity at the heart of Tequila Corrido. “For me, the aged expressions are never about covering the tequila,” Vázquez Camarena says. “They are about extending the journey. Reposado and Añejo should still begin with the same truth as the Blanco, then gain another layer of story from the barrel.”
PACKAGING WITH PERSONALITY Tequila Corrido’s packaging is designed to feel like part of the performance. It is not content to blend into a lineup of polished bottles chasing the same luxury cues. Instead, the brand leans into visual character, using distinctive details and music-minded symbolism to make the bottle itself part of the storytelling. The bottle is multidimensional and each displays a guitar pick, its signature symbol.
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GET IN TOUCH! E-Mail info@ilovetequilacorrido.com Website ilovetequilacorrido.com Visit the website for the Store Locator and Media / Partnership opportunities Instagram @tequilacorrido Facebook @tequilacorrido TikTok @ilovetequilacorrido
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“The package has to do more than sit on a shelf,” Phox says. “It should invite curiosity. We wanted something that felt like it had a point of view— something that looked connected to music, to story and to the rebellious spirit of the brand.” That approach works because Corrido understands where modern spirits live. A bottle today appears in restaurants, bars, home collections, concert settings and social feeds. Good packaging is not just presentation. It is part of the brand’s voice and personality. It the first impression a customer gets even before the juice hits the lips. MORE THAN A TEQUILA Tequila Corrido offers more than premium agave spirits. It offers a layered identity built from narrative, craft, culture and conviction. From its additive-free stance to its music-driven marketing and its scientifically disciplined production, the brand occupies a lane that feels both rooted and rebellious. With Ken Phox shaping a bold cultural platform and Oscar Vázquez Camarena bringing a chemist’s rigor and a distiller’s heart to the process, Tequila Corrido has carved out a memorable place for itself. It is tequila with a rebel’s grin, a songwriter’s pulse and a scientist’s precision—one that turns heritage into momentum and pours its story straight into the glass.
Visit our Website: ilovetequilacorrido.com
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Food & Beverage Magazine Guide to Restaurant Success Photo courtesy of Wiley
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ven 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.
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
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Refer to handy tips and checklists that help you launch your business
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Discover insight into the triumphs of Wolfgang Puck, Bobby Flay, Emeril Lagasse, and more
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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.
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
Visit fbmagazine.com for more info and to purchase the book.