It’s an honor to have oHHo as our cover story as our first infused beverage to commemorate the first PR%F Awards-Infused, Cannabis/CBD-infused beverage competition in Las Vegas at the end of September.
oHHo is leading the charge into this new landscape of alternative drinking for botanical wellness, with a line of seltzers promising "a light, uplifting buzz with a gentle finish."
The Original Brand, LLC, parent company of PR%F Awards, is now hosting Three Beverage Competitions in 2025 featuring our “BUYERS: THE ULTIMATE JUDGES" platform with each.
1. PR%F Awards-RTD (spirits/wine in a can/pouch/single serve) on July 29
2. PR%F Awards-Infused (alternative beverages CBD/THC) on September 16
3. PR%F Awards-Spirits/Wine/Mixers/Non-Alc Spirits November 4-5.
Why three? Our competitions are different in that every single judge is a beverage buyer—so not all beverage buyers want or can purchase all beverages. In 2025, we segmented our judges so that each brand that enters gets a chance to be tasted, rated, and perhaps selected to go on the shelves.
Each of our judges and beverage buyers from across the United States comes to our program with an idea in mind: what they are looking for, what they have space for, and what they hope to accomplish with a new look and feel. These competitions allow our judges to attend one, two, or all three of our competitions to focus on what they are looking for. In addition, we staggered our competitions in different seasons so that our judges could review and determine their needs for menu and inventory spruces.
In essence, we tailored our competitions to judges who matter to your brand. Win Medals, acclaim, and praise. Get tasted by buyers who are looking for your specific varietal.
All three competitions are open for registration at www.proofawards.com
Are you qualified to judge PR%F Awards?
Do you have the expertise to judge and rate thousands of brands? Are you a beverage buyer of an airline, hotel, resort, golf club, arena, restaurant, bar, retail chain, or independent shop and want to find the newest brands to put on their shelves? Do you have a connoisseur palate able to fully taste and identify flavors and appreciate the subtle nuances of flavor, aroma, taste, and aftertaste? Do you have a keen eye for design? Send a query and list of qualifications to Michele@proofawards. com, and we can discuss your coming on board to be a prestigious PR%F Awards judge. You must be a buyer at the time of the event.
Each month, our staff writer Devin Woodrow pens an emerging brand column featuring spirits, wine, and beverages from around the world as an opportunity to showcase these new gems to our audience of 14 million, distributed by Food and Beverage Magazine as well as a database of thousands and thousands of beverage buyers. Devin will debut her new monthly column, Kaleidoscope Eyes, featuring all THC and CBD counterculture beverages to commemorate our upcoming Infused Competition of alternative beverages. Submit your press releases and two photos to Devin Woodrow at Devin@ proofawards.com for consideration of your brand to be considered. Your brand may show up in a future article!
Thrilled to shout out to important new members of the PR%F Awards family.
Margit Bown, Director of Graphics
Jack Finn, Senior Correspondent
Cort Bentz, Corporate Beverage Development
Welcome to our newest team members!
Make sure you check out our new website, www.proofawards.com, and enter your brands today.
Cheers & Namaste!
MICHELE D. TELL Executive Director/Co-Founder The Original Brand, LLC
Introducing what’s new in the industry.
THE DRINKABLE SPAC
HOOT AND HOWL SPIRITS:
The art of drinking has been around for a long time, unfortunately, with many distilling methods and recipes fading away over time. Hoot and Howl aims to keep historical recipes and techniques alive. One of these methods is tranchage, creating a richer flavor profile with a variety of beverages, including Black Tea Liqueur, Gin, Triple Sec, Bourbon, and Vodka. While the history of alcohol may be long and complicated, it has always served one purpose: bringing people together. Hoot and Howl embody this through their spirits and show it through their love for the historical process. Visit https://www.hootandhowl.co/
AVENUE 8 - PREMIUM COCKTAILS:
Avenue 8 saw a new demand among consumers for ready-to-drink (RTD) beverages that are more spirit-forward and have decided to deliver! Their new line includes premium RTDs made with vodka and tequila and comes in various flavors like Strawberry-Lemon, PearGinger, and Blood Orange. Each beverage is designed with honest ingredients, no added sugar or artificial sweeteners, and less than 100 calories per serving. Avenue 8 set out to challenge the norm and succeeded, providing a delicious, easy, and yet also health mindful drink. Visit https://www.drinkavenue8.com/
JOSH CELLARS NONALCOHOLIC SPARKLING WINE:
America’s #1 premium wine brand, Josh Cellars, has just announced a new edition to their lineup, launching this summer! Get ready for their new NonAlcoholic Sparkling Wine! It can be served on its own or used to make delicious cocktails, recipes included on their website. This sparkling wine is bright and colorful with flavor notes of citrus, pear, and green apple. It delivers a flavor similar to Josh Cellar's Prosecco, but it is suitable for everyone, even those who do not drink. Visit https://www.joshcellars.com/products/nonalcoholic-sparkling
CLUBTAILS - GRAPE COCKTAIL:
Clubtails, the maker of your favorite Ready-to-Drink mixed drinks, introduces a new flavor just in time for summer. The Grape cocktail is a triplefiltered malt beverage with a 10% ABV. This sweet and tart drink is refreshing, bold, and light simultaneously; it is perfect for summer! Available in a variety of sizes (both 16 ounces and 24 ounces) as well as a 12-pack for your convenience. Clubtails says that this will elevate your mood from good to grape! Visit https://clubtails.com/
industry. By Devin Woodrow.
BRODA BEVERAGES:
Broda believes that for years, the liquor industry has lied to us. From dishonesty about ingredients to lacking labels, they saw a need for a change. Broda is a Lemon, raw Honey, and Ginger vodka made with zero additives, preservatives, or artificial flavors and just four simple ingredients! Built on the family tradition, Broda is inspired by Cytrynowka, a traditional Polish vodka that has been passed on for generations. Made with simple but delicious flavors so you can enjoy them alone and on the rocks or as the perfect addition to cocktails! Visit https:// drinkbroda.com/
SPIRITED HIVE:
Classic cocktails are delicious, but sometimes made with methods or ingredients of the past, they can be a bit unhealthy for you. Spirited Hive aimed to solve this issue by creating a delicious canned cocktail with a modern twist of quality ingredients and premium spirits. Spirited Hive is the only US Ready-to-Drink made with wildflower honey, providing certain health benefits you can't find in other drinks. With Gin, Tequila, and Vodka options, everyone will surely find a delicious beverage. For an exciting summer experience, try the Gn, Lemon, and Juniper, which includes gin, wildflower honey, and lemon and is lightly carbonated to provide a perfectly balanced, crisp, and bright flavor. Visit https://www. spiritedhive.com/
GOOD TROUBLE BOURBON:
While Good Trouble Kentucky Straight Bourbon is a premium, delicious, smallbatch bourbon, it is much more. Good Trouble wants to help make a social impact, encouraging drinkers to engage with one another and speak their
voices. It aims to help bring them together for a cause by providing a delicious and bold beverage. Crafted with corn, rye, and malted barley, Good Trouble is the perfect balance of flavor and warming with comforting notes of vanilla and spices. Good Trouble started with an 8th-generation master distiller's appreciation for quality bourbon. Visit https:// goodtroublebourbon.com/
RASASVADA:
Rasasvada is the only non-alcoholic beverage that longevity scientists actually test. Rasasvada is a special alcoholic beverage made with the knowledge of traditional Chinese medicine. It uses ancient Chinese herbs to provide both flavor and health benefits. This unique blend of spices is preservative-free and made from 100% whole plants. Some functional Chinese herbs include mushrooms, adaptogens, and other health-mindful herbs. This is perfect for those who seek pleasure and purpose from their beverages. Visit https:// rasaspirit.com/
TOUCAN COCKTAILS:
Introducing a new and unique ready-to-mix drink to make delicious mixed drinks more accessible. Using new two-can technology, Toucan Cocktails provides an easy way to make two bold, premium cocktails at once; this method ensures their cocktails are fresh and crisp and perfect to be enjoyed anywhere. They aimed to create great but simple cocktails using great but simple ingredients, which they have succeeded. With plans to expand their product line to inspire even more cocktail drinkers, Toucan cocktails represent the future of readyto-mix drinks. Visit https://toucancocktails.com
THE DRINKABLE SPACE
Meet Winemaker KRISTEN BARNHISEL
The Secret Behind J. Lohr’s White Wine Empire
By Michele Tell
Wine has long been shrouded in mystique, its rituals, vocabulary, and traditions often intimidating to newcomers. But for Kristen Barnhisel, J. Lohr’s winemaker, white wine it isn't about snobbery or secrets—it's about joy, discovery, connection, and passion. Driven by a deep love of her craft, she has dedicated her career to making wine approachable, fun, and accessible for everyone.
Known for her gifted palate and technical skill, Kristen uses her expertise with a range of white wine varieties, styles, and winemaking methods to guide J. Lohr’s white wine portfolio.
Kristen brings over 20 years of expertise and experience in winemaking on three continents to J. Lohr. But she truly contributes more than technical time and understanding. Barnhisel is one of the most passionate winemakers on the scene, with a knack for evaluating fruit, combinations of floral and grape, the complexity of it all, and making the multiplex world of wine fun and lighthearted.
Kristen, Food and Beverage Magazine publisher Michael Politz, Buddy V’s assistant General Manager Randy Meyer, and I attended a private wine tasting at Buddy V's at Venetian Resort Casino Hotel. It was an evening of discussion on precise technical skills combined with knowledge about irrigation, fruit, fermentation, weather, soils, grape combinations, process, and all the behind-
the-scenes keys to why each white wine presented at our tasting was better than the last.
J. Lohr Vineyards & Wines makes its wine in three main regions in California. The company has vineyards and wineries in Monterey County (Arroyo Seco and Santa Lucia Highlands), Paso Robles, and Napa Valley (St. Helena). Specifically, they have estate vineyards in these areas, meaning they grow the grapes used to make their wines on their own land.
Kristen is a winemaker who breaks barriers and sings her own tune or stomps on her own grapes. Instead of clinging to tradition or exclusivity, the J. Lohr white wine program invites people in with price points, value, and superb taste that can find its way to all walks of life. She believes that wine should be enjoyed, not feared, through handson blending experiences, playful wine clubs, or approachable bottle designs, as seen with the innovative bottles with price points that are good for poolside drinking or fine dining.
“The subtle saline character, reminiscent of wet rock and the cool neutrality of concrete, brings an invigorating edge to our white wines. These elements lift the natural purity of the fruit, adding a crisp, mineral freshness that makes each sip feel vibrant and utterly clean on the palate,” she said. "My goal is always to make sure the purity of the fruit shines through with every taste," she said.
Kristen was raised in Santa Rosa by a microbiologist mother, who worked for Simi Winery, and a father who was a home winemaker. Though she grew up immersed in the wine industry, even working harvests as a summer job, it wasn't until she traveled to Italy while earning her B.A. in Italian literature that she was inspired to become a winemaker. Encouraged by legendary California winemaker and family friend Zelma Long, Kristen became one of the first women and the first American to work harvest for Ruffino in Italy. Kristen earned a master's degree in enology from UC Davis. She worked several coveted internships, including Warwick Wine Estate in South Africa, Opus One, and Long Vineyard, where she gained invaluable knowledge working alongside her mentor, Zelma Long. After graduation, eager to build on her growing knowledge of different wine regions, Kristen moved to Washington State and spent two years as an enologist at Columbia Crest. Returning to California, Kristen held positions as the assistant winemaker at Jordan Vineyard & Winery and later Belvedere Winery before joining Handley Cellars in Anderson Valley, where she was co-winemaker with founder Milla Handley for eight years.
Sipping the 2024 J. Lohr Estates Flume Crossing Sauvignon Blanc, Barnhisel asked if I could smell the "fresh daffodil and taste the fig," which she described as "this is a wine that I define as a juicy texture. This is the perfect poolside bottle where you taste the fruit and not the acid, and it leaves your mouth feeling salacious and your palate eager for another sip."
We played my favorite game with winemakers, which I affectionately call "Pick Your Favorite Child." No one wants to pick their favorite wine, so we broke it down into special categories.
"What's your favorite wine for Happy Hour?"
"2024 J. Lohr Flume Crossing Sauvignon Blanc stands out as a vibrant and affordable white wine, offering exceptional value at just $14 a bottle. This special wine greets you with enticing honeysuckle, lime, sweet herbs, and fig aromas. On the palate, it delivers a lively medley of grapefruit, key lime, kiwi, and passionfruit to begin," she said.
According to Kristen, its partial aging in acacia barrels imparts a rich texture and a lingering, textured finish, adding a touch of complexity without overpowering the wine’s fresh fruit character.
"What's Your Favorite Wine For A Housewarming Gift?"
"J. Lohr F&G Vineyard Pinot Blanc is celebrated for its vibrant, expressive character and versatility, making it my choice to give as a gift, but ‘don’t tell my other wines,’" she giggled.
This crisp bottle opens with notes of white floral, yellow roses, quince, crushed rock, and pear. Earlier vintages also highlight yellow roses, apples, and ripe green apples.
"Can you taste that?" she asked. She said it reveals layers of ripe melon, Meyer lemon, and pear but loves the creamy texture that adds richness without heaviness. "It's light and airy," she added.
Thanks to the cool, windy Arroyo Seco and the unique sand-laden cobblestone soils mixed with concrete dust, the wine achieves a balance of bright acidity, minerality, and exceptional weight.
J. Lohr has two tasting rooms in California. Its wine center in Paso Robles is located at 6169 Airport Road, Paso Robles; it's surrounded by vineyards and winemaking facilities, about three miles northeast of downtown Paso Robles.
J. Lohr also has a historic wine center in downtown San Jose at 1000 Lenzen Avenue. For more info, visit www.jlohr.com.
NOWADAYS THC INFUSED SPIRIT:
Perfect for summer days and drinks by the pool, Nowadays is now available in Readyto-Drink form! This new launch aims to bring both experienced cannabis users and newcomers together over something they can both enjoy! Nowadays new cocktails contain varying levels of THC so that everyone can find the buzz right for them! Still available in the classic bottle, perfect for a more elevated night or even for building your own cocktails. Be on the lookout for another new addition to the Nowadays family with their new lemonade, expected to come out this summer! Visit https://trynowadays.com/
SQUIER’S SPECIALTY ELIXERS:
Ever want a delicious, handcrafted drink that makes you feel good and is made with better ingredients? Boasting many accolades including 100% real fruit, organic agave, gluten free, vegan, all natural and with many flavors to choose from there will be something for everyone! Recently Squier’s launched their new THC seltzer, also basting many flavors and organic prebiotics! Made to let you have a good time without having to worry about a hangover. Visit https://drinkdifferent.co/
ARTET:
Artet is a non-alcoholic, THC infused aperitif and spritz that wants to change cocktail culture and how we experience it. Wanting to experience classic and traditional cocktails and drinks, but without the traditional problems like dehydration and hangovers Artet is an herbal and infused NA beverage. Using hemp-derived Delta-9 THC, they provide a thoughtful alternative to alcohol and a more approachable drink to many different people. The flavor profile is perfect for creating your own cocktails and mixed drinks, however you would like. Available in a variety of flavors, and packaged in a beautiful bottle with a cocktail recipe, this is sure to inspire you! Visit https://artet.com/
NINE DOT BEVERAGES:
Nine Dot wants to change the intensity of the drinking game. Sometime alcohol and even strong THC infused beverages can be too much, too fast, and Nine Dot aims to change that and provide a more relaxing experience with their low-dose THC infused beverages. Specifically making consistent dosing and effects a priority, you will always feel the perfect level of mood boost. These drinks include CBD as we;l and specific terpenes to enhance your experience. Coming in a variety of juices, cans and dosages, everyone will find something they can enjoy. Visit https://drinknine.com/
Kaleidoscope Eyes industry. By Devon Woodrow. the industry.
By Devin Woodrow.
HEMP AND BARREL:
As the temperature rises, drinking liquids becomes even more important. So why not have functional AND fun? Hemp and Barrel bridges the gap between these two entities with THC, CBD and non-alcoholic beverages. Focusing on trends and the lifestyles of consumers, Hemp and Barrel has many flavor options and drinks, including a huge variety of flavors and different doses, so everyone can find something to get excited about! Visit https://hempandbarrel.com/
UPSTATE ELEVATOR SUPPLY CO.:
As THC Beverages become more and more popular, the need for transparency does as well. Introducing Upstate Elevator Co., a brand that creates seltzer and soda THC drinks with no preservatives, synthetics, artificial flavors, or artificial ingredients. While having cleaner ingredients, they don't skimp out on taste including a variety of flavors like Zesty Lime Ginger Ale, Orange Pop Soda, Passion Fruit Seltzer, and Green Mango Seltzer. These bright flavors, healthy ingredients and low dosages of hemp-derived THC are sure to have you feeling good over the summer! Visit https://hempandbarrel.com/
CANNAVINUS:
CannaVinus is a non-alcoholic beverage, designed to elevate THC experiences while containing no THC or CBD itself. Unlike most THC drinks, CannaVinus is infused with terpenes like the ones found in cannabis. These terpenes can be a game changer in elevating mood, stress relief or just helping you to relax. CannaVinus uses the terpenes found naturally in elderberry and pair it with fresh mint and botanicals, delighting with a bright airy flavor. CannaVinus is perfect for any occasion where consumers are looking for an uplifted mood without an alcoholic beverage! Visit https://cannavinus.com/ products/cannavinus-alcohol-free-0
BLOOMING BOTANICALS:
While Blooming Botanicals doesn't sell ready to drink THC or CBD drinks, they create curated lists of CBD-infused drink recipes meant to help you stay refreshed and unwind this summer. They have a huge variety of drink options from a Lavender Lemonade Spritz to a CBD Pina Colada. They feature easy to make drinks that stay up to trends and the seasons, so at any time you can enjoy an easy, delicious, mood uplifting beverage. In their most recent edition they focus on beverages that will keep you happy and hydrated by the pool this summer! Visit https://bloomingbotanicalshemp.com/sippinon-sunshine-cbd-infused-drinks-to-keep-you-cool/
BEVASSETS LIQUOR, DISTRIBUTION, SALES, & CONSULTING AGENCY ANSWERS THE
CHALLENGES OF THE BEVERAGE INDUSTRY
Transforming the Beverage Industry with Real Solutions
The beverage industry is evolving, and spirits, wine, non-alcoholic, low-alcoholic, and THC brands today need more than great products to succeed. They need strategic partnerships, strong distribution, and a team to execute.
Founded by Alicia Vargo and Samuel Anderson, BevAssets is a consultancy designed to bridge the gap between suppliers, distributors, retailers, and sales professionals. With over 80 years of combined industry experience, Vargo and Anderson have created a hands-on, resultsdriven business beyond consulting; it is success redefined.
A Partnership Built on Experience
Alicia Vargo built her career on brand development, wholesale distribution, and sales strategy. She was Senior Vice President at Colorado Beverage Distributor Corporation (now Breakthru Beverage Group) and later built a successful national brokerage business, helping brands expand their reach nationwide. "This is a new chapter for my business," says Vargo. "Samuel and I came together with a shared vision: to help brands find the right partners and help sales professionals find the right opportunities."
Samuel Anderson has held executive leadership roles at Gallo Winery, Diageo, Brown-Forman,
"We believe that success happens on the ground, not just in boardrooms," says Anderson. "Our sales reps are making calls, meeting buyers, and ensuring our brands get the attention they deserve."
The Coca-Cola Company, and Kellogg's. He most recently served as Vice President of Commercial Excellence at Breakthru Beverage Group before launching his agency, DRINK, where he worked with clients like Pinata and Retail Cities. Anderson adds, "BevAssets isn't just about giving advice. We execute. We're in the field, making real connections and helping brands succeed in a competitive marketplace."
Together, they bring an unmatched expertise in distribution, sales, and brand-building.
What BevAssets Does Differently
Unlike traditional consulting firms, BevAssets doesn't just provide strategy—it takes action. BevAssets garners store shelf space and focuses on consumer pull-through.
National “Feet on the Street” Sales Network
Securing and maintaining retail and distributor relationships is one of the beverage industry's biggest challenges. BevAssets solves this by having a team of sales representatives nationwide who actively engage with buyers, retailers, and distributors.
This direct, in-market representation ensures that brands receive:
• Face-to-face sales support with key accounts
• Product placement and visibility in high-traffic retail locations
• Real-time feedback and market insights to adjust strategies quickly
"We believe that success happens on the ground, not just in boardrooms," says Anderson. "Our sales reps are making calls, meeting buyers, and ensuring our brands get the attention they deserve."
Distributor & Retailer Placement
Finding the right distribution partner is one of the most challenging hurdles for beverage brands. BevAssets takes the guesswork from the process, leveraging its long-standing relationships with distributors nationwide to place brands in the right markets.
"We don’t just introduce brands to distributors," says Vargo.
"We ensure that the relationship works, that sales happen, and that brands don’t get lost in the system."
Bevassets Challenges of the Beverage Industry
Strategic Partnerships Across the Industry
Success in the beverage industry requires more than just distribution—marketing, e-commerce, compliance, and logistics. That's why BevAssets has built a network of trusted partners that provide solutions in:
• E-commerce & DTC (Direct-toConsumer) Sales
• Marketing & Brand Awareness
• Regulatory Compliance
• Retail Merchandising & POS Solutions
• National & Regional Account Coverage
Partners include Diverse Powered Brands, Overproof, Pinata, IDN (Independent Distributor Network), Rogue & Rye, Danner Drinks, Hatch Cellars, Destino Consulting, and Accelpay.
"We connect our clients with the right people and get the work done; our goal is to ensure brands have everything they need to grow," Anderson shares.
Incubator Program & Coaching
For brands that need intensive, hands-on support, BevAssets partners with Diverse Powered Brands and offers an Incubator Program. This structured process guides emerging suppliers through distribution, sales strategy, and market positioning complexities. Additionally, the company provides one-on-one coaching for brands looking for short-term strategic guidance in:
• Commercial Planning
• Market Entry Strategy
• Retail Execution
• Pricing & Promotions
Links to Job Boards & Industry Opportunities
BevAssets assists sales professionals in finding work in the industry by providing links to Job Boards through our website. The company also connects qualified candidates with brands, distributors, and
retailers that are looking for experienced talent.
"We built this company not just for brands but also for the people behind them," says Vargo. "Our goal is to connect sales professionals with meaningful careers in the beverage industry."
What’s Next for BevAssets?
As BevAssets continues to grow, the company is expanding its services to meet the needs of an evolving market. In 2025, BevAssets will launch incubator/accelerator cohorts, providing targeted mentorship, sales support, and distribution strategies for select brands.
Additionally, the company’s "Drink Up" podcast, hosted by Samuel Anderson and Adam Smith, the owner of Alias Advising, will continue to bring insights, trends, and industry conversations to a growing audience of beverage professionals.
"We’re just getting started," says Anderson. "The beverage industry is changing fast, and brands need partners who understand the landscape and know how to navigate it. That’s exactly what we do."
Final Thoughts
BevAssets is more than just a consulting firm—it’s a partner in success. By providing on-the-ground sales support, distributor connections, and strategic resources, BevAssets is helping brands break through the barriers of the three-tier system and thrive in a competitive market.
Whether you’re a new brand looking for distribution, a supplier seeking stronger retail relationships, or a sales professional searching for opportunities, BevAssets has the expertise, connections, and commitment to make it happen.
For more information, visit www.bevassets. com or contact Alicia Vargo at alicia@ bevassets.com and Samuel Anderson at sam@bevassets.com Drink Up Live Podcast
GOLD MEDAL CHAMPIONS
DESERVE GOLD MEDAL TEQUILA
For gold medal Olympian Tara Davis-Woodhall and Paralympian Hunter Woodhall, excellence isn’t occasional—it’s a way of life. When they celebrate, they choose Rodeo de las Aguas—a multi-award-winning tequila rooted in craft and purity. Made from 100% fully mature Blue Weber agave, carefully selected and crafted for depth and character. No additives. No shortcuts. Just honest tequila that captures the spirit of Jalisco.
UNLVINO CELEBRATES 50 YEARS OF TASTINGS FOR HOSPITALITY STUDENTS
The 50th anniversary of UNLVino in Las Vegas marks a significant milestone for the city’s premier wine, spirits, and food event. What began as a small wine tasting in 1974 to raise funds for the William F. Harrah College of Hospitality at the University of Nevada, Las Vegas, has grown into a must-attend celebration that supports hospitality education. Over the years, UNLVino has raised millions of dollars in scholarships and has expanded to major venues across the nation.
The Grand Tasting is the main event, featuring a carefully curated selection of wines and spirits for thousands of attendees. It showcases a wide range of international and domestic wines, sparkling wines, and a variety of spirits, including vodka, gin, tequila, rum, whiskey, and liqueurs.
UNLVino’s 50th anniversary celebrates five decades of culinary excellence and reaffirms its commitment to education, community, and the vibrant hospitality culture of Las Vegas. For more info, visit www.unlvino.com
TheNAMA Convention is a premier event dedicated to the natural products industry, bringing together manufacturers, retailers, and buyers to explore the latest innovations and trends. This convention serves as an essential platform for networking, education, and showcasing products, with a strong emphasis on health-conscious and sustainable options.
At the event held in May in Las Vegas, a variety of new beverages were introduced, reflecting the growing consumer demand for functional, organic, and plant-based choices. These included innovative ready-to-drink (RTD) beverages, infused drinks featuring CBD and other botanicals, as well as non-alcoholic wellness tonics. The convention also highlighted emerging brands that combine
taste with health benefits, catering to the evolving preferences of consumers interested in natural products.
Overall, the NAMA Convention was a dynamic showcase of cutting-edge beverages that align with market trends focused on health and wellness, providing attendees with fresh ideas and new products to promote.
NAMA Show will be held April 22-24, 2026 in Los Angeles. Visit thenamashow.org for more info.
o HH o SELTZERS promise a light, uplifting buzz with a gentle finish
By Jack Finn
The scene is familiar and comfortable. It could be rapidly changing in terms of the liquids filling those celebratory glasses. Booze, according to many industry observers, is on the run.
Gaining on it quickly is a variety of THC-infused beverages. No sugar (so no hangover), fewer calories (by a wide margin) that still provides that warm, soothing glow that sends tensions flowing away.
Leading the charge into this new landscape of alternative drinking is botanical wellness company oHHo, whose line of seltzers promises "a light, uplifting buzz with a gentle finish."
"I think far and wide, people are coming to terms with the idea that they shouldn't be drinking so much alcohol and taking so much sugar," says oHHo co-founder Nicola Stephenson. “The consumer is very discerning. We want people to say it’s approachable, something they can really enjoy. There are no shortcuts around taste.”
Nicola’s husband, oHHo co-founder and CEO James Stephenson, says years of persistence and tireless advocacy have the alternative beverage industry on the verge of significantly altering drinking habits worldwide.
“We’re only at the beginning in terms of cannabis beverages,” James says. “There’s so much opportunity, enormous opportunity at this point with alcohol in massive decline.”
Research supports James’ claim. Industry analysts predict the cannabis-infused beverage market will reach $2.8 billion this year and almost $4 billion by 2030.
“Then there’s the opioid crisis with people looking to offramp from medication, suddenly you’ve got this drink that can do so much for your well-being, the audience is infinite for both young consumers and the older generation,” Nicola says.
Not that there aren’t obstacles. Growing nationwide acceptance of marijuana usage and related products hasn’t reached every corner of society just yet.
“Sometimes it feels like dog years,” says James. "There are those who still consider marijuana the devil's lettuce and are dead set on destroying the industry, so it's constant communication because history tells us that prohibition just doesn't work."
James and Nicola concede that effective, common-sense regulation needs to be part of the cannabis beverage business.
"There's still a huge amount of work to be done, and communication is the key," James says.
"When you're in an emerging industry, it can be brutal, but you've got to keep your chin up."
Even when discussing the hurdles and hardships of their business, James and Nicola speak in breezy tones and seamlessly interject thoughts into each other’s sentences. (When Nicola mentions that, unlike herself, James is a former regular user of alternative substances, James interjects, "Purely for research purposes!"). He calls her "Nic." She calls him "J." Their delightful British accents and evident passion for their endeavor make them first-rate spokespeople for their industry.
The Stephensons are miles removed, physically and metaphorically, from their past lives as London-based media powerhouses. The sale of their media company was difficult and stressful, leading them to seek more healthful surroundings and pursuits. Today, they call Bedford, New York, home.
"We were having a stressful time. I was unwell, and we had two young kids, and I think this opportunity came along at the right time," Nicola says. "We connected with it, picked a lane, and it's very dynamic and exciting."
oHHo's line of seltzers comes in a variety of flavors, all intriguing combinations in bright, cheerful cans promising an experience that, say, beer can't deliver. There’s cherry and lime, blood orange and pomegranate, white peach and lemon, and pink grapefruit and elderflower. Elderflower? This remarkable plant is known to help with sinus issues, increase
blood flow, regulate fevers, and improve skin health. You're not going to get that from a gin and tonic.
As for the benefits to one's mental health, advocates cite mood enhancement, more profound relaxation, anxiety reduction, and pain management.
In providing these benefits to their customers through their wide selection of THC and CBGinfused products, oHHo has created and strictly adheres to a set of values. Compromising on them is not an option. Their website announces a commitment to People over Process, natural over Artificial, Cutting Edge over Cutting Corners, and Community over Commodity.
James: “Making money is great, we all want to be profitable, but doing things the right way, in a sustainable way, maintaining quality and that commitment to our consumer is truly vital.”
Nicola: “There’s a little bit of push but also a little restraint. This isn’t our first rodeo. I think when you start a company, you have an opportunity to decide how you want to live and run it, to commit to sustainability, and we felt that we wanted to create the type of company we can be proud of by always asking what the consumer wants. You can pump money into it but in at the end of the day we want to create something enduring.”
Have alternative beverages truly arrived? Are we at the dawn of their Golden Age? Will pink grapefruit and elderflower on ice replace whiskey on the rocks? James and Nicola Stephenson think so, and they think it’s been a long time coming.
“Humans have had a relationship with cannabis for thousands of years,” James says. “Today, the innovation is so exciting, the use of beverages is just amazing, our knowledge about the plant, the dosage...the science is incredible.”
“There’s remarkable innovation, the possibilities are enormous,” Nicola chimes in. “Obstacles remain but we remain flexible and we’re very bullish on this market, very optimistic.” It is
very encouraging to see influential industry players, both retailers and distributors coming strong into the market and supporting this category.
For more info, visit weareohho.com.
Instagram: @weareohho
Jack Finn is a former television news reporter, political consultant, media trainer, and crisis communications strategist. His latest endeavor is Wordsmithjack.com, a speechwriting and proofreading service. Jack has lived in Las Vegas since 1993.
What makes oHHo different?
THE TASTE
oHHo is obsessive when it comes to taste. Striving for a very drinkable and flavorful experience complimented with a delightful fizz.
THE VIBE
A smooth, elevated high that lasts for around an hour. Refreshing and uplifting - this is a social thing, so we sdhere to a perfect dose. If one isn't enough - reach for another!
THE BALANCE
Natural sugars - Agave not sweeteners make for an excellent flavor and keep calories to a minimum.
oHHo The Old Firehouse 34 Village Green, Bedford, NY, 10506.
10th Mountain Whiskey and Spirit Company is thrilled to announce its partnership with Hire Heroes USA to launch a limited-edition bourbon. Proceeds will benefit the mission to help United States service members, veterans, and military spouses achieve successful careers.
Each bottle sold contributes directly to Hire Heroes USA’s vital support programs that empower our heroes as they transition into civilian life.
This special release features a proof of 122 and an ABV of 61. The bourbon presents a warm, fairly dark amber appearance, with a nose delights the senses with sweet notes of vanilla, oak, and honey. On the palate, expect a smooth and easy drinking experience characterized by a medium body with hints of toasted nuts, vanilla, and oak. The finish is sweet and mediumlong, leaving a lingering essence of vanilla.
The patriotic men of the 10th brought diversity, courage, and hope to the Rocky Mountains when they arrived in the 1940s to train just a few miles south of what is now Vail.
They were part of the greatest generation of men, wanting to make each day count and each day better than the last. Their mentality was strong after being shaped by the rigors of mountain warfare, and their egos were humble.
After World War II, many of the 10th Mountain Division warriors came home to the U.S. and continued skiing. The 10th Mountain Division veterans started many U.S. ski areas we now love. At least 62 ski resorts have been founded and managed by former 10th Mountain Division veterans.
The original 10th Mountain Division's tradition of excellence continues with today's 10th Mountain Division Light Infantry (LI). Now based at Ft. Drum in Watertown, New York, the 10th Mountain Division LI is the most deployed military unit when a humanitarian, natural disaster or conflict arises worldwide.
The 10th Mountain Whiskey and Spirit Company is an extension of the mountain lifestyle, bringing together the old with the new. Generation after generation, men and women alike, all share this same passion, enjoying it for a day, a weekend, a lifetime, or somewhere in between. No matter how long it's been embraced, the combination of friends, mountains, memories, and spirits brings people together like no other.
10th Mountain Whiskey and Spirit Company created a tribute spirit company in Vail, Colorado, to encourage these relationships, embrace the mountain lifestyle, and honor the 10th Mountain soldiers who inspired a way of life. Not only is it a tribute to the 10th Mountain soldier, but it is also a tribute to those who enjoy the mountain lifestyle, living it fully every day.
Hire Heroes USA empowers U.S. military members, veterans, and military spouses to succeed in the civilian workforce. They are committed to providing one-on-one personalized support and dedicated guidance to those we serve, helping them build successful careers no matter where they start or are headed.
The U.S. military brings together people of any background, experience, and skill set. At Hire Heroes USA, They embrace that same spirit by ensuring that every veteran and military spouse has access to the resources and opportunities needed to thrive in the civilian workforce. They uphold these same values within our team, bringing together employees with varied skills and experiences to best serve our mission. For more info: hireheroesusa.org.
Join in celebrating this unique collaboration and enjoy a bourbon that is not only amazing but also meaningfully impacts the lives of those who have sacrificed for our nation. For more information on the limited edition bourbon and how to support our military community, visit www.10thWhiskey.com.
Meet Alejandra Flores, Founder of Mezcal Má Yú
I am Alejandra (Alex) Flores, and I am originally from Mexico City. Over 30 years ago, I took a life-changing leap, moving to the United States. It was a moment filled with hope and anticipation. I carried with me the richness of my culture, the strength of my roots, and a dream to build something meaningful in a new land. America offered a fresh beginning, and though I was excited, I was also nervous. I was ready to work hard, grow, and honor the land I came from and the one who welcomed me.
I consider myself a passionate woman— strong, giving, and driven. I am a loving mother; one of the greatest joys in my life is sharing laughter with others. Humor, to me, is essential. Life is serious when it has to be, but laughter is the medicine that keeps us going. I’ve always taught my children that we control our emotions rather than letting them control us. That belief has helped shape the woman I am.
I've worked in the hospitality industry for over thirty years, which has been my passion and profession. I built my career through consistency, reliability, and relentless hard work, holding various roles in the dynamic hotel industry. I proudly serve as the Director of Leisure Sales for Sahara Las Vegas, a city and a brand that I deeply respect.
It’s been a journey of perseverance, growth, and learning. But there’s another journey I’m even more passionate about, one that brings my heritage and my heart together. It’s the story of Mezcal Má Yú: a tribute, a dream, and a legacy born from the deep love I have for my maternal grandmother, Agustina Méndez, lovingly called Abuelita Méndez.
My grandmother was a woman of extraordinary strength. Born in Matatlán, Oaxaca, known as the “Capital of Mezcal,” she was an Indigenous woman who endured and overcame unimaginable hardships from a very young age. She never learned to read or write, raising over twelve children while running her own food business. She was tough but tender, firm but loving. Her laughter, her stories, and her resilience shaped me in profound ways. Despite her struggles, she was full of wisdom and had a naturally optimistic spirit. She showed me what it means to fight for your dreams and never let your circumstances define your potential.
I see myself in her; I’ve also walked a path filled with challenges. I've had to stand independently, make difficult decisions, and find strength when none was left. But like her, I've always moved forward with determination, fueled by passion and love. I believe in honoring those who have left us: one day, I realized I wanted to pay tribute to her for everything she stood for. That’s when the idea of Mezcal Má Yú was born.
Má Yú means "Mother Earth" in Zapotec, my grandmother’s language. This wasn’t just about launching another mezcal; it was about honoring her legacy, celebrating her land, and empowering women like her. I wanted to create something that reflected her strength, culture, and spirit, telling the story of Oaxaca, its traditions, and its people.
After meeting with producers throughout Oaxaca, I chose one that truly aligned with my values and vision. This mezcal needed to be organic, not just in name, but certified and proven. Many brands claim to be organic without any validation. Má Yú carries the seals that speak to its authenticity and commitment to sustainability. It's my small but meaningful contribution to protect Mother Earth and the richness of Oaxaca’s natural resources.
Má Yú is a young Espadín Artisanal mezcal—100% organic, clean, and deeply flavorful.
But beyond that, it’s a heartfelt tribute to the women who build, nurture, and transform the world with their strength. It’s a drink that tells a story of survival, hope, and courage. It's a toast to the hardworking matriarchs, women who give everything expecting nothing. It’s a symbol of empowerment, and through it, I hope to inspire others to dream boldly and love deeply.
My dream doesn't end here. I plan to establish a foundation through Má Yú to support elderly people and stray animals in Oaxaca, another way to give back to the place that gave me my roots. My grandmother would have wanted that. She was a giver, always, and I strive to live by her example.
When taking a sip of Mezcal Má Yú, know that it’s more than a drink. It’s a legacy. It’s Abuelita Méndez. It’s every woman who has ever struggled, persevered, and triumphed. It’s Mother Earth.
I share it with the world with immense pride, deep gratitude, and boundless love. For more info, visit mezcalmayu.com.
Squier’s Specialty Elixirs
Launches New Ready-To-Drink THC-Infused Craft Seltzers
Chef-founded, cannabis-infused food and beverage brand adds to its nationally available lineup with new hemp-derived seltzers.
Chef-founded Squier's Specialty Elixirs (Squier’s), an award-winning, cannabisinfused food and beverage company, proudly announced today the launch of their new hemp-derived THC-infused seltzers. Available now in the brand’s flagship flavor, Blueberry Lemon, as well as Pink Pineapple, Raspberry Lime, and Mandarin Mango.
True to the Squier’s brand, each 12 oz. canned seltzer is formulated with 100% real fruit and organic prebiotics, is naturally sweetened with organic blue agave, and contains all-natural electrolytes and minimal ingredients. They include no artificial flavors, concentrates, or fillers, boast 5mg THC and 10mg CBD per can, and are only 60 calories each. The Squier’s Seltzers can also be enjoyed chilled or over ice.
Squier’s Seltzers ship nationwide, and pack size options include a 4-pack ($27.99), 8-pack ($51.99), and 16-pack ($100). They are available for purchase on the brand's website at drink different.co/collections/seltzers.
The High Spirits Awards by the L.A. Spirits Awards recently awarded the Squier’s Blueberry Lemon Seltzer a 2025 platinum medal.
With the continued rise of the “Cali sober” movement and overall interest in wellness, lowcalorie, low-sugar, and gut-friendly products
Squier’s Specialty
Elixirs Launches New Ready-To-Drink THC-Infused Craft Seltzers
packed with flavor, like Squier’s new hempderived THC-infused seltzers, are growing in customer appeal.
“Flavor and functionality are the backbone of our business, and with the THC-infused seltzer game ramping up every day, we are proud to offer one of the only formulas containing real fruit and sweetened with organic blue agave, making it a cleaner and healthier option for consumers overall.”
Zack Squier, Chef and Founder of Squier's.
According to a January 2025 report by Prudence Research, the global hard seltzer market is "predicted to attain around USD 66.95 billion by 2033." Mirroring the alcohol industry's seltzer boom, a recent Grand View Research report anticipates that "the global THC seltzers market is expected to grow at a compounded growth rate of 34.1% from 2024 to 2030 to reach USD 2.65 billion by 2030.
"The Squier’s Seltzers arrive in time for Memorial Day weekend and ahead of the
summer season. They are infused with Pink Himalayan Sea Salt, enhancing hydration and replenishment with every sip. An alcoholfree option and alternative to beer, wine, or hard seltzers, the hemp-derived THC-infused seltzers provide an uplifting experience without the hangover.
“We are excited to continue expanding into the hemp space this summer, and are focused on crafting the best tasting, highest functioning products we can possibly create,” continued Squier.
Squier’s is best known for giving customers options for easy infusion of their favorite drinks. The beloved elixirs allow for convenient dosing of sparkling or still beverages and can be enjoyed hot or iced. The infused drink mixers enable consumers to make a canna cocktail or the product can be poured over desserts or added to a variety of cooking and baking recipes. Their ready-todrink Seltzers and Bottled Cocktails, available in Blueberry Lavender Lemonade, Strawberry Hibiscus Lemonade, and Pineapple Ginger Lemonade, are designed for simple sips with no mixing required.
All of Squier’s products are vegan and glutenfree, made with honest ingredients. For more information, visit drinkdifferent.co.
Chef-founded Squier’s Specialty Elixirs is an award-winning, cannabis-infused food and beverage company rooted in culinary craft and clean-label integrity. The Portland, Maine-based brand launched in 2019 and offers elevated seltzers, cocktails, elixirs, and soon-to-launch real fruit gummies.
Squier’s follows a flavor-first approach driven by a deep commitment to quality, transparency, and plant-powered wellness. The products are infused with premium cannabis and are made using 100% real fruit, organic blue agave, prebiotics, and natural electrolytes.
Chef and Founder Zack Squier grew frustrated with the ingredients in most edibles and founded Squier’s to develop an ethical and delicious cannabis product. Everything is made with as much thought and integrity as the food Squier spent years creating as an executive chef in the culinary world.
Squier’s cannabis-derived products are available at legal dispensaries in Maine and Massachusetts. The company will soon launch in Rhode Island. Its hemp-derived offerings are available for purchase online and ship directly to consumers' doorsteps.
PR%F THE MAGAZINE SPOKE WITH CHEF SQUIER ABOUT HIS PRODUCT.
Q: So many are coming onto the market, and the craze is growing. Why did you create yours?
Chef and Founder Zack Squier: So many cannabisinfused edibles and drinks on the market felt like a compromise, either loaded with artificial ingredients, lacking flavor, or just missing the mark on a quality experience. At Squier’s Specialty Elixirs, we started with a simple question: why settle for less? Drawing from years of experience in the restaurant world, I knew that a truly great drink begins with premium, clean ingredients. That’s why we crafted our elixirs to be chef-made, flavorful, and genuinely enjoyable. No shortcuts, just something you actually want to drink.
Q: What sets your RTD apart from the rest?
Chef and Founder Zack Squier: Our commitment to high-quality, responsibly sourced ingredients and expert craftsmanship sets Squier's RTD apart. We
deliver a clean, great-tasting beverage that supports wellness without artificial flavors, fillers, or synthetic aftertaste, using 100% real fruit, organic blue agave, fresh-squeezed citrus, organic prebiotics, and natural electrolytes. Our infused elixirs, bottled cocktail lemonades, and seltzers offer a balanced, premium flavor and a smooth, effective buzz.
Q: Give me a key marketing tool that you feel is your tipping point for success.
Chef and Founder Zack Squier: Our key tipping point is simple: getting these drinks into people’s hands. Once someone tries Squier’s, they get it— we already have a cult-like following because our flagship elixirs deliver a truly unique, enjoyable experience. Sampling fuels word-of-mouth builds trust and turns first-timers into lifelong fans. So, it's all about creating opportunities for people to taste the difference firsthand.
Meet a PR%F Awards Winner
Provocativo, presented the 2023 Double Gold PR%F Awards, is blended and bottled in the heart of Cava country, located in wine region of Requena, famous for some of the best sparkling wines in the world. Provocativo is a sparkling wine made using the traditional champagne method. This method takes selected Macabeo and Chardonnay grapes through a second fermentation that happens within the bottle. PR%F Awards spoke with Briana DiTommaso, a second-generation winemaker, about the Provocativo.
Q: What makes your sparkling wine unique compared to others on the market?
Briana DiTommaso: Our sparkling wine embodies the essence of affordable luxury. It offers a taste that rivals, if not surpasses, many champagnes, all while being significantly more accessible in price.
Additionally, its Spanish heritage adds a unique dimension, as many people are not yet familiar with the world of cava. I aim to educate consumers about its qualities and elevate their appreciation for this exquisite sparkling wine that made in the traditional “methode champenoise”
Q: Can you describe the flavors and aromas someone can expect when tasting your sparkling wine?
Briana DiTommaso:This wine showcases a pale yellow hue with delicate green undertones, exhibiting crystal clarity and small, fine, persistent bubbles. On the nose, it reveals inviting aromas of ripe pear and fragrant white flowers. The palate offers a delightful interplay of citrus and subtle vanilla, balanced by a refreshing crisp acidity. The finish is elegant and clean, leaving a lingering impression of floral notes.
Q: What inspired you to create this particular sparkling wine, and what story does it tell?
Briana DiTommaso: This moment marked a significant turning point in my career as I stepped into the role of executive winemaker and became a vested partner in the brand. It was essential for Provocativo to reflect my identity as a second-generation winemaker. I carry the weight of my father’s legacy, whom I consider one of the greatest winemakers in the world. My aim was to uphold the highest standards of quality, ensuring that I make him proud as his daughter. In an industry where female representation is still VERY limited, I understood the importance of delivering excellence and knew there was no room for disappointment.
Q: How do you recommend enjoying your sparkling wine—are there specific foods or occasions it pairs best with?
Briana DiTommaso: While bubbles are synonymous with celebration, I must point out that, coming from an Italian household, any gathering with family or friends feels like a celebration in itself. Provocativo is exceptionally smooth, making it delightful on its own, yet robust enough to pair beautifully with a variety of dishes. You can even create your own spritz by mixing Provocativo with various alcoholic and non-alcoholic beverages. Personally, I love pairing it with fresh fruit and fine cheese on a warm summer day, or enjoying it alongside shellfish. One of my favorite dishes is fresh squid ink pasta served with mussels, clams, and calamari, cooked with a splash of Provocativo for an extra layer of flavor.
“It’s
a fun sparkling wine without trying too hard. You don’t need to be a wine expert to enjoy it. It’s just good, simple, and makes any hangout feel a little more special.”
BEBE REXHA PARTNER & SPOKESPERSON
As Provocativo’s largest shareholder and spokesperson, music powerhouse and Grammy-nominated Bebe Rexha is shaking up the world of premium sparkling wine by infusing her electric vision and audacious spirit into the brand. Founded in 2019, Provocativo represents bold authenticity, fearless female leadership and “edgy elegance”— just like the multi-platinum global superstar herself, who joined in March 2024.
Born in Brooklyn and raised in Staten Island, Bebe comes from humble roots, and her down-to-earth nature aligns with the accessible luxury of Provocativo. “I’ve always felt intimidated by sparkling wines, and what I love about Provocativo is that it’s fancy without the fuss,” says Bebe. “This wine is all about celebrating who you are and enjoying the moments of life, whether you’re toasting with friends or just treating yourself.”
Partner and Executive Winemaker Briana DiTommaso and team craft this sparkling wine from Chardonnay and Macabeo grapes in the legendary “Champenoise” method in the heart of Spain’s Cava region. Bebe finds this beautifully balanced sparkler to be light with fine, persistent bubbles and a “subtle fruity vibe—like a chill strawberry moment, without being too sweet.” The artist loves pairing it with a good plate of cheese and crackers or fresh fruit during those quieter moments, but
she also enjoys a celebratory bottle with friends during her concert tours, especially to mark the end. “One of my favorite moments I’ve enjoyed popping a bottle of Provocativo was when I finished performing at my first Coachella ever. It was the perfect way to end the night!”
A prolific singer and songwriter, Bebe first made waves in 2013 when she co-wrote Eminem’s Grammy Award-winning single “The Monster.” Her debut studio album, “Expectations” dropped in 2018, earning her a Grammy nomination for Best New Artist, while her single “Meant To Be” with Florida Georgia Line garnered a nomination for Best Country Duo/Group Performance. Bebe has had global chart-topping hits and collaborated with renowned artists such as Pitbull, David Guetta, Nicki Minaj, Afrojack, Doja Cat, Dolly Parton, Snoop Dogg and more. She is currently in the studio putting the finishing touches on her highly-anticipated 4th studio album.
As Bebe embarks on this fresh wave of musical projects, her role with Provocativo is to use her powerful influence and show her dedicated, diverse fan-base an affordable alternative to Champagne—one that still imbues a little luxury, while sharing the message of “being vivacious, stylish and fearlessly challenging the status quo.”
WEBSITE: provocativo.com
SOCIAL: Instagram: @provocativobubbles
PHOTOS: Here MEDIA CONTACT: The Door | provocativo@thedooronline.com
“I
didn’t learn anything from a book. I learned it the real way, with my hands in the dirt, right alongside my father.”
BRIANA DITOMMASO
PARTNER & EXECUTIVE WINEMAKER
As Provocativo’s Executive Winemaker and a Partner at this proudly female-owned brand, Briana DiTommaso brings generations of expertise that’s steeped in tradition. Founded in 2019, Briana joined the Provocativo team in June 2021 to serve as the executive winemaker, as well as play a vital role in day-to-day operations amidst the brand’s continued domestic and international expansion.
Raised on an extraordinary, 20-acre vineyard in Long Grove, Illinois, just outside of Chicago, Briana helped her father plant grapes when she was just 10 years old. Like many Italian families, her ancestors throughout Abruzzo, Campania, Calabria and Sicily made wine for personal consumption. Briana’s father was the first to build a business around it, with the launch of Valentino Vineyards. “I didn’t learn anything from a book. I learned it the real way, with my hands in the dirt, right alongside my father,” says Briana. She spent countless hours at an early age, learning the intricacies of tending to grapevines, understanding the soil and climate, and mastering pruning and cultivation. To this day, Briana lives 5 minutes away from Valentino Vineyards, where she still prunes the vines, and picks, crushes and de-stems the grapes.
The vineyard was also where Briana’s love for quality ingredients and cooking was forged. “First we eat, then we do everything else” was the household motto, and her family grew tomatoes, basil, cherries, peaches, plums and more. Ducks, chickens, goats and sheep roamed the land, and Briana would go hunting for wild game, like deer and pheasant. A primarily self-taught chef, Briana grew up watching cooking shows, such as Julia Child, Martin Yan and Jeff Smith, and apprenticed for famed French chefs in Chicago, like Jean Banchet and Patrick Chabert. At 19, she began preparing wine dinners at the vineyard, parlaying that into opening several restaurants throughout suburban Chicago. Most notably, she founded and operated Mambo Italiano in Mundelein for more than 18 years, which earned the Daily Herald’s Reader’s Choice
WEBSITE: provocativo.com
Award for “Best Restaurant Lake County” and was the first suburban restaurant to be featured on the Emmy Award-winning, local PBS show, “Check, Please!” In 2002, Briana won The Italo-American National Union David Society’s David Award for Culinary Arts and in 2021, garnered the Joint Civic Committee of Italian American’s Impresa Award, which honors female entrepreneurs. In 2023, Briana’s competitive spirit led to her appearance in a Julia Child-themed episode of Food Network’s “Chopped” and being crowned Universal Woman Italy beauty pageant.
Briana’s creativity, wealth of wine and hospitality experience and entrepreneurial spirit has helped lead Provocativo’s growth into more than 40 states. Upon joining, she reformulated the wine to feature organic grapes in a blend of 75% Macabeo and 25% Chardonnay, resulting in a delightful interplay of citrus and subtle vanilla, balanced by a refreshing crisp acidity. She also supervises a team in Requena, Spain to ensure consistency when crafting this sparkling wine, using the legendary “Champenoise” method to get those fine, persistent bubbles. “I love how versatile this wine is. It can be paired with anything, whether it’s something luxurious like caviar, humble like a Chicago hot dog, or playful like a caviar-topped Chicago hot dog. That’s the fun of Provocativo. It’s celebratory and the price is so fair, so anyone can feel good about drinking it.”
Briana is also proud to be working alongside Partner, Spokesperson and global music icon Bebe Rexha in growing the brand’s awareness and unveiling their first Sparkling Rosé within a year. “Bebe is so raw and real. She’s humble, kind, gentle and such a talented artist who truly embodies the vivacious, celebratory nature of Provocativo.” As a female winemaker in such a male-dominated industry, Briana hopes to be a positive influence and use her position to support other women looking to get their start in the wine world.
SOCIAL: Instagram: @provocativobubbles PHOTOS: Here MEDIA CONTACT: The Door | provocativo@thedooronline.com
Red Eye Louie’s: Spirits for the Adventurous
By Jack Finn
He's an intriguing-looking fella, this character whose image adorns each bottle of Red Eye Louie’s. His visage sends mixed messages. He's menacing yet playful. Does he want to kill you or party with you? He's a skull with gleaming red eyes, but he dons a jaunty sombrero. Is he grinning or leering? He's an image of mixed messages, but as the logo for Red Eye Louie's blended spirits, that's imminently appropriate. No beverage company in the world is mixing liquors as boldly as Red Eye Louie's, whose selection of drinks features premium tequila mixed with vodka, whiskey, or rum, as well as standalone tequilas and rums.
"The process is very precise; we're not just dumping two liquors together," says Red Eye Louie's founder, Chander Arora. “We use volcanic water and heat the tequila; a lot of science is involved. It took a while to get it just right, but we feel like we have.”
Adventurous drinkers everywhere agree. Red Eye Louie's initially gained attention as a novelty but is becoming a staple at parties worldwide.
“When we started, we were hoping we could sell a thousand cases, that would be the end of it, and we’d drink the rest for the next thirty years,” Arora says. “But we got some traction, got on the internet, and discovered
no one was doing what we’re doing. We got a lot of attention in Europe, then we caught on here in America, and it's grown into, let's say, a very stable business."
Even with a product that was a hit in many drinking circles, Arora realized quickly that if the company was truly going to take off, he needed to delve into an area with which he had little familiarity: online marketing. Enter Tyler Morgan, Red Eye Louie’s Vice President of Marketing and Sales.
“Tyler is younger, and his expertise in marketing to younger audiences has given us a tremendous boost,” Arora says. "This has become a very popular drink for young graduates and students. It’s not double alcohol. They think they're going get drunk faster, but they really enjoy the quality of the beverage. This is not for stiff crowds. This is about drinking and dancing and partying.”
Morgan says joining Red Eye Louie’s team has been an endeavor of modern marketing and his own creativity.
“The first thing I did was to look at their digital footprint,” Morgan says. “I wanted to get them online, on the internet, expose this great product to the masses. It’s really been an organic approach so far, but the return has been good.”
"Tilting the sombrero was my idea. If we're going to be irreverent, let's go all the way. It's our way of saying we're badass; we don't give a s**t."
Red Eye Louie's founder, Chander Arora
The return has been good from a business standpoint, but Red Eye Louie’s success is meaningful to Chander Arora in ways that transcend dollars and cents. His is an inspiring immigrant's story, and the launch of Red Eye Louie's is, very deeply, a family affair. Chander’s daughter, Nina, actually came up with the idea of blending two liquors, and his son, Romie, assisted in gathering feedback from the target audience, college-aged drinkers.
"Nina said, 'Tequila shots can be nasty; can't we mix it with something to make it taste better?' and the idea took off from there," Arora said. "The feedback I got from my kids and their peers was very valuable."
Chander notes that both of his children have gone on to great success in industries far removed from liquor and spirits. They are all, he says, living the American Dream.
"God and the USA gave me this opportunity, and it's very meaningful and a blessing in many ways," he says. Now, back to that logo. Arora solicited design submissions and received hundreds. He bought two, the skull image and a separate one just the two red eyes.
“The designer said he was really drunk one night and his dog was staring at him with these red eyes, so he created an image based on that,” Arora tells me.
So, in the true spirit of Red Eye Louie’s, Chander blended (what else?) the two images. But something was still missing.
"Tilting the sombrero was my idea," he says. "If we're going to be irreverent, let's go all the way. It's our way of saying we're badass; we don't give a s**t. The tilted sombrero is sort of military like we're on the attack. But the drink itself doesn't explode in your mouth; it's very pleasant."
The exquisitely designed bottles have become collectors’ items to many of Red Eye Louie’s legion of fans.
“They use the bottles to hold jellybeans or to fill with dirt and plant flowers to decorate their homes," Arora says. “It’s very popular.”
The concept, the logo, the bottle, the drinks themselves. All have combined to create something that Chander Arora never envisioned but is grateful to be experiencing.
“It started out as a fad, then something more stable,” he says. “Today, it’s a legacy.”
For more info, visit redeyelouies.com
Wine Spectator Grand Tasting Delights the Palate
The Wine Spectator Grand Tasting, held at the Wynn Resort, was a premier wine event that brought together an impressive array of acclaimed wineries and passionate wine enthusiasts from around the globe.
Wine lovers had the unique opportunity to sample hundreds of exceptional wines from renowned producers around the world, all showcased within the luxurious setting of Wynn’s grand ballroom. The event featured exclusive tastings of rare vintages, new releases, and limited-production labels, allowing attendees to discover both classic favorites and emerging stars in the wine industry. Top sommeliers and winemakers were present to guide guests through the tasting experience, offering expert insights and pairing suggestions. The atmosphere was elevated by gourmet food stations curated by Wynn’s celebrated chefs, perfectly complementing the diverse wine selections. The Grand Tasting not only celebrated the artistry of winemaking but also fostered connections among collectors, industry professionals, and casual wine lovers, making it a highlight of the spring wine calendar.
For more info, visit grandtour.winespectator.com.
Closures & Aroma Preservation in Spirits
In distilled spirits, preserving aroma is critical for both enjoyment and accurate sensory analysis. The spirits industry uses various closures, including corks, synthetics, and screw caps. This article evaluates their effectiveness and provides practical approaches to maintaining aroma integrity for those who love to drink their spirits neat (without ice, water, or mixers) from a more scientific perspective. Casual drinkers may brush it off because spirits do not last that long without drinking, or they are unaware of the effects. Serious drinkers love the spirit and always want it to be at its best.
Natural corks offer tradition and aesthetic appeal but can compromise aroma over time. Ethanol can evaporate through corks, especially if bottles are stored upright, reducing aroma intensity. Minimal oxygen ingress can oxidize sensitive compounds like esters and aldehydes. Rarely, corks may cause TCA contamination, leading to musty aromas.
Modern Alternative Closures can reduce degradation risks:
• Synthetic Corks: Limit ethanol loss and oxygen ingress, though rare plastic taints are possible.
• Screw Caps: Provide tight seals and minimize oxidation but lack visual and aesthetic appeal.
• Bar Tops with Synthetic Heads Offers a balance between appearance and performance. The flapper or check valve, which helps regulate pour size, can slow air exchange, ethanol loss, and oxidation.
By George Manska, CSO, CR&D, Arsilica, Inc.,
Sensory Researcher, Inventor, Entrepreneur
Aroma Preservation depends on preserving volatile compounds. Best practices include:
• Minimize Headspace: Less air in the bottle slows oxidation.
• Use Inert Gas: Nitrogen or argon displaces oxygen and protects sensitive aromas. This works well for collectors who drink small samples over longer periods between tastings and is negligible for casual drinkers.
• Stable Storage: Keep bottles in cool, dark environments to reduce chemical changes.
Opened bottles degrade faster. Larger headspace accelerates oxygen contact and ethanol loss:
• Refill spirits into smaller bottles to reduce headspace.
• Use inert gas after pouring.
• Always reseal with a tight stopper.
• When ordering a rare whiskey at the bar or restaurant, ask to see the fill level and when the bottle was first opened (it's surprising how many regular bartenders can answer that question).
• Volatile aroma compounds, especially low-boiling point esters, aldehydes, and terpenes, begin to evaporate into the larger headspace, where fresh oxygen accelerates reactions that affect aromas in peated whiskeys, fruity rums, and aged brandies. More ethanol evaporates into the new increased headspace, lowering ABV.
George Manska: Closures & Aroma Preservation in Spirits
Opened or closed bottles:
• It will degrade due to sunlight or fluorescent lighting. Photodegradation of terpenes, phenols.
• Riboflavin from caramel coloring can initiate photodegradation.
Guidelines for Aroma Preservation Over
Time: Understanding degradation timelines is key for consumers and collectors who value sensory precision. In general:
• Unopened bottles stored upright in stable conditions can retain their near-original aroma for 5–10 years with cork and longer with synthetic or screw cap closures. Stored sideways, the cork can disintegrate because the ethanol will dissolve the cork cell structure and seal ability, eventually crumbling the cork. Ethanol can leach unpleasant compounds from lower-quality cork, altering aroma and taste, especially in cask-strength spirits.
• Opened bottles with over 50% volume remaining may begin showing noticeable aroma changes through a loss of lighter volatiles within 6–12 months, especially if stored without adding inert gas.
• Bottles less than half full degrade more quickly; sensory loss can become significant after 3–6 months. Within 1-3 years, esters fade, and acetaldehyde formation increases, dulling fruit and floral notes. Over three years, a half-full bottle can exhibit cardboard or metallic notes from oxidation.
Regular monitoring and preventive strategies can extend usability, especially for sensory or comparative evaluation.
Glass Decanters and Their Limitations:
Popular in the 20th century, glass decanters are visually appealing but functionally flawed. Ground-glass stoppers often fail to seal tightly, allowing oxidation and ethanol evaporation. Some older lead crystal decanters may leach lead into the spirit. Use them for short-term display only if you must—not storage.
Conclusion:
Maintaining aroma integrity is essential for high-quality sensory evaluation. The concern is higher with rare, expensive whiskeys if you are an avid, experienced collector who wants to preserve the original sensory characteristics as long as possible. Corks provide tradition but may compromise long-term quality. Alternative closures and careful storage practices offer better protection. Sound preservation methods, including cool and dark storage, ensure consistent and accurate sensory results. Your collection of old, rare, or unique spirits will last longer, making those rare spirit-sharing events with friends much more enjoyable. If you spent over $600 on your Winky's 23-year-old Family Reserve, consider how to preserve it for future enjoyment if you did not finish it off in a single sitting.
Replace myth and misinformation with scientific truth through consumer education. george@arsilica.com 702.332.7305
www.theneatglass.com/shop
THE DRINK OF THE SUMMER MIXES TASTE WITH IMPACT
New Good Boy Vodka Lemonade RTDs bring bold flavor and heartfelt impact with a powerful commitment to women's causes, including breast cancer research and awareness.
Good Boy Vodka Lemonade is a sweet, crisp, ready-to-drink cocktail that’s already generating buzz as the must-have drink of summer. The full lineup includes Pink Lemonade, Strawberry Lemonade, Tropical Lemonade, and Huckleberry Lemonade, and it is now available nationwide in an 8-pack variety. A 19.2-ounce version of the Pink Lemonade will be available at the end of June. At 110 calories per serving, the cocktails are gluten-free, made with real fruit juice, all-natural colors, and premium vodka. They offer everything consumers are looking for with a vibrant taste and easygoing vibe.
"We wanted to create something that screams 'summer,' and there's nothing more classic than ice-cold lemonade with a twist," said Alex Pratt, founder and CEO of Good Boy Vodka. "Our Lemonade delivers a smooth sip that hits just right, whether on the lake, at a tailgate, or relaxing with friends."
Staying true to its mission, Good Boy Vodka has expanded its impact with this product release to support women’s causes, including breast cancer research and awareness. This builds on the brand’s ongoing commitment to giving back through The Good Boy Foundation, supporting United States military veterans, their service dogs, and local pet shelters with every product.
Good Boy Vodka
LEMONADE VARIETY 8-PACK:
Sweet, tart, and bursting with real fruit flavor—its new line o f Good Boy Vodka Lemonades delivers a deliciously refreshing take on a classic favorite. Crafted with real fruit juice and premium vodka, these cocktails are gluten-free, non-carbonated, and only 110 calories, making them the perfect choice for easy, all-day sipping.
• Pink Lemonade – A vibrant twist on the nostalgic favorite, this flavor blends tangy citrus with a smooth, slightly sweet finish.
• Strawberry Lemonade – Sun-ripened strawberries meet classic lemonade for a perfectly balanced, fruit-forward cocktail.
• Tropical Lemonade - This bright, island-inspired mix of pineapple,
• Huckleberry Lemonade – Bold, wild huckleberries pair with fresh lemon for a uniquely sweet and tangy taste you won’t forget.
Each flavor is light and flavorful and made to match the fun, energetic lifestyle behind the Good Boy Vodka brand. This release deepens the brand’s commitment to giving back by supporting women's causes, including breast cancer research and awareness.
JOHN DALY COCKTAIL:
Crafted in partnership with golf legend John Daly, this is the original and only official John Daly Cocktail. The line of vodka-based Iced Tea and lemonade cocktails delivers a refreshing spin on a timeless classic. Each flavor is made with premium vodka, real tea, and real fruit jui ce, offering an easy-drinking experience with every can.
19.2 OUNCE ORIGINAL ICED TEA & LEMONADE:
The first spirit-based 19.2-ounce RTD in the U.S.: a perfectly balanced blend of crisp iced tea and tart lemonade, delivering the one and only John Daly Cocktail in a can.
DOM VICI is a premium California pinot noir brand founded by the Owens family. It crafts wine using certified sustainability practices and the highest quality standards, reflecting passion, excellence, and beauty.
DOM VICI means to conquer. They want to celebrate and support women entrepreneurs in all industries. Founder and President Zaneta Owens named her wines DOM VICI to symbolize her entrepreneurial perseverance and journey. Now, she is creating a vibrant and undeniably beautiful collection of wines in Southern California, once as a founding owner of SaSy Wines and now as part of the Dom Vici collection. PR%F The Magazine spoke with the founder and owner about her launch.
Q: How long have you been in the wine industry?
Zaneta Owens: I've been in the wine industry for about five years now and love it.
Q: What inspired you to go into it?
Zaneta Owens: I was originally a handbag designer, and I've been featured in Vogue, Tattler Magazine, and a few other publications. But when the pandemic hit, my company manufactured handbags in Burbank, California.
Our factory was closed, and I knew I needed to pivot. I happened to know the winemaker at the time for SaSy Wines, my first wine company. That's how we got into the wine industry. I asked if I could help sell his wine.
I found an investor, and soon, our wines were being sold at Total Wines. During the pandemic, we were getting into smaller venues and restaurants. I knew this was the industry I wanted to devote myself to and grow in.
Q: Let’s talk about your newest wine.
Zaneta Owens: DomVici means something close to me, and it's my motto to myself. And it's always to keep going, as Vici means to conquer and keep winning. It's Latin. Instead of going with a Chardonnay and Cabernet this time, we went with Pinot Noir. I love Pinot Noir, but I am also a very ardent tap drinker.
Our vintage is made using traditional 100% Pinot Noir grapes, but we age them longer to achieve that nice, rich texture.
Q: Where is it distributed?
Zaneta Owens: We are self-distributed, and our two distributors include Imperial Wines and Authentic Wine Selections, which you can get in California. We are branching out into Florida, Texas, and Washington, D.C.
Q: What challenges do you see coming up in 2025 with the wine industry?
Zaneta Owens: Well, unfortunately, I started this second wine company during the wine “recession,” meaning that there is an awareness of non-alcoholic wines and non-alcoholic beverages, which is exploding right now. We are targeting our demographic and letting them know this is an excellent wine at a great price. We also wanted the wine to represent a celebration.
Our company motto is to celebrate with Dom Vici.
Q: Are you involved with any charities, personally or with the company?
Zaneta Owens: We help promote Dobies and Paws. It's a Doberman adoption and rescue organization in Northern California. We have also done some work with Corazon de Vida, which assists orphanages in Baja, California.
Q: Any final thoughts?
Zaneta Owens: So far in my journey in the wine industry, I have really had overwhelming support for all of our vintages, and I'm continuing to receive support. I thank everybody who's gone out to support my wine collections.
To order wines and more information, visit domvici.com
PR%F Awards Winners & CELEBRITY SIGHTINGS
PR%F Awards winning spirits and wines are seen everywhere & the celebrities love them. Check out the photo gallery of some of your favorites with their beverage of choice.
SAMMY HAGAR DRINKING SANTO TEQUILA
DURING HIS RESIDENCY AT PARK MGM ON THE SHELVES ALL OVER THE CASINO.
RODEO DE LAS AGUAS TEQUILA AT TOTAL WINE IN BOCA PARK
LES VERGERS BOIRON SEEN AT BAR & RESTAURANT SHOW
OLE SMOKEY, MOONSHINES SEEN AT BAR & RESTAURANT SHOW
RICK NIELSEN ROCK'N VODKA AT LEE’S DISCOUNT LIQUOR
D'USSÉ COGNAC, A BRAND
CO-FOUNDED BY JAY-Z, AT A PRIVATE PARTY AT ARIA LAS VEGAS
