PR%F the Magazine Summer/July/August issue 2023

PR%F the Magazine

Michael Politz Publisher

Michele Tell Founder, Executive Director

Jennifer English Editor-At-Large

Debbie Hall Editor-in-Chief

RJ Dixon Creative Director, PR%F Awards & PR%F the Magazine

Terry Hart Director of Competitions

Colleen Banks Director of Business Development

George Manska

Margaret McSweeney

George Manska

Debbie Hall

Martine Jordan

Eve Hammond Bushman

Matthew-Lorèn Lindsey

Contributors: Contributing Photographers: Contact the Team at editor@proofawards.com

Kara Trim

Sierra Webb

Tomas Rek

Andy Chan

Derek Richbell

FROM THE EXECUTIVE

Dear Readers,

It’s beautiful to reflect on the past five years and to toast to our amazing readers, PR%F Awards entrants and winners, our partners, and our sponsors.

Speaking of sponsors, we are thrilled to announce our partnership with the Palms Casino Resort where the awards will be held Nov. 8-9.

The destination may be Unknown, but all roads lead to a great drink at the Palms Casino Resort. Their award-winning teams have curated a menu for adventurous spirits with décor to match. There is always something new during each visit, from signature drinks to little added touches in this Damien Hirst designed space.

This year will mark the fifth Annual PR%F Awards spirits, wine, and beverage competition. I dedicate this moment to the talented team of staff and advisors with the vision to make it happen. Year after year, they give new and emerging brands a chance to make it in the marketplace by kickstarting their marketing endeavors. This is the opportunity to get their brands tasted by those who can buy their bottles and cans and decorate those recognized as the best with our medals and accolades.

We are the definitive buyer’s competition, where beverage buyers can taste more than 1,000 new brands with new trends, new varietals, and crowning existing favorites. We have expanded our entries to more than 300—adding more varietals of wines, extending tequilas, Ready-to-Drink (RTD), whiskey, and bourbon, along with a dedicated list of categories to the alcohol-free arena with a panel of buyers that specialize in alcoholfree purchasing.

Special thanks to Food and Beverage Magazine, Delta Sky Club®, Palms Resort Casino, the University of Nevada, Las Vegas (The William F. Harrah College of Hospitality), The NEAT Glass, and Bootleggers Distributing.

The private judges-only PR%F Awards Spirits, Wine & Beverage competition is set to be held in Las Vegas on Nov. 8-9 at Palms Casino Resort.

Enter PR%F Awards, and each SKU will be automatically placed into both competitions—Masked (double-blind) an Unmasked-The Total Package (buyers/judges can see the bottle/can, read the label, see the price point, and see your logo and brand) Enter your spirit or wine today at www.proofawards.com.

Michele D. Tell Executive Director, PR%F the Magazine Founder, PR%F Awards

The Universal Whisky Experience

By George Manska, CSO, CR&D, Arsilica, Inc., sensory researcher, inventor, entrepreneur

Photos by Debbie Hall, Martine Jordan, Eve Hammond Bushman and Matthew-Lorèn Lindsey

Every year since 2011, high-end whisky drinkers from all over the world converge in Las Vegas to attend the world’s most luxurious high-end spirits event, the Universal Whisky Experience (UWE). Nicknamed the Nth, meaning “to the highest degree possible, intense, immense, or profound,” the event lives up to its name in every respect.

The Nth is the brainchild of real estate developer and avid collector of fine and rare whisky Mahesh Patel. Every detail of this event has been well planned and executed to provide a one-of-a-kind, exciting, and memorable experience. Tasting booths at the main event are staffed by distillers and their brand ambassadors. The main theme is scotch whisky, but American, Irish, and French whiskey distillers, as well as premium cognac and rum producers, are invited to attend.

The event has two distinct phases: the High Roller Experience and the Connoisseur Experience.

High Roller Experience

Two days of tasting and master classes includes:

• A total of four exclusive master whiskey tastings with one-on-one whisky ambassadors.

• Private Access to the High Roller Lounge, where you can taste the entire selection of Super Pour Whiskies and attend a legendary bottle unveiling.

• Choices of educational, private master classes include special selection tastings of many rare expressions and discussions on all aspects of spirits, including distilling and aging methodology, history, and new discoveries.

• Network with other discerning whisky aficionados, collectors, and industry legends.

• Gourmet cuisine and epicurean hors d’ oeuvres are prepared by the executive chefs.

• Glencairn cut crystal commemorative tasting glass with etched logo.

• Attendance at the High Roller Dinner and reception.

• Tickets to the main tasting event.

Every year the venue changes and activities may range from outside private dinners at exclusive restaurants, tastings with breathtaking views, or celebrity golf outings. Those who appreciate the luxury and true value of tasting so many collected fine and rare whiskies appreciate High Roller Experience. The personal interactions with personalities who have driven, changed, and contributed so much to the spirits industry worldwide are priceless.

the universal whisky experience

Connoisseur Experience

This experience is three hours of tasting fine whisky and other spirits with distillers, brand ambassadors, fellow collectors, and famous personalities of the spirits world. This event includes an incredible gourmet food buffet, fine wine, champagnes, and specially selected cigars.

Event activities are held in the main ballroom; spirits are so numerous and diverse that one must plan activities before arrival. Visit the UWE website beforehand to note participating brands and determine which spirits must be tasted. Check the pamphlet received at the admittance desk to verify priorities. Station tastings change during the event as new styles or brands unexpectedly appear, and friends’ recommendations take priority, so plan carefully and be flexible to change.

Every year, unique bottles of rare and limited editions are displayed, many priced at well over $50,000 per bottle. Suppose you are a passionate aficionado or known client. In that case, many booths have rare, limited-edition private bottles stashed away for toasting and renewing acquaintances, greeting new friends, sharing stories, or perhaps closing a business deal. Founder Mahesh Patel walks the event to personally welcome as many attendees as possible.

Walking by ice sculptures and spectacular displays of unique or one-of-a-kind bottles, tasting beautifully made spirits, noshing on foie gras and caviar, and listening to the stories and anecdotes from distillers and spirits industry personalities, one suddenly realizes this event is a totally immersive experience on every level conceivable. Nowhere else can one possibly experience the history, intellect, knowledge, camaraderie, vibrant personalities, diversity, exquisite food, indulgent tasting, and enjoyment of premium spirits at a single event. First-time aficionados are hooked immediately and forever and begin planning next year’s return visit during their first main event.

Every attendee takes the Connoisseur Experience seriously, and although spirits flow freely for three hours, deportment is excellent and dignified throughout, blended with intriguing conversations, friendliness, and a pleasant atmosphere until the last closing announcement and grand exodus. We watch the animated conversations spill through the exit into the ballroom corridors toward the ride-share lines. We pause for a moment near the hotel exit to say hello to an old friend we somehow missed during the event and look back to discover many we know with newfound acquaintances who are turning off into the bars, restaurants, and cigar lounges (this year in the Wynn complex) to continue conversations on spirits, life’s adventures, and the event’s memorable experiences far into the wee hours.

PR%F Magazine spoke with a UWE official who offered greater insight and perspectives.

Has the original concept changed over the years?

Actually, not so much. Mahesh’s vision of an ultra-high-end luxury whisky and spirits experience was ahead of its time and is now coming to fruition as the industry and consumer catches on.

What is your current mission statement?

Our mission is to spread the word of rare luxury whiskies and spirits by expanding The Nth Ultimate Whisky and Spirits Experience worldwide.

How has UWE become a positive for the spirits industry?

In the 13 years since we began, we have played a significant role in elevating the premium/luxury whisky and brown spirits categories nationally and globally. Cases in point are the many whisky/spirits offerings at Wynn-Encore with the Nth shows, and Mahesh personally has elevated rare whisky collectability globally.

Are key industry business deals closed as a result of UWE?

Yes, through the Nth shows and Mahesh’s connections, we have assisted and launched numerous spirits brands. This year we launched The Craft Irish Whiskey Company, and in the past, we launched Hazelwood, Bhakta Spirits, and many others.

How do you decide who gets to exhibit?

We are constantly searching for great brands to present. Through our connections, we are approached by many companies, but we are also careful who we bring in. We want established brands with great offerings, and we work hard to find new up-and-comingspirits brands with interesting stories and offerings. Mahesh is passionate about giving these new brands a push.

Has the event helped to promote the spirit of cooperation among different spirits distillers?

Absolutely! The way Mahesh brings together people, industry leaders, and icons at the Nth event has created numerous friendships and bonds. They go back to work and assist each other by sharing product knowledge, ideas, and collaborations.

What exciting things can you leak to us about future events?

Big and exciting things are happening with UWE. We are launching the New Whisky on Wheels event with the Wynn for the Las Vegas Formula One Race in November, and, as we speak, Mahesh is traveling the globe setting up new Nth experiences for 2024, which will include The Nth Bermuda in January, The Nth Dubai and The Nth Singapore in fall.

Since the first Universal Whisky Experience in 2011, I have attended every main event ever held, have benefitted from new business relationships, and expanded my social circle with new friends of diverse careers and professions and countries worldwide. UWE is a priceless experience for all serious spirits drinkers.

For more information, visit universalwhiskyexperience.com.

Copperpenny Distilling Co. Captures Culture in a Bottle

By Jennifer English, Editor

To capture lightning in a bottle is an expression used when a rare, wonderful achievement takes the world by storm—a once-in-a-generation accomplishment. In the world of craft spirits, I have only seen this happen a handful of times in my decades-long career.

This is the story of Copperpenny Distilling Co., the west coast-based Canadian craft distillery which produces Copperpenny Gin No. 005, winner of the 2022 PR%F Awards Double Gold. In addition to the PR%F Double Gold, Copperpenny Distilling Co. has won a number of prestigious awards around the globe that read like a lifetime’s achievement list; it is essential to remember that this is just Copperpenny’s first year of production. Even more intriguing is the inspiration behind Copperpenny and its direction forward.

When asked for the secret to this incredible accomplishment, Jennifer Kom-Tong and Jan Stenc, co-founders of Copperpenny Distilling Co. and husband-and-wife team behind this global craft distilling phenomenon, were willing to share.

“Our dream for Copperpenny Distilling Co. was to capture Culture in a Bottle—to communicate the very essence of what makes a place and time in this world memorable to the people that experience it,” said Distiller Jennifer.

“By capturing culture in a bottle, we were inspired to bring together more than a simple collection of botanicals, but rather the essence of cultural terroir of a place to life,” reflects the couple. “We believed that if we could do this, we could capture

at Large

Photos by Sierra Webb, Tomas Rek, Andy Chan, and courtesy of Copperpenny Distilling Co.

copperpenny distilling co. captures culture in a bottle

the humanity, hospitality, cuisine, legacy, and spirit of the place and bring it to a global audience through a sip. What else can preserve the spirit of a place and be shared with friends or complete strangers to tell a story—a time capsule that can travel the world? We set out to create a foundation at the distillery to capture these evocating flavors and scents. Some people see it as science, some see it as art. We see it as capturing all of the elements of a story that are critical to inspiring people to become involved and make it part of their memories. It's exhilarating when we’re successful; it’s like capturing lightning in a bottle,” adds Jennifer.

They did it, indeed. At the 2022 Proof Awards, I concurred with the Judge’s Double Gold award for the smooth unquestionable excellence and merit of the Copperpenny Distilling Gin No. 005. I tasted it again last week and was reaffirmed in my judgment of its exceptional quality, and yet again when I sampled the first sip of the Copperpenny No. 006 Oyster Shell Gin, a collaboration with the legendary Pacific Northwest seafood powerhouse, Taylor Shellfish, owners of the renowned Fanny Bay Oyster Company located on Vancouver Island in British Columbia. Lightning strikes again with Canada’s first Oyster Shell Gin.

Gin No. 006 is officially one of the world’s best Oyster Shell gins; the Silver Medal in the 2023 Global Gin Masters validates this. “Our Gin No. 006 is a savory yet versatile spirit that pairs magnificently with our

local Fanny Bay Oysters as well as most any seafood dish,” explains Jennifer. “We collaborate with the team at Fanny Bay Oysters once a month at our own Gin Parlour for fresh shuck sessions and sell out every time and collect the fresh oyster shells needed in our distillation process. It’s a super fun relationship, and we love that we can work with such talented and passionate neighbors to capture the essence of life on the B.C. coast.”

“From our patio, when you look out over the harbor across to Downtown Vancouver, slurp back deliciously fresh oysters and savor the cold, exciting first sip of our now award-winning and carefully balanced No. 006 Gin Coastline Martini, we believe that we have truly captured the majestic natural beauty, the mystical power of the ocean, and the amazing culture of this place. We feel we can communicate the story of the place we call home through this bottle. We can’t wait to share it with the rest of the world, our award-winning Oyster Shell Gin 006; we really love the sound of that, too,” adds Jan.

Savory cocktails are forecast for 2023, a trend that plays to the significant strengths of Copperpenny Distilling Co.’s world-class cocktail gin No. 005 and their No. 006 Oyster Shell Gin. The current Copperpenny Gin Parlor menu features several signature savory creations, including Jan’s 20-Year Hangover Cure Caesar, a classic Dirty Martini utilizing a bespoke Sicilian olive brine, and a super classic, swoon-worthy Savoy.

More specifically, had anyone ever captured what we love, the culture of our own home in a bottle?”

Jan Stenc

“We love the classics because it really showcases how important an exceptional gin can be in a cocktail. There’s nothing to hide behind; it’s a pure expression of our work in a format people can appreciate,” says Jennifer. “Our purpose is to inspire. Our spirits must evoke conversation in our sipping audience. We love it when people ask about our intentions or muses. It would be terrible if they consumed another gin and tonic and carried on their way.”

Case and point, the No. 006 Oyster Shell gin is a delicious West Coast gin that combines minerality and wild umami notes of the local British Columbia seascape in a full-bodied gin that boasts balancing notes of local lemon thyme and coriander. This is now the quintessential pairing for the exquisite Fanny Bay oysters prized by connoisseurs worldwide. Ideal for martinis, the No. 006 Gin is now featured at Fanny Bay’s own downtown Vancouver Michelinrecommended restaurant and several of the city’s best restaurants and bars, communicating the flavor of life on the B.C. coast to the imbibing audiences visiting Vancouver from around the world, often as a jumping off point to ocean adventures of their own.

However, the initial triumphant creation of Copperpenny Gin No. 005, winner of the Proof Double Gold Medal, put them on the Global Craft Distilling map.

Copperpenny’s award-winning products, according to distiller Jennifer Kom-Tong, all start with them making British Columbia’s best base spirit, redolent with the natural resources for which the province is famous.

We have the best water in the world, and our soft B.C wheat responds well to a careful fermentation process. Everything else contributes to our final product because we have complete control over our process from grain to glass. Only some realize flavor can be controlled through careful fermentation. B.C. is more than our home; it is our partner.

In this case, Copperpenny Distilling produces one of the most distinguished, smooth base grain spirits I have ever tasted for their gins. The art of each spirit they produce is built upon a flavor foundation of purity and excellence. When you discover their Gin No. 005, its smoothness is as notable as its

well-balanced, signature flavor profile. An incredible cocktail gin that makes a mindbending Negroni (they have Negroni flights at the distillery bar to showcase this), Gin No. 005 is a “caveat-free” craft spirit that magically and consistently works in any recipe.

According to Global Research experts, Researchandmarkets.com, “the global craft spirits market grew from $22.76 billion in 2022 to $29.29 billion in 2023 at a compound annual growth rate (CAGR) of 28.7%. The craft spirits market is expected to grow to $82.75 billion in 2027 at a CAGR of 29.6%.” The competition is robust, the category is booming, and global demand is increasing.

The global part of the Copperpenny Distilling Co. story began on the road, which inspired Jennifer and Jan to begin the Copperpenny gin journey dream. Before establishing

Copperpenny Distilling Co., the couple had successful careers as set decorators in the burgeoning Hollywood North motion picture industry. Their projects called them away from their home in North Vancouver, B.C. (where they were raised, became friends, and eventually a husband-and-wife team in every sense of the word) to unique locations worldwide. On every production, after hours, the adventure-loving couple sought out the local culture by pursuing intriguing cuisine, hidden bars, obscure mountain tops, and outof-the-way villages, seeking the true personification of the place.

“One connection we made, over and over, was that the true embodiment of the place was captured in the local spirits, more specifically in gins. The culture of the place, the people and their legacies, traditions, food, and music all were captured in the unique creation of base spirits and the botanicals of the local gins,” remembers Jennifer.

“We loved those projects, people, and adventures, especially discovering those cultures. But we realized while traveling abroad, no one had accurately captured the true spirit of our wild, beautiful British Columbia in a gin and made it available to a global audience,” recalls Jan.

The seed of the Copperpenny Distilling Co. dream was planted. Planning to open both a worldclass distillery and a matching Gin Parlor to communicate their efforts to a global audience required many of the same skills the couple had become renowned for in the film industry. Both had

copperpenny distilling co. captures culture in a bottle

to be on point. Jennifer had decorated and built hundreds of bars and nightclubs for movies and projects over the years, including joining the design team for the Magic Mike Live World franchise. Jennifer today is known at Copperpenny as the designer, distiller, and Mixtress of Blending, which gives a key to what it takes to formulate award-winning gin recipes.

On the other hand, Jan, whose family legacy has fresh ties back to the historical- and culturally-rich corners of central Europe, leans on his passion for the pursuit of consistency and perfection. The son of an engineer and botanist, his scientific and engineering acumen had been previously applied on film sets to “build anything and build it right - the first time.” Now, at Copperpenny, Jan uses state-ofthe-art Dutch distilling equipment, industrybending approaches that challenge industry norms, and his keen sensory palette to help create the couple’s own multi-award-winning “art” in a bottle.

The trifecta of creating world-class hospitality and spirits, winning global awards, and leading a regional economic triumph is an accomplishment that cannot be overstated. Operating the Copperpenny Gin Parlour, arguably one of the best new bars in the world, where one of the world’s best gins is produced and served (according to multiple esteemed judges and competitions) and winning multiple awards is practically unprecedented. Just because it had not been done before does not mean it is impossible.

From its debut in 2022, Copperpenny Distilling Co. began with the introduction of its flagship spirit by producing the first bottle of Gin No. 005, which would become one of the world’s most acclaimed and awarded Craft gins in the world. The opening of their successful movie-biz-inspired Gin Parlour, and the realization of their goals to pursue a portfolio of gins that capture the culture of unique places worldwide, have begun. In the process, Copperpenny became an example of “lightning in a bottle” success. All revolutionary innovation requires visionaries like Jennifer and Jan to imagine it was possible and then set out to accomplish it, and they did.

Copperpenny Distilling Co. spirits are produced in North Vancouver, British Columbia, Canada, and are available at the distillery, sold online, at specialty retailers, and on-premise locations. Copperpenny products are expected to begin exporting to North America, Europe, and Asia in the fourth quarter of this year. For more info, visit copperpennydistilling.com, and follow on Facebook @CopperpennyDistilling and Instagram @ copperpennydistillingNV.

copperpenny distilling co. captures culture in a bottle

What Our Winners

have to say...

Juan Morales Esquer Founder Despacio Mezcal despaciomezcal.com

PR%F MEDALS

“As a recent winner of the prestigious PR%F Awards, I raise a glass lled with Despacio Mezcal to toast the unwavering spirit, quality, and craftsmanship that have brought us this far. I am con dent that this is just the beginning of our journey and I look forward to many more successful ventures in partnership with the remarkable team at PR%F. Cheers!”

What Our Winners have to say...

“PR%F Awards o er amazing exposure for emerging and established brands. Their organization is comprised of some of the most in uential, respected, & connected leader-in uencers in the alcoholic beverage industry. Since we received the Century Award on the Middle West Spirits Sherry Finished Bourbon, I believe we’ve elded calls from every in uential distributor, chain and on-premise account inquiring about it’s availability in the marketplace! If your brand is not working with The PR%F Awards, you should strongly consider it, Middle West is ”living PR%F” of their in uence and reach.

PR%F MEDALS

Victor Fay Spotloe Jr. VP of Branded Sales Middle West Spirits middlewestspirits.com

Vodka comes to Oklahoma

Bora Vodka blends history and clean ingredients.

By Debbie Hall

Bora Vodka blends the rich history of Russia with the organic produce of Oklahoma and aged to perfection. Undeniable smoothness and exquisite taste make its vodka product uniquely distinguishable from others.

In 2021, 2G Land & Cattle Co., combined with Master Distiller RD Sowers Jr., crafted and distilled from the finest organic corn produced to create Bora Vodka in Oklahoma. This modern-day gluten-free exquisite vodka is produced using a distilling process that includes unique complex filtering flute steel six times through a double carbon activated charcoal filtration system and aged to perfection. Its bottle has a distinguished black and gold label.

“We use the traditional system of filtering the spirit going in and coming out,” explains Gregory Williams, General Managing Partner.

“Even though it is very smooth, our customers know they are drinking vodka. We did not ‘water’ it down or lower the percentage. I like to say we

kept washing it through the washer until it is smooth without taking away anything.”

“I conceived the idea while looking for a business opportunity to create generational wealth,” he explains.

“I had a good friend in the beverage industry with energy drinks who was researching expanding into spirits. I wanted to collaborate with him for any opportunities. Sadly, he suffered a stroke, which inspired me to create a company.”

Native Oklahoman Gregory continued his research into distilleries and bottle packagers, with plans to keep its base in Oklahoma. While considering distilleries outside of Oklahoma, Gregory eventually decided to keep finding and using businesses also based in the Sooner State.

He would find a distillery in Tuttle, Oklahoma, about 40 miles southeast of Oklahoma City.

“We met, connected, and I sampled

several blends. He would explain how the process works during distillation and how we can change the blends and flavors for what I wanted to produce,” says Gregory.

As for selecting vodka, “Of all of the different spirits, vodka is such a large percentage of the market, it matches the combination of four other spirits in market share. It is also about marketing to make my brand stand out among the other choices. Even capturing a small percentage of this consumption market made the best business sense.”

After attending college, Gregory began his career in the transportation business, owning and operating an over-the-road company as well as real estate as a home builder and developer.

“I was following my father’s footsteps and thought I would always build homes,” he says. “I also had a presence in the concert and entertainment business as a promoter.”

Bora Vodka craft is derived from 14th Century Russia, where it was considered a “spirit” distilled with grapes and English spirits. Russian Vodka consumption began to increase in the United States rapidly after WWII. Vodka was initially used

to medicate patients and contained around 14 percent alcohol. The modern vodka alcohol content is commonly 40 to 55 percent and can be distilled from many sources, including rye, wheat, potatoes, whey, sugar cane, and corn.

The company’s deep passion is working with Deep Greenwood, highlighting the truth about Black Wall Street in Tulsa, Oklahoma in 1921. His ultimate goal is to create another Black Wall Street in his home state. “We have identified one of the 12 Black townships in Oklahoma and want to relocate and operate the distillery there and help rebuild it. We want to help to recreate the momentum.”

It is distributed throughout Oklahoma, the Midwest, and online working on international distribution. For more info, visit boravodka.com.

Coffee With a Purpose™

22 Salute™ Spirits and Coffee launches new offerings combined with values

By Debbie Hall Photos courtesy of 22 Salute

22 Salute™ Spirits and Coffee values Veteran and First Responders

so every purchase of a 22 Salute™ product helps save a life. One of its product lines, ‘Coffee With a Purpose’™, offers 14 high-quality coffees including organic smoked coffee from Honduras, high-altitude specialty blends, and organic single origin. Its smoked coffee combines rich flavors with a hint of mesquite, delivering a bold, full-bodied taste. Each sip reveals dark chocolate and toasted nut undertones. It is a satisfying experience for adventurous and traditional coffee lovers alike.

Its high-altitude specialty coffee is meticulously roasted in small batches, ensuring optimal flavor and aroma. From vibrant and fruity to robust and full-bodied, its selections satisfy all palates. The original five flavors are smoked and roasted using Texas mesquite wood through a Veteran-owned business. All beans are from high-altitude regions, putting them in a higher tier of coffees.

There are also cupping scores by experts who taste coffee from different regions, test the quality of the coffee, analyze flavor profiles, and determine different flavor notes. While most coffee beans sold in grocery stores are considered high quality, they are not considered specialty coffees. A high cupping score is required for that distinction and 22 Salute™ Coffee 'With a Purpose'™ is ranked from 85 to 87 out of 100.

The company offers 12-ounce bags for retail and consumer sales. Wholesale coffee options feature 5-pound and 40-pound bags for bulk purchase, perfect for avid coffee enthusiasts or large-scale operations. Restaurants, bars, and coffee shops can elevate their business with exceptional blends.

“One of the biggest reasons we added coffee to our product line is that many veterans’ entrepreneur groups recommended it as a for-profit product to support our nonprofit. Coffee is the second highest traded commodity. This is a way for me to support a veteran-owned business that also sells very well on the market,” says Eric Ranks, CEO of 22 Salute™ Spirits and Coffee.

22 Salute™ donates a portion of its profits to The Veterans Connection™ (TVC), a 501(c)3 nonprofit focused on Veteran and First Responder mental health and suicide prevention.

The mission of TVC is to ensure every Veteran who served our country is provided resources for mental health, PTSD, and suicide prevention. TVC also helps them make a smooth transition back into society with a four-phase holistic approach to help improve their quality of life. This includes:

CONNECT to help find meaningful connections within a community that want to help provide a feeling of belonging, safety, and accountability so brothers and sisters in the military family will not feel isolated.

"Experiencing physical and mental pain and how it affected me, while I wouldn’t say I understand what a Veteran or First Responder feels, I understand pain. I started actively working toward helping veterans because I had friends who returned from Iraq and Afghanistan suffering from PTSD and were not getting the help they needed.”

Eric Ranks, CEO of 22 Salute™ Spirits and Coffee

22 SALUTE™ VODKA received a Silver 2022 PR%F Award for Tasting and a Silver 2022 PR%F Award for Design/Total Package

EMPOWER helps to meet basic needs like food, housing, transportation, and childcare to minimize excessive distress.

ALIGN helps to access vetted alternative healing solutions that develop and maintain a healthy mind, body, and spirit.

THRIVE provides access to programs that can help toward career, vocational, and financial growth.

Untreated mental health conditions such as Post Traumatic Stress Disorder (PTSD), depression, and anxiety are significant disabilities for the Veteran and first responder population.

In 2012, Eric left his career in corporate America, started The Veterans Connection™, and has been very active in helping to make a difference for Veterans and First Responders. He created 22 Salute™ Spirits and Coffee in 2021 to help raise funds for TVC and make a bigger impact.

“I grew up as a military dependent and my dad was a clinical neurological psychologist in the Air Force, so Veteran mental health was a big topic since that was his focus,” explains Eric. “Personally, I have had health struggles throughout my life including Leukemia, internal bleeding, and a ruptured

esophagus. Experiencing physical and mental pain and how it affected me, while I wouldn’t say I understand what a Veteran or First Responder feels, I understand pain. I started actively working toward helping veterans because I had friends who returned from Iraq and Afghanistan suffering from PTSD and were not getting the help they needed.”

Veterans and First Responders have served all of us with courage, honor, and sacrifice.

For more info, visit 22salute.com, Follow

Glassware for Serious Whiskey Drinkers

By George Manska, CSO, CR&D, Arsilica, Inc., sensory researcher, inventor, entrepreneur

Part 2- Ethanol Effects on Sensory and Social Perception

Few understand ethanol’s impact on the olfactory. High vapor pressure, low boiling point, and surface tension accelerate evaporation, and it is the most abundant airborne molecule in whiskey. Definition: Highly volatile anesthetic (nose-numbing), sharply pungent when concentrated. Spirits = 40% ABV ethanol + 60% water flavors and <2% character flavors.

Ethanol and Water Comparison

Sensory ethanol effects:

Researchers have known these for years.

• Raises detection, identification, and discrimination thresholds; subtle aromas are masked, undetectable, unidentifiable, and/or indistinguishable (peach vs. passion fruit).

• Disrupts calcium ion flow, suppresses cyclic nucleotide-gated channels, delays impulse firing, slowing and suppressing sensory data flow to the brain.

• Sharp pungency detracts from the focus on detection and identification.

• Ethanol (around 40% plus in upper headspace at rim) molecules are first to bind/block most olfactory neuron receptors, leaving few to identify character aromas (nose-blindness, olfactory fatigue, ethanol lock-out).

• The drinker is unaware: Smell ability degrades painlessly, unconsciously.

Experiential memory:

Nose-blindness occurs without warning. Evaluating several samples, we may notice: “I don’t smell anything!” or “I can’t identify this smell,” or “They all smell the same.” Eventually, one asks, “It’s whiskey; what should I smell?” Experiential memory caches sensory, visual, emotional, and conversational details of previous experiences and, when asked, acts as a “personal safety net” to provide information for situational problems, yielding a possible answer: “...recently you noted oak, floral, honey, mild spices.” Re-smelling to verify the suggested aromas, you may concede detection, accurate or not. Congratulations, you are validating your past tastings, diverted away from objectively evaluating your sample. Stop, wait for five minutes, allow mucous flow to refresh, then retry.

Innate group socialpsychological influences:

Spirits educators avoid these issues.

• Why are so few women whiskey club members? Female olfactory receptor neurons (ORNs) are 43% more abundant than male, and female protect/nurture instincts are much higher. Ethanol pungency raises caution alarms when smelling from tiny-rim tulips. Few female tulip users sniff whiskey orthonasally, preferring retro-nasal sampling from the oral cavity diluted by saliva to avoid pungency.

• Less olfactory-sensitive males don’t mind pungency, and clubs are primarily a fraternal male bonding scene with membership signified and validated by using the ritual fraternal tulip icon. Cross-gender peer pressure, “do what we do,” is common with obvious items like choice of glassware, no doubt contributing to the growing number of women-only whiskey clubs.

• At 17 United States country-wide spirits events, we performed 2,914 A-B comparison tests of a glass engineered to divert ethanol versus a tulip containing the same spirit. Results: 87% of males and 98% of females preferred the engineered glass, with a 97.5% data confidence level. However, at all events we’ve attended, well over 95% of whiskeydrinking males use tulips, the universal signal of recognition, to affirm, “Hi, we’re fraternity brothers.”

• Widespread macho attitudes (higher proof = manly) exist regarding ethanol, strikingly similar to attitudes toward hot peppers or tequila shots “Stronger (or more) is better.”

The following misconceptions are also ingrained into the belief systems of most spirits drinkers:

» “Avoid ethanol” drinking procedures solve tulip ethanol problems, so High proof = high quality = better whiskey; cask strength is best

» High pungency means high proof (quality). “Of course, it's pungent! It’s good stuff, man up and drink!”

» High price = high quality (higher proof = higher cost)

» Whiskey buyers always check proof/ ABV first.

» Tulip glasses must be scientific; if they weren’t, no one would use them. Tradition = truth.

From the very first tulip sniff, the emphasis is on strong, pungent, olfactory ethanol. It’s not too difficult to understand how misconceptions regarding ethanol become fact in the absence of science or proper education, especially to the majority of drinkers with only a superficial drinking interest and no interest in whiskey appreciation.

Industry education is a failure:

Unhealthy attitudes aren’t ever directly addressed, yet without tacit rejection, they become surreptitiously inferred and assumed through decades of widespread, long-time tulip use, which repetitively reinforces pungent ethanol on every nose with every sniff as the expected benchmark of the spirits tasting experience.

Brand ambassadors, spirits industry educators, WSET, and sommelier courses employ tulip glasses to educate, yet do not teach sensory or ethanol’s influence on social group mentality. These discussions consume time, divert from priorities of buying, selling, and distributing whiskey, and few are willing to risk their reputations by rejecting the accepted tulip norm. Sadly, the simple “dock glass” tulip may have created/perpetuated more problems than solutions. As well as our society accepts and promotes drinking, it is a shame we have left the true issues so unfinished with our “let someone else do it" attitude.

A simple sensory-engineered glass design provides an alternative by:

• Enlightening drinkers, distillers, and educators to better quality and a higher level of enjoying spirits,

• Dispelling aberrant social attitudes,

• Supporting gender equity and inclusion, and

• Raising the quality standard, all by reducing up-front olfactory ethanol.

George F Manska

In Part 3, Modern Science Changes the Way the World Drinks.

What Our Winners

have to say...

Matt Ellenthal, CEO & Martha Outlaw, CMO Co-Founders Barrelsmith

“I was thrilled to learn of our Century award from PR%F, but when I found out that 70+ of the 80 judges who are experts scored us 100 points I was truly blown away. Wow, not sure I can put in words how that makes us feel about entering this business. Pair that with the honor of being interviewed by Jennifer English. Martha and I can’t express how proud this recognition from PR%F makes us feel.”

PR%F MEDALS

BAR CONVENT BROOKLYN 2023 WRAPS-UP FIFTH IN-PERSON SHOW

Nearly 200 Exhibitors, 50 Education Seminars, and the Most Extensive Global Representation in the Show's History

Bar Convent Brooklyn, the premier trade show for the beverage industry, celebrated its highly anticipated two-day event on June 13 and 14, marking another extraordinary year of innovation, networking, and inspiration. Returning to Brooklyn’s Industry City, the event proved to be an unparalleled platform for participants to discover the latest industry trends, gain invaluable sights, and forge meaningful connections within the thriving beverage community.

Enjoyed by more than 4,500 industry professionals, this year’s Bar Convent Brooklyn proved to be the most significant event to date. The fully sold-out show floor featured 198 brands from 51 countries, and 46 domestic states, 121 speakers for 55 education sessions, and 475,000 drinks and spirits sampled poured over the course of the event. Bar Convent Brooklyn offered a comprehensive overview of the everevolving beverage landscape, from

craft spirits and artisanal wines to cutting-edge bar equipment and sustainable packaging solutions.

“Bar Convent Brooklyn continues to raise the bar with each passing year,” said Jackie Williams, Event Director for Bar Convent Brooklyn. “The event offers an essential platform for professionals to come together, share knowledge, and shape the future of our industry. We were excited to welcome everyone back to Industry City, as it once again provided the perfect location to host this dynamic group of exhibitors, attendees, and speakers. ”

Each year, Bar Convent Brooklyn’s revolving education committee cultivates an inspiring roster of sessions for attendees, focusing on the latest trends, classic spirits and cocktails, new and exciting brands, and much more. The 2023 event was collaboratively led by Bar Convent Brooklyn’s Head of

Education, Lynnette Marrero, CoFounder of Speed Rack, Master Class host, and award-winning bartender, Liquid Creative Director Aplós, and Partner and Chief Mixologist, Delola. The talented and diverse array of industry professionals make up the education committee and featured 52 percent more programming, resulting in 55 total sessions, all of which were incredibly well attended.

A common theme during this year’s show was rum and the Caribbean. “Caribbean Drink Culture Medicine, Myths & Music,” hosted by Kiowa Bryan, Alexander Kong, and Sly Augustin, explored how alcohol, and rum specifically, is used as a form of escapism and to foster community, while Ian Burrell’s “Should Rum Fall Victim to Cancel Culture,” took a deep dive into the controversial past of the rum industry. Despite previous transgressions, the rum industry

creates millions of jobs in the Caribbean and is valued at $2.5 billion, with expectations only to continue growing.

Workplace well-being and safety were other essential topics. Amie Ward’s “Creating Safe Hospitality Spaces” discussed several tangible and accessible ways to help lower sexual assault statistics. “Sustainability and Workplace Wellbeing: The Role and Importance of Meaning Making,“ led by Jessica Pomerantz and Laura Louise Green, focused on the importance of investing in employees through human sustainability. Staff that works in spaces that engage in programs rooted in mental health, social justice missions, and values are recorded to have improved well-being, resulting in an estimated increased value of $3,000 per employee.

The Liquid Lounges introduced guests to several new and lesser-known spirits.

• Dan Nicolescu’s “Which Cognacs for Which Cocktails,”

• Don Lee’s “Sweet As Sugar: Koji in Spirits and Cocktails,”

• Jean-Francois Bonnete’s and Pierre Martin Neuhaus’ “Terroirs de France: Calvados, Armanac & Rhum Agricole de la Martinique!”

• “WTF is Singani: Bringing the Newest Spirit Category to the United States,” hosted by Steven Soderbergh, Ivy Mix and Luis Pablo Granier.

Bar Convent Brooklyn 2023 received overwhelming praise from participants and exhibitors alike. “I had such a great time this year at Bar Convent Brooklyn. It surpassed every expectation I had! This year was the best year yet and the energy was at an all-time high. I discovered so many exciting new brands and enjoyed being able to see all of my old favorites. Really looking forward to next year already,” said freelance writer Jared Ranahan.

Following the tremendous success of this year's event, the organizers are already gearing up for an even more remarkable Bar Convent Brooklyn in 2024. The next edition is scheduled for June 11-12, 2024, and promises to introduce fresh concepts, immersive experiences, and unparalleled opportunities for industry professionals.

For more information and to stay updated on the latest news and developments, visit the official Bar Convent Brooklyn website at www. barconventbrooklyn.com and follow along on social at @barconventbrooklyn.

RX is in the business of building businesses for individuals, communities, and organizations. We elevate the power of face-to-face events by combining data and digital products to help customers learn about markets, source products, and complete transactions at over 400 events in 22 countries across 43 industry sectors. RX is passionate about positively impacting society and is fully committed to creating an inclusive work environment for all our people. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers.

• 198 exhibitors from 51 countries and 46 domestic states

• 55 education sessions with 121 speakers

• 475,000 drinks and spirits samples poured over two days

• 4,500 attendees

What Our Winners

have to say...

Eric Ranks CEO & Co-Founder

PR%F MEDALS

"22 Salute™ Spirits & Co ee ‘With a Purpose’™ sincerely appreciates the opportunities and support provided by the PR%F Awards and the esteemed individuals involved. Winning two silver medals within our rst 60 days was an incredible honor for us. The recognition has allowed us to build valuable connections and make a positive impact on the lives of Veterans and First Responders. We can’t wait to participate in the 2023 PR%F Awards later this year!"

a champagne toast: the 2023 james beard foundation awards

A CHAMPAGNE TOAST

The 2023 James Beard Foundation Awards offers trends in the beverage industry

By Margaret McSweeney, Host and Founder of KITCHEN CHAT kitchenchat.info

The award-winning host of Kitchen Chat covered the Red Carpet for the 2023 James Beard Foundation Awards and discovered today’s significant spirits, beverage, and hospitality trends.

Let’sraise a glass of champagne, which is experiencing a rebirth, according to Mia Van de Water, the Head of Beverage Operations at New York’s Cote, a nominee for the Outstanding Wine & Other Beverages Program. It is also the first Korean steakhouse in New York City. Champagne, classic cocktails, and non-alcoholic drinks were on the menu and on the minds of the nation’s leading culinary and hospitality industry professionals and food media.

PR%F Magazine celebrated and spoke with the nation’s top culinary leaders, icons, and emerging chefs about the future of food and beverage trends.

This is from a culinary and cultural focus and what we will be sipping through 2023 and beyond.

The Lyric Opera of Chicago was the elegant venue for the James Beard Foundation Awards, widely known as the “Oscars” of the hospitality industry. The nominees and culinary luminaries spoke on the Red Carpet about beverage trends in the hospitality industry. I immediately thought of my friend Chef Mary Sue Milliken of Border Grill and Vice-Chair of the James Beard Foundation Board of Trustees about a recent fascinating conversation.

“I’ve been thinking a lot about beverages and how much they affect the hospitality industry so much more than when I first started… Beverages are as much a part of a meal. I don’t know if I can say this as a chef since it sounds a little blasphemous, but they’re almost as important as the food,” says Chef Milliken.

a champagne toast: the 2023 james beard foundation awards

Beverages were on everybody’s mind. As Chef Junghyun Park and Ellia Park, co-owners of Atomix and winner of Best Chef: New York State said, “Without a beverage, the meal cannot be perfect.” The assembled greats, including Donnie Madia, winner of Outstanding Restaurateur in 2015, declared, “The industry is on fire when it comes to cocktails and spirits. People are investing in the new companies… .batch cocktails, canned cocktails” Madia is correct since sales of alcoholic beverages are projected to reach $283 billion in the United States by the end of the year.

There are five common themes: Elevated Beverage Experience; Culinary and Culture Focus; Non-Alcoholic Drinks; Return to Classic Cocktails; and the Natural Wine Movement.

ELEVATED BEVERAGE EXPERIENCE:

“Experiential, not transactional,” is how multiple James Beard Award winner Steve Dolinsky, food reporter for NBC5 in Chicago, frames it. Dolinsky credits The Aviary in Chicago with elevating and redefining the “experience” of cocktails as envisioned by Chef Grant Achatz. Dolinsky emphasizes that with the high cost of drinks, the guest needs to have “a memorable experience of top-notch quality of product and excellent service.” It must be more than a drink on the table, incorporating elements such as smoke, infusions, and glassware

rituals. The server should know “the origins and how it was distilled in the case of bourbon.” Aaron Verzosa, Best Chef: Northwest and Pacific nominee, mentioned that his restaurant Archipelago in Seattle “only focuses on small producers in the Pacific Northwest in origin, nothing from the Old World. These producers’ stories are shared with the guests.

At Grey Sweater, winner of the 2023 Best Chef Southwest, Andrew Black takes the cocktail experience “deeply,” beginning the Cocktail Journey even before a guest arrives at his door. At Grey Sweater, a phone call is placed to “interview” the guest before arrival. Black shared authentic passion, stating, “Beverages mean the world to us.”

a champagne toast: the 2023 james beard foundation awards

CULINARY AND CULTURE FOCUS:

Global taste was on display in the JBF culinary and restaurant awards. It is no surprise that beverage programs equally are offering a massive trend of “global flavors” and cultural origins of beverage traditions and experiences. “It feels like a new frontier,” says Sam Fore, Chef/Owner of Tuk Tuk Sri Lankan Bites in Lexington, Kentucky, and nominee for Best Chef: Southeast, who is “seeing a lot more culinary focus” within the beverage service.

“Beverages are being made with culture in mind,” Erick Williams, Best Chef: Great Lakes 2022 winner, explains, “Spirits that are directed to particular cultures and how these cultures are harnessed with ingredients is what we are seeing come forth. We are excited about expressing our culture at Virtue.”

Grecia Ludena and Chef Macarena Ludena of Coracora, West Hartford, Connecticut, a nominee for Outstanding Restaurant, proudly represent their Peruvian heritage by featuring Pisco, the national Peruvian drink, throughout their menu. Nominee for Best Chef: Southwest, Jeff Chanchaleune of Ma Der Lao Kitchen, Oklahoma City, celebrates the flavor of Laotian cuisine ingredients such as jeow som dip and fish sauce in a signature drink called Little Dragon. Winner of Best Chef: Northeast Sherry Pocknett, Sly Fox Den Too in Charleston, Rhode Island, has Sassafrass Tea featured on her menu which is a taste that reflects the culture of her Wampanoag Tribal heritage.

Sake was another hot topic on the Red Carpet but with some surprises. Outstanding Chef nominee Hajime Sato, Sozai, Clawson, Michigan, is also a sake advisor and says, “People have to learn about sake. It’s not a rice wine. It’s more like a beer.”

David Utterback, nominee for Best Chef: Midwest, Yoshitomo, Omaha, has been working tirelessly over the past five years to help expand the sake market. “The midwest has been a desert as far as sake goes,” Utterback emphasized. He has brought in producers that weren’t previously available in the United States as well as working with local sake producers. According to Utterback, “Omaha is now one of the fastest-growing sake markets.”

NON-ALCOHOLIC DRINKS:

A growing number of people are toasting with non-alcoholic beverages. According to a recent report by Allied Market Research, “The global nonalcoholic spirits market size was valued at $281.1 million in 2021 and is projected to reach $642.4 million by 2031.” According to Fact.MR, the current non-alcoholic wine market is around $2 billion, with anticipated growth to $5.2 billion by 2033. This growing trend for non-alcoholic beverage consumption was noted repeatedly on the Red Carpet. Omar Anani, nominee for Best Chef: Great Lakes, has emphasized a dry bar at his restaurant Saffron de Twah in Detroit and “elevating the cocktail world without alcohol” for the past two years as “this industry is growing exponentially.”

According to Emmanuel Chavez and Megan Maul, co-owners of Tatemo in Houston, which is

a champagne toast: the 2023 james beard foundation awards

nominated for Best New Restaurant, “Non-alcoholic pairing is something that the industry is moving forward to, and we are extremely happy to be part of that.

Monti Carlo, a Puerto Rican Food TV Host, confirms the trends in mocktails. “It’s all about fresh, and it’s all about fruit, vibrancy, and of course, refreshing.” On a side note, Chef Jeffrey Harris of Nolia in Cincinnati, Ohio, a nominee for Best New Restaurant, shares that one of the trendy ingredients for the vibrant colors in both mocktails and cocktails is “Butterfly pea powder,” which also affirms “experiential” cocktail trending.

NATURAL WINE MOVEMENT:

Although natural wine has been around for thousands of years, it is now being recognized, appreciated, and called for by discerning diners and drinkers. Essentially, natural wine means the grapes are grown organically and that the wine is made with wild yeast for a natural process of fermentation.

Eric Prato, co-owner of Garagiste Wine Room/ Merchant, Las Vegas, a nominee for Outstanding Bar, confirms that the natural wine movement is a big trend. Garagiste focuses on “wines with low intervention, off the beaten path and obscure varietals in an effort to make wine more approachable to the local Las Vegas market.” Tahiira Habibi, a global award-winning sommelier and founder of The Hue Society, “a trailblazing organization increasing Black, brown, and Indigenous representation and access in the wine industry,” said that “natural wine is a top trend, and people are really starting to get into it.” She also mentioned that orange wine and low-alcohol and non-alcoholic wines are also trends in the industry.

RETURN TO CLASSIC COCKTAILS:

Shaking, stirring, and toasting signal a return of the Classic Cocktails. Anu Apte, the owner of Rob Roy in Seattle and a nominee for Outstanding Bar, is enjoying the trend of “a return to the classic classics, like really old school and adding one subtle twist.”

According to Bryce Blankenship, Bar Manager of The Black Cypress, Pullman, Washington, a nominee for Outstanding Hospitality, building on the tradition of Classic Cocktails, “The Espresso Martini trend has swept the nation.” Although a rendition is offered on the bar menu, Blankenship takes pride that the classics are all “balanced and innovative.”

Ellen Yin, High Street Hospitality, Winner of Outstanding Restaurateur, thinks “the love of cocktails will continue well into the future, especially with natural ingredients and things that come out of the kitchens.” Speaking of natural ingredients, Celebrity Chef Andrew Zimmern declared that “this is the year of the Spruce Tip.”

THE AFTER PARTY

The Moet & Chandon Champagne Tower, which was utterly spectacular and created by Belinda Chang, a two-time James Beard awardwinning Sommelier, and Sommpreneur, said, “For nearly three centuries, Moët & Chandon has been the champagne of choice to mark both significant events in history and personal celebrations, enhancing each toast with the spark of effervescence.” It was the perfect choice for the official after-party and to offer my toast of congratulations to all the nominees and winners.

INTRODUCING THE NEWEST WOMAN-OWNED WINERY IN SOUTHERN NEVADA

Pine Hollow Winery offers unique fruit and grape wines

Pine Hollow Winery, a womanowned small business, has relocated from Pennsylvania to Las Vegas, offering handcrafted wines for the local community, tourists, and e-commerce.

Pine Hollow Winery was born in Barbara and John DiVirgilio’s home in Western Pennsylvania over ten years ago. After a three-year

effort, its newly remodeled, independently owned Las Vegas winery is ready to receive guests.

“We were inspired to start creating our own wines after going on a winery tour in Ohio,” said Barbara. “On the drive home, my husband, John, and I were talking about what an amazing experience we had thought it was

something we would really enjoy doing, and all it took was one of us to utter, ‘We can do this,’ and we were on our way.”

“With a lot of perseverance and ingenuity, things have finally come together. We have brought some of the East Coast to the West.”

The winery specializes in small-batch, handcrafted

woman owned winery: pine hollow winery

wines from fruits, along with a few grape wines with pleasant, unexpected twists.

“We have developed our own unique recipes, from our Naughty Noiret to our Tropical Splash; we offer something for every taste,” said Barbara.

While it was challenging to relocate during the pandemic, Pine Hollow Winery, the first winery within Las Vegas city limits, is now open. Patrons can walk in during business hours to partake in open wine tastings as well as purchase bottles to take home and visit the wine-inspired gift shop.

Offerings include public wine tastings with options of six samples or eight samples. Guests will receive either a complimentary wine glass or a cork keychain with the eight sample tastings.

“Our mission is to produce a fine handcrafted wine and to provide a quality experience that enriches our guests’ lives by providing an atmosphere that enhances creativity and spirit,” explains Barbara.

One of the plans is to offer a private wine tasting for 20 people, hosted by the owners, giving more in-depth details on the wines selected and providing a question and answer session.

“It is worth sharing our handcrafted wines with all of you. We hope you enjoy our winery as much as we do. Our wines are created to be fun and unique. You can see that in the names and ingredients we have chosen for them. We hope you enjoy them in the spirit in which they were created,” adds Barbara.

A woman-owned small business, Pine Hollow Winery, 7018 W. Charleston Blvd, offers easy access from the Strip, downtown, and the Las Vegas Valley.

For additional information, visit www. pinehollowwinery.com. Press and patrons can follow the winery via their Facebook and Instagram pages @PineHollowWineryVegas.

woman owned winery: pine hollow winery

Barbara and John DiVirgilio

What Our Winners

have to say...

PR%F MEDALS

Juan Bonilla Imports

tequilawine.com

“I care about having high quality products and it's inspiring to me when experts recognize them. Thanks to PR%F Awards for being professionals and true experts passionate about spirits, you are a great and empowering competition.”

“Mr. Tequila”

Juan Bonilla, CEO

50 Heart and Soul

Heart & Soul

Award-winning Anteel Tequila embodies the finest qualities

By Debbie Hall Photos courtesy of Anteel Tequila

The PR%F Award-winning Anteel Tequila embodies the passion, heart, love, and taste of founders Nayana and Don Ferguson. The tequila is named after the Antillean Crested Hummingbird to pay homage to the bird that is part of its history. This multiple award-winning tequila brand is the first black woman-owned/co-own/lead tequila brand. Their first submission in the 2022 PR%F Awards brought four awards, including:

Anteel Coconut Lime (Masked Gold)

Anteel Coconut Lime (Unmasked Bronze)

Anteel Reposado (Masked Gold)

Anteel Reposado (Unmasked Gold)

All four tequila expressions are entered into the 2023 PR%F Awards competition.

“It was awesome when we won. In fact, I was interviewed and included in the first issue of PR%F the Magazine with Aisha Tyler on the cover,” says Nayana. “I consider this an award that sets the standards in the industry, so I was elated.”

The development of Anteel Tequila started as a love story. In 2016, a loving gesture by Nayana would change their lives forever as they created a legacy.

That year, Nayana would surprise her thenboyfriend Don with a birthday trip to the Dominican Republic. Even though Don did not know the destination until they arrived at the airport, he had a surprise of his own. On the beach, with the waves crashing in the background and the sun slightly peeking through the cloudy skies, Don asked Nayana to marry him on bended knee in the damp sand. Nayana said yes, and the celebration of a birthday and engagement continued for the next three days.

They drank premium tequila while talking about their upcoming wedding, what they always wanted to do in life, and the growth of their relationship. At dinner one night, they noticed birds hovering, which they discovered were Antillean Crested Hummingbirds.

This was the very first time that we started talking about tequila and what our future would look like,” says Nayana. Don is very passionate about tequila and is an enthusiast. He studied the spirit, history, folklore, and traditions that are part of this incredible agave spirit. The vacation would end on a high note, but the thought of creating a world-class, award-winning tequila was put on hold for about a year.

Both returned to the corporate world, with Nayana continuing her career as a financial analyst and Don working as a Vice President of Operations for one of the largest mortgage companies in the United States.

“Even though we were both executives in senior management positions, we kept getting moved around. Also, my position

heart & soul: award-winning anteel tequila

was being outsourced. We revisited what we wanted for our future. I asked Don if money was not a consideration, ‘if there was anything in life that you could do, what would you do, and he answered that he would own a tequila brand, but ‘there’s no way we can do that.’ I answered him, ‘Why not?’ and two days later, I found the distillery we work with today.”

The brand began with samples sent; Don was skeptical, thinking the tequila base would not taste good. Of course, they held a sampletasting party with their friends, and everyone loved the tequila. They decided to pursue their dream.

Nayana used her expertise as a financial analyst to create the budget for a small batch for proof of concept and created the business foundation to start their tequila company.

“My husband said that if the tequila business doesn’t work, we would just have a lot of tequila to drink for the rest of our lives,” she laughs.

The tequila was a hit, and in August 2018, the brand launched the world’s only Coconut Lime Blanco tequila and a Reposado, aged eight months in Tennessee whiskey barrels. The brand has accumulated over 92 awards since 2019, making it one of the most awarded emerging tequila brands, which is a great beginning for Anteel Tequila.

However, this is more than a great-tasting smooth spirit. The brand has broken barriers as well as inspire those who know its back story.

As Don was doing the marketing for the brand in early 2019, he started wondering

heart & soul: award-winning anteel tequila

if there were any other Black women in the tequila space. He reached out to other tequila aficionados with over 30 years of experience in the industry and they were unable to find any other Black women in the tequila space. In March 2020, Forbes Magazine wrote and published an article about Nayana being the first Black woman to own or lead a tequila brand. Her inspiration and motivation became more profound as a 17-year pancreatic cancer survivor and an 11-year breast cancer survivor. “I was admitted to the hospital in 2005 with a fever of 106 degrees. After numerous medical tests, the doctors never said cancer at that time; they called it a mass. Since they found the mass early, she was able to have a Whipple procedure, in which her gall bladder, the head of her pancreas, 25 percent of her stomach, and a portion of her small intestine were removed.

After an extended hospital stay and radiation treatment, no more medical episodes with her pancreas have occurred. However, because of pancreatic cancer, she has a blood disorder called neutropenia.

A challenge was presented again in 2012, as Nayana was diagnosed with breast cancer and treated with a lumpectomy. “I would perform a self-breast examination, and I found a lump. I dismissed it initially, but I went to my doctor when it grew and started to hurt.”

After mammography and biopsy, the tumor was treated, but there is a 65 percent chance of cancer returning. Nayana is very diligent about her health care and has remained healthy. She is also a national advocate for Pancreatic Cancer Network since, in Black and brown communities, there are not many resources or information regarding pancreatic cancer.

As for the first time Nayana tried tequila, she was young and tasted a tequila that was not a premium brand and did not like it. Tequila has become very personal to her since it is a spirit that she can drink neat without too many side effects, as long as it is a premium tequila. Tequila is a spirit that is made from the agave plant, so it is naturally gluten-free and low in carbs, sugar, and calories. The brand wants to educate those who only remember tequila shots from their younger days or think of margaritas.

Their website states, “It’s a magical spirit that is based on traditions that have been passed down over the years that still stays true to its roots beginning with the Blue Weber Agave plant. The fact that it takes a minimum of six to seven years for the agave plant to mature before you can even begin the tequila-making process is an incredible example that great things take time and cannot be rushed.” The brand is developing its Anejo expression to complete its traditional line, which will be available in the fall.

For more info, visit www.anteeltequila. com and follow on Facebook, Instagram, and Twitter @anteeltequilas and YouTube @anteeltequila.

heart & soul: award-winning anteel tequila

An exceptionally smooth Blanco tequila infused with natural flavors from the meat of the coconut and lime. No artificial flavors or sugars are added, and it is made with 100 percent Blue Weber Agave in Jalisco, Mexico. Anteel Coconut Lime Blanco is the only expression of its kind in the world and has won over 28 awards since 2019.

An extremely smooth Blanco tequila infused with natural flavors from Tarocco Blood Oranges grown in Sicily, Italy. No artificial flavors or sugars are added, and it is made with 100 percent Blue Weber Agave in Jalisco, Mexico. Anteel Blood Orange Blanco is a limited-edition expression released twice a year and available online and in select stores in Michigan, Georgia, California, Florida, Oklahoma, and New York.

Anteel Blood Orange Blanco is the first of its kind and has won over 12 awards since its launch in 2021.

This tequila is aged eight months in charred Tennessee whiskey barrels producing sweet agave with slight caramel and vanilla tones and a very smooth, subtle whiskey finish. No artificial flavors or sugars are added, and it is made with 100 percent Blue Weber Agave in Jalisco, Mexico. Anteel Reposado has won over 26 awards since 2019.

This is a clean, classic Blanco Tequila with sweet agave and subtle floral tones and is one of the smoothest Blanco Tequilas in the world. No artificial flavors or sugars are added, and it is made with 100 percent Blue Weber Agave in Jalisco, Mexico. Anteel Blanco has won over 21 awards since 2019.

Anteel Coconut Lime Blanco

Anteel Blanco

heart & soul: award-winning anteel tequila

What Our Winners

have to say...

Adam von Gootkin Co-Founder/CEO

Highclere Castle Gin

HighclereCastleGin.com

“With our having received so many awards from the team at PR%F, it’s obvious this panel of experts are true spirit a cionados.

Highclere Castle Gin is well on its way to becoming the most awarded gin in the world due to PR%F’s commitment to recognizing authentic, well produced brands.”

PR%F MEDALS

Embracing Nonalcoholic Beverages

The benefits of a bar menu that caters to all drinkers

Written by Kara Trim

Thursday afternoon, and a group of friends are deep in a text exchange on where to meet after work. One friend doesn’t want to drink tonight because they have an early meeting the next morning, but they still want to socialize. Each friend has 10 tabs open on their browser, scouring cocktail menus until they find a bar serving delicious nonalcoholic beverages alongside the alcoholic options. The bar quickly becomes their favorite place for happy hour and brunch. A version of this scenario is playing out regularly. Over ⅓ of drinkingage adults don’t drink alcohol at all (sober), and more than 50 percent of those who do drink also drink nonalcoholic beverages (sobercurious, taking a night or week off, pregnant, on medication). It’s time to rethink what you’re selling onpremise. Here are four business reasons why it's essential for the alcohol industry to embrace this opportunity.

1. Catering to Changing Consumer Preferences.

Incorporating non-alcoholic beverages into your menu ensures you can cater to evolving consumer preferences. Led by wellness and health-conscious lifestyles, the nonalcoholic beverage market is growing at a rate of 20 percent annually. Why can’t these consumers just drink water? Ask an industry leader.

“When I managed beverage programs, I adamantly rejected stocking non-alcoholic beer or featuring non-alcoholic cocktails on the menu. Like many bar managers,

I couldn't comprehend why anyone would choose such drinks, so I disregarded them. I used to think, as many do, 'Why can't they just have water, tea, or soda?' It wasn't until I stopped drinking that I grasped the significance. Abstaining from alcohol shouldn't exclude someone from enjoying a sophisticated, adult beverage. Just as we accommodate people with veggie burgers or gluten-free buns, why do we still turn our noses at those who don't drink but desire

inclusivity? Since I stopped drinking, I actively support bars and restaurants that offer high-quality NA options. Not only do I frequent them repeatedly, but I also bring groups along. Providing NA choices doesn't merely result in occasional sales; it means attracting entire parties who wouldn't have chosen your establishment without those inclusive drink options,” says Ian Blessing, Co-Founder and Owner of All The Bitter, alcohol-free bitters.

By embracing this trend, on-premise establishments can position themselves as innovative and in tune with the latest consumer demands, attracting a broader audience and benefiting from positive brand exposure through influencers and digital marketing.

2. Expanding Revenue Streams.

By offering non-alcoholic beverages, on-premise establishments can tap into new revenue streams and attract customers who might have yet to visit your establishment. But, you might think, ‘Nonalcoholic beverages currently account for less than 2 percent of my sales.’

However, according to Ed Carino, cofounder of ProofNoMore, New York’s first nonalcoholic distributor, “If you offered quality NA drink options, you can actually make more money versus just serving them water, fruit juice, iced tea, soda where the profit from NA drinks is more.”

June Nicholson, Co-founder of Liquid44 Beverages and nonalcoholic beverage strategist, adds, “Stop leaving money on the table by not offering a range of creative beverages that can sit beside the alcoholic offerings. Nonalcoholic beverages, well done, command a premium.” Customers are clamoring for options beyond tea and water. A nonalcoholic cocktail is not simply the virgin version of a margarita. It is a well-crafted beverage, usually including a nonalcoholic spirit, that appeals to the adult palate. Don’t miss an opportunity to diversify your menu to include nonalcoholic options that can help offset any potential decline in alcohol sales and provide a financial cushion during changing market dynamics.

3. Enhancing Customer Experience.

Carino says bars and restaurants are “in the business of offering space where people can congregate and enjoy themselves that happens to have food and drinks, so excluding someone who doesn’t drink or is moderating makes that person feel left out.” Adding nonalcoholic beverages to the menu elevates the overall customer experience. It ensures patrons have a wider range of choices to suit their preferences, making them more

embracing nonalcoholic beverages

4. Encouraging Responsible Drinking.

Providing an array of enticing non-alcoholic beverages promotes responsible drinking habits. You can create a more inclusive and safe drinking environment by offering appealing alternatives. This proactive approach fosters positive relationships with customers, the community, and regulatory authorities, ensuring the long-term sustainability of your establishment.

In conclusion, adding nonalcoholic beverages to your menu is a sound business decision. From accommodating evolving consumer preferences to expanding revenue streams and fostering a responsible drinking culture, embracing nonalcoholic options presents a compelling opportunity for the alcohol industry to remain competitive, increase customer satisfaction, and drive long-term success.

Kara Trim is the CEO and founder of Choice & Co, a direct-to-consumer and wholesale non-alcoholic bottle shop specializing in irresistible nonalcoholic beverages for all drinkers.

meet the judges: karen harling

Meet the Judges

Karen Harling brings her expertise to the PR%F Awards

By Debbie Hall

Karen Harling is a senior merchant for spirits at Walmart and is uniquely responsible for assembling a competitive spirits selection for the world’s largest retailer.

She brings over 15 years of retail experience and pivoted to spirits in 2016 to disrupt the traditional offerings and offer innovation to the United States customer.

“I participated in the Ascot Judging panel this year and looking forward to judging in the PR%F Awards,” says Karen.

Since Karen began purchasing spirits for Walmart, she has added single barrel picks and allocated bourbon raffles to the retailer’s assortment. Her goal to leverage Walmart’s impressive foot traffic and a best-in-class selection of spirits to reach consumers means that she wields immense decision-making power within the spirits world.

Karen is responsible for end-to-end category strategy, including Omni presence, modular strategy, assortment decisions, feature plans, big bet items, and merchandising tactics. She defined and implemented new ways of buying in the warehouse, and DSD states that increased share, profit, and price gap. Karen established pricing sessions in Bentonville for its largest distributors and suppliers to negotiate deals that increased profit, turns, and price gap. She ensured compliance with applicable laws related to purchasing activities and cost negotiations. Karen inserted Walmart into the highly allocated whiskey segment with raffles and consistent barrel allocations in multiple states. She doubled Walmart’s holiday gift set program dollars, shares, and units in just three years.

Karen established standards for quarterly JBPs in the complex 3-tier system and grew customer and financial metrics for Walmart spirits sales. Her Walmart Spirits sales have doubled since joining the team, while also growing share and increasing customer conversion.

Born in Springfield, Missouri, Karen moved around the Southeast with her family while growing up. She is now based in Bentonville, Arkansas, the home of Walmart’s headquarters.

“I really wanted to become a buyer because I wanted to control what was for purchase on retail shelves. At Walmart, I designed my career path and incorporated my passion. I wanted to pursue a detail area that was also complicated, and no one has really figured out success for wine and spirits in the retail space,” explains Karen. “I became the buyer for the Walmart Neighborhood Market Stores, and the first item I brought in was White Claw.”

She obtained her bachelor of science in business administration from Capella University and Wine & Spirits Education Trust Level 2 in 2019. Giving back is important to Karen, and she serves on several committees, including:

• Cystic Fibrosis Executive Committee, NWA Chapter: 2023

• ASCOT Judge (American Spirits Council of Tasters): 2023

• San Francisco World Spirits Competition Judge: 2023

• American Heart Assoc. Executive Committee, 2019-Present

CELEBRATE!

The PR%F Awards

Great spirits flowed together in camaraderie and unique tastings when spirit industry leaders gathered to judge the PR%F Awards 2022, 2021, 2020, and 2019. Officially named the world’s largest spirits and wine competition in the US, PR%F Awards encompassed innovation with judging. PR%F Awards 2021 launched a new dual adult beverage competition format including two competitions in one—PR%F Awards-Masked, The DoubleBlind Tasting, and PR%F Awards-Unmasked, The Total Package. It has been four years of incredible tastings, new partnerships and the fun of Las Vegas with more to come.