PR%F the Magazine September/October issue 2023

BuzzBallz

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 the Magazine

Terry Hart Director of Competitions

Colleen Banks Director of Business Development

Contributors:

Isabel M. Castro

Jena Domingue

Matthew-Lorèn Lindsey

George Manska

Michael Carbajal

Eugene Dela Cruz, OneSeven Agency

Fred Moon

Drew Record

Kara Trim

Yehoshua Werth

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

Palms Casino Resort

Blake Wisz

FROM THE EXECUTIVE

Dear Readers,

We welcome PR%F Award-winning BuzzBallz (2022 PR%F Award Gold for Chili Mango and 2022 PR%F Award Silver for Espresso Martini), which continues to expand its flavors and distribution internationally. Merrilee Kick, CEO and Founder of Southern Champion (woman-owned distillery/winery/brewery), produces spirits and RTDs (ready-to-drink) cocktails like BuzzBallz, Uptown Cocktails, and agave wine-based Sip Sip Hooray cocktails distributed in 50 states and 27 countries.

Speaking of winning awards, the PR%F Awards 2023 is coming Nov. 8-9, and this is my final letter before the competition to get you to enter your emerging new brands and established favorites into the competition. You can enter now at www.proofawards. com.

I want first to thank our incredible family of partners, including Delta Sky Club®, Palms Casino Resort, Food and Beverage Magazine, PR%F Live! with Jennifer English, the NEAT Glass, and Bootleggers Distributing in Las Vegas.

We are the spirits/wine competition that believes in more than giving your brand a medal. Each of our judges is a beverage buyer, a decision maker looking for refreshing new brands to make it to their shelves. At PR%F Awards, it’s all about building awareness of new, emerging brands and ensuring our existing brands are still at the forefront of the marketplace.

Each judge is a beverage buyer for a casino, resort, airline, restaurant, bar, nightclub, liquor store, distributor, online distributor, retail chain, and more. Nearly 100 judges will engage in our competition this year with their wisdom, experience, and desire to find the newest brand, define the trends for tomorrow, and help push our industry into the next phase. This year, we are elated to announce that Walmart (East Coast and West Coast) will join our lineup with a judge.

Our dual competition platform continues. Enter one time, and your SKU is entered into two separate competitions. PR%F Awards-Masked! is the coveted double-blind competition where our judges with impeccable palates rate and honor your brand with accolades based upon all senses of taste, smell, color, finish, and flavor. The next day, the judges return for the “unmasked” competition, The Total Package Award. Our judges want to taste your unique brands while viewing your logo, bottle shape and size, price point, origin, and more. This unique competition allows the judges to know the brands more intimately. Each entry gets a chance to win two medals.

The private judges-only PR%F Awards Spirits, Wine & Beverage competition is set to be held in Las Vegas on Nov. 8-9, and entries are due October 8. Check out our site for information and our easy entry portal at www.proofawards.com.

Cheers & Namaste!

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

The Fuss About

Functional

Written by Kara Trim

Step into a vibrant and buzzing bar or restaurant, where creativity flits through the air and chatter weaves a symphony of excitement. But tonight, there's a twist in the tale. Instead of the usual suspects lining the bar, folks are raising glasses brimming with enigmatic elixirs. It's as though someone waved a wand, adding a sprinkle of enchantment to the drinks menu. Adaptogen and nootropic concoctions are stealing the spotlight! As you settle into your seat, you can't help but ponder if you're on the brink of a cerebral escapade, where flavor collides with mind-bending marvels. Cheers to sipping on smarts and swirling in serenity!

Sure, adaptogens and nootropics might ring a bell, but perhaps you're in the dark about what they truly are or how they're destined to waltz into your bar program. Brace yourself because the adaptogens market is poised to rocket to $20.3 billion by 2031, driven by the collective craving to tame stress and quell anxiety. Adaptogens are nature's secret agents, believed to help the body dance gracefully through stress and find harmony. Nootropics—known as smart drugs or cognitive enhancers— the brainiac buddies, thought to sprinkle stardust on memory, creativity, and cognitive prowess.

Here are five sensational ingredients ready to rock your menu:

Ashwagandha

This ancient herb from Ayurvedic treasure troves knows something about reducing stress and anxiety. It's like a tranquility maestro, orchestrating cortisol levels and possibly bolstering sleep quality, cognitive prowess, and the immune system's shield. Bonus: You're forgiven if you occasionally stumble over its name!

Lion's Mane Mushroom:

Imagine a mushroom with a wild, lion-like mane. Known to spark cognitive fireworks, it's like a memory wizard with a hint of mood magic. Consider it a potential ally against anxiety and a formidable foe to gloomy clouds.

Reishi Mushroom:

This plant, hailing from traditional Chinese medicine, is the Gandalf of botanicals. It soothes stress, boosts brain power, and occasionally is referred to as "the herb of immortality." It's basically a one-way ticket to Zenville after a long day's journey.

Spirulina:

This superfood algae offers an ancient lineage and a modern cult following. Packed with antioxidants, it's like a ninja squad against cell-damaging free radicals. Guess what? It might just be your detox partner, showing heavy metals the exit door.

L-theanine:

This suave amino acid from green tea is your ticket to a cognitive carnival. Say goodbye to jitters as it partner with trace caffeine to whisk you into a calm, serene embrace. Lower stress, improved sleep, and a more chill you? Count us in!

Get ready

because guests aren't just asking for non-alcoholic drinks anymore. The thirst for benefits, sans the after-effects of alcohol, is real and growing. With a myriad of adaptogens and nootropics out there and a parade of cocktail substitutes striding onto the scene, get a taste of beverages like De Soi Purple Lune, Hiyo Blackberry Lemon, Drømme Awake, and Little Saints’ St Mezcal. It's not just taste; it's taste with a twist of wellness.

Disclaimer: While adaptogens and nootropics hold exciting promises, they're like intriguing puzzle pieces whose complete picture is still forming. Results can vary, and the scientific jury is still out. The claims mentioned above have yet to earn the FDA's nod of approval. So, let curiosity guide you, but let caution hold the reins.

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.

NEVER RUN OUT OF STORIES

1000 Stories blends California winemaking with Kentucky bourbon culture.

By Debbie Hall

IN2013, classically-trained winemaker and founder Bob Blue decided to try a nontraditional type of barrel to age the wine. 1000 Stories produced and released the first zinfandel aged in a bourbon barrel-aged wine in 2014, produced in Hopland, California. The bourbon barrel-aged wine category has since boomed, and 1000 Stories has expanded to produce cabernet sauvignon, pinot noir, merlot, red blend, chardonnay, and sauvignon blanc, as well as the zinfandel, priced under $20 and available nationwide in retail outlets, restaurants and online.

1000 STORIES WINE IS BORN AND PRODUCED IN THE SPIRIT OF INNOVATION.

Winemaker Margaret Leonardi produced the chardonnay, aging the wine in American oak barrels with malolactic fermentation, giving it an opulent, round mouthfeel. She carefully selected the barrels, developing a profile that accentuated the barrel’s flavors and sweetness. The final blend developed the best characteristics from the 2021 vintage.

Born and raised in Humboldt County in California, Margaret was raised on a Holstein organic dairy farm. Her background has always been in production and agriculture, with a strong work ethic. She attended California Polytechnic State University in San Luis Obispo, California, to study agriculture business. The university is located on the central coast in the heart of wine country, and Margaret discovered the joy of wine. She would minor in wine and viticulture, which appealed to her more than the dairy industry.

“I started in the lab thinking I was into chemistry but realized that while I don’t want to produce the results, I want to make decisions about the results. I would take a job in winemaking when I graduated in 2009, and I have been making wine ever since,” she explains.

Margaret would join the winery at the right time. At that time, team members were discovering new ways to age wine. About 20 years ago, Bob explored other ways to age wine due to the rising cost of French wine barrels. He would dabble in bourbon and whiskey barrels but did not think there was a market for the wine then. He remembered using bourbon-aged barrels and purchased some to use. The batch was initially small, and zinfandel was selected since it is considered Americana.

Bob has since retired with winemakers Sebastian Donoso producing the bourbon-barrel aged wine, and Margaret producing the American oak-barrel and stainless steel aged wine.

“We use the barrels to finish the wine since it is already produced, and we put them in the barrel to age. This creates dill characteristics and dried herb notes that are very interesting. Depending on when the bourbon was distilled and how long the barrel has been sitting influences the amount of bourbon characteristics transferred to the wine. Each batch is different, and the time can vary, so we number the batch,” says Margaret.

Margaret Leonardi

Bourbon barrels are taller and skinnier than standard oak barriques, increasing the wine-towood ratio. The difference in flavor and richness comes from the fact that bourbon barrels are legally required to be made from new, heavily toasted American oak. This means an amazing amount of flavor remains in the wood and what was previously aging in them.

New wines recently launched include a pinot noir, a chardonnay aged in an American barrel, and a sauvignon blanc aged in stainless steel and blended with viognier.

1000 Stories has partnered with Yellowstone Forever, the nonprofit partner for Yellowstone National Park, with a mission to help preserve

1000 STORIES ZINFANDEL 2021 – BATCH 88

This groundbreaking zinfandel is blended with petite sirah for added color and depth; flavors of red and black fruit, vanilla, and sage are labeled by batch in a nod to the wine’s origins from California.

Batch 88 strongly expresses several zinfandel vineyards from warm and cool regions throughout California. Early in the aging process, about 40 percent of the blend spent time in bourbon barrels—fairly typical for 1000 Stories zinfandel batches. But two months before bottling, winemaker Sebastian Donoso changed things up and put a small portion back in bourbon barrels. The remaining wine was aged in American and French oak barrels.

bison and maintain the conservation area and facilities. In fact, the bison is their mascot. For more info, visit yellowstone. org.

As for the name 1000 Stories, everyone has their own answer about the name since everyone has their own story.

1000 STORIES

CABERNET SAUVIGNON 2021 BOURBON BARREL-AGED

This is a blend of select cabernet lots with flavors of cherry, currant, graphite, charred vanilla, and dried herbs from California.

For this vintage of this Cabernet sauvignon, winemaker Sebastian Donoso selected fruit from renowned cabernet regions throughout the North and Central Coasts, including San Luis Obispo, Livermore, Mendocino, Paso Robles, and Lodi counties.

This cabernet sauvignon was aged in traditional French and American oak, with a portion finished in charred bourbon barrels before the final blend was assembled.

For more info, visit 1000storieswines.com. Follow on Facebook, Instagram, and TikTok @ 1000storieswines.

1000 STORIES

PINOT NOIR 2020

AMERICAN BARREL-AGED

This boldly crafted Pinot Noir brings notes of wild cherry, black raspberry, and vanilla. Hints of earth and allspice from seasoned American oak round out this wine—a tribute to the pursuit of doing things differently in California.

Pinot noir vineyards in Monterey County’s Arroyo Grande region contribute most of the fruit for this wine, with the remaining pinot noir coming from the cooler Santa Barbara region. These vines produce a medium-bodied wine with soft tannins and classic pinot noir aromas of red fruit, violet, rose petals, and earthy mushrooms. The flavors of this wine were enhanced by aging in seasoned American oak, bringing along hints of vanilla, coconut oil, and allspice. Our use of American oak is a twist on the usual method for aging pinot noir and is a boldly spirited pursuit of doing things differently.

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

20 star trek spirits and wine: the final frontier

Star Trek Spirits and Wine: The Final Frontier

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

Star Trek Spirits and Wines, sanctioned by CBS, granted rights to Wines that Rock to produce remarkable branded products. The recent release and popularity of the new series Star Trek: Strange New Worlds, introduced in 2022, has created a notable resurgence in demand for all things Trekkie, not the least of which are great wines and spirits.

Trekkies who appreciate good wines and spirits and attended the 2023 Star Trek Convention, August 3-6, at the Rio Hotel and Convention Center in Las Vegas were delighted to discover the Star Trek Wines and Spirits booth. Marketing genius is everywhere, in every detail, with spectacular bottles, labels, literature, and gift box packaging to rekindle the euphoria that was and still is Star Trek. Crowds swamped the booth, demanding more product details and purchasing information. Innovation doesn’t stop outside of the bottle, as the folks at Wines That Rock are very picky about the quality of wines and spirits and have chosen their vintners and distillers from among those who have proven their commitment to quality to produce wines and spirits to grace the Star Trek brand.

star trek spirits and wine: the final frontier

At the close of the August 5 session, 60 enthusiastic Trekkies and spirits-loving business associates were invited to the private executive suite unveiling of a new whiskey distilled by Mendocino Spirits owner and distinguished distiller Crispin Cain. Crispin brings 34 years of distillation and cellaring experience to the table, and as Crispin tells it, “While I worked for Germain-Robin Brandy, I had a vision of making fine whiskey here in Northern California, one which expresses the simple beauty of clean air, clean water, and tall trees, while capturing the complexity of malted grains from a variety of local and classic sources. I create whiskies using the time-honored traditions of Cognac, keen attention to fermentation, the Charentais Pot Still, the double distillation method, brought to barreling strength with filtered rainwater, choosing fine barrels to match fine spirits.”

The new spirit christened The Captains Table, is a blend of ten distinct rye malt whiskies distilled from 2010 to 2016. Each whiskey is carefully distilled in an Alembic Pot Still from Cognac, made from mash fermented with Champagne yeast,

22 star trek spirits and wine: the final frontier

and matured in Cognac barrels to deliver unrivaled quality and layered flavor profiles. The Captain’s Table was presented in Star Trek laser-etched NEAT glasses to the delight and approval of all attendees. NEAT is the official spirits glass of over 40 major international spirits competitions and displays the true quality of the spirit by dissipating pungent, nose-numbing ethanol to unmask subtle aromas and flavors that characterize a great distillation. Critical attention to fine details runs throughout the spirits offerings at Star Trek Spirits. Other notable Star Trek spirits include:

• Cardassian Kanar Rye Whiskey in an unparalleled presentation bottle crafted in southern Italy and emblazoned with the Cardassian symbol and ornamental headpiece, using a rare and technologically advanced vacuum distillation process to enhance flavor and aromatics.

• Romulan Ale Vodka, with an inspiring electric blue hue, which leaves a blue coat on the interior of the glass

• Romulan Ale Rye Whiskey (“Why Bones, you know this is illegal.”), 95% rye and 5% malted barley, aged in new white oak and redistilled for an ultra-smooth finish, also employing the vacuum distillation process.

The Star Trek Spirits site includes well-thoughtout recipes for unusual cocktails with their spirits and wines sure to inspire and complement any Trekkie party. Star Trek Wines offers an extensive array of high-quality wines, including:

• Wrath of Khan, a premium cabernet sauvignon released to commemorate the 40th anniversary of the Star Trek II series, is a limited edition available in November 2023, with notes of blackberries, toasted oak, and expresso, and is the first in a new series of movie-inspired releases. Order from the website.

• Risan Picard is a white wine blend with flavors of pink grapefruit, white peach, lemon zest, and citrus blossom.

• Risan Enterprise Edition Rose, in the same unique ship’s decanter bottle as the Risan Picard

• Chateau Picard 2401 is a fine Bordeaux wine inspired by Star Trek: Picard series, which is a replica of the wine featured in Season 2, Episode 1, produced at the actual Chateau Picard, in St Estephe, Bordeaux, France.

• Cardassian Kanar red blend, in the unique Cardassian bottle, a blend of cab-sauv, merlot, petite syrah, and petite verdot

• Chateau Picard 2386, Klingon Bloodwine Cabernet Sauvignon, United Federation of Planets Old Vine Zinfandel and Sauvignon Blanc, and Andorian Blue White Wine complete the collection.

Presentation packages, special collections, and various stoppers, toppers, and other accessories are also available.

Star Trek Spirits and Wines is the brainchild of Wines that Rock. Howard Jackowitz, co-founder and President, summarized the mission statement of Wines that Rock and briefed us on other projects.

“Our mission is creating premium wines and spirits that enhance the direct connection between brands and fans. Wines That Rock delivers uniquely creative and profitable brand extensions while maintaining authenticity and fun! Bringing pop culture to fans for decades, Wines that Rock was originally born out of a passion for music and wine, and we launched our namesake collection of classic wines influenced by the spirit of Rock ‘n’ Roll. Further bridging the gap between the arts and wine, we launched the highly acclaimed Fifty Shades of Grey Wine, The Bachelor Wine, Cirque du Soleil, and Downton Abbey Wine collections.”

Craig Spurrier, the Chief Innovation Officer and partner in Wines that Rock is a major source of inspirational ideas that keep Wines that Rock on the leading edge of marketing. "In our voyage with Star Trek Spirits, our mission is to craft splendid spirits that any devoted Trekkie would joyfully savor and any connoisseur of whiskey would eagerly explore. The maiden voyage of our limited-edition batch of The Captains Table numbered as batch No. 1 rye malt whiskey, is nothing short of extraordinary."

Together with Howard, they have garnered a coveted portfolio of successful business partners such as NPR, Conde Nast, Pink Floyd, Ultrastar/David Bowie, The New York Yankees, Police, Madonna, AC/ DC, Paramount, Turner Classic Network, Virgin USA, The Grateful Dead, Rolling Stones, and Elvis Presley, to name a few. Wines that Rock will “live long and prosper” with a distinctive approach to unique audiences, which has created deep-reaching sales channels unmatched elsewhere in the alcohol beverage industry.

star trek spirits and wine: the final frontier

FOR MORE INFORMATION, WINESTHATROCK.COM.

THE CAPTAIN'S TABLE

ROMULAN ALE VODKA

Tuscan native Aaron DeFeo is is best known as the co-owner and Bar Director of the award-winning Little Rituals, a 75-seat reimagining of the hotel bar concept in Downtown Phoenix, as well as a founder of Stabyl Beverage Co. He was a judge in the 2021 PR%F Awards and will be returning for the 2023 PR%F Awards.

“It was a great experience to see how an emerging awards panel works. We tasted many fantastic spirits that was unfamiliar with, so it was a great way to see a whole new side of the spirits world in just a few days,” says DeFeo.

He entered the beverage industry, “It was a way to make money while focusing on my writing pursuits, but I soon got caught up in how multi-faceted and rewarding hospitality can be for me.”

Little Rituals has received recognition from the James Beard Foundation as a semifinalist for Best Bar Program (2020), Tales of the Cocktail Spirited Awards (2019, 2020, 2022 & 2023) with a Top Four Finalist designation in 2022 and 2023, The Phoenix New Times (Best Cocktails, 2020) and the Arizona Restaurant Association Foodist Awards Best Beverage Program (2019).

Renowned for his imaginative use of natural and locally sourced ingredients, DeFeo’s cocktails have earned him multiple local and national accolades. Most recently, DeFeo was named “Mixologist of the Year 2019” by the ARA Foodist Awards, won the 2014 & 2017 World Margarita Championship in Tucson, AZ, and the 2013 Woodford Reserve Manhattan Experience Arizona competition with his interpretation of the classic Manhattan.  He is also a two-time national finalist for GQ’s Bombay Sapphire MIB Competition, and in 2013, was named the ARA’s “Mixologist of the Year” and a finalist in 2015 for both Mixologist of the Year and Top Beverage Program.

A passionate advocate of creative mixology, DeFeo holds more than 20 years of experience and has been credited with elevating Arizona’s cocktail culture. His creations blend familiar spirits with unexpected flavors, creating an extraordinary sensory experience for his guests. DeFeo is also a partner in Arizona

Cocktail Weekend, the premier cocktail event in the Southwestern United States, as well as the founder of Solid Sipping LLC, a consulting company that specializes in cocktail creation and operational solutions for restaurants and bars.

During his career, DeFeo has competed in more than 25 national and international competitions and has been featured in several publications, including Nightclub & Bar Magazine, The Tasting Panel, Imbibe Magazine, The Los Angeles Times, and FoxNews.com. He is also a contributing writer for WineInquirer.com, Nightclub.com, and Savor Magazine.

In his role as Resort Mixologist at Casino Del Sol Resort from 2011 to 2018, he oversaw a staff of 50 bartenders at nine restaurants, bars, and venues. Before joining the casino resort, DeFeo was a bartender and beverage manager in Arizona’s most popular nightclubs and restaurants, including The Cup Cafe, Club Congress, and Maynard’s Market and Kitchen.

DeFeo earned his bachelor’s degree from the University of Arizona and is certified B.A.R. Ready. He is also a Society of Wine Educators Certified Spirits Specialist. He holds the Spirits Professional distinction from the United States Bartenders’ Guild (where he was the founder and president of the Tucson chapter and currently sits on the Phoenix Chapter Board of Directors). He often holds classes on the fine art of cocktail creation for industry professionals and the public.

“I’m just excited to share a few days with other passionate professionals with my favorite thing— spirits and beverages,” says DeFeo.

The 2023 PR%F Awards will be held Nov. 8-9 at The Palms Resort. For more info, visit proofawards.com.

The Joy of the Drink

THE WHY OF IMBIBING

By Yehoshua Werth

Email:

FOR A GREAT DRINK FROM THE BEST LOCATION, THINK OF

• wine from Israel,

• beer from Belgium,

• whiskey from the United Kingdom or the United States,

• rum or Rhum of the Caribbean,

• tequila or mezcal from Mexico,

• arak from Lebanon,

• ouzo from Greece,

• raki from Turkey,

• brandy from France,

• shochu and shojju from Asia,

• saké from Japan, oshikundu or ontaku from Namibia

• or other regional drinks where one can find a bar fight or family and friends hugging for hours.

Photo by Fred Moon

Iam writing to create a greater appreciation for art and joy that so many brewers, vintners, master distillers, and spiritual upliftment can come with patience, love, temperament, and control concerning the libations.

Art and traditions focus on quality going into a glass that can be a 30-minute sipping upliftment.

To take shots of a 25-year-old rare Scotch or pound down a great extra anejo tequila, flip back a unique bourbon, or hold our nose for a Rhum Agricole would be disrespectful.

Johnny Appleseed was said to be planting seeds for Apple Jack, which is a high-proof apple fermentation that brings the alcohol up after each freezing of the liquid and knocking off the ice for the alcohol level. Laird's Apple Brandy has been distilled for 10 generations by America's oldest family distillers since 1780, also the oldest bonded warehouse in the United States.

The foundation of the U.S. distillates also goes back to rye, but bourbon remains king. The Scottish and Irish still go back and forth over whiskey or whisky. Vodka distilled two, three, or more times is the kick, but personally, three times is all that is needed.

Imbibing life with a sip of a spirit is a tradition with friends, family or both. Balance, responsibility, and the why we drink make it a truly uplifting and joyful experience.

We stay up late with close friends, sipping a special drink and singing late into all hours of the night for companionship. We celebrate A L'Chaim, cheer, salute, slant, or otherwise linguistic praise for others is a way to celebrate the day of birth of a historical figure, a holiday, or just a vacation from long work hours.

In the Kabbalah or ancient Jewish tradition, “The wine goes in, and the secrets come out.” Inhibitions drop, we relax, rooms become white noise, and the songs can take on new meaning when sharing the spirit. Traditions from all over the planet include dancing, singing, food, art,

and so much more. May we look deeper, celebrate more (with moderation and temperament), truly taste the art, inhale the aromas, and ignore technology.

For tastings, use The Neat Glass (for spirits), Riedel glassware (for wine), tulip snifter (for beer), ochoko (for saké), and clay glassware (for mezcal). Find the history, connect to the sources, and feel the experience; may we never waste a moment.

Yehoshua Werth is an Ex-Rave and Club DJ who performed and promoted 1,100 shows from 1993 to 2008, owned a record store, wrote for URB, XLR8R, and Lotus, and ran a small music label. He has embraced a life as a Jew promoting Kosher events (Kosher Spirits, INC., marketing products (Israel Wine Agency), and managing a wine store (The Grapevine in Wesley Hills, New York). He is one of the most watched kosher wine and spirit video reviewers.

Photo by Blake Wisz

PR%F AWARDS 2022 BEST IN SHOW - Value

SO GOOD IT'S NAUGHTY

Congratulations to Kinky Blue Liqueur on winning the Best of Show for Value award during PR%F Awards 2022

KINKY Blue Liqueur is a cool blue fusion of super premium vodka distilled 5 times with wild berry and tropical flavors. Available at major retailers and onpremise accounts nationwide, KINKY is owned by Prestige Beverage Group and is distributed by wholesalers throughout the country. Visit

Have a Ball with The

RTD round balls pack flavor with a buzz.

By Debbie Hall Photos courtesy of BuzzBallz

Merrilee Kick, CEO and Founder of Southern Champion, admits to enjoying adult beverages, which is part of the reason she entered the beverage industry. The woman-owned distillery/ winery/brewery has been in business for 13 years, producing ready-to-drink (RTD) cocktails BuzzBallz, Uptown Cocktails, and agave wine-based Sip Sip Hooray cocktails with distribution in 50 states and 27 countries.

PR%F Award-winning BuzzBallz, including 2022

PR%F Award Gold for Chili Mango and 2022 PR%F Award Silver for Espresso Martini, continues to expand its flavors and distribution internationally. The company set a record in 2019 by selling over one million cases of RTD cocktails in a single year. Projections are 6.5 million cases to be sold this year.

The company employs 700 employees, boasts seven total brands, and is vertically integrated in 500,000 square feet of space for production facilities. Southern Champion also distills bourbon whiskey, gin, rum, and vodka.

BuzzBallz's signature spherical container filled with buzzbuilding flavors began as Merrilee was expanding her education. Merrilee's career path has included roles as a high school business teacher, CBS radio news anchor, magazine editor, producer, voice artist, and computer engineer. It was in pursuit of her Master of Business Administration, while still working as a teacher, that her idea for an RTD in a plastic container was developed.

"The idea for BuzzBallz was part of my Master's Degree Thesis project at Texas Woman's University. I was trying to start a business that would survive in good times and bad with the recession that was going on in 2008 and 2009," explains Merrilee. "Booze always does well. So, I used it as a final project for my MBA and then put it into action. Being a teacher, I didn't have any money or experience in the industry (or even know anyone in the industry), so it was a challenge."

She started mixing up cocktails using store-bought ingredients and a handcrank pop-top machine. As Merrilee developed the business, she would make it a family-owned and operated enterprise that is 100 percent privately funded.

"My sons and I developed the concept and built the business from the beginning, and my husband joined later," she says. Her sons, Alex and Andrew, are president and vice president of sales operations (respectively), and her husband, Tim Kick, is the CFO.

such awildride."

"It's been such a wild ride. Growing from 2010, our first sale in Texas, and having yet to have a single store to sell to, I learned that you had to build it yourself. Even though you have a retailer interested in it, it has to have a distributor. Even though you have a distributor with your product, you must sell it to the retailer."

The description name came about when the first choice, PartyBallz, was already trademarked by someone else. "We wanted a name that looked like the packaging of a ball, and BuzzBallz is easily remembered."

"It'sbeen

Packaging was next inspired by a memento from Scandinavia. "I used to live in Sweden, and Kosta Boda makes these beautiful little Swedish Snowball Candle Holders [little votive candles]. That was the inspiration behind the round design," explains Merrilee. She would enlist engineering polymer experts at the University of North Texas to perfect the design. Staff from the Texas A&M Department of Food Science would advise on the type of plastics to order.

While Merrilee perfected the flavors, she reached out to her sons to suggest unique, thought-provoking product names. It started with Tequila' Rita (margarita), Cran Blaster (cosmopolitan), and Lotta Colada (piña colada). The company has over a dozen flavors, including newcomers Chili Mango and Espresso Martini. The top flavors for the BuzzBallz brand are Tequila' Rita, Choc Tease, Strawberry' Rita, and Lotta Colada.

"Innovation is at the heart of our company, and we are constantly creating new and exciting flavors for our loyal fans. This year, we will be releasing three seasonal offerings. Cookie Nookie and

Eggnog in our BuzzBallz Cocktails and BuzzBallz Chillers. We are also releasing a pumpkin flavor in our Biggies [multi-serve 1.75L bottle]," she added.

Southern Champion donates in-kind gifts to many charities and sponsors golf tournaments. Staff members participate in Giving Days and free lunches. During the pandemic, Southern Champion created an elementary school for their employees' kids. They also support educational causes, including the Montana Learning Center and scholarships for entrepreneurial science students.

BuzzBallz and other Southern Champion products are available for purchase in retail outlets and online. For more information, visit buzzballz.com and follow on Facebook, Instagram, and Twitter @ buzzballz.

"That was the inspiration behind the round design"

have a ball with buzzballz

The fall season and holiday seasonal offerings include:

• BuzzBallz Cocktails Eggnog

• BuzzBallz Cocktails Cookie Nookie

• BuzzBallz Chillers Eggnog

• BuzzBallz Chillers Cookie Nookie

• BuzzBallz Biggies Pumpkin

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 Did You Learn at the Whiskey Tasting Event?

Not what you may think.

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

THE EVENT:

THE SCIENCE OF SPIRITS

We arrive early to a whiskey tasting event at our favorite local liquor store, spotting some attendees from previous events and others in small groups, holding tulip-shaped whiskey glasses. A few brought their own glasses, a noticeable departure from tulips. The presenter is the event organizer and brand ambassador from a well-known whiskey distillery. Five spirits will be tasted in the next 45 to 60 minutes. During introductions and distillery history talk, ½-ounce samples are poured, and the presenter relates details of the first spirit. About 30 attendees wait expectantly for the signal to taste; some begin sniffing their tinyrimmed glasses.

Since 2002, as a sensory research company, we’ve attended hundreds of spirits tasting events open to the public, as well as consulted and monitored well over a hundred spirits competitions at which we take notes on participants’ conversations and behavior to analyze attitudes, motives, and knowledge of spirits drinkers.

We note the “first-sniff” knowing glances and approving head nods. The tasting signal is given, and the room falls silent as participants sniff and taste. Few express audible opinions until the presenter relates the aromas and tastes he has been carefully schooled to discuss, prompting heads to bob in agreement. Yet, there are few audible comments, mostly “I like it” or “I don’t like it.” Focusing on the attendees during the tasting rather than sample details, we perceive a more introspective picture:

• Three types of attendees: (1) a few known serious whiskey collectors, (2) some who came to sample specific products, and (3) around half who came for free shots or a quick buzz to make their day.

• The presenter asks, “Can you taste the (insert characteristic)?” A few respond with vigorous head nods and barely audible “Yes” responses, mostly to return a visual “Thanks for the freebie.” Asked privately, few actually detected the character flavor. Some quietly consult friends, mouth-to-ear in whispered tones, “I’m not sure.”

• Serious whiskey drinkers ask specific questions: “Who’s the distiller? Tell me about the barrel. What’s the mash bill?”

• The resident “wannabe” strives to appear knowledgeable by contriving off-topic questions and making foolish statements: “What’s the actual chemical interaction in the barrel which makes the butterscotch flavor? Does this bourbon have corn in it? When do they add the sugar to whiskey? It’s perfect for a grapefruitpomegranate cocktail.”

• The “Yup, it’s ethanol” nod verifies many got what they came for; all noses quickly become sufficiently anesthetized by olfactory ethanol, and the flavor becomes discussion only if noticeably flawed.

THE SCIENCE:

Few detect specific aromas through overpowering pungent, anesthetic ethanol, and undetected, they’re not discussed. For over twenty years, we’ve studied ethanol sensory effects, long suspecting tulip glasses create sensory issues as they concentrate pungent, anesthetic ethanol at the nose. Aroma identification is difficult for trained professional sensory analysts and far more so for the average drinker. High ethanol concentration and low character aromas stun most evaluators (diagram). Olfactory ethanol facts:

• Ethanol masks aromas by raising detection, identification, and discrimination thresholds

• Ethanol disrupts calcium ion(+) flow, suppresses cyclic nucleotide-gated channels, and slows response.

• Ethanol binds with/blocks most olfactory receptors, leaving few to identify aromas.

• Pungency disrupts the personal focus necessary to detect/identify aromas.

This is “science-speak” for ethanol inhibits the sense of smell without awareness. Back at the event, we’re on the last sample; the crowd is noticeably louder, indicating anesthetic ethanol has greater effects than olfactory numbing. At the close, two attendees approach the presenter with questions, and some make purchases as others fade to the parking lot, leaving silent, probing questions.

How long does it take for ethanol to compromise olfactory?

How much ethanol disables olfactory sensitivity to the point flavor is only a recent, lingering memory? If crowd merriment at the last sample was any indication, the focus on flavor could have actually begun to wane much earlier (5 x ½ ounce equals 2½ ounces).

How much of the ethanol effect is attributable to tulips?

Which organ was targeted by ethanol first, the brain or olfactory?

Answers: “We’re working on it.”

There is little useful education at tasting events because it’s off-point and takes valuable time away from the sales pitch. Ethanol creates an invisible curtain beyond which accurate perception and true enjoyment of spirit flavors exist. Evaluation for purchasing spirits is meaningful from a glass designed for accurate diagnostics and ethanol dissipation - the purpose of the NEAT glass. Whiskey drinkers’ favorite tulips are functionless, work against sensory perception, and following the crowd is extremely hazardous to personal education and enjoyment. For more, subscribe to NEATNEWS at theneatglass.com/neat-news.

George

PR%F AWARDS judges are key buyers and decision makers in the spirits/wine industries and come from different facts of the industry: distributors, retail, restaurants, bars, nightclubs, resorts, airlines, liquor stores, box chains, and online distrubtors.

Enter your SKU and automatically be entered into two separate competitions—PR%F AWARDS MASKED, the coveted double-blind tasting competition, and PR%F AWARDS UNMASKED, The Total Package, where our judges taste and rate your product while evaluating your bottle, price point, look, feel and taste to see if it will be a perfect fit for their shelves.

Don’t miss the opportunity to get your brand in front of our many judges - all beverage buyers from across the US.

What Our Winners

have to say...

Michael Kazanowski Founder Gypsy Spirits

PR%F MEDALS

"Competing in the PR%F Awards has been one of the best business decisions I have made. The judging panel is made up of leaders in this industry, so having the chance to showcase our craft spirits & RTD was a game changer. Being the owner of a small distillery in Northern Michigan, it can be hard to be noticed. Winning multiple Double Gold Medals gave us the notoriety we needed to expand the reach of our brand. It helped us get into chains like Meijer and pick up new distributors. I will forever thankful for the PR%F Awards and their recognition that helped my distillery skyrocket to one of the top distilleries in the MidWest."

The Color of Wine by UrbanVino

By Jena Domingue Creator and CEO of UrbanVino House of Brands

The wonderful Kaye Jackson is a shining star from Atlanta, Georgia. She's the creative force behind The Random Whine, a wine brand that brings together a playful spirit and a commitment to a double bottom line. The Random Whine stepped onto the scene in 2020 as Kaye was triumphantly “ringing the bell” after conquering breast cancer treatments. Just like that, a new chapter opened up—one filled with delightful wine adventures that have been anything but random.

Kaye's love affair with wine varietals from around the world developed during her treatments and became a cherished pastime shared among her friends. Initially toying with the idea of launching a podcast dedicated to all things wine, Kaye's path took an exhilarating turn. She realized she could take her passion even further and create her very own brand. This decision set the stage for a collection of approachable and truly mouthwatering wines that leave a lasting impression.

From her IT roots, Kaye has transformed into a full-time champion steering her brand toward the stars—quite literally! Imagine being backstage in green rooms across various cities during the uproarious tours of comedy giants like Dave Chappelle and Chris Rock. It's here that Kaye had the privilege to pour her wines, rubbing shoulders and clinking glasses with celebrities and tastemakers like the legendary Jeff Ross and the delightful Paul Rudd (her personal favorite).

Even the renowned DJ, Charlemagne The God, couldn't help but notice her. Kaye believes in the power of perfect timing, always trusting in her ability to sell and knowing that her brand would make waves. But the speed of its ascent surpassed even her wildest expectations. With a presence now gracing over 150 stores and eateries, Kaye is riding the wave of momentum like a pro surfer. Of course, it hasn't been all smooth sailing. Navigating the intricacies of business, compliance, reporting, and all those tricky bits has brought its fair share of challenges. Yet, Kaye faces each one head-on with an unyielding spirit.

the color of wine by urbanvino

The heartwarming cornerstone of Kaye's journey is her commitment to giving back 20 percent of her sales to supporting local breast cancer centers in every region where her wines find a home. In Georgia, the Loving Arms Center takes center stage as a beneficiary of her generosity, forming an enduring partnership as heartwarming as the wines themselves.

Let's dive into her treasure trove of wines. The Random Whine offers a captivating array of seven varietals. The Pinot Noir is a testament to elegance, while the sparkling Brut is a celebration in every bubble. Not to be outdone, the Brut Rosé adds a touch of playfulness, while the Moscato dances with sweetness. For those who prefer a crisper note, the Pinot Grigio is a refreshing choice. The journey deepens with the Red Blend, culminating in a sweet red, like a harmonious blend of memories.

In essence, Kaye Jackson and The Random Whine are a testament to the magic that happens when passion, determination, and a dash of fun collide. It's more than a brand; it's a journey of resilience, a tribute to perfect timing, and a symphony of flavors that leaves a lasting impression. So, here's to Kaye, The Random Whine, and the delightful dance of life encapsulated in every sip.

For more information about The Random Whine, visit therandomwhine.com. Follow on Facebook, Instagram, Twitter, TikTok, and Pinterest @ therandomwhine.

Jena Domingue is the creator and CEO of UrbanVino House of Brands and Senior Vice President of Sales and Talent and Culture at WineDirect. She is also US Ambassador (California) for Liquid Icons, a global agency working with ultra-premium wine brands worldwide, offering scholarships and apprenticeships specifically geared to promote diversity and inclusion in wine education and hospitality.

Visit

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PR%F AWARDS 2022

BEST IN SHOW - Wine

Cornelio

Vega Vella Blanco Rioja

ORGANIC WINE

Congratulations to Cornelio Vega Vella Blanco Rioja on winning the Best in Show for Wine award during PR%F Awards 2022

Vega Vella by Cornelio is a range of wines made from organic vineyards on the eastern side of La Rioja, an area with a Mediterranean climate. It's this climate that helps develop and enhance the fruity aromas, bringing out all the virtues of this sauvignon blanc.

Visit bodegascornelio.com

PR%F AWARDS judges are key buyers and decision makers in the spirits/wine industries and come from different facts of the industry: distributors, retail, restaurants, bars, nightclubs, resorts, airlines, liquor stores, box chains, and online distrubtors.

Enter your SKU and automatically be entered into two separate competitions—PR%F AWARDS MASKED, the coveted double-blind tasting competition, and PR%F AWARDS UNMASKED, The Total Package, where our judges taste and rate your product while evaluating your bottle, price point, look, feel and taste to see if it will be a perfect fit for their shelves.

Don’t miss the opportunity to get your brand in front of our many judges - all beverage buyers from across the US.

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

By Sommelier Matthew-Lorèn Lindsey @TheLordofWine

the PRICE-QUALITY PARADOX:

UNDERSTANDING WINE PRICING

Does the price of a wine always indicate its quality? Conventional wisdom suggests so, especially when considering luxury commodities like a one-of-a-kind, hand-crafted Rolls Royce, where the price tag justifies the exceptional quality. But can we apply the same logic to wine? Is a $100 bottle of wine truly ten times better than a $10 bottle? Before jumping to a resounding “YES!” we must delve into the intricate layers contributing to a wine's final price. Price is undoubtedly an important qualifier of quality, but it's essential to recognize that it's not the sole indicator.

Join us on a journey to explore the complex dynamics that shape wine prices as we unravel the mysteries of the price-quality paradox. Through this exploration, we offer valuable insight to enhance your appreciation for the fascinating world of wine.

Our exploration will begin by delving into the not-so-obvious psychological effects of pricing, shedding light on how perceptions influence our perception of wine value. Subsequently, we will delve into tangible hard costs commonly considered when pricing commodities. These layers of understanding will empower you to make informed decisions in your wine purchases and savor each bottle with a newfound appreciation for its unique qualities.

PSYCHOLOGICAL PRICING: PUTTING A VALUE ON A FEELING

THE ROLE OF PERCEIVED VALUE

When it comes to wine pricing, perception plays a crucial role. The value that consumers attach to a bottle of wine is often subjective and influenced by various factors. Understanding the psychology of pricing can shed light on how consumers perceive the value of a wine. Factors such as the reputation of the winery, the quality of the grapes, the winemaking process, and the overall brand image contribute to the perceived value. By understanding and leveraging these elements, wineries can shape the perception of their wines and justify their pricing.

ANCHORING AND REFERENCE PRICES

Anchoring is a cognitive bias that influences our perception of prices that plays a significant role in how we approach wine purchases. When we encounter a higher-priced wine, our minds often use it as a reference point to assess the value of other wines. In this context, when a winery offers multiple wines at different price points, such as Decoy and Duckhorn, the higher-priced Duckhorn sets the anchor. As a result, consumers may perceive Decoy as a more affordable option or

even a bargain, despite its price still being higher than other wines on the market. This powerful psychological effect can sway our perception of value and impact our decision-making process when choosing a bottle to enjoy. Understanding the role of anchoring in wine pricing can help us navigate the market with greater awareness, ensuring that our choices are guided by our personal preferences rather than mere price comparisons.

Similarly, reference prices, such as previous experiences with wines of similar quality or price range, can influence how consumers perceive the value of a wine. Wineries can strategically use anchoring and reference prices to influence consumers' perception of value and justify higher price points.

THE HALO EFFECT AND PREMIUMIZATION

Branding plays a significant role in shaping consumers' perceptions of wine quality and value. The halo effect occurs when a positive perception of a brand influences consumers to attribute positive qualities to its products. By building a strong brand reputation based on quality, consistency, and unique offerings, wineries can command higher prices and create a perception of exclusivity and prestige. This phenomenon, known as premiumization, allows wineries to position their wines as luxury or highend products, influencing consumers to associate higher prices with higher quality.

THE INFLUENCE OF PACKAGING AND LABEL DESIGN

In my article, The Art of the Influence - The Psychology Behind Wine Labels and How They Influence Our Buying Behavior, I did a deep dive into understanding the persuasive power of

an intriguing wine label and how they influence our buying behavior.

The visual elements of a wine bottle, including packaging and label design, can significantly impact consumers' perception of the wine's quality and value. A visually appealing and well-designed label can evoke positive emotions, capture attention, and create a sense of perceived value. Elements such as color, typography, imagery, and overall aesthetics play a role in conveying a brand's identity and appealing to the target audience. Wineries invest in thoughtful label designs to differentiate their wines in a competitive market and attract consumers influenced by visual cues.

SCARCITY AND EXCLUSIVITY

Limited availability and exclusivity can create a sense of scarcity. Wines produced in limited quantities or from highly sought-after vineyards or regions can command higher prices due to their perceived rarity.

SOCIAL PROOF

The influence of social proof plays a role in wine pricing. When consumers see others, especially influential individuals or experts, endorsing or praising a particular wine, it can increase its perceived value and justify a higher price point. Social proof can come from awards, high ratings from esteemed critics, reviews, or a high-profile celebrity endorsement.

PERSONAL IDENTITY AND LIFESTYLE

Consumers often associate wine choices with their personal identity and lifestyle. Wines that align with their preferences, values, and self-image may be perceived as more valuable, and consumers may be willing to pay a higher price for brands that reflect their desired image or social status. I’d be lying to you if I said I haven’t touted a rare bottle of Petrus on social media.

Understanding these psychological factors can help wineries and wine marketers strategically position their products and pricing to appeal to consumer perceptions and preferences. By tapping into these factors, wineries can create a stronger connection with consumers and justify their pricing strategies.

PRODUCTION COSTS & OVERHEAD EXPENSES

The foundation of wine pricing lies in the tangible realm of production costs and overhead expenses. From the acquisition of raw materials to the intricacies of winemaking, every step in the process incurs expenses that contribute to the final price of the wine. These costs encompass vineyard maintenance, grape harvesting, fermentation, aging, bottling, and storage. Additionally, wineries must factor in overhead expenses, such as land costs, utilities, administrative costs, and other operational expenditures.

GRAPE QUALITY AND VINEYARD REPUTATION

The quality of grapes used in winemaking directly influences the wine's final taste and complexity. Wineries that source grapes from renowned vineyards

with a rich history and exceptional reputation may incur higher costs, which inevitably reflect in the wine's pricing. The vineyard's or winery's reputation also plays a crucial role in shaping the perceived value of the wine, as consumers often associate a reputable name with superior quality.

SUPPLY AND DEMAND DYNAMICS

The delicate dance between supply and demand heavily influences wine pricing. The scarcity of a particular wine or vintage can drive up its value, making it more sought after and commanding a premium price. Conversely, wines that are readily available in abundance may be priced more competitively to entice buyers.

62 the price-quality paradox

AGING PROCESS AND CELLAR PRACTICES

Wines that undergo an extensive oak aging regimen demand a higher price, as this process enhances their complexity and character. The costs associated with maintaining and managing aging barrels, as well as the opportunity cost of holding wine for extended periods, contribute to the overall price of the product.

APPELLATION AND REGIONAL ASSOCIATIONS

The geographical origin of wine, as indicated by its appellation, plays a significant role in its pricing. Wines from prestigious and well-regarded wine regions often command higher prices due to the perceived quality and unique characteristics associated with that specific terroir. A wine from the Oakville district in Napa can command a higher price than a blend of grapes from various grapegrowing regions throughout California.

RARITY AND EXCLUSIVITY

Limited-production wines or those from rare grape varietals possess an inherent exclusivity that can drive their pricing upwards. The allure of owning something unique and scarce fuels the demand for such wines and justifies their premium price.

VINEYARD LOCATION AND TERROIR

The specific location of a vineyard, including its altitude, soil composition, and microclimate, imparts distinctive traits to the grapes grown there. Wines that showcase the essence of their terroir may carry a higher price tag, as consumers recognize and appreciate the distinctiveness and authenticity it brings.

The location and topography of vineyards can significantly impact wine pricing. Vineyards situated

on steep hillsides pose unique challenges for mechanized harvest machinery, necessitating hand harvesting as the only viable option. This manual, labor-intensive process demands a considerable investment in human capital, as skilled laborers are required to carefully hand-pick the grapes during harvest season. The costs associated with hiring and training laborers and the time and effort required for hand harvesting contribute to the overall hard costs incurred by the winery.

MARKETING AND DISTRIBUTION COSTS

The costs associated with marketing, promoting, and distributing wine play a significant role in its pricing. Effective branding and marketing campaigns can elevate the awareness and perceived value of the wine and justify a higher price.

LABOR COSTS AND VINEYARD MANAGEMENT PRACTICES

The labor-intensive nature of vineyard management, including tasks like pruning, canopy management, and harvest, adds to the overall production costs. Sustainable and labor-intensive farming practices may also contribute to the pricing of the wine, as consumers increasingly value environmentally responsible methods.

ENVIRONMENTAL SUSTAINABILITY CERTIFICATIONS

Environmental sustainability certifications, such as organic and biodynamic, are becoming increasingly important in the wine industry as consumers seek eco-friendly and socially responsible products. Wineries that adhere to these practices demonstrate a commitment to environmental stewardship and the well-being of the planet. However, obtaining and maintaining these certifications comes at a significant cost.

BOTTLE AND PACKAGING MATERIALS

Bottle and packaging materials play a crucial role in shaping consumers' perception of a wine's quality and value. The wine bottle is not just a container; it is a vessel that conveys the winery's identity, craftsmanship, and attention to detail. Premium packaging can create a sense of luxury, exclusivity, and elegance, elevating the overall experience and price of the wine.

The price and quality of wine are shaped by a complex interplay of various intricate factors, both psychological and tangible. Psychological factors such as perceived value, branding, and packaging influence how consumers perceive and assign worth to a bottle of wine. The power of branding creates

a halo effect, elevating a winery's reputation and justifying premium prices. Anchoring and reference prices also sway consumer perception, shaping their expectations of value.

Furthermore, tangible factors such as production costs, grape quality, vineyard reputation, marketing, distribution, and aging processes contribute significantly to a wine's overall quality and subsequent pricing. Each of these elements, from the meticulous care in the vineyard to the creative prowess in marketing, converge to create the final composition that sets the price and quality of the wine.

As discerning wine enthusiasts, understanding the delicate dance of these factors guides us to answer the price-quality paradox and appreciate wines based on a stacked value ladder rather than inherent price. Our guiding compass shifts from a singular point of reference to an array of quality indicators to take into consideration.

Embracing the sum of its parts behind each bottle enriches our wine journey, granting us a profound appreciation that transcends beyond the price tag.

Sip well,

Matthew-Lorèn Lindsey

Matthew@HireASommelier.com

www.HireASommelier.com

1-855-702-WINE(9463)

Instagram: @TheLordofWine

Matthew-Lorèn Lindsey is the owner of HireASommelier.com, a luxury hospitality company that offers staffing services for private and corporate events. He also owns Appellation Wines, a lifestyle company that creates bespoke privatelabel wines. He also holds the title of Lead Judge for the PR%F Awards, the largest double-masked wine and spirit competition in the U.S.

DRINK UP!

Palms Casino Resort satisfies the unquenchable thirst for various beverages

Ideally situated in the vibrant city of Las Vegas, Palms Casino Resort is a haven for those with an unquenchable thirst for various beverages. This dynamic resort has curated a beverage program that goes beyond the ordinary, enhancing the guest experience. The resort is a hub of possibilities, where libation desires find fulfillment. The commitment to offering a variety of drinks, each crafted to perfection, establishes the resort as a destination for beverage aficionados.

Elevating the guest experience to unprecedented heights, Palms Casino Resort has expertly curated a beverage program

that transcends the ordinary. Guests find themselves immersed in a world where possibilities are limitless, where drink desires find their ultimate fulfillment. The resort's commitment is to offer an exhaustive variety of beverage options and cocktails, each meticulously crafted to perfection.

A key feature is the resort's wine program, offering a variety of wines paired with culinary offerings. This fusion of wine and gastronomy creates a symphony of tastes. Lauded for its extensive and comprehensive wine program, Scotch 80 Prime has recently been awarded the Best of Award of

Photos courtesy of Palms Casino Resort

Excellence by Wine Spectator. Also, within Scotch 80, guests discover a bar filled with more than 160 offerings, emphasizing whisky.

Furthering its dedication to a premium drink program, Palms Casino Resort, in collaboration with beverage connoisseurs, has created a select barrel program, exemplifying its enthusiasm for libations. The inaugural barrel of exclusive Buffalo Trace stands as a tribute to the newly minted Buffalo Zone recently revealed on the gaming floor.

Within the resort's expanse, a collection of bars and cocktails awaits. These creations are more than mere drinks; they are unique masterpieces with narratives. As the week unfolds, the resort offers an enchanting array of weekly specials, each imbued with its own charisma. Tuesdays usher in "Tipsy Tuesday," a playful homage to spirited creativity. Thursdays bring a dual delight in "Thirsty Thursday," beckoning with a beguiling array of beverages, while the allure of "$1 Beer at Mabel’s" proves irresistible.

Beyond its palate-pleasing offerings, Palms Casino Resort has seamlessly integrated itself into the tapestry of culinary celebrations that adorn the city. It stands as the epicenter of epicurean events, a place where gastronomy takes center stage. From the grandeur of Restaurant Week to the indulgence of the Food & Wine Festival, from the prestigious PR%F Awards to an array of other F&B-centric gatherings, the resort asserts its dominance in the realm of epicurean delight.

Palms Casino Resort is a sanctuary for wine and cocktail enthusiasts. Its beverage program invites guests to indulge in a world where libations are more than drinks; they are savored experiences. Whether one prefers wines or cocktails, the resort is ready to satisfy every craving, offering a diverse and unique beverage program.

For more info, visit palms.com and follow on Facebook @ palmscasinoresort, Instagram and X (formerly Twitter) @ palms, and LinkedIn @ palms-casino-resort.

Photo by Eugene Dela Cruz, OneSeven Agency

Las Vegas Bartending Legend’s Signature “RhondaRita” Available at Las Vegas Valley 7-Eleven Stores

Adelicious new canned margarita has hit shelves at select 7-Eleven® stores across the Las Vegas Valley, offering thirsty customers the opportunity to savor one of the region’s most beloved cocktails at their convenience.

Dubbed the “RhondaRita,” the drink is the creation of Rhonda Chapman, with an illustrious 40-year career in the hospitality industry in Las Vegas. The RhondaRita was born in 2010 and became an instant sensation among locals and visitors when Chapman introduced it in honor of her late husband.

The drink has garnered a devoted following with enthusiastic endorsements from baseball legends, NHL and NFL Hall-of-Famers, pro wrestlers, pro golfers, tennis stars, and even Hollywood celebrities. For many, the RhondaRita has become an essential part of their Las Vegas experience, symbolizing the true spirit of hospitality. After years of receiving such an overwhelmingly positive response, she decided to can the beloved cocktail in 2018.

“The passion people have for the RhondaRita brings me immense joy,” said Chapman. “In my business, customer satisfaction is the ultimate measure of success, and the love for this cocktail tells me we’re doing everything right.”

Available in 12-ounce cans as a six- or 12-pack,

the Rhonda Rita is nearly identical to the one Chapman crafts behind her bar every day, with the only difference being the absence of fresh citrus, which consumers can easily add. Every can captures the effervescence and creative inspiration of a true icon in the world of Las Vegas hospitality.

The RhondaRita is now available at participating 7-Eleven stores throughout the Las Vegas Valley, with plans for broader distribution already underway. To locate the nearest store carrying the RhondaRita, visit rhondarita.com/where-to-get-rhondarita.

The RhondaRita is scheduled to be available nationally by the end of 2024.

For more information about the RhondaRita, visit rhondarita.com. Follow on Instagram and Facebook @ originalrhondarita for the latest news and updates.

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!"

Enter Jennifer Colliau. If you haven’t seen her byline on any of numerous cocktail articles she’s written or edited, I’ll give you the brief bio. She is the founding beverage director for The Interval (part of the Long Now Foundation) as well as the owner of the lauded and much missed Here’s How in Oakland. She operates an incredible syrup company called Small Hands Foods, which helped to revive several lost cocktail ingredients, including pineapple gum syrup and orgeat. She wrote the section on citrus in the Oxford Companion to Spirits & Cocktails. Writing a menu with Jennifer was a dream. She is equal parts Marie Curie and Willy Wonka.

By Drew Record

Meet the Beverage Insider

One day, while writing the menu, we discussed (intensely) how loose the definition of an Old Fashioned could be stretched before it was no longer recognizable as such. What we now know as the old fashioned used to be called “An [insert spirit here] cocktail”—spirit, sugar, bitters. That’s it. Sometime in the 1870s, people started to order more complicated cocktails, and someone got fed up with the extra stuff and said, “Give me a cocktail, you know, the old fashioned kind.” All we have to do is tweak one of those basic ingredients, and we’ve got a whole new, old fashioned to explore.

So six ounces of chilled grower-producer champagne, with a ½ ounce of vintage champagne syrup and a dash of Ango, served in a chilled bucket glass, would certainly fit the definition. (It proved to be one of our best-selling cocktails, even at thirty bucks a pop!) This is where I will share my favorite secret weapon behind the bar—sorghum syrup. Sorghum is a grass that came from Africa and found it could grow in the American South. While it has a color and looks similar to molasses, sorghum syrup is made from the green juice of the plant. Because of this fact, the sweetener retains some green, earthy, funky notes along with a slightly sour finish. It is also thinner than molasses, so you don’t have to thin it out for cocktails; you can add it straight to your mixing glass. In an Old

Have you ever gotten the chance to work with someone you have admired professionally for a very long time? When I was opening Chezchez in San Francisco, I realized there was just too much to do on my own, and I needed to call in some help.

Fashioned, it perfectly complements the earthy notes of Lost Lantern’s Far-Flung Bourbon. Sometimes, we want an old fashioned the way we used to have them before bartenders started wearing suspenders and arm garters again in the early 2000s. For that you’ll need some cherries and an orange. If you are reaching for a jar of cocktail cherries, there is no other choice than Filthy Food’s black amarena cocktail cherries. Leave the bright red ones for Wisconsin.

My favorite part of building that “classic” cocktails menu was letting ourselves off the hook to have a little more fun. So the next time you write a menu, give yourself permission to bend the rules and see where it takes you.

Drew Record (they/them) has worked almost every side of the beverage industry, starting in college as a singing bartender in Tucson, Arizona. They have worked on the supply side, distribution, and retail and previously owned a much-lauded bar in San Francisco. Now, they oversee experiential and brand marketing for Drew Record Crowds, focusing on the unique needs of hospitality and beverage alcohaol clients.

PR%F AWARDS 2022 BEST IN SHOW - Overall

Kaiyō Whisky

The Kuri

AGED IN JAPANESE KURI WOOD BARRELS

Congratulations to Kaiyō Whisky The Kuri on winning overall Best in Show award during PR%F Awards 2022

One of the first of its kind - Kaiyō Whisky's "The Kuri" is aged full term in first fill Japanese Kuri chestnut barrels. After years of maturing, all Kaiyō whisky casks go on a final maturation at sea voyage for up to 3 months, leaving from Osaka, Japan. They are then taken back to Japan where they are bottled at 46 percent alcohol by volume.

Visit kaiyowhisky.com

OCEAN PRIME LAS VEGAS DEBUTS NEW LOUNGE OFFERINGS

Champagne Hour and Luxury Gin Cart with Specialty Cocktails Now Available

OCEAN PRIME LAS VEGAS is debuting new lounge offerings with a champagne hour featuring half-price glasses of Veuve Clicquot plus several food specials as well. Additionally, Ocean Prime has launched a luxury gin cart—the brainchild of Founder and CEO Cameron Mitchell. Enhance the lounge experience with this one-of-a-kind gin cart right to the table featuring specialty cocktails highlighting global selections.

Champagne Hour

Ocean Prime Lounge

Hours: 4 to 6 p.m. Monday to Friday

Including:

• Half priced glasses of Veuve Clicquot

• Weekly Featured cocktail - $15

• Caviar & Chips – half off

• Spicy Tuna Roll - $18

• Oyster 3-ways: Casino $4/ea

Calabrian Chili Lime Granita $2/ea

Royale topped with Caviar $7/ea

Luxury Gin Cart

Available daily in the lounge, with cocktails featuring gins from around the world and their dynamic expressions ($30)

• Tonic: Monkey 47 Gin, St. Germain, Elderflower Tonic, Star Anise

• Citrus: Tanqueray Rangpur, Fresh Lime Juice, Cointreau, Fever Tree

Tonic, Sparkling Wine, Orange Blossom, Rhubarb

• Bold: Roku Gin, Aperol, Carpano

Antica Sweet Vermouth, Amaro

Nonino, Rosemary, Grapefruit, Peppercorn

ocean prime las vegas debuts new lounge offerings

OCEAN PRIME LAS VEGAS opened on June 21 and boasts a $20 million marquee restaurant located at 63, centered on the bustling corner of Las Vegas Boulevard and Harmon Avenue. This is the 18th Ocean Prime location in the U.S. and will be the flagship location, boasting 14,500 square feet, a nearly 2,500 squarefoot rooftop terrace, more than 400 seats, three bars, and three private dining rooms. This premier location is four stories above the Las Vegas Strip and offers breathtaking views from the restaurant’s outdoor terrace. Ocean Prime Las Vegas promises an unparalleled dining experience that blends extraordinary cuisine, genuine hospitality and captivating atmosphere.

63 is a destination for dynamic retail and exceptional hospitality experiences at the heart of the renowned Las Vegas Strip. With a prime location and a diverse array of unique retail and restaurant offerings. 63 is a 4-story masterpiece spanning over 243,000 gross square feet of total space. 63 is the result of visionary collaboration between industry leaders and spearheaded by Brett Torino Companies in Las Vegas and New York-based Dayssi and Paul Kanavosof Flag. Combined with the artistic prowess of the awardwinning designers from Arquitectonica of Miami Beach, this remarkable development adds an element of grandeur. At the heart of 63 lies an exquisite collection of flagship tenants that promises to captivate and delight.

MUSEUM OF ILLUSIONS, another gem within the 63 collection, introduces a unique and interactive concept suitable for all age groups. With 80 mind-blowing exhibits, this one-of-a-kind destination invites visitors to explore and engage, blending entertainment with optical illusions and intelligential stimulation. Additional 63 tenants will debut

later this year and others will be announced soon. To learn more and stay updated on this captivating journey, visit 63.com.

Ocean Prime is a nationally acclaimed, contemporary seafood and steakhouse from the award-winning Cameron Mitchell Restaurants. Ocean Prime delivers an extraordinary experience with stunning settings, a chefcurated menu, signature handcrafted cocktails, and a Wine Spectator-honored wine list. The classic and modern menu features sushi, indulgent seafood presentations, juicy steaks, decadent side dishes, and made-from-scratch desserts. Every Ocean Prime restaurant

is uniquely designed to capture each city's energy and elegance, making it an unmatched destination to socialize, talk business, celebrate, and indulge. Each restaurant also offers a private dining experience ideal for an elegant private dinner, hosting a small group business or social event, or a memorable celebration.

Embracing its midwestern roots, Ocean Prime places the highest value on their people. The company cares deeply about delivering authentic hospitality and believes every team member is essential to creating a memorable Ocean Prime experience.

Guests can experience Ocean Prime in 18 locations around the country: Beverly Hills, Boston, Chicago, Columbus, Dallas, Denver (Tech Center and Larimer Square), Detroit, Indianapolis, Kansas City, Naples, New York, Orlando, Philadelphia, Phoenix, Tampa, Washington, D.C. and Las Vegas. The Sarasota, Florida, location is planned to be opened in 2024.

Ocean Prime Las Vegas is open for weekday lunch, nightly dinner, and weekend brunch. The restaurant is located on the corner of Harmon Ave & Las Vegas Blvd. Valet parking is available off Harmon Avenue and S. CityCenter Road, directly between the Cosmopolitan and CityCenter. The restaurant is located at 3716 S. Las Vegas Blvd. 4th Floor, Las Vegas, Nevada, and reservations, along with all menus, can be viewed by visiting www.ocean-prime.com. For more information, visit ocean-prime. com/locations or follow on Instagram @ oceanprime and on Facebook @ oceanprime.

ocean prime las vegas debuts new lounge offerings

What Our Winners

have to say...

“Mr. Tequila”

Juan Bonilla, CEO

Juan Bonilla Imports

tequilawine.com

PR%F MEDALS

“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.”

The X Factor

INDUSTRY VETERAN KIM BRANDI PRODUCES ICONIC BRANDS

Written by Isabel M. Castro

Photography by Michael Carbajal

“Deadhead Rums show a sense of place and terroir. It is a merging spirit of both Spanish distilling traditions using molasses and fresh sugar cane juice. The packaging is iconic, and the rum itself is good for both sipping and crafting delicious cocktails.”– Adam Rains, “Master of Potions and Tiki Tipples,” Golden Tiki.

Over the years, the tequila and rum industry has undergone significant changes in how people consume these spirits and in emerging trends. Nowadays, consumers are looking for a delicious drink and want to learn more about what’s in their glass. This evolution in demand paved the way for industry veteran Kim Brandi to address the needs of the modern consumer.

With nearly three decades of experience in the beverage trade, Brandi's name is synonymous with unique, edgy brands and artistically striking packaging, seen in popular labels like Kah Tequila, Deadhead Rum, and Sangre de Vida Tequila. Leveraging her profound marketing expertise and intricate understanding of the industry, Brandi creates brands that truly break the mold and capture attention.

As a savvy Gen X entrepreneur, Brandi keenly understands her own generation's tastes and preferences. Recognizing the significant purchasing power and the potential to impact the beverage industry, she uniquely tailors her marketing strategies to resonate with this demographic.

The spirits she bottles are natural, real, and unadulterated, mirroring their own life

experiences. The art and culture that define their generation are interwoven into the heart of each brand's distinctive packaging. These designs serve more than just aesthetic purposes; they preserve the carefully crafted spirit within, pay homage to the origin land, and narratively weave the captivating stories behind the brands. While her brands are known for their edgier, darker side in terms of packaging, they are paradoxically symbolic of the pure beauty housed within—a testament to the authentic, pure spirits that lie inside.

DEADHEAD RUM, with its indelible shrunken head packaging, not only catches your eye but also sparks interesting conversations, ranging from playful to haunting. At 40% Alc./Vol (80 proof), this rum makes a fantastic choice for Halloween festivities. It’s as real and raw as the spirits wandering about on these special nights. Deadhead is a single blended rum produced by Rones (Rums) de Mexico distillery in Chiapas. The award-winning rum is crafted from both sugar cane and molasses distillates by Master Blender Jorge Perez, Ph.D. Its assertive aromatics and brilliant flavors make it a great choice for classic Tiki cocktails and culinary creations.

SANGRE DE VIDA BLANCO TEQUILA, with its 40 percent Alc./Vol (80 proof), stands as a testament to meticulous craftsmanship. Made of 100 percent blue agave, this premium Blanco is additive-free, so you can toast to the mysteries of the other world and celebrate the rich cultural heritage of Dia de Los Muertos with a sip that's as pure and unmasked as the traditions themselves. The tequila is as unique in presentation as it is in creation. This unusual choice of a human heart design pays homage to the heart and soul poured into each batch of tequila.

Brandi continues beyond delivering quality rum and tequila. She's also an active advocate for Green Initiatives. For instance, her Sangre de Vida brand produced by La Cofradia distillery in Jalisco, Mexico. This distillery is fully committed to reusing, recycling, and repurposing 100 percent of the agave plant waste. Through their sustainable practices, the agave plant gets a second life beyond being a key component of tequila, as the waste materials are repurposed into products like paper, shoes, rope, and even building blocks of adobe. But Brandi's mission goes beyond environmental conservation as she

also focuses on stimulating economic growth within underprivileged communities by creating job opportunities. Her work is truly a testament to what can be achieved when one cares for both the product and the environment—a labor of love that goes hand in hand.

In an industry seemingly dominated by men, more women are shaping the narrative of a thriving global enterprise. Brandi is especially proud of her team, mostly women, and attributes her success to having a strong workforce of amazing women. Her dream is to have these women receive the recognition they deserve. She aims to have women gain greater self-confidence, gain success, and become role models.

At Iconic Brands, the marketing and import company Brandi co-founded in Temecula, California, she leads the strategic marketing plan and brand positioning worldwide. With the perfect blend of marketing acumen and keen business insight, Brandi has propelled Deadhead Rum to international success. The rum stands tall in the premium category, priced at $31.99, and its natural composition has resonated

with consumers across 28 countries. The rising popularity of rum in the United States is paving the way for even more growth. Since its launch in 2013, Deadhead Rum has experienced an astounding average annual growth of 30 percent. This growth mirrors the escalating interest in rum, making it one of the fastest-growing categories in the US.

The burgeoning interest in Mexican rum reflects the broader global trend toward embracing diverse and unique spirits. These rums, rich in flavor and heritage, offer an intriguing depth and complexity that makes them ideal for cocktail concoctions. As bartenders worldwide continue to experiment and push the boundaries of cocktail making, Mexican rums are becoming a celebrated addition, offering a new realm of possibilities in the art of mixology.

Brandi’s journey as a brand innovator has been anything but smooth. She has faced discrimination and fought industry giants, and yet, here she remains. Her success is attributed to embracing the positive guiding principles of Generation X, such as adaptability, independence, a strong work ethic, and cultural sensibilities, which have helped her conquer a wide array of challenges throughout her life.

Moreover, her tenacity and ability to hold on even when the going gets tough is a testament to her strength of character. Kim Brandi embodies the spirit of perseverance. When one consumes her rum or tequila, you are tasting a history of defiance, strength, and perseverance, all distilled into a single sip.

Iconic Brands, Inc. imports Deadhead Rum and Sangre de Vida Tequila, and email Kim@ iconicbrandsinc.com for more info. They are distributed in the state of Nevada by West Coast Beverages and email Michael@ westcoastbeverageslv.com.

For more information and cocktail recipes, follow on Facebook and Instagram @deadheadrum and @sangredevida.

RECIPES

DEAD RECKONING

2 ounces Deadhead Rum

½ ounce Charanda

½ ounce Madeira

¾ ounce apple honey (combine 1 cup of honey with ½ cup of apple juice)

1 ounce lime juice

1 bar spoon Allspice Dram

1 bar spoon Nux Alpina (Walnut liqueur)

1/8 teaspoon activated charcoal

Garnish with DTD apple chip, cherry, and toasted rosemary. DTD is Dress the Drink, a woman owned beverage garnish company based in Las Vegas.

BLOOD OF LIFE

2 ounces Sangre de Vida, Blanco Tequila

¾ ounce black cherry syrup

¾ ounce lime juice

2 dashes smoked chili bitters

2 dashes bittermens (Elemakule Tiki Bitters)

Rim the glass with black lava salt and garnish with a burning DTD cinnamon stick.

Why the PR%F Awards Matter More than Ever in the Spirits Industry

By Jennifer English

The spirits industry is one of the most competitive and crowded segments of the global alcoholic beverages market. With hundreds of brands vying for the attention and loyalty of consumers and buyers, how can a brand stand out and succeed? One way is to participate in and win PR%F Awards, which are among the most prestigious and unique awards in the spirits industry. The PR%F Awards, held annually in Las Vegas, are powered by Food and Beverage Magazine, Delta Sky Club®, Palms Casino Resort, The NEAT Glass and Bootlegger Distributing.

Editor-at-Large of PR%F Magazine and a member of I.A.C.P. and Les Dames d’Escoffier International, winner of the James Beard and Gracie Awards.

why the PR%F awards matter more than ever

One of the key trends that drove the spirits industry in 2023 was premiumization, which refers to the consumer’s willingness to pay more for higher-quality products that offer superior taste, craftsmanship, and authenticity. According to Statista, revenue in the spirits market amounted to $525 billion in 2023, with a compound annual growth rate (CAGR) of 4.56% from 2023 to 2027. Premiumization was especially evident in categories such as whisky, gin, tequila, and rum, which saw increased demand for aged, flavored, and craft variants. For example, whisky makers turned to alternative flavor sources and finishing, such as utilizing different types of wood, smoke, or gin makers deploying different botanicals to create differentiated products. This trend was on display among the 2022 PR%F Awards entrants.

So, how and why are the PR%F Awards more important than ever?

PR%F Awards highlight excellence among all these new spirits. In this complex, dynamic, and confusing sea of new brands, new styles, and flavors, buyers and their customers are now familiar with and experienced in the reliability and expertise the PR%F Awards judges have demonstrated over the last several years. This credibility transforms into confidence, which translates into sales.

Unlike other awards judged by critics, journalists, or experts, PR%F Awards are judged by buyers from across the United States who can purchase your brand. These buyers include airlines, cruise lines, resorts, casinos, restaurants, bars, nightclubs, big box retail chains, liquor stores, distributors, and online retail. Participating in the PR%F Awards gives you direct exposure and feedback from the buyers and decision makers who matter most for your sales growth and distribution.

“This means that the awards are judged by people who deeply understand the industry and what customers are looking for in their spirits and wines,” says Founder and Executive Director Michele Tell.

Each SKU is automatically entered into two competitions: Masked (double-blind) and Unmasked (The Total Package). In the Masked competition, the judges taste the products without knowing anything about them and rate them based on their quality and taste alone. In the Unmasked competition, the judges see the products with their bottle, logo, marketing, and

price point and rate them based on their overall appeal and value. By participating in PR%F Awards, you get a chance to win two separate medals for each product you enter.

PR%F Awards are inclusive and diverse. Unlike other exclusive or limited awards, PR%F Awards are open to all types of spirits products from all over the world. PR%F Awards have a wide range of categories that cover every possible style, flavor, and format of spirits. Moreover, the PR%F Awards recognize and honor women-owned and certified kosher brands with honorary medals. Those who enter brands into the PR%F Awards will be able to showcase their product to a diverse and inclusive audience of buyers.

By winning a PR%F Award, you get recognition for your product and a powerful marketing tool that can boost your brand awareness, reputation, and sales.

PR%F Awards provide you with free graphics for easy promotion on your website, social media, packaging, or point-of-sale materials. You also get featured in PR%F the Magazine, a digital publication that reaches over 18 million readers monthly. In addition, you get access to exclusive events and networking opportunities.

In this exceptionally and increasingly crowded and complex spirits industry landscape, it is more important than ever for the spirits brands and hospitality buyers to have credible tools for discovering and differentiating the “Best from the Rest.” The awards give buyers a way of building purchase confidence based on the discerning work done by the respected judges.

PR%F Awards were established in 2019 and have since become one of the most prestigious awards in the spirits and hospitality industries. PR%F Awards recognize the best spirits in their categories and are judged by a panel of buyers who evaluate each spirit based on its taste, aroma, and overall quality.

We are operating in a time of award proliferation, and with expansion comes dilution.

“Awards are an excellent way to increase customer confidence in purchasing new, expensive distilled spirits and wines. They can help to raise your brand image, boost stakeholder confidence, stimulate internal morale, attract better talent, and unlock networking opportunities,” says Michael Politz, author of The Food & Beverage Magazine Guide to Restaurant Success and publisher of several magazines.

PR%F Awards are also more critical than ever for the spirits and hospitality industries because they provide a platform for brands to showcase their products to a broader target audience. Winning any award can help a brand gain recognition, but winning the right awards will gain the correct exposure, leading to increased sales and revenue. This is especially important for smaller brands needing an alternative to spending “more marketing budget;” they often don’t have to compete with more prominent brands.

“Awards can help increase customer confidence, essential when purchasing new luxury distilled spirits or wines. For brands and retailers, it provides valuable marketing collateral that can be used to promote your business at minimal cost. If you’re in the hospitality or spirits industry, it’s definitely worth considering entering the PR%F Awards competition,” says Politz.

Winning a PR%F Award can have many benefits for your business.

Instant Credibility: Winning an award opens numerous doors and gives you instant credibility with the industry. It sounds obvious, but one of the most important dividends of winning a PR%F Award is that it conveys credibility, which is extremely valuable for a startup or new brand.

Golden Reminder: The PR%F Award can also serve as a golden reminder for a legacy brand like Hardy Cognac, winner of the Best in Show Century award.

Improved Employee Morale: When you receive a prestigious award, everyone on your team feels better, including your customers, retailers, on-premise partners, and distributors.

Increased Visibility: Winning business awards can help boost your company’s profile. Importantly, awards highlight what a distiller or producer does most successfully, leading to increased awareness and attention from suppliers, vendors, customers, and investors.

Elevated Status: Awards can raise the credibility of your products. An award also increases brand visibility.

In addition to helping consumers make informed purchasing decisions, spirits awards also play an essential role in building purchase confidence for buyers and customers. When a spirit wins an award, it is seen as a mark of quality and excellence. This can help build trust between the brand and the consumer, essential in today’s highly competitive marketplace. When a consumer sees that a spirit has won a PR%F Award, they know that leading industry experts have evaluated it and has been deemed of the highest quality. This can help alleviate any concerns about purchasing an unfamiliar brand.

why the PR%F awards matter more than ever

Double Gold winning Copperpenny Gin No. 005 from Canada proudly displays their PR%F Award in their tasting room, Gin Parlour, and on their bottles. This can help you highlight your achievements, differentiate yourself from your competitors, and attract the attention and curiosity of potential customers and clients. The PR%F Award logo and medal are designed to be eye-catching and elegant, reflecting the quality and creativity of your product. In addition, Delta Sky Club proudly displays its PR%F Awards winners on their menus, on their LED display boards and on the shelves.

One of the most prominent and effective ways to leverage your PR%F Award win is to display the PR%F Award logo and medal on your bottles, websites, social media platforms, and marketing materials.

why the PR%F awards matter more than ever

PR%F Award winners can place stickers and bottle hangers on their bottles throughout the US and can be spotted in the most popular grocery stores, retail chains and liquor stores. Many brands use their likeness of their medals as marketing tools, on their websites and throughout social media. year-round, as PR%F Awards encourages brands to promote their wins and provides medal and logo graphics without any licensing fees.

Another benefit of winning a PR%F Award is the media exposure and publicity that comes with it. Your product will be featured in PR%F the Magazine, a digital publication that showcases the winners and their stories to a global audience of industry professionals and consumers. You can also pitch your stories to relevant media outlets and influencers, highlighting your awardwinning product and its benefits to customers. This can help you generate positive word-of-mouth and buzz around your brand and enhance your reputation and credibility in the market.

Winning a PR%F Award also gives you access to events and networking opportunities organized by PR%F Awards or its partners, such as trade shows, tastings, seminars, webinars, podcasts, and social media campaigns. These events can help you connect with potential buyers, distributors, retailers, and consumers and learn from other industry leaders and experts. You can also showcase your product and receive feedback from the judges and the audience.

Finally, winning a PR%F Award can also help you to use it as a testimonial and a PR%F point in your sales pitches and presentations to prospective customers and clients. You can use the feedback and insights you receive from the judges to improve your product and marketing strategies and identify new opportunities and trends in the market. You can also use PR%F Awards as a way to demonstrate your value proposition and competitive advantage over other brands.

The PR%F Awards are more than just awards; they are a platform for connecting brands with the spirits industry supply chain professionals who can help them succeed.

If you want to participate in the 2023 PR%F Awards on Nov. 8-9, you still have time to register your brand(s) at Proofawards.com. Don’t miss this opportunity to showcase your product to the world’s best buyers and win the most coveted medals in the spirits industry.

www.proofawards.com

English is Editor-at-Large of PR%F the Magazine and is an inaugural advisory board member of PR%F Awards. She is the broadcaster of PR%F Live! during the PR%F Awards event and streamlines special episodes throughout the year. Jennifer’s analysis, observations, and theory that PR%F Awards matter more than ever to the spirits industry are offered after decades of experience, research, and her unique perspective.

Jennifer

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

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.