PR%F the Magazine January 2024 the PR%F Awards 2023 Winners Issue by proofthemagazine

PR%F the Magazine

Volume 03. January 2024

ISSUE 05

PR%F Awards 2023 Winners Edition

Aisha Tyler, Courage + Stone CELEBRATING 2023'S AWARD-WINNING BRANDS

spirits. wine. potations and libations. beverage industr y news. ISBN 9788024715148 ISBN 80-247-1514-7

9 788024 715148 >

the team

PR%F the Magazine Michael Politz Publisher

Michele Tell

Founder, Executive Director/Publisher

Jennifer English Editor-At-Large

Debbie Hall

Editor-in-Chief

RJ Dixon

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

Terry Hart

Director of Brands & Competition

Colleen Banks

Director of Business Development

Lara Stone

Trade Show Editor

Contributors: Stephanie Blitz Isabel M. Castro

George Manska Brittany Chardin

Contributing Photographers: Alyssa White (Poiema and Grace Creative/Photography) Isabel M. Castro (including cover photo) Michele Tell Francisco Galarza Brittany Chardin Jason Dewey Photography

Contact the Team at

ProofMagazineInfo@gmail.com

PR%F the Magazine is owned and published electronically by The Original Brand, LLC. Copyright 2019 PR%F Awards and distinctive logo are trademarks and owned by The Original Brand, LLC. All Rights Reserved. No part of this electronic magazine may be reproduced without the written consent of PR%F the Magazine. Requests for permission should be directed to: ProofMagazineInfo@gmail.com. The information contained has been provided by such individual, even organizers or organizations. The opinion expressed in each article is the opinion of its author, organization or public relation firm.

in this issue

PR%F the Magazine LETTER FROM THE EXECUTIVE DIRECTOR

THE SCIENCE OF SPIRITS

KOSHER CERTIFICATION AWARD

TOAST THE WINNERS

THE ULTIMATE BLOODY MARY BAR

CELEBRITY ENTRANT SPOTLIGHT

PALMS CASINO RESORT: SCOTCH 80 PRIME

THE EVOLUTION OF AIRPORT LOUNGES

PR%F AWARDS CELEBRATES ITS 5TH YEAR OF COMPETITION

A SPECIAL THANK YOU TO OUR JUDGES

ÖÖMRANG: CRAFTING LEGACY, HERITAGE, AND EXCELLENCE IN EVERY BOTTLE

MEET A FEW OF OUR JUDGES

INSIGHTS FROM THE 5TH ANNUAL PR%F AWARDS

PR%F AWARDS 2023 WINNERS

SPECIAL AWARDS

MASKED COMPETITION Century Award Winners Double Gold Winners Gold Winners Silver Winners Bronze Winners UNMASKED COMPETITION Century Award Winners Double Gold Winners Gold Winners Silver Winners Bronze Winners

PR%F the Magazine

108 108 124 136 164 184 194 194 210 230 260 276

FROM THE EXECUTIVE DIRECTOR

from the desk of Michele D. Tell

Gratitude. PR%F Awards 2023

We celebrate our 5th annual PR%F Awards It has been an unbelievable year of growth and expansion for the PR%F Awards platform – the largest in our history, The addition of key judges/buyers from across the US, including Walmart, and a slew of new prestigious awards to recognize the top-tier in our industry with a series of Best of Shows you will see in this publication. 2023 PR%F Awards was a dream come true; and as Father Time just turned the clock, we are already developing new innovations for our sixth annual rating competition set for December 2024 at Palms Casino Resort in Las Vegas. PR%F 2024 is now open for registration and searching for the most daring new brands and existing favorites to join our revolution. The entry portal is open at www.proofawards.com In 2024, we are pleased to announce that all military Veteran-owned brands will receive a special commendation, a white medal to be proudly displayed on your beverage brand creations. We welcome a new merchandizing partner, C4 Grafx and Printing, that can print labels, shelf talkers, bottle neckers, employee/team incentives and so much more to promote your special wins. This very special edition is to recognize the excellence of the brands that won accolades in the PR%F Awards, and to showcase the thrill of our competition. We hope you enjoy this online magazine, buyers guide, and tribute to PR%F Awards as we celebrate moving forward towards our sixth competition.

from the desk of Michele D. Tell We give special thanks to our host property, Palms Casino Resort. This resort is exquisite, a true gem of Las Vegas, so fun, vibrant, and forward thinking in the F&B industry. Thank you to Delta Sky Club ®, The NEAT Glass, and our media partner, Food and Beverage Magazine. You make this event rise every year and it has been an honor to grow the PR%F Awards with you. Thank you to our distributor partner, Bootleggers Distributing, for housing our entrants. We thank our staff and management at the PR%F Awards 2023 for executing this top-notch event. Your tireless efforts and around-the-clock attention to detail mesmerize me. This includes Director of Competition Colleen Banks, Event Coordinator Bridget Bucshon Slezak, Bar Director Almas Khemeseth, Cristina Venegas (glass management), Joshua Polistico (videographer) Alyssa White, (Poiema and Grace Creative/Photography), and Ethan Balsamo, our Bloody Mary Bar Designer. Thank you to Director of Brands Terry Hart, headquartered in Los Angeles; Jennifer English, James Beard Awardwinning expert and broadcaster; Debbie Hall, editor-in-chief at PR%F the Magazine; Rhianna “RJ” Dixon, our Director of Design; our lead spirits judge Brittany Chardin and our lead wine judge Matthew Lindsey.

Thank you to George Manska, our consultant and creator of The NEAT Glass, who blends the art of spirits with fascinating science each month in our magazine. Gratitude to Dave Hoemann of Delta Sky Club for your incredible partnership, flying our judges in from across the U.S. and selecting so many PR%F Awards brands to land on your shelf in the Sky Clubs. A very special thank you to our surprise guests Cheap Trick’s legendary guitarist Rick Nielsen, MLB and legendary left fielder Greg Vaughn, and Wyatt Russell, the actor who portrayed John F. Walker, aka Captain America—all celebrating new beverage brands! A special thank you to our host and General Manager of Palms Casino Resort, Cynthia Kiser Murphey, for your very special friendship and the team at the Palms, including Jennifer Johnson, Jacob Solis, and the marketing and catering departments. Thank you to the PR%F Awards team: Cheryl Wingate, Lara Stone, Angela Brooks, and Barbara Forbes. On behalf of my co-founder (who was super funny this year!) and publisher of Food and Beverage Magazine, Michael Politz and myself: Thank you, gratitude, and cheers!

Cheers & Namaste! Michele D. Tell Executive Director, PR%F the Magazine Co-Founder, PR%F Awards Michele@proofawards.com www.proofawards.com

PR%F the Magazine

Two Competitions. One Price.

MASKED

UNMASKED

The coveted double-blind tasting competition

The total package competition

Century Award

Perfect. To receive a Century Award is to be defined as perfect. It is a 100-point perfect score, unanimously, from all judges present at the awards tasting program. Unanimous. Only a selection of these brands makes it to the prestigious level. It is the ultimate accolade and the utmost level of achievement in a spirits and wine brand. Unparalleled.

Double Gold Award

Outstanding. Spirits and wine awarded a Double Gold are beyond industry standards and celebrated with prominent elegance in their respected categories. These brands define finesse and make a palate dance with superiority. When you achieve this award, your brand defies gravity.

Gold Award

Great and distinguished with high praise and worthy of celebration. Our Gold award is a high merit of achievement. These are the brands that set the bar beyond standard heights and reach it — at all costs and are classified as some of the best brands in the arena. Hue, Taste, Texture, Power, Length, and Echo all balance to create a superb flavor and moment.

Silver Award

Rated as good and recommended for the public, our Silver award recipients demonstrate a noticeable well-balanced presence between flavor and complexity, taste and finish. Many of our Silver recipients can be found nationally in stores, restaurants, bars, and online.

Bronze Award

Our Bronze award recognizes these brands to be fair, well-crafted, attractive to nose, taste, and finish—worthy of recognition.

Enter your brand today.

www.proofawards.com

Food & Beverage Magazine Guide to Restaurant Success Photo courtesy of Wiley

ven with all of the economic changes and new hospitality business models, anyone wanting to open a restaurant can read this book and learn how to open one for $25,000 anywhere in the country. Potential customers have demonstrated that they want to eat out, try new cuisines (with delivery and takeout), enjoy different menu items, and socialize with others over a meal. With this guide, restaurateurs make any necessary adjustments and find a way to make their dreams happen. Anyone with a passion and goal to open a restaurant (or keep one open) will be guided by the clear steps to becoming part of the food and beverage industry.

a respected online magazine for the food and beverage industry with over 14 million readers. Michael shares his extensive knowledge gained through both success and failure. With his indispensable guide, you can easily doublecheck to ensure the readers are doing things right. •

Get guidance from a restaurant owner’s handbook of what to do and not do

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Refer to handy tips and checklists that help you launch your business

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Discover insight into the triumphs of Wolfgang Puck, Bobby Flay, Emeril Lagasse, and more

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Gain food industry knowledge with a comprehensive restaurant how-to guide

Whether opening a burger joint or a fine dining restaurant, this advice-filled resource will help the readers cover all the details that make a difference.

Each month, countless new restaurants open their doors as others fail. Despite continuing industry growth, many new restaurants need help to succeed. Even established restaurants are challenged to stay open. These businesses may have great food and amazing service, yet some still need more certainty in their futures. Help has arrived with this book. This restaurant success guide provides vital information on protecting the significant investment—sometimes ranging from $250,000 to $425,000—required to open and keep a restaurant running during the first six months. Michael started his career with an ice cream business and founded several restaurants, a frozen food distribution business, a restaurant consulting service, and

Visit fbmagazine.com for more info and to purchase the book.

perfect pairings fhrough sensory science

for discerning diners

Introducing

Elegance

pairing exceptional spirits with fine cuisine theneatglass.com coming February 2024

PSYCHOLOGY & WINE: SPIRITS CONSUMER PERCEPTION By George Manska, CSO, CR&D, Arsilica, Inc., sensory researcher, inventor, entrepreneur

sychology endeavors to provide explanations for human thoughts, actions, and beliefs. Strong beliefs create barriers to acceptance of functional science, particularly relating to artistic or creative subjects. Wine and spirits tasting and appreciation have long existed as an art, craft, personal talent, or skill, and until recently, mainly lacking practical sensory and physical science methodology. After all, what is there to understand? Pour the beverage into the glass, look at it, smell it, taste it, and decide whether you like it. Few question the procedures and apparatus used, and most believe that if many experts follow a set process, then it must be correct. Search for “Best” Creates a Psychological Attitude: Psychological attitudes are composed of beliefs, feelings, and behavioral tendencies. Many choices confront consumers and rely on “best” to make buying decisions. While subscribing to impatient, psychological attitudes, they demand concise, prioritized lists, “Just tell me which ones are best, don’t clutter my mind with details, Gimme the best, and I want it now.” It is truly a sign of the times.

PR%F the Magazine

THE SCIENCE OF SPIRITS

the science of spirits

CASES IN POINT:

THE SCIENCE OF SPIRITS

The annual Wine Spectator List of 100 “Best” Wines of 202X inspires thousands of wine lovers to tear out the summary page and rush to claim a few of the best. Sought after brands in short supply are allocated to the highest sales volume stores, and prices skyrocket, leaving many frustrated by long lines and prices beyond their means. The jungle becomes angry.

THE TRADE-OFF: Brands that make the “best” lists are usually (1) scarce and pricy, (2) received good reviews from popular reviewers, or (3) won medals at prestigious competitions. As consumers turn to these prioritized lists to make buying decisions, they surreptitiously avoid personal accumulation of “unnecessary” baggage-knowledgedetails. Impatience automatically dismisses any inkling of the concept of making meaningful personal choices. Choosing to bypass the learning curve to proficient evaluation, consumers turn to exposure experiences for social media posts that prove their own self-involvement, like taking selfies of drinking Petrus (any vintage) and toasting in the presence of a Pappy van Winkle bottle. This widespread practice has become shameless and necessary to validate oneself as a “knowledgeable” participant.

Those treasured “sharing-the-spotlight” moments are all about a personal, prestigious “I belong” association with tradition, rare labels and vintages, or age statements, and not about the internal search for personal satisfaction and value. Consumers voluntarily exchange their personal development for external experiences that portray them as “in-the-know” and “active participants.” It simply requires too much time and effort, and self-validation is too important to play this game differently. Is it worth the trade-off?

SCIENCE EVENTUALLY STEPS IN: Science is usually late to influence artful and skillful topics, but it has arrived, and suddenly, everyone needs clarification on new, unbelievable, and unacceptable ideas. Wine attributes traditionally described as “terroir” no longer fit that convenient catchall explanation. Glass shapes used for centuries now mask aromas with concentrated, anesthetic ethanol. Water does not “open up” whiskey. Beers should be swirled. Personal taste may actually be more

the science of spiits

important than labels and vintage. New scientific rationale threatens old memes, and resistance to change is nearly insurmountable as the consumer has become comfortably numb on his path to gathering external participation experiences and notoriety over an internal quest for discovering the sublime.

deep in today’s society, from religion to politics and social media. It is perhaps today’s biggest challenge to the acceptance of science.

•

AVAILABILITY HEURISTIC BIAS: The tendency to overestimate

the importance of readily available information. Recent news of a rare event leads one to believe it is common. Cognitive biases are a major part of the undercurrent responsible for the insanity, which opposes logic and rationale and supports strong resistance to scientific explanation. Here are a few:

•

CONFIRMATION BIAS: Occurs when

one seeks out, interprets, and chooses to remember only information confirming preexisting beliefs. Myth becomes fact as acceptable information supports existing views, while contradictory evidence is ignored or dismissed. These types of beliefs are often

INCONVENIENT TRUTH SELDOM OVERCOMES A REASSURING LIE reinforced by experts who see scientific explanations as a threat to their past stances. Confirmation bias is key to the persistence of myth and deep-rooted false beliefs: it runs

PR%F the Magazine

•

ANCHORING AND ADJUSTMENT BIAS: Relying too

heavily on the first piece of information read because it confirms pre-existing beliefs.

•

HINDSIGHT BIAS: An event was

predictable or expected simply because it has already occurred.

OVERCONFIDENCE BIAS:

Overestimation of knowledge, capabilities, and confirmation of the accuracy of beliefs and predictions.

SELF-SERVING BIAS: Successes

result from personal efforts and talent; failures are someone or something else’s fault.

DUNNING-KREUGER EFFECT:

Individuals with low ability or knowledge tend to overestimate their ability/knowledge. Conversely, those with a high degree of ability/knowledge tend to underestimate themselves. Dunning-Kreuger is about individual self-assessment of expertise and competence.

the science of spirits

THE SCIENCE OF SPIRITS

SUMMARY

consensus and cohesion over critical thinking.

The true expert is open-minded and strives to understand things scientifically, with the ultimate goal of improving judgment, buying decisions, and, ultimately, personal satisfaction. That true expert is you, the only one who actually knows what you like or dislike. If you rely on others’ opinions, ask yourself, “Is the critique fair and unbiased?” Question the information: Is it rational, does it correlate with other sources, are they (or am I) practicing a bias? Reading and listening are indispensable tools, but developing a sharp sense of recognizing and retaining accurate information is key to enhancing enjoyment and has other farreaching benefits.

•

STATUS QUO BIAS: Preference to stay

If you let it.

•

LOSS AVERSION: Prefer avoiding a loss

•

GROUPTHINK BIAS: The group values

the same, even if change is beneficial (avoid unknown consequence or loss).

over acquiring gains (risk aversion).

NEGATIVITY BIAS: Giving more weight

and importance to negative information than positive information or experiences.

RECENCY BIAS: Placing more importance on recent information than older ones when making judgments. CULTURAL BIAS: Interpretation of

issues compared to the correctness of one’s culture (ethnocentrism).

Did you recognize any of these? There are many more.

George F Manska

Chief of Research and Development, Arsilica, Inc. Qualifications: Published sensory science researcher and entrepreneur. BSME, NEAT glass co-inventor Mission: Replace misinformation with scientific truth through consumer education. Contact Information: Phone: 702.332.7305 Email: george@arsilica.com www.theneatglass.com/shop

Gold. Best served cold.

Introduce your guests to our Award-winning ready-to-pour martini.

Drink Responsibly.

The

TRUE SPIRIT of the WEST Distinctive from start to finish

drinkammunition.com

kosher certification award

Kosher Certification Award PR%F Awards to honor tequila brands with this special distinction and medal. By Stephanie Blitz The Architect of Words

Photo by Francisco Galarza

kosher certification award

PR%F Awards proudly includes a

special Kosher Certification Award for tequila in its lineup. This award allows tequila makers to highlight this special certification and for PR%F Awards to honor those brands with this unique distinction and medal. Enter your tequila and supply us with your formal letter of Kosher certification. PR%F Awards is pleased to give your brand the credit it deserves with an additional medal to highlight this accreditation. But first things first—we need to have the kosher conversation.

Let’s Talk Kosher 101

In the English language, the word “kosher” can mean proper or acceptable. Kosher laws are rooted in Jewish scriptures and traditions. It is complex and filled with debates having been around for centuries. However, since this is Kosher 101, we will stick to the basics (for your sake and ours). By definition, a Kosher Certification is the stamp of Kosher approval by a rabbinic agency. It is a symbol that verifies the following variables have been properly checked. This includes: • Product Ingredients • Production Facility • Production Process This ensures the ingredients, derivatives, tools, and machinery have no trace of non-kosher substances such as pork and shellfish. The Kosher Certified symbol reassures consumers that the actual product and the process by which it was made follow all the requirements of Kosher law. One of the main aspects of Kosher law involves keeping meat and dairy separate. For that reason, kosher products always delineate whether they are meat, dairy, or pareve (bonus term!), meaning it is free of both meat and dairy.

PR%F the Magazine

What Makes Tequila Kosher? Kosher tequila is made in the same way as regular tequila, except that it is distilled in accordance with Jewish dietary laws. This means it is distilled in a kosher facility under the observance of a mashgiach (a Jewish individual who supervises the kosher status of an establishment) and made with kosher ingredients. Kosher tequila is available in all the same grades as regular tequila and can be used in the same way. If you are looking for a Kosher tequila, you should look for one certified by a reputable Kosher certification body.

The Fantastic Four Kosher Certifications

Here are the four Kosher Certifications eligible for earning this special edition PR%F Awards medal.

1. Circle K

An industry projected to reach $25.6 billion by 2026, Circle-K Kosher products sell 20 percent better than competing non-kosher brands. The Circle-K has been around since 1935. It is a registered trademark of Kosher Certification with a longstanding history and is recognized worldwide, respected, and universally accepted. It is also referred to as OK, letting those with Kosher dietary restrictions know the food or beverage is acceptable to consume.

2. Circle U

The letter “U” in a circle is the registered kosher certification mark of the Orthodox Union. They tend to have stricter standards and require a certain Mashgiach—the person in charge of supervising the facility—to oversee the production process to give the stamp of approval. The “OU” symbol by itself indicates that the food is pareve, which is that special kosher terminology mentioned earlier. It means the product doesn’t contain meat or dairy but may contain fish, eggs, or honey.

kosher certification award

3. Circle K-D

Circle K-D stands for Certified Kosher Dairy. It simply means that the product contains some form of dairy and, according to kosher law, cannot be mixed with a product that contains meat. Cheers to wines and spirits that pair well with fish, pasta, and other non-carnivore culinary delights.

4. Circle U-P

Food and beverages Certified Kosher for Passover are in their own category and receive a separate label with a circle U-P. During this eight-day Jewish holiday, additional dietary restrictions include avoiding consuming wheat or grain products. However, libations such as potato vodka are completely acceptable and perfect for making l’chaims—as long as they have the proper kosher certification. As always, PR%F is finding ways to raise the bar to highlight your spirits, wine, and beverage brands, and your overall business model. Adding a one-of-a-kind kosher award is sure to enhance any label’s reputation and overall appeal. Dozens of different symbols indicate a food or beverage is kosher, but none will be as noteworthy as an official PR%F stamp of approval. Código, a tequila by George Strait, was among the first to win this kosher PR%F Award. From Somrus Chai Liqueur Cream to Grey Goose Vodka to Woodford Reserve Bourbon, there are countless Kosher-certified spirits—and any one of them could be the next to earn the honorable kosher PR%F Award. Enter your brand today in its usual category. Let us know that you are certified Kosher, and send your letter of certification to proofawardsvegas@gmail.com. We look forward to honoring your brand with this medal of distinction. Cheers & L’ Chaim.

Código 1530 was among the first to receive the Kosher medal in the 2022 PR%F Awards

Stephanie Blitz was born and raised in Milwaukee and currently resides in Las Vegas with her husband and two children. She is a proud #boymom and the founder of Architect Of Words. Stephanie is a freelance writer and marketing maven who believes in the power of coffee, values experiences over things and recognizes the ability words have to connect people.

Toast the Winners 20

the team

PR%F Awards 2023 shines with taste and design.

By Debbie Hall Photos by Alyssa White (Poiema and Grace Creative/Photography), Isabel M. Castro, Michele Tell

toast the winners

hen upwards of a hundred industry leaders gathered for the 2023 PR%F Awards, great spirits flowed together in camaraderie and unique tastings. Officially named the largest joint spirits and wine competition in the United States, the 2023 PR%F Awards encompassed innovation with judging. PR%F Awards features a dual adult beverage competition format including two competitions in one—PR%F Awards-Masked, The Double-Blind Tasting, and PR%F Awards Unmasked, The Total Package. Hundreds upon hundreds of spirits, wines, and other beverages were submitted for consideration during the two-day, doubleblind tasting point-rating competition at Palms Casino Resort on Nov. 8 and 9. PR%F Awards was created as an avenue to introduce emerging and established spirits brands to key decision-makers and beverage buyers. All PR%F Awards judges are mainstream buyers, distributors, and industry leaders with buying decision capability. PR%F Awards sequesters judges (based across the country) for a two-day private tasting experience in Las Vegas. Each judge is an essential buyer and decisionmaker in the spirits/wine industry. Each judge/buyer comes from different facets of the industry: distributors, restaurants, bars, nightclubs, resorts, airlines, retail, liquor stores, box chains, and online distributors. PR%F Awards developed the doubleblind tasting competition for the judges to rate spirits, wines, and other beverages in a 100-point rating system. After tasting points were accumulated, the distinguished panel of judges (all buyers) evaluated entries, seeing and feeling

PR%F the Magazine

team 22The mosttheimpressive thing about the

PR%F Awards is how personal it feels, despite the size of this competition. It gets bigger every year, and I drink more and more spirits and wines each year. And while the competition is bigger every year, it still feels like a group of friends getting together to have a few drinks and share their opinions. The judges in this competition donate their time because we love it. We look forward to seeing each other and helping each other grow professionally. We are all working together to understand the spirits market better and view it from the buyer’s perspective. Imagine a room of experts who know so much and are keen to share that knowledge. Every year, I spend a few moments teaching the other experts something I know and the rest of the two days learning from these amazing and generous people. Whenever I read anything about a wine or a spirit, it’s being driven by the sellers. At the Proof Awards, we are all looking at the products from the buyers' side, as business owners and operators.”

Ken Heck, Managing Partner, Chinglish

toast the winners

the bottle, can, or product. They read the ingredients and saw the overall marketing package (look, feel, and approach) the brands wanted to convey to the patron. The 100-point rating system includes the Century Award (100 Points voted by majority), Double Gold (96 to 99 points, Gold (91 to 95 points), Silver (85 to 90 points), and Bronze (79 to 85 points). All spirits were evaluated in The NEAT Glass (Naturally Engineered Aroma Technology), which was designed to apply a scientific approach to spirits tasting with its patented glass shape. This year, PR%F Awards Unmasked made an incredible showing with more than 1000 bottles judged by artists and design gurus on bottle labels, shapes, themes, color patterns, and creativity. In the beverage industry, how a bottle presents itself on the shelf is just as important as the juice’s perfection, and many brands were decorated with medals to honor their designs. All winners receive a beautiful bespoke medal, a template press release to be used, a winner graphic, an entered graphic, online/collateral marketing use of the award, and the PR%F Award logo and medals with no additional licensing fees. This special edition of PR%F the Magazine featuring all PR%F Awards 2023 winners is distributed to the masses through Food & Beverage Magazine and its 14 million readers. Women-owned and Kosher spirits and wine brands that joined the PR%F Awards competition were honored with a special PR%F Awards recognition with an additional medal of accolade to congratulate them on their role in

toast the winners

in this issue

pushing the industry forward. Beginning in 2024, Veteran-Owned brands will also be highlighted with special recognition.

PR&F Awards is a private judging competition, and the submission entry portal is now open. For more information, visit www.proofawards.com.

“I was extremely honored to represent Walmart at the 2023 PR%F Awards. Amazing people hosted it at a gorgeous location, Palms Casino Resort. Not only was this an exciting opportunity to network and build relationships with likeminded individuals, but the PR%F Awards gave industry professionals visibility to so many adult beverage items (existing, new, and unlatched)—all in just two days! I appreciate that all judges are in the industry and spread across the U.S. What’s more, is that at the end of the event, I felt that I had a full view of what was coming to market and was able to focus on items that I think will best serve my customers. One brand I discovered at PR%F Awards is El Cristiano. You can expect El Cristiano Blanco, Repo, and XR (all Gold and Double Gold winners) in Walmart’s assortment in summer 2024! Thank you, PR%F Awards.”

Karen Harling, Walmart

PR%F the Magazine

The Ultimate Bar

The Magical Concoction Delighted the Judges Throughout the Day Photos by Alyssa White (Poiema and Grace Creative/Photography), Isabel M. Castro, Michele Tell

During the judging at the 2023 PR%F Awards, the amazing Bloody Mary Breakfast Bar was available. We offer a collective thanks to our Bloody Mary Mixologist, Ethan Balsamo. A Bloody Mary is a cocktail containing vodka, tomato juice, and other spices and flavorings including Worcestershire sauce, hot sauces, garlic, herbs, horseradish, celery, olives, pickled vegetables, salt, black pepper, lemon juice, lime juice, and celery salt. Some versions of the drink, such as the "surf 'n turf" Bloody Mary, include shrimp and bacon as garnishes. In the United States, it is usually consumed in the morning or early afternoon and is popular as a hangover cure. While the actual date is not known, The Bloody Mary was believed to be invented in the 1920s or 1930s. There are various theories as to the origin of the drink and its name. It has many varieties, The Red Snapper (also called Bloody Margaret), the Virgin Mary, the Caesar, and the Michelada. Sponsors of the Ultimate Bloody Mary Bar include Rock'n Vodka, Precious Vodka, Palms Resort Casino, McClure's Pickles, Stateside Vodka, King Street, Zing Zang, and Spooky Craft Cocktails, Montauk Distilling & The Original Pickle Shot.

Ultra-premium tequila, crafted for the modern palate. B U I LT BY C H A M P I O N S, C R A F T E D T H R O U G H F R I E N D S H I P Three professional athletes from Australia, living in the US, set out to investigate and develop their very own tequila brand, despite having no prior experience or education in the spirits industry. What they embarked on is nothing short of inspirational.

GOLD Double Blind Tasting DOUBLE GOLD Brand & Packaging

Sales Enquiries: Andrew McDonald m. +1 (786) 527-5975 e. andrew.m@volandotequila.com

DOUBLE GOLD Double Blind Tasting Brand & Packaging

GOLD Double Blind Tasting DOUBLE GOLD Brand & Packaging

the team buzz at PR%F celebrity

celebrity buzz in this at PR%F issue

PR%F the Magazine

scotch 80 prime

A luxury steakhouse to celebrate fine dining.

Photos courtesy of Scotch 80 Prime

Scotch 80 Prime celebrates what makes a steakhouse great in the first place— luxury. Decadent cuisine is served in a mid-century modern setting with a design that instantly makes your heart flutter. “The rich textures and romantic touches definitely bring a sexy feel to the dining room,” said Marcus O’Brien, Executive Chef for Palms Casino Resort. “The menu is a salute of respect to the classic dishes, approached through a modern lens.”

PR%F the Magazine

scotch 80 prime

What else sets it apart? Unique flourishes, such as amuse-bouche welcome bites from the kitchen and table visits from the chef. Delicious dishes, including aged steaks and chops, are wood-grilled to perfection and brushed with a robust French herb butter before plating. “We source our prime steaks from Kansas and Nebraska and are heavy on the Creekstone Farms program for our bone-in selections,” said Chef O’Brien. “Our Japanese Wagyu collection is multi-prefecture and focuses on smaller boutique farms; currently, we have five prefectures in our portfolio for our guests to select and enjoy.” Some of the dishes at Scotch 80 have taken years to refine, and the hard work is a marvel to behold. The Chilean Sea Bass, miso glazed and served with shiitake mushroom dashi, tempura matsutake mushrooms, and tobiko fish roe, took five years of testing to meet Scotch 80’s impeccable standards.

scotch 80 prime

“The coffee-crusted New York steak with black garlic chimichurri is another dish that’s been up our sleeves for a while, and we plan on making it a staple,” said Chef O’Brien. The sides at Scotch 80 do their best to upstage the impeccable selection of meats. The Lobster and Chinese Sausage Fried Rice is a rich homage to Southeast Asian cooking; the Iceberg Wedge gets a kick from smoked ranch and egg mimosa; and Escargot is elevated with scallop mousse and crispy tapioca guiles.

PR%F the Magazine

scotch 80 prime

While steak is an art form, the chefs at Scotch 80 stretch their legs with an enlivened vegan and vegetarian menu. “We’ve just launched a very unique and exciting list with beet salad, tempura local mushrooms, cauliflower steak and a vegan biryani to round out our world-cuisine focused vegetable selections.” Mushrooms also lead the way in a few dishes at Scotch 80, and they know how to capitalize on their earthy, intense flavor. Try herby and rich duxelles, roasted mushrooms, porcini, and foie gras foam for enough umami to delight the palate.

scotch 80 prime

At Scotch 80, locally sourced ingredients used in the bar program offer guests a worldclass selection of wine and spirits. “There are 80 scotches on the menu, and any one of them pairs nicely with a charred steak,” said Nicole Canfield, Director of Beverage Operations for Palms. “We also have regionally sourced Japanese whisky flights to complement our 5-star Wagyu steak offerings.” For something light and lovely, the Ruby Slipper is a well-balanced gin cocktail with pomegranate, lemon, ginger beer, and champagne. Bolder cocktails such as the Breakfast Old Fashioned is an inspired mix of Hennessy VSOP, Grand Marnier, orange marmalade, Australian bitters, and cherry and orange chip. “It’s like a warm breakfast tea without the finger sandwiches,” Canfield said and laughed. Since the bar team at Scotch 80 is always on the prowl for a unique experience, Canfield said, “Scotch 80 has something for everyone’s palate, from bourbons that are allocated once a year to the last bottle of Scotch made from a particular barrel or distillery.”

For more info about Scotch 80 Prime at Palms Resort Casino, visit palms.com/dining/scotch-80-prime.

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scotch 80 prime

RECIPES Catch 22 1 ounce Grey Goose ½ ounce Lychee ½ ounce Lemon Juice 1/3 ounce blue curacao 1/3 ounces crème de violet

GLASS Martini GARNISH Edible flower, mint leaf, four lychee boba topping flower

INSTRUCTIONS: Build in a mixing glass with all ingredients. Shake and strain in a chilled martini glass, garnish, and serve.

scotch 80 prime

Vegas Sunset 1½ ounces Casamigos Blanco ½ ounce Dos Hombres 2 ounces Ripe Mojito mix 2 ounces Strawberry jalapeno syrup 1 ounce Strawberry puree

GLASS Bucket GARNISH Mint sprig and lime wheel

INSTRUCTIONS: Build in a mixing glass with all ingredients except puree. Shake and strain over fresh ice, float puree over the top of the cocktail, lightly stir, garnish, and serve.

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The Evolution of

Airport Lounges SOPHISTICATION, LUXURY, GOURMET FOOD AND DELIGHTFUL BEVERAGES ARE NOW PART OF THE EXPERIENCE By Brittany Chardin, SP, CBP, Certified Sommelier Head Shaker & CEO, Movers & Shakers | Bar & Beverage Consultants

Flown somewhere recently? You may have noticed that the demand for travel has increased the demand for membership-based airport lounges. A wait to get in and claims of overcrowding are commonplace. But even a busy airport lounge experience offers hope of comfort and luxury for weary travelers seeking respite from the turbulence of busy terminals. Over the years, lounges have evolved into sophisticated spaces: luxury amenities, elevated service, and gourmet food and beverage offerings are the new standard expected by casual and frequent fliers alike. One notable trend of this evolution is reflected in the guests’ bar and beverage experience. Global tastes, consumers’ growing preference for premium products, and interest in innovative cocktails have all helped raise the bar.

Photos by Brittany Chardin and Jason Dewey Photography

the evolution of airport lounges

Let’s look at the recent beverage trends landing at airport lounges worldwide.

Craft Cocktails Take Flight Gone are the days when travelers were limited to generic, premixed drinks. Today, many airlines and credit card lounges hire expert mixologists who curate unique cocktail menus. These often contain locally sourced ingredients and artisanal spirits. Guests are increasingly imbibing these elevated signature cocktails as they add an authentic and creative liquid touchpoint that allows travelers to experience a destination's local flavors. These innovative twists on classic cocktails like the Cherry Blossom Cosmo and the Grapefruit Yuzu Gimlet featured at the Delta Sky Club in Tokyo use local spirits and ingredients, providing passengers with a taste of the destination they are about to explore or a reminder of the city they are leaving behind.

Health and Wellness Beverages Many lounges, recognizing travelers' growing desire for refreshing and rehydrating beverage options, now feature hydration stations stocked with infused waters, cold-pressed juices, herbal teas, kombuchas, and wellness shots known for their antioxidant properties.

the evolution of airport lounges

Local and Artisanal Offerings In line with the broader culinary trend of celebrating local producers, airport lounges are showcasing wine from nearby vineyards, craft beers from local breweries, and smallbatch spirits distilled using indigenous ingredients. This provides travelers with an authentic taste of the region, supports local economies, promotes artisanal producers, and supports sustainability when reducing transportation emissions associated with importing beverages from distant locations.

Sustainable Practices Sustainability is a guiding principle influencing beverage trends. Recognizing the environmental impact of single-use plastics and excessive waste, many lounges are adopting eco-friendly practices like serving beverages in reusable or compostable containers, offering straws only upon request, and self-serve water refilling stations. Additionally, there is a growing emphasis on promoting beverages produced through ethical and environmentally responsible practices, such as fair-trade coffee, organic teas, and biodynamic wines. By prioritizing sustainability, airport lounges are reducing their ecological footprint and resonating with environmentally conscious travelers.

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the evolution of airport lounges

Technological Innovations The integration of technology is revolutionizing the beverage experience in airport lounges, offering travelers personalized and interactive options. Lounges are leveraging digital platforms and mobile apps to allow travelers to peruse menus, pre-order and customize beverages, or scan a barcode to learn more about a producer or featured charitable cause so guest can “sip with a purpose.” Advancements in smart dispensing systems and automated beverage solutions are enhancing efficiency, consistency, and speed of service beyond just coffee and non-alcohol options.

Overall, beverage trends in airport lounges reflect a dynamic interplay of global influences, consumer preferences, and industry innovations. From craft cocktails and health-focused beverages to local offerings, sustainability initiatives, and technological advancements, airport lounges are continually evolving to elevate the traveler's experience. By staying attuned to these trends and embracing innovation, airport lounges can continue to delight travelers with memorable and distinctive experiences that enhance their overall journey.

Always

the evolution of airport lounges

Raising the Bar On-trend cocktails, premium wines and craft beers for our guests at over 55 locations.

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PR%F awards celebrates its 5th year of competition

PR%F Awards Celebrates its 5th Year of Competition By Michele Tell

PR%F awards celebrates its 5th year of competition

MASKED The coveted double-blind tasting competition

PR%F

Awards is a rating competition platform for spirits, wine, and beverages to be evaluated for taste and design with the utmost integrity, credibility, and inspiration. That is the key element of why ALL of the PR%F Awards judges are all beverage buyers—not only to highlight and find the latest in trending spirits but also to have an opportunity to put those new brands on shelves and into consumers' hands. Our judges assemble annually in a private two-day PR%F Awards competition where they sample, discuss, and rate brands from across the US and internationally. The chatter among our judges discusses trends, buying habits, spending habits, price points, and, mostly, taste. Each brings a buyer’s perspective to the competition and what their customers drink and prefer. This year, it was unanimous that our bottles, the designs, the quality of craftsmanship of the bottles, the retro cool different sizes of ready-to-drink cans, and the overall theme of many new brands were eclectic and exciting.

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UNMASKED The total package competition

Our judges come from all walks of the industry. Highlighting the PR%F Awards is Delta Sky Club® and Delta Airlines, our signature partner for the past five years, with growing Sky Clubs in Los Angeles, Kansas City, Minneapolis, JFK, Boston, Newark, Los Angeles and Haneda, Japan. Additional spotlight establishments include Bashas' and AJ's Fine Foods in Arizona, recently acquired by Raley's and the world’s biggest big box chain of all, Walmart. Specs in Texas, Liquor World, dozens of distributors, Sahadi Liquor in Brooklyn, Boyd Gaming, and Palms Casino Resort also represented at our competition this year, just to name a few. At PR%F Awards, beverage brands are judged separately for two different types of competitions during a two-day private event. Brands are scored against a 100-point rating program. So, we like to call it “brand against itself,” unlike other competitions, allowing us to add a myriad of unique categories each year. Our judges come to the PR%F awards for one reason—to be introduced to the newest spirits, wine, and beverages on the market—and to have a private experience

PR%F awards celebrates its 5th year of competition

to taste and evaluate hundreds and hundreds of brands with peers to discuss trends, pricing, taste and appeal with like-minded buyers from different areas of the United States. Our judges, all buyers, are awestruck with the creativity of the brands that cross their palates each year. Our continued growth in vodka, tequila, and whiskey, the array of RTDs (unique flavors), and the burgeoning alcohol-free and coffee-based beverage space were amongst the chatter at the 2023 PR%F Awards. This year, the noted varietals that sparked in more entries included añejos, flavored tequilas and moonshines, brandies, Mezcals, rums and gin, wines of exceptional varietals, and so much more. This year, our competition sported two complete rounds of cognac, more than any year of this competition. Each brand automatically gets entered into two separate and different competitions— PR%F Awards Masked! (double-blind) and PR%F Awards Unmasked - The Total Package, a combination of taste, packaging, logo, and design. This allows all our entrants to win two medals based on a single entry fee. All spirit entries are judged in The NEAT Glass, the official judging glass for serious spirit competitions and the first and only sensory science-designed vessel engineered to deliver all aromas to the nose for complete, accurate evaluation. A special accolade is presented to womenowned brands that have busted through the glass ceiling and made a mark as owners, distillers, creators, and more. Kosher brands (both spirits and wine) entered this year with fury, and each is also presented with a special Kosher-certified accolade upon entering. Both

awards are intended to be used for marketing and letting the marketplace know what sets them apart from the rest while promoting their bottles and cans. In 2024, we are debuting our Veteran Owned Award. All veteran-owned brands, will receive a specialty award to highlight their commitment to our country. The PR%F Awards organization thanks these strong men and women for their dedication and service to keep us safe at home. Heading into our third year of online distribution is PR%F the Magazine, a beverage specialty digizine designed to enhance awareness and uncover trends in the beverage industry in line with our signature media partner Food and Beverage Magazine, leading in the hospitality, food, and beverage industries for the past 20+ years and boasting over 14 million readers. We built the PR%F Awards with a marketing mindset to help new and emerging brands get a chance to be placed on a public shelf, offer guidance, accolades, a magazine, and wordof-mouth social media to build awareness… and dreams. Congratulations to our winning brands. We look forward to seeing your growth throughout the year.

Our registration is open. Enter your brand today at www.proofawards.com

PR%F awards celebrates its 5th year of in competition this issue

PR%F the Magazine

the team PR%F awards celebrates its 5th year of competition

PR%F awards celebrates its 5th year of in competition this issue

PR%F the Magazine

a special thank you to this year's judges

A Special Thank You to This Year's Judges* Gemma Acheson

Sean Hackney

Chris Motley

Edward Allen

Karen Harling

Caroline Navish

Chris Anderson

Ken Heck

John Oliver

Eve Bushman

Kitty Heck

Kenny Okada

Nicole Canfield

Lou Hirsch

Kristine Reynolds

Brittany Chardin

Alice Itsell

Chris Rosano

Bobby Cheng

Steve Jabour

Christine Crnek

Gwendolyn Jackson

Liquid Distributors, Atlanta

T-Bones Chophouse, Red Rocks Resort

Ken Dayton

Tylor Kezar

Tucker St. John

Daniel de Anda Fast

Bobby Kryger

Abe Taylor

Aaron "Doc" DeFeo

Matthew-Lorén Lindsey

Greg Van Stone

Johnson Brothers

Bar Beverages

Carnival Cruise Line

Walmart

Rustic House

Chinglish

UNLV - Wine

Chinglish

Palms Casino Resort

Breakthru Beverage

Movers & Shakers Delta Sky Club®

Basha's, Raley's, AJ's Fine Foods

Food & Beverage Consultant

Spec's Fine Wines & Spirits

The NEAT Glass

Pacific Edge Wine & Spirits

S Bar Las Vegas

Horizon Event Solutions

Al's Garage Sports & Gaming

Little Rituals, Marriot Phoenix

Cesar deMark

Spec's Fine Wine & Spirits

Hire A Sommelier.com West Coast Beverages

Brian McCullough

Jena Domingue

Spec's Fine Wine & Spirits

Michael Giambrone

Boyd Gaming

UrbanVino; WineDirect Raise the Bar

Liquor World

Sahadi Spirits, Brooklyn NY Breakthru Beverage Lotus of Siam

Palms Casino Resort Palms Casino Resort

Matthew Rose Partage

Roy Saunders

Esther's Kitchen

Downtown Hospitality Group Palms Casino Resort

Danny Wedge

John Cutter Tavern, Al's Garage, Rustic House

TJ McNally

Margaret McSweeney Kitchen Chat Podcast Host

*By request, not all judges are named above.

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öömrang: crafting legacy, heritage, and excellence in every bottle

Crafting Legacy, Heritage, and Excellence in Every Bottle Boutique Winery selected Winery of the Year by the 2023 PR%F Awards

“We employ the absolute best practices and utmost care at every stage of the process, from early pruning to final bottling, with meticulous oversight and attention to detail from late winter pruning to harvest to the final label on the bottle. Pride in our ownership, craft, and 150-year legacy is the inspiration and passion behind everything that is Öömrang.” Christine and Edmund Stoecklein

By Isabel M. Castro and Debbie Hall Photos courtesy of Öömrang, Inc.

öömrang: crafting legacy, heritage, and excellence in every bottle

he PR%F Awards, affiliated with the premier industry magazine Food & Beverage, honors the best in spirits and wines in the beverage industry. Öömrang, Inc., a boutique winery and distillery located in Washington State, has been unanimously chosen by all judges as Winery of the Year for the 2023 PR%F Awards. Christine and Edmund Stoecklein own Öömrang and operate as founders, growers, distillers, and winemakers, producing exceptional quality wines. As part of the 85-acre Öömrang Hüs farm, the winery and distillery are located midway between Seattle and Vancouver, B.C. The brand derives the name Öömrang from an ancient local dialect still spoken by the elders of the northern German farming area abutting the Danish border. The name was chosen to reflect the still close ties to the Stoecklein’s family history. Öömrang specializes in producing unique, hard-to-find German white wine varietals and equally rare European-style eaux-devie clear fruit brandy. Unimpressed by the quality and taste of many wines at all price levels, Christine’s love affair with German regional wines started in 2016 during a visit to the site where Edmund grew up in the Franconian wine region of northern Bavaria. This area includes a meander in the Main River near the city of Würzburg and is particularly known for cultivating varietals under often difficult climate conditions with short growing seasons. “We were on a summer visit to my relatives, who have been vintners since 1870, for over 150 years,” explains Edmund. “Christine was immediately taken by the robust yet drinkable flavors for which these varietals of the local terroirs are known.” Shortly after that visit, the Stoeckleins decided to leave their home in New York and began searching for a place more in tune with their lifestyle. Starting in New Zealand and the Western States, they finally settled on a location that geographically reminded Christine of the North German farm area from which her father emigrated in the 1920s. A plus was that the location also geographically resembled the wine-growing regions of Franconia and the Main River valley. While Edmund came determined to argue with Willie the Orca for some salmon, unsuccessfully, Christine started

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experimenting in the basement with the Franconian varietals with which she fell in love the previous years. Fortunately, the climate and soil also favored the varietals that grow so well in Franconia. Consequently, the quality of the wines produced is a direct result of the Stoeckleins’ business model, i.e., to grow varietals that do well in such a climate rather than to try and adapt wines better suited to the Mediterranean or south of France. A bonus to this location is also an anabatic wind that dominates the area, with the vines

the team

sheltered in the lee of the Olympic Mountains peninsula. This results in less rainfall than Seattle, even less than New York City, with milder winter temperatures and consistent ideal temperatures throughout the summer months. Öömrang’s vineyards thrive in this micro-climate nestled between the Olympic Mountains and the Northern Cascades. Its vineyards lie on a high plateau and benefit from light westerly breezes, river soil rich in minerals, an early morning fog, and bright, consistent afternoon sunshine to ripen the grapes to peak flavor. With an 85-acre working compound modeled after traditional German farming estates, Öömrang currently produces exclusive, high-quality white wines with meticulous care, preserving an optimal flavor palette. “It was never our intention to invest in and create a winery,” says Edmund, “but once Christine had some early limited success with small batch production of the wines, we decided to make a full commitment to the area and these varietals.” As a result, Öömrang's Müller-Thurgau, Siegerrebe, Sylvaner and Kerner wines benefit from this incredible consonance of climate and soil, as well as the dedication that the Stoeckleins bring to their vineyards and product. In the first two years of operation, 2018 and 2019, they purchased identical varietals of Müller-Thurgau and Siegerrebe from other local vineyards, trucking bins of uncrushed grapes to their winery. There, with the help of their

family from Franconia, they crushed, fermented, and bottled the first non-estate wines. In 2020, their crop had matured to the point where only Estate varieties were used. With the experience gained in the first non-estate years, the Stoeckleins’ wines had reached a level of quality where the 2020 Öömrang Estate Siegerrebe scored 99 points in a major competition, higher than any of the other approximately 500 red and white entries. This was also the highest score ever for a white wine varietal in the seven years of this blind-tasting competition. The Stoeckleins are different from the typical urban professional who decides to own a winery as an interesting hobby. Having both been successful entrepreneurs in New York, they brought their business and creative talents to their new enterprise as a team: Edmund’s architecture background and Christine’s innovative art design. Both are also investors and experienced real estate professionals. Together, this husband and wife team is committed to being full-time producers with hands-on dedication in their vineyards, winery, and distillery every day. Working side-by-side with their team, they are full-time producers with pride, expertise, and the strong work ethic of their family upbringing. They lead by example. Daily, the vineyards are tended to depending on the season. Meticulous and time-consuming cane pruning

öömrang: crafting legacy, heritage, and excellence in every bottle by hand starts in January each year. The Stoeckleins exclusively employ the cane pruning method, the best foundation to deliver nutrients and ensure the best berry quality. Tilling the vineyard rows is a constant process over the spring and summer to minimize weeds and refresh nutrients. No harmful chemicals are used, and fertilizers consist of natural organic compounds, such as chicken manure from their own farm’s chickens. Professional contracted landscapers help maintain the expansive grounds and assist during periods of high workload, such as pruning and harvest. The attention to detail extends to the vineyards' strict north/south orientation for maximum sun exposure and machine and hand de-leafing to ensure optimal exposure of the berries to the sun. Öömrang uses strictly top-notch German equipment in the vineyards and winery for soil tillage, harvesting, pressing, and processing. In the production line, grapes are hand-picked at the peak of ripeness, pressed, fermented, and filled into beautiful clear glass bottles with a clear glass cork utilizing a beautifully designed, custom-made French bottling line. While the glass cork and its embossed medallion add expense, the Stoeckleins’ feel the glass cork is elegant and provides the best seal to preserve their wines' freshness. The winery implements food-grade commercial standards, with stainless tanks and piping, triple stainless sinks, and meticulous sanitation practices. “All this effort has paid off, with three of our wines scoring very well in double-blind tastings after only the fifth leaf. We are particularly proud of the fact that of the six wines entered in the 2023 PR%F Awards, three were awarded perfect scores of 100 points, scored unanimously by a panel of judges. The other three entries received two double gold and one gold awards. On top of that, we are incredibly pleased and humbled that we were also awarded 2023 Winery of the Year.” Currently, Öömrang cultivates four white wine varietals, including Müller-Thurgau, Siegerrebe, Sylvaner and Kerner, on 14 acres with about 12,000 carefully tended vines. This results in a strictly limited production of approximately 7,000 cases per year. Müller-Thurgau, created in 1882, is a cross between Riesling and Madeleine Royale, while Siegerrebe, meaning "victory vine," was first grafted in 1929 by crossing Madeleine Angevine and Gewürztraminer. The Sylvaner grape has a record that dates back to 1659 and is grown in Franconia and the Alsace. It takes its heritage from Roman wild vines and closely resembles the Traminer grape. Kerner was started in 1929 by August Herold, crossing Trollinger (a red variety also known as

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Schiava grossa or Vernatsch) and Riesling. It received varietal protection and was only released for general cultivation in 1969. In 2022, the Stoeckleins added three red varietals to their portfolio, accounting for another 10 acres of cultivation and approximately 9,000 vines. The philosophy remains the same: a selection of unique, not often cultivated varietals that will produce quality wines in the local climate and the local soil. While this sounds utterly obvious, it goes against the current grain of trendy, overproduced wines, often of mediocre quality, such as chardonnay and Pinot Noir. Öömrang provides the consumer with something different, a high-quality wine bringing out the best in the varietal taste and flavor profile. The Stoeckleins believe that although their distillery and vineyard may be considered young, the unique and out-of-the-mainstream varietals are a living treasure and heirloom, producing exceptional wines scarcely found outside Germany.

the team

öömrang: crafting legacy, heritage, and excellence in every bottle “Öömrang is quickly establishing itself as one of the premier Puget Sound-focused new producers,” states Sean P. Sullivan, founder of the Washington Wine Report. “All their wines, for example, the Siegerrebe, my current favorite, announce itself with aromas of freshly peeled tangerine, ginger, and a field of fresh flowers with mixed herbs. The palate is joyful and exuberant, light on its feet but with a lot of intensity of flavor. It's a complete delight, with exquisite balance.” Angela Coatney, owner of Wine-by-the-Bay, a boutique wine bar and specialty shop located at the junction where Stanwood meets Camano Island, also recommends the wines. “Öömrang wines are always high in demand here at our wine bar. They ensure that no expense is spared when making the perfect wines, and this shows in my sales and customer satisfaction with repeat purchases. MüllerThurgau is the dryer of the four wines we serve here. It sells well, as all palates enjoy the floral, sea, and salt freshness. The Siegerrebe is, as I usually describe to my clients, ‘sunshine on your tongue.’ It is lively and fun to drink, not too dry or sweet, but incredibly aromatic. My favorite is the Sylvaner, a bit sweeter but still dry on the palate. I tell people when I pour this that it will be ‘a party in your mouth.’ The Kerner is the sweetest of the four while still maintaining a crisp dryness. People have told me it goes well with Asian foods. Finally, we just recently started carrying Öömrang’s two sparkling wines, which they released this fall. These have been an insane blowout hit. Customers just cannot get enough of the two. They don’t have that hydrogen peroxide dry and bitter taste but are still distinctly sparkling wine with great bubbles. The aroma of both is incredible, which you often don’t get

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from these types of wines. I had been carrying another brand, but it has just completely stopped selling once my customers tasted the Öömrang Brut and Demi-Sec.” Öömrang introduced these two sparkling wines after receiving many accolades and positive reviews from both the public and industry professionals on their white wines. Working with an independent sparkling wine expert with over 40 years of experience in the Methode Champenoise and the Charmat styles, the Stoeckleins developed their own cuvee using only their wines and limited to their own production. These two sparkling wines are bottled in Napa and are strictly limited in availability. Despite their wines and varietals being less known in the U.S., Öömrang is being proudly poured in several James Beard Award and five-star restaurants such as Nobo at Caesars Palace, Sinatra’s at the Wynn, Mott 32 at the Venetian, Lotus of Siam, and Kame Omakase, among others, in Las Vegas. Öömrang wines are the quintessential hard-to-find German-inspired white wines to be enjoyed and experienced with delicious culinary pairings of all cuisines. These Öömrang premium wines, priced at $60 to $75 per bottle, represent some of the most exceptional wines outside of Germany for the world to enjoy. These award-winning heritage wines are elegantly packaged, making Öömrang a beautiful and well-received gift.

For more information, contact Öömrang, Inc. at 914-907-2281 and visit www.oomrang.com. The business location is limited to trade only and is not open to the general public. Follow on Facebook and Instagram @Oomrangwines.

PRESENTED BY PRESENTED BY

the team

MEET A FEW OF OUR JUDGES! Judges travel across the US to taste and rate spirits, wines, and beverages in a proprietary 100-point rating competition. Each judge is a key buyer and decision maker in the spirits/ wine industries and comes from different facets of the industry: distributors, retail, restaurants, bars, nightclubs, resorts, airlines, liquor stores, box chains, and online distributors. PR%F Awards features a dual adult beverage competition format to include two competitions in one—PR%F Awards-Masked, The DoubleBlind Tasting, and PR%F Awards-Unmasked, The Total Package. This prestigious honor for winners selected by beverage industry buyers is the ultimate competition with more than 300 categories. PR%F Awards thanks all of its judges and showcases the experts that participate.

meet a few of our judges

Luxury is booming and will continue through 2024 with higher-end wine imports; Napa is a little played out, and people are looking for something different. WHAT DO YOU LOOK FOR WHEN TASTING AND MEETING WITH A NEW BRAND? Gemma Acheson, Johnson Brothers HOW LONG HAVE YOU BEEN IN THE INDUSTRY? Over 19 years. WHAT IS YOUR ROLE? I am a consultative sales representative for onpremise accounts. I help each of my accounts maximize profitability with their beverage programs by showing spirits and wines that fit their concept and price points. I spend time in my accounts trying to staff our brands to support sales. WHAT DREW YOU TO THE BEVERAGE INDUSTRY? I fell into the industry initially quite unintentionally but soon fell in love with deeper aspects of the business. I experimented with beer and wine making as well as attending many different seminars and classes on Spirits. I was soon fully committed to the beverage industry; the rest is history. WHAT TRENDS DO YOU SEE IN SPIRITS AND WINE IN 2024? Spirits would be that tequila will continue to dominate in growth for the first half of 2024, but there might be an uptick in botanical spirits such as Aquavit.

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I initially consider conformity to spirit style or category. After that, the quality of ingredients, packaging, and the story behind the brand. There are many factors involved in producing a winning brand. WHAT IS YOUR FAVORITE COCKTAIL? The Manhattan is classic, balanced, and delicious. I judge a bartender on their Manhattan. WHAT IS IN YOUR PERSONAL LIQUOR CABINET? A bit of everything! But it is whiskey and brown spirits heavy; I am also a big cognac and aged rum fan. WHAT IS MISSING FROM OUR BEVERAGE WORLD? High-quality, flavored simple syrups with modern flavor components made naturally with organic ingredients.

meet a few of our judges cocktail approaches. With our clientele base, we like to make things classically simple with a focus on fun and imagination. WITH SO MANY CLASSIFICATIONS, READY-TO-DRINK, NON-ALCOHOLIC, LOW-ALCOHOLIC, AND FUNCTIONAL BEVERAGES, WHAT TRENDS DO YOU THINK WILL LAST FOR A WHILE?

Nicole Canfield, Director of Beverage Operations Palms Casino Resort HOW MANY YEARS HAVE YOU BEEN IN THE INDUSTRY? Over 15 years in food & beverage hospitality. WHAT DRAWS YOU TO THE BEVERAGE INDUSTRY? The people. WHAT TRENDS DO YOU SEE COMING IN FOR THE BEVERAGE INDUSTRY IN 2024? Celebrity-driven brands are on the rise, and I see them continuing into 2024. Tequila-based cocktails are still pushing the needle and not slowing down. WHO IS YOUR CUSTOMER AT THE PALMS, AND WHAT IS IN THEIR GLASS NOW? Our customers are our local friends. Many have been coming to the Palms for over 20 years and remain loyal to our team. They love the classics like margaritas, Long Island Iced Tea, and the espresso martini, which are still in demand. WHAT NEW BEVERAGE PROGRAMS ARE TAKING PLACE AT THE PALMS IN 2024? We released a new Unknown Bar cocktail menu with fun, interactive flights, beautifully crafted libations, and large-format cocktails to share with friends—more menus to be released in Serrano Vista Café and Scotch 80 with fun, nostalgic

I see many items described as phasing out, and the market needs to be more saturated to get any traction. The low alcohol, less carbs, and nonalcoholic beers make a good push to drive a bettertasting product. They don’t taste like they used to, and I see more people gravitating and appreciating the non-alcoholic offerings. TELL US YOUR FAVORITE WINE VARIETAL AND WHY. I really love an excellent burgundy, red or white. I appreciate the history, time, and character of every glass. The flavor profiles and what they can be paired to complement the meal make great memories. WHAT’S IN YOUR PERSONAL FAVORITE COCKTAIL? I love a good vodka soda with a squeeze of a fresh lemon. TELL US A LITTLE BIT ABOUT YOUR BEVERAGE BACKGROUND. I started in Vegas as a cocktail server at a big casino 26 years ago. I began honing in on my beverage and wine knowledge over the years. I moved into bartender roles from night clubs to fine dining establishments, which has helped me grow into my career as a Director of Beverage Operations.

meet a few ofinour thisjudges issue

depends on the specific concept or venue where they will be used. For instance, at Sparrow and Wolf, we prioritize boutique brands and lesser-known flavor profiles while emphasizing as much and as close to local as possible. Conversely, with my company, Raise The Bar, clients often prefer easily recognizable products that don't necessitate extensive explanation. Familiarity is the game there. Once the essential standard categories and profiles are covered, particularly for restaurant bars, I consider how the beverages complement the food offerings. Finally, with cocktail bars, I explore how the new brands can enhance the diversity of the establishment's offerings, considering the nearby bars to ensure added value through a comprehensive and varied selection. WHAT IS YOUR FAVORITE COCKTAIL?

Michael Giambrone, Sparrow & Wolf (Beverage Director), Raise The Bar (Founder) WHAT DREW YOU TO THE BEVERAGE INDUSTRY? I was drawn to the beverage industry due to my family's move from Rochester, New York, to Las Vegas in 2000 to invest in Teresa’s Italian Deli. During my youth, I spent a great deal of time working at the deli, which fostered my passion for the restaurant business. During this time, I encountered my first mentor, Francesco Lafranconi, and attended his Spirits and Fine Service class. Through his guidance, I learned about the significance of passion and thoughtfulness concerning both guests and the art of drink making. I have been obsessed ever since. WHAT TRENDS DO YOU SEE IN SPIRITS AND WINE IN 2024? In 2024, I anticipate a continued rise in the availability of additive-free tequilas. The percentage of tequilas certified as additive-free grew from 2% to 3% last year. Consumers are educated on spirits more than ever before. This heightened awareness leads to more conscientious consumption choices, including a growing demand for low- or no-proof cocktails, as evidenced by the increasing prevalence of mocktails in bars. I once did a seven-course dinner pairing with all different mocktails, which was a challenge. As for wine, while California's fruit-forward reds are likely to maintain their position on wine menus, I foresee a shift toward more unique, dry, and herbaceous reds, particularly those originating from Italy and Rioja. Then again, I’m biased because those are my favorite wines. WHAT DO YOU LOOK FOR WHEN TASTING AND MEETING WITH A NEW BRAND? The criteria for tasting and meeting new brands

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When it comes to cocktails, I’m conflicted. My favorite is probably the Penicillin. This delightful concoction is a complex twist on the classic whiskey sour sans egg white. However, the challenge lies in finding a bar that stocks fresh ginger juice, a rare find indeed. We also need a bartender who looks like they have made a couple in their life and won’t be annoyed by my order. Otherwise, Negroni all day. The three spirits needed should be a staple in any bar worth its salt. Even when it’s not a bar with orange peels, I’ll be happy with that standard halfmoon. Both are unique cocktails. It is more of a rare treat that I look forward to occasionally. The other is more like having that friend at the bar you always have a great time with! WHAT IS IN YOUR PERSONAL LIQUOR CABINET? My home bar is larger than many actual bars, making it impossible to describe all the bottles I have. I’ll say my crown jewel currently is Port Ellen 35-year single malt. My Amari collection is quite elaborate. I will highlight Braulio as one of my favorite Amari out of the 40 or so bottles I have. I use a lot of Alpine Elevated Gin. It’s handy for producing delicious and inexpensive gin cocktails with its non-floral botanical list. WHAT IS MISSING FROM OUR BEVERAGE WORLD? Ergonomic bar stations are missing from the beverage world. Some nice stations and designers exist, but they’re prohibitively expensive for most small businesses. Even at bars within new resorts that have been built, I’ve seen nonsensical designs that only consider the guest's perspective. Where the bartender has to hyperextend their knees to serve and sometimes even make every drink. ACL injuries are one of the most prevalent bartender injuries. A majority of people aren’t aware of the physical demands bartending at a high level can take on our bodies. Considering that would go miles towards improving the quality of life for the professionals behind the pine.

meet a few of our judges specific, it’s hard to say what the new year will bring. That said, I think the little guy is having a moment; at least here in New York, customers are excited to try new brands from smaller producers. We recently brought a new unfiltered vodka brand (Zakuska) that has been flying off our shelves as far as wine, fuller roses, and lighter and chillable reds have been popular this fall, as well as field blends, co-ferments, and orange wines. It seems that my customers, at least, are generally thirsty for something new. WHAT DO YOU LOOK FOR WHEN TASTING AND MEETING WITH A NEW BRAND?

Caroline Navish, Sahadi Spirits WHAT IS YOUR ROLE?

A good story goes incredibly far with me; having an anecdote will nearly guarantee that I’ll personally sell your products significantly more than a brand without an account. Of course, packaging is essential, too; customers are drawn to a beautiful bottle, and good marketing matters.

My role at Sahadi Spirits is curator/buyer/ manager. I have personally selected every item in the store, but I’m also the main person selling. The uniqueness of our selection makes everything a hand-sell, so I spend hours researching each product so I can speak intelligently and share that information with our customers. As we don’t carry well-known brands, I try to have as much of a relationship with my producers as possible. The guiding element of my role is as important as choosing the products themselves.

WHAT IS YOUR FAVORITE COCKTAIL?

WHAT DREW YOU TO THE BEVERAGE INDUSTRY?

I usually have a solid array of classic stuff and extremely obscure items bought on vacation. Tamarind Curacao, Calabrian chili grappa, and pistachio cream liqueur are weirdos, but you can always find well-made gin, tequila, local whiskey, and at least a few Amari.

My career in beverages started with my time working in bars and restaurants. Crafting cocktails was a fun, creative outlet for me, but I often felt stifled by the fact that most places offered the same few brands. My previous beverage director/bar lead role at the cafe at Sahadi’s allowed me to branch out from the ubiquitous big names and venture into the new and unusual. When I was offered my current position and creative control of Sahadi Spirits, I could stretch my creative wings in ways that I hadn’t realized I needed to. WHAT TRENDS DO YOU SEE IN SPIRITS AND WINE IN 2024? As a new business, each season brings new surprises in trends, and as our selection is so

I’m more of a wine drinker regularly, but when I want to imbibe in something stronger, my favorite is a variation on an Old Fashioned called “Wolf” made by Standard Wormwood Distillery here in Brooklyn. It’s made with Rye and Amaro, both distilled in-house. WHAT IS IN YOUR PERSONAL LIQUOR CABINET?

WHAT IS MISSING FROM OUR BEVERAGE WORLD? It’s a really fun time for the industry, with new producers popping up from all over, so I’m excited for this moment in the beverage world. I’m always looking for innovation in all things, so I’d like to see more producers taking risks and pushing the envelope!

SHOW-STOPPING BOURBONS

RD1SPIRITS.COM

Bottled by RD1 Spirits, Stanford, KY

A SPECIAL THANK YOU TO ALL OF OUR JUDGES

PR%F AWARDS 2023

IT’S ALL IN THE NOSE

Drink Better. Low Alc, Low Cal, No Bubbles. It’s water with a punchline. FUNNY WATER is a flavored water with a little bit of alcohol and no carbonation. As a first of its kind "hard water," FUNNY WATER is a "better for you" beverage that offers just the right amount of buzz for any occasion. With zero sugar, only 80 calories, and just 1g of carbs, FUNNY WATER is a refreshing way to drink better.

Insights from the 5th Annual PR%F Awards UNVEILING TRENDS IN THE SPIRITS & BEVERAGE INDUSTRY By Jennifer English Editor-at-Large of PR%F the Magazine and a member of I.A.C.P. and Les Dames d’Escoffier International, winner of the James Beard and Gracie Awards

The 5th Annual PR%F Awards, held in Las Vegas, revealed a significant report and analysis of the prevailing trends in the spirits and beverage industry. As with other prestigious awards from different industries, PR%F Awards reflect and reward the standard bearers of excellence. What sets PR%F Awards apart is that its judges are industry buyers. Their collective voice is grounded in understanding customer preferences and product quality. A distinctive feature of the PR%F Awards is its ability to offer emerging brands a unique opportunity to to

connect with influential buyers in the industry. Because of this, the entered brands gain opportunities for potential resources, connections, and representation. The competitive environment at PR%F Awards offers valuable insights into the industry, showcasing what we are currently discovering, buying, drinking, and enjoying. Every year, we learn something powerful and impactful about upgrading and elevating our process to serve our industry, readers, and brands most effectively. This year, for the first time, we were presented with products available at retail but not on-premise, and viceversa. This led to an essential

acknowledgment of the OnPremise versus Off-Premise distinction. resulting in Best in Show On-Premise and Best in Show Off-Premise awards, which will now be a part of its ongoing platform. The second evolutionary expansion to the PR%F Awards moving forward is in the Wine Category. George Manska (consultant to the PR%F Awards and inventor of The NEAT Glass) and globally recognized wine expert, Matthew Lindsey (Sommelier and Director of Fine Wine), oversaw the most impressive wine competition in the PR%F Awards to date. In their judging and review of the wines, a distinction emerged which identified wines as Old World/ New World.

PR%F Awards Executive Director Michele Tell believes one of the significant reflective values of the PR%F Awards rests on the platform’s ability to return to our industry's impeccable standards of excellence. “Every year, the entries in all categories present a ‘snapshot’ of our industry and inform us at PR%F the Magazine how to proceed into the future with the awards to best reflect the industry’s temperament.” In 2023, the hospitality industry identifies Old World wines as those produced in traditional wine regions of Europe, such as France, Italy, and Spain, while New World wines are produced in countries including the United States, Australia, and Chile. Understanding the value and impact of these two categories is crucial for the hospitality industry to cater to the diverse preferences of its customers.

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VALUE AND IMPACT OF OLD WORLD WINES

VALUE AND IMPACT OF NEW WORLD WINES

• Tradition and Prestige: Old world wines are often associated with centuries-old winemaking traditions, adding prestige and heritage to their consumption. This allure can attract wine enthusiasts who appreciate the history and craftsmanship behind these wines.

• Innovation and Experimentation: New world wines often associate with innovation and experimentation in winemaking techniques. This allows for the production of unique and bold flavors that appeal to consumers seeking something different, exciting, bold, and daring.

• Terroir-driven Characteristics: Old world wines are known for their terroir-driven characteristics, reflecting the unique combination of soil, climate, and grape varieties of their respective regions. This diversity allows for a wide range of flavors and styles, providing consumers with a rich and nuanced experience.

• Fruit-forward Characteristics: New world wines are known for their fruit-forward characteristics, with riper and more intense flavors. This can attract consumers who prefer wines with a forward and more pronounced fruit profile.

• Food Pairing: Old world wines are often considered more food-friendly due to their higher acidity and lower alcohol content. This makes them versatile and suitable for pairing with a variety of cuisines, enhancing the dining experience in the hospitality industry. • Established Reputation: Old world wines have established a strong reputation over centuries, making them a safe choice for consumers who seek consistency and reliability. This reputation can positively impact sales in the hospitality industry, as customers may be more willing to explore and purchase these wines.

• Accessibility and Approachability: New world wines are often perceived as more approachable and less intimidating for novice wine drinkers. This accessibility can expand the consumer base in the hospitality industry, as it appeals to a broader range of customers who may be less familiar with wine. • Marketing and Branding: New world wine producers have invested heavily in marketing and branding, creating a strong presence in the North American market. This has increased consumer awareness and demand for these wines, positively impacting sales in the hospitality industry.

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According to Matthew, “Old world wines offer quality, terroir, tradition, prestige, and food pairing versatility, while new world wines bring innovation, accessibility, and strong marketing efforts. To cater to the diverse preferences of consumers, the hospitality industry needs to offer a balanced selection of both categories, ensuring a more comprehensive and satisfying wine experience for our customers." For retail operators and their customers, there are many similar considerations to the Old-World Wine/New World Wine understanding. According to Michele, this will play a very important role in the PR%F Awards moving forward. • Consumer Preferences: The North American market has seen a shift in consumer preferences towards new world wines in recent years. This can be attributed to new world wines' fruit-forward characteristics, approachability, and marketing efforts. • Market Share: New world wines have gained significant market share in the North American retail liquor industry. This can be attributed to their ability to cater to a broader range of consumers, including those less familiar with wine. The accessibility and approachability of new world wines have allowed them to capture a more significant portion of the market than old world wines. • Pricing and Profitability: Old world wines, particularly those from prestigious regions like Bordeaux or Burgundy, often have

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a higher price tag due to their reputation and limited supply. This can impact their sales in the retail liquor industry, as consumers may opt for more affordable options. On the other hand, with their innovative and experimental nature, new world wines can offer a wider range of price points, making them more accessible to a broader consumer base. • Wine Education and Exploration: The emergence of new world wines has encouraged consumers to explore and experiment with different wine styles and regions. This has led to an increased interest in wine education and a desire to learn more about the diverse offerings available. Retail liquor industry establishments can capitalize on this trend by providing educational resources and organizing tastings or events that showcase old-world and new world wines. • Regional Preferences: While new world wines have gained popularity, there is still a significant market for old world wines in North America. Certain regions, such as California, have a strong affinity for their local wines, while others may have a preference for the traditional and terroirdriven characteristics of old-world wines. Retail liquor industry establishments should consider regional preferences and tailor their wine selections accordingly to cater to a diverse customer base. • Wine Tourism: The value and impact of old-world wines extend beyond retail liquor industry sales. Many consumers are drawn to the experience of visiting old world wine regions and vineyards, which has led to the growth of wine tourism. This trend can indirectly impact retail liquor industry sales, as consumers may develop a deeper appreciation for old world wines after visiting their production sites.

As Matthew states, the wines entered into the 2023 PR%F Awards created the best year to date for wines, and “the 2023 PR%F Awards Award medal winners this year are a wonderful place for everyone to start their search for their Next Favorite Wine.”

PR%F Awards wishes the beverage industry a happy, healthy and innovative 2024. Cheers!

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Pine Hollow Winery

PINEHOLLOWWINERY.COM

7018 W CHARLESTON BLVD, LAS VEGAS, NV 89117 702-780-4778

PR%F AWARDS 2023 BEST IN SHOW Overall

Rare Character Whiskey Straight Rye Whiskey Finished in a Cognac Cask – Selected by Trevor’s Liquor

WHAT’S A WHISKEY WITHOUT CHARACTER? Congratulations to Rare Character Whiskey on winning the overall Best in Show award during PR%F Awards 2023

inished in Cognac Cask, Rare Character Straight Rye Whiskey is a unique and rare American whiskey expression. Rare Character Whiskey is a purveyor of fine American whiskey, focused on unique selections tailored to each customer and partner. Through special relationships with top distillers nationwide, Rare Character has exclusive access to expressions that have never been released to the public. Visit rarecharacterwhiskey.com

PR%F AWARDS 2023 BEST IN SHOW

Innovative Spirit Award

Origen Holistic Spirits

Vodka with Natural Flavors & Botanical Extracts

NEXT-GEN THINKING. ENLIGHTENED DRINKING. Congratulations to Origen Holistic Spirits on winning the Innovative Spirit Award during PR%F Awards 2023

ounded by entrepreneur Amy Holmwood and actor and environmentalist Woody Harrelson, the Holistic Spirits Co. combines science, nature, and artisanal distillation to create innovative spirits that elevate the palate and the planet. Infused with a scientifically patent-pending blend of artichoke leaf, elderberry, muscadine grape, and green tea leaf extract, spirits are designed for a better way to drink and created with transparency around ingredients and sustainable manufacturing in mind. Visit drinkholistic.com

PR%F AWARDS 2023 BEST IN SHOW Wine (New World)

23 Wines GV23 Pinot Noir DRINK WINE & FEEL GOOD ABOUT IT Congratulations to 23 Wines GV23 Pinot Noir on winning the Best in Show - Wine - New World award during PR%F Awards 2023

s a retired 4x Major League Baseball All-Star and a Silver Slugger recipient, Greg Vaughn puts into play the lessons learned from his years on the diamond to his personal and professional life. Greg is 916-4-LIFE™, which means he puts his energy and focus into the Sacramento community that helped him succeed. Visit 23wines.com

PR%F AWARDS 2023 BEST IN SHOW Wine (Old World)

San Lorenzo Oinos

Montepulciano d’Abruzzo Colline Teramane DOCG

WINEMAKERS SINCE 1890. UNCHANGED PASSION. Congratulations to San Lorenzo Oinos Montepulciano d’Abruzzo Colline Teramane DOCG on winning the Best in Show - Wine - Old World award during PR%F Awards 2023

nicely polished Montepulciano featuring an enticing blend of ripe blackberries, orange rind, and perfumed oak on the nose and palate.

Visit sanlorenzovini.com

PR%F AWARDS 2023 BEST IN SHOW Value (On Premise)

Smuggler’s Reserve Single Origin Jamaica “ONLY THE GOOD STUFF” Congratulations to Smuggler’s Reserve Single Origin Jamaica on winning the Best in Show - Value (On Premise) award during PR%F Awards 2023

eep and complex characters with crisp notes of banana, vanilla, caramel, dark molasses, and barrel char are the featured notes in Smuggler’s Reserve Jamaica Reserve Single Origin. A typical Jamaica rum features an outstanding balance between fruity pot still flavors and wood influence from tropical aging. Visit smugglersreserverum.com

PR%F AWARDS 2023 BEST IN SHOW Value (Oﬀ Premise)

Kirkland Signature American Vodka AMERICAN HEARTLAND Congratulations to Kirkland Signature American Vodka on winning the Best in Show - Value (Oﬀ Premise) award during PR%F Awards 2023

irkland American Vodka uses American heartland grains and pure spring water to create this unique vodka from field to bottle. Kirkland American Vodka is the Costco label vodka, distilled six times from an undisclosed distillery. Visit costco.com

PR%F AWARDS 2023 BEST IN SHOW Design

Dame Mas

Tequila Extra Añejo Reserva

MADE WITH PASSION, LOVE, AND 100% AGAVE Congratulations to Dame Mas Tequila Extra Añejo Reserva on winning the Best in Show - Design award during PR%F Awards 2023

ame Mas Extra Anejo features a sleek, modern design with a black background and blue and white swirls. Tequila Dame Mas is a special edition; the notes are fruity, hazelnut, vanilla and has a great aftertaste. Dame Mas Tequilas are filtered twice to create a super smooth tequila with a sophisticated taste where you can feel the agave in every sip. Visit facebook.com/TequilaDameMas

PR%F AWARDS 2023 BEST IN SHOW Design

Dame Mas

Premium Tequila Reposado

MADE WITH PASSION, LOVE, AND 100% AGAVE Congratulations to Dame Mas Premium Tequila Reposado on winning the Best in Show - Design award during PR%F Awards 2023

ame Mas Tequila is housed in a uniquely designed ceramic decanter. Tequila Dame Mas is a special edition; the notes are fruity, hazelnut, vanilla and has a great aftertaste. Dame Mas Tequilas are filtered twice to create a super smooth tequila with a sophisticated taste where you can feel the agave in every sip. Visit facebook.com/TequilaDameMas

PRESENTS

DISTILLERY O F T H E YEAR

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Century Award Perfect. To receive a Century Award is to be defined as perfect. It is a 100-point perfect score, unanimously, from all judges present at the awards tasting program. Unanimous. Only a selection of these brands makes it to the prestigious level. It is the ultimate accolade and the utmost level of achievement in a spirits and wine brand. Unparalleled.

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2022 Demi-Sec Estate Sparkling Wine

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2021 Estate Sylvaner

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2021 Estate Siegerrebe

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Straight Rye Whiskey Finished in a Cognac Cask Selected by Trevor’s Liquor

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Vodka with Natural Flavors & Botanical Extracts

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Simone Capecci

Montepulciano d’Abruzzo Colline Teramane DOCG

San Lorenzo Oinos

Bourbon Whiskey Finished with Brazilian Amburana Wood

RD One

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Zing Zang

Single Barrel Rye Whiskey Batch 002

Uncle Nearest

3 Year Japanese Blended Whisky

Togouchi

Tennessee Straight Whiskey

Three Chord

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DOUBLE GOLD AWARDS

Double Gold Award Outstanding. Spirits and wine awarded a Double Gold are beyond industry standards and celebrated with prominent elegance in their respected categories. These brands define finesse and make a palate dance with superiority. When you achieve this award, your brand defies gravity.

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GOLD AWARDS

Gold Award Great and distinguished with high praise and worthy of celebration. Our Gold award is a high merit of achievement. These are the brands that set the bar beyond standard heights and reach it — at all costs and are classified as some of the best brands in the arena. Hue, Taste, Texture, Power, Length, and Echo all balance to create a superb flavor and moment.

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SILVER AWARDS

Silver Award Rated as good and recommended for the public, our Silver award recipients demonstrate a noticeable well-balanced presence between flavor and complexity, taste and finish. Many of our Silver recipients can be found nationally in stores, restaurants, bars, and online.

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PR%F the Magazine

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PR%F the Magazine

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PR%F the Magazine

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PR%F AWARDS

PR%F the Magazine

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BRONZE AWARDS

Bronze Award Our Bronze award recognizes these brands to be fair, well-crafted, attractive to nose, taste, and finish—worthy of recognition.

79-85 POINTS

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PR%F AWARDS

PR%F the Magazine

Bron ze Awa rd s

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Bron ze Awa rd s

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Bron ze Awa rd s

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Bron ze Awa rd s

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CENTURY AWARDS

UNMASKED

PERFECT 100

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UNMASKED Cask Strength Straight Rye Whiskey Finished in Sauternes and Toasted Oak Barrels

Angel’s Envy

GV23 Pinot Noir

23 Wines

Tequila Cristalino

1800®

PR%F AWARDS

Centu r y Awa rd

*Winners are listed in alphabetical order, not in order of ranking.

PR%F AWARDS

PR%F Awa rd s 2023 Wi n ners Ginger Beer

Bundaberg

Apogee XII Pure Malt Whisky

Bimber

Twice Toasted American

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Bespoken Spirits

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UNMASKED No. 006 Oyster Shell Gin

Copperpenny Distilling Co.

Cristalino Mezcal

Contraluz

Beach Blast Peach Rum Cream

Cape Fear Distillery

PR%F AWARDS

Centu r y Awa rd

*Winners are listed in alphabetical order, not in order of ranking.

PR%F AWARDS

PR%F Awa rd s 2023 Wi n ners XO

Premium Tequila Reposado

Dame Mas

D’USSE

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VSOP

D’USSE

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UNMASKED Dark Chocolate

Deadhead Rum

Cask Aged

Deadhead Rum

Tequila Extra Añejo Reserva

Dame Mas

PR%F AWARDS

Centu r y Awa rd

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PR%F AWARDS

PR%F Awa rd s 2023 Wi n ners Fleur Charmante

Tequila Añejo

Emyla Tequila

The Sassenach Select

PR%F the Magazine

El Tequileño

201

202

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UNMASKED American Vodka

Kirkland Signature

Single Barrel Cask Strength

Garrison Brothers

Frey Ranch

Straight Rye Whiskey – Bottled in Bond

PR%F AWARDS

Centu r y Awa rd

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PR%F AWARDS

PR%F Awa rd s 2023 Wi n ners PR%F the Magazine

Sherry Cask-Finished Bourbon

Middle West Spirits

Meili Vodka

Legacy Reserve Bourbon

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UNMASKED Straight Rye Whiskey Finished in a Cognac Cask Selected by Trevor’s Liquor

Rare Character Whiskey

Vodka with Natural Flavors & Botanical Extracts

Origen Holistic Spirits

Butter Pecan Moonshine

Ole Smoky

PR%F AWARDS

Centu r y Awa rd

*Winners are listed in alphabetical order, not in order of ranking.

Montepulciano d’Abruzzo Colline Teramane DOCG

PR%F the Magazine

PR%F AWARDS

PR%F Awa rd s 2023 Wi n ners San Lorenzo Oinos

Bourbon Whiskey Finished with Brazilian Amburana Wood

RD One

Bourbon Whiskey Double Finished in Oak & Maple Barrels

RD One

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UNMASKED Single Origin Jamaica

Smuggler’s Reserve

Forbidden Blend

Smuggler’s Reserve

Tequila Blanco

Sangre de Vida

PR%F AWARDS

Centu r y Awa rd

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PR%F AWARDS

PR%F Awa rd s 2023 Wi n ners Gin

Terrapin

Orange Creme

Sunshine Punch

Peanut Butter S’mores Whiskey

PR%F the Magazine

Stillhouse

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UNMASKED 3 Year Japanese Blended Whisky

Togouchi

15 Year Japanese Blended Whisky

Togouchi

Spruce

Terrapin

PR%F AWARDS

Centu r y Awa rd

*Winners are listed in alphabetical order, not in order of ranking.

Courage & Conviction Double Cask Reserve

PR%F the Magazine

PR%F AWARDS

PR%F Awa rd s 2023 Wi n ners Virginia Distillery

Single Barrel Rye Whiskey Batch 002

Uncle Nearest

9 Year Japanese Blended Whisky

Togouchi

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DOUBLE GOLD AWARDS

UNMASKED

96-99 POINTS

PR%F AWARDS

PR%F the Magazine

Double Gold Awa rd s

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GOLD AWARDS

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91-95 POINTS

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PR%F the Magazine

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PR%F the Magazine

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Gold Awa rd s

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PR%F the Magazine

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Gold Awa rd s

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PR%F the Magazine

PR%F AWARDS

Gold Awa rd s

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PR%F the Magazine

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Gold Awa rd s

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PR%F the Magazine

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PR%F the Magazine

PR%F AWARDS

Gold Awa rd s

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PR%F AWARDS

Gold Awa rd s

UNMASKED

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PR%F Awa rd s 2023 Wi n ners

SILVER AWARDS

UNMASKED

85-90 POINTS

PR%F AWARDS

PR%F the Magazine

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PR%F AWARDS

PR%F the Magazine

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PR%F AWARDS

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PR%F AWARDS

PR%F the Magazine

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PR%F AWARDS

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PR%F AWARDS

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PR%F AWARDS

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BRONZE AWARDS

UNMASKED

79-85 POINTS

Bronze Award Our Bronze award recognizes these brands to be fair, well-crafted, attractive to nose, taste, and finish—worthy of recognition.

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PR%F AWARDS

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Two Competitions. One Price.

2022Registration Registration open Open NOW! 2024 NOW!

MASKED The coveted double-blind tasting competition

After the double-blind tasting, judges will evaluate each brand unmasked. Judges will see and feel the bottle, can, or product, read the ingredients, hear the story, and see the overall marketing package. - The Taste - The Look - The Feel - The Story -

The original world-class, credible, double-blind tasting competition with buyers from across the US rating spirits, wines, and beverages in a 100-point rating system.

UNMASKED The total package competition

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