PR%F the Magazine February 2024

PR%F the Magazine

Volume 03. February 2024

ISSUE 6

spirits. wine. potations and libations. beverage industr y news.

ISBN 9788024715148 ISBN 80-247-1514-7

9 788024 715148 >

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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: Isabel M. Castro

George Manska

Contributing Photographers: John Arano Kelsey Chance Debbie Hall Sarah Power

Kike Salazar N The Matter of Food Mgg Vitchakorn

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.

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in this issue

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PR%F the Magazine

LETTER FROM THE EXECUTIVE DIRECTOR

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WINE AND SPIRITS WHOLESALERS OF AMERICA

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SMUGGLER'S RESERVE RUM: ONLY THE GOOD STUFF

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GYPSY SPIRITS: FREE SPIRITED, NOMADS, AND WANDERERS

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THE SCIENCE OF SPIRITS

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VECALA: THE NEW SPIRITS OF MEXICO

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SPECIALTY FOOD ASSOCIATION 48TH WINTER FANCY FOOD SHOW

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FRIENDLY COMPETITION

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BOURBON WITH A PURPOSE™

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DISTILLERY OF THE YEAR: OLD SMOKY TENNESSEE DISTILLERY

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2023 PR%F AWARDS SHINES IN 5TH YEAR

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FROM THE EXECUTIVE DIRECTOR

from the desk of Michele D. Tell

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Dear Readers,

Welcome to our February edition of PR%F the Magazine.

We honor Vecala, an award-winning tequila and pioneering spirits company with a rich legacy rooted in passion and dedication. This truly unique product line embodies the essence of tradition, excellence, and the finest artisanship.

There’s much to say with excitement this year for the upcoming PR%F Awards and PR%F the Magazine 2024.

I wish everyone a happy Big Game month with a special shoutout to the City of Las Vegas (the hometown of the PR%F Awards). You can feel the excitement with the game being held at Allegiant Stadium, now the home of the Las Vegas Raiders). Beverage parties and activations are all over the city, so be sure to read our unique cocktails article by Jennifer English in this issue.

For the second year in a row, PR%F Awards will be held at the prestigious and always vibrant Palms Casino Resort on Dec. 4 and 5 for a private two-day tasting and rating competition with our judges, all beverage buyers from across the US. In 2024, we will welcome buyers from Walmart®, Delta SkyClub®, Delta Airlines, Liquor World, Specs Online, distributors, liquor stores, restaurants, bars, nightclubs, casinos, cruise ships, and more.

Congratulations to our fabulous 2023 medal winners – please visit our magazine at www.proofawards.com to review all the winners.

We are delighted to announce our new partnership with c4grafx.com—our new merchandising area. Check out our custom graphics department, where winning brands can get bottle stickers, bottle toppers, shelf toppers, employee ware, and logo merchandise to tell the world, "Our brand won a PR%F Award!” There are no licensing fees, and we encourage you to blast your medal and PR%F Awards logo all over the place that your brand won. Let the world know. Click here to enter the world of PR%F merch at c4grafx.com/shop-proof-awards.

PR%F Awards portal for registration is now open. Enter your brand by March 31 and receive two complimentary NEAT Glasses (www.theneatglass.com), the official tasting glass of the PR%F Awards.

PR%F Awards entry portal is now open at www.proofawards.com. Enter your SKUs once, and you automatically get into two competitions. All women-owned, veteranowned, and KOSHER-certified brands get an automatic specialty accolade medal to signify your marketing highlight.

Thank you, gratitude, and cheers!

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

PR%F the Magazine

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wine and spirits wholesalers of america

Wine and Spirits Wholesalers of America WSWA Convention Access Live held in Las Vegas

PR%F Awards explored the offerings of

wines and spirits during the WSWA Access Live from Jan. 29 to Feb. 1.

Many PR%F Awards-winning brands exhibited in booths and private suites, and PR%F Awards judges met with the newest, emerging brands to define the trends for the 2024 beverage industry.

Executive Director Michele Tell met an unbelievable number of new, emerging brands, many of which created their own category. This included different flavors of sparkling wines like watermelon and cantaloupe, a mega rise in coffee liqueurs, espresso martini RTDs, and retail gift packs (some including jewelry).

“It was an honor to see Gene Simmons.

He’s funny and taught me some good and raunchy new jokes! It was fun letting him

know I was in New York City at MSG for his final show. He’s here at the spirits show with his MoneyBag Vodka (awarded the Gold award during the 2022 PR%F Awards),” says Michele. “I also met E-40 and was introduced to his incredible spirits and sparkling wines.

Such a lovely, fun group!

“My biggest happy surprise was seeing all of the PR%F Awards medals dangling around the necks of so many of our winners from 2019 to 2022. What an honor to be a part of the growth and development of so many brands and dreams.”

As the only national membership organization of wine and spirits distributors, WSWA advocates on federal, state, regulatory, and legal issues impacting distributors and the beverage alcohol industry.WSWA focuses on many important policy areas, such as taxation of family-owned businesses, state-based alcohol regulation, social responsibility, and impaired driving prevention.

For more info, visit wswa.org follow on Facebook @ wswa and LinkedIn @ wine-&-spirits-wholesalers-of-america.

wine and spirits wholesalers of america

PR%F the Magazine

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SALUTING OUR HEROES THANK YOU FOR YOUR SERVICE. THANK YOU FOR YOUR CREATIVITY.

IS YOUR BRAND VETERAN OWNED? ENTER NOW YOUR VETERAN OWNED SPIRITS, WINE OR BEVERAGE BRAND TO RECEIVE A COMMENDATION MEDAL AUTOMATICALLY WITH EACH ENTRANT

• •

All of our judges are beverage buyers from across the US Enter one time, get into 2 competitions: PR%F Awards Masked & PR%F Awards Unmasked

ENTER NOW! www.proofawards.com

THANK YOU TO OUR PARTNERS:

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

E

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

•

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

•

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

•

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.

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“ONLY THE GOOD STUFF”

smuggler's reserve rum: only the good stuff

The PR%F Award-Winning Smuggler’s Reserve Rum includes the prestigious Century Award and Best of Show Smuggler’s Reserve Single Origin Jamaica and three Gold Awards for Smuggler’s Reserve Forbidden Blend Rum, Smuggler’s Reserve Single Origin Barbados, and Smuggler’s Reserve Single Origin Panama.

Rum is the most diverse distillate, distilled and aged in many different countries worldwide.

Each country where the rum is sourced has a long history in rum production, each with its traditions, aging climate, and style of making rum. All rums in the Smuggler’s Reserve range reflect the true rum characteristics and identity of the origin.

The brand is an ode to the brave smugglers who continued to buy rum from distilleries in the Caribbean and Central America and smuggled it to the United States during Prohibition. Without those courageous smugglers, many distilleries would not have financially survived those years of Prohibition, so without that smuggler, there would not have been such a vibrant and diverse rum distilling industry.

Smuggler's Reserve takes everyone back in time and lets those enjoying rum relive the many joyful moments people had after getting their hands on a bottle of "liquid gold" in times when drinking rum was illegal.

PR%F the Magazine

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SMUGGLER’S RESERVE SINGLE ORIGIN JAMAICA

It has a deep and complex character with crisp notes of banana, vanilla, caramel, dark molasses, and barrel char. This Jamaica Rum features an outstanding balance between fruity pot still flavors and wood influence from tropical aging.

Distilleries in the blend: Worthy Park Estate, Monymusk Estate, Hampden Estate and New Yarmouth Estate Age: 3 to 5 years old Type of aging: tropical aged in former bourbon barrels Distillation: mostly pot still Base material: molasses Strength: 40% ALC

SMUGGLER’S RESERVE FORBIDDEN BLEND

This golden amber ​r​um has gentle ​​caramel, ​ chocolate, and vanilla aromas. The palate o ​ f this rum ​has a ​beautiful ​velvety texture, and the finish ​is smooth, with notes o ​ f ​baking s​ pice and ​ oak.​It is an exquisite representation of what a Latin-style rum can taste like. ​ Country of origin: Guatemala and the Dominican Republic Distilleries in the blend: DARSA and Alcoholes Finos Dominicanos Age: 3 to 8 years old Type of aging: tropical aged in former bourbon barrels Distillation: column still Base material: molasses Strength: 40% ALC

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smuggler's reserve rum: only the good stuff

SMUGGLER’S RESERVE SINGLE ORIGIN BARBADOS

This is fully matured in ex-bourbon casks for up to eight years in Barbados’s tropical climate, resulting in a well-balanced rum with a full-bodied and rich flavor. Notes of vanilla, coconut, and toffee are combined with toasted marshmallows and subtle oak, followed by a long and round finish. ​ ountry of origin: Barbados C Distilleries in the blend: Foursquare and West Indies Rum Distillery Age: 3 to 8 years old Type of aging: tropical aged in former bourbon barrels Distillation: pot and column still Base material: molasses Strength: 40% ALC

SMUGGLER’S RESERVE SINGLE ORIGIN PANAMA

This rum has a velvety and creamy texture, with notes of toffee, candies, oranges, coconut, vanilla and a touch of oak spice on the finish.

Country of origin: Panama Distilleries in the blend: Varela Rum Distillery Age: 3 to 8 years old Type of aging: tropical aged in former bourbon barrels Distillation: column still Base material: molasses Strength: 40% ALC

For over eight years, Hein Smit was one of the Master Rum Blenders at the largest bulk rum company in the world. This company is the driving force behind hundreds of rum brands worldwide, where Hein created custommade rum blends for spirits producers in more than 50 countries worldwide. This long experience has provided Hein with relevant knowledge about rum consumers worldwide.

For more info, visit SmugglersReserveRum.com and follow on Facebook @ smugglersreserverum and Instagram @ smugglersreserverum.

ENTER PR%F AWARDS 2024

BY MARCH 30, 2024 AND RECEIVE TWO COMPLIMENTARY ETCHED THE NEAT GLASSES:* THE OFFICIAL TASTING GLASS OF THE PR%F AWARDS *Must enter a minimum of three skus

ENTER NOW! www.proofawards.com THANK YOU TO OUR PARTNERS:

PR%F AWARDS

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High Five Spirits embrace its rebranded name, Gypsy Spirits

“We owe so much of our inspiration and success to the people who have taught (and shown) us along the way. Gypsy is as much theirs as it is ours.”

PR%F Award-winning Gypsy Spirits (formerly High Five Spirits) is embracing its spirit of adventure and freedom, rebranding as Gypsy Spirits, offering vodka, rum, gin, bourbon, whiskey, and ready-to-drink (RTDs). The rebranded name, Gypsy Spirits, came from the nickname of the three men who started the brand, known as the Gypsy Brothers.

“My mom, who is of Syrian and Italian descent, gave us the nickname and the name Gypsy means so much to all of us,” explains co-founder and co-owner Michael Kazanowski.

“She was the one who supported us from the beginning and encouraged us to do something that would make us happy, not just pursue money.” Sadly, she passed away unexpectedly in August 2022, and “my mom was the biggest reason we are here today and still have the courage to keep going even when times are tough.”

Gypsy Distillery, formerly the Bay Harbor Equestrian Center, is a 42,000-square-foot facility on 20 acres overlooking picturesque Little Traverse Bay and Bay Harbor Village in Northern Michigan. Gypsy has transformed the former equestrian center into a state-of-the-art distillery, craft spirits tasting room, cocktail garden, wedding/rehearsal venue, event center, and two Airbnbs. Gypsy Distillery Tasting Room will offer a seasonally changing craft cocktail menu. The beauty of scenic Northern Michigan is the perfect place to enjoy a cocktail.

PR%F the Magazine

The journey to creating this celebrated line of award-winning spirits and RTDs began with three fun-loving, free-spirited, enthusiastic men. Owners and founders Michael and Adam Kazanowski and Director of Operations Michael Kolkmeyer developed Gypsy Vodka, initially naming the company High Five Spirits. The original name of the company celebrates, says hello, and gives thanks. The beauty of a high five is that it is shared amongst friends and strangers.

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gypsy sprits: free spirited, nomads, and wanderers

PR%F Awards for Gypsy Spirits include:

Gypsy Vodka 2019 Double Gold

The Raspberry Mulligan 2022 Double Gold

Petroskey Stone Gin 2019, 2022 Gold

The Peach Mulligan 2022 Double Gold

The Mulligan 2022 Double Gold

Clean Cocktail: Wildberry 2022 - Gold

Clean Cocktail: Blood Orange 2022 - Gold

gypsy sprits: free spirited, nomads, and wanderers

Winning the PR%F Awards over the years has meant so much to us and has really helped our business. For our company which doesn't have a big marketing budget, the PR%F Awards has been the best way to get our name out there and receive national and international recognition. The awards have been key when pitching to customers, accounts, and distributors."

MICHAEL KAZANOWSKI

Michigan is home, but after college, they headed to Breckenridge, Colorado, searching for a new perspective after discovering they wanted to pursue something other than a conventional career.

The idea of producing a vodka spirit inspired them.

All three were dedicated to developing the brand, spending long nights living out of a van and tent, seeking investors, and working many odd jobs to make Gypsy a reality.

“When we could not get any bank loans or investors, we didn’t want to give up on the dream.

We collaborated with two friends who had started a festival apparel company. We would work at the music festivals, and it shifted our whole outlook on life,” explains Kazanowski. “At first, we were motivated to become successful and make a lot of money. At the music festivals, we fell in love with the lifestyle and realized you don’t need money to be happy.” They would meet people at the festivals who owned few possessions and lived with passion.”

PR%F the Magazine

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gypsy sprits: free spirited, nomads, and wanderers

They wanted to build a brand for the young at heart, the free-spirited adventurers. The name Gypsy represents their lifestyle and the way they live with freedom. They climbed the peaks of Colorado, met new friends at different music festivals, and fell in love with the idea of creating a distinct vodka. They all were taught from an early age that living the life anyone wants is within reach.

tones and subtle earthy notes, making it the best domestically made and award-winning vodka. After their initial success based in Colorado, the company and distillery were relocated to Northern Michigan.

Gypsy has been transformed into a thriving brand with expanding labels under the rebranded Gypsy Spirits.

They would then meet a spirits distiller, Paul Dunning, and, after feeling his passion for the craft, set out to learn as much as they could about the art of distilling.

For more info, visit gypsyvodka.com and follow on Facebook, Instagram, X (formerly known as Twitter) @ gypsyvodka, and visit gypsydistillery.com and follow on Facebook and Instagram @ gypsydistillery.

It took exploring 50 different formulas and hosting countless taste tests to produce their first product, Gypsy Vodka, as the best-tasting, smoothest vodka on the market. Gypsy Vodka is gluten-free and corn-distilled seven times using artesian spring water. Specially selected American-grown corn brings out naturally sweet

Gypsy Vodka is gluten-free, non-GMO, and Made in Michigan using artesian spring water with American-grown corn.

The 1.75ml Gypsy Vodka Bottle is now available.

Petoskey Stone Gin is not the typical gin focusing on the locally grown botanicals in Northern Michigan. The juniper berries are grown and picked

by Bear Creak Organics in Petoskey, and lavender is sourced from Lavender Hill Farm in Boyne City.

Apple Pie Vodka combines the crisp, orchard-fresh apples from Blake's with Gypsy Vodka, resulting in a spirit that captures the essence of a freshly baked apple pie.

Petoskey Stone Fossilized Gin is aged six months in 30-gallon Michigan White Oak Barrels. The White Oak creates a perfect balance with locally sourced lavender infused into the gin.

Clean Cocktails RTD is a spirit-based ready-to-drink beverage with 8 percent ABV, zero percent sugar, and zero grams of net carbs and contains no artificial flavors or sweeteners.

Gypsy Bourbon Batch #2 is aged for three years in American White Oak barrels at a level 4 Char. Batch #2 is sold all throughout Michigan and thru many online retailers.

The Mulligan is a golf-inspired RTD that perfectly mixes vodka, lemonade, and iced team into an 8 percent canned beverage. It comes in three flavors: Original, Raspberry, and Peach.

Lakeside Rye Whiskey is blended rye produced in small batches.

This special release whiskey is a 60 percent blend of two-year rye aged in White American Oak barrels with a Level 3 char and 40 percent eightmonth aged rye in White American Oak Barrels with a Level 4 char. This special blend encompasses a fullbody rye that is sweet and spicy.

Mackinac Island Rum is aged in American White Oak barrels and has four variations. The original rum is over eight years old, vanilla cinnamon is five, and banana-flavored and coconut-flavored rum are three years old. All four rum styles are featured at its Mackinac Island Rum Co. Tasting Room on Mackinac Island.

I F Y O U C A N I M A G I N E I T, W E C A N P R I N T I T F O R Y O U .

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perfect pairings fhrough sensory science

for discerning diners

Introducing

Elegance

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

the science of spirits

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

THE SCIENCE OF SPIRITS George F Manska is a published sensory science researcher, entrepreneur, BSME, and NEAT glass co-inventor with a mission to replace myths and misinformation with scientific truth through consumer education.

Contact: george@arsilica.com | 702.332.7305 | Visit theneatglass.com/shop for more info.

Quest for the Best Spirits Drinkers Drink, But Don’t Know Things Proof or ABV: Proof can denote the approximate alcohol content of any spirit, although it is commonly associated with whiskey and originated with rum. Sailors came up with two methods to be sure they weren’t being scammed out of the ethanol content of their daily tot o’ rum as ship officers would dilute to stretch stores: (1) add gunpowder and ignite with a magnifying glass or (2) load it into a pistol. If it flamed or the gun fired (audible explosion), the rum was considered to have enough alcohol to meet the standard and perhaps prevent mutiny.

The proof was applied to spirits in England as early as the 16th century to determine the taxation rate. By 1816, English measured the specific gravity of spirits with a hydrometer; 100 proof was 57.15% ABV (alcohol by volume), and those mentally challenged by decimal points decided that 200 proof would be 100% ABV. If 57.15% were 100 proof, wouldn’t 200 proof be 114.30% alcohol? How can anything be over 100% pure?

PR%F the Magazine

Most distillers replaced proof with ABV on their labels, and the average human sensory is capable of noting differences of roughly 2% in ABV. An error of 14.3% ABV? Proof is obviously not a usable scale of measurement to discuss degrees of human sensory detection.

The accepted Goldilocks (not too hot, not too cold) version of alcohol content for distillation to be called spirit is 40% ABV but is not specifically regulated and is more generally accepted. Most drinkers need help understanding what ABV actually represents.

the science of spirits

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Here is a guide.

The spirit can be 60 to 80% ABV directly from a pot still. Column stills can produce as much as 95% ABV spirits (vodkas, for example).

BARREL ENTRY PROOF is the alcohol content at which distilled spirits are placed into barrels for aging. The distiller may choose barrel entry proof and “proof up” their spirit by adding alcohol or “proof down” by adding water to reach the desired ABV. • Low End (110 Proof / 55% ABV): Some opt for lower proof for slower aging or to produce lower ABV when bottled.

• Middle Range (around 115-120 Proof / 57.5-60% ABV): A choice that allows for good interaction between the spirit and the wood, leading to a better-balanced spirit.

• High End (125 Proof / 62.5% ABV): This can lead to a faster aging process, as the higher alcohol content extracts flavors from the wood more quickly. It may result in a more robust and intense spirit.

CASK STRENGTH and FULL PROOF for aged spirits both refer to bottling directly from the barrel with no changes or alterations to ABV. Clear spirits such as unaged white dog whiskey, gin, and vodka can be bottled as Full Proof. A few people mistakenly believe that cask strength is the same as barrel entry. This is not true; barrel exit ABV is seldom the same as barrel entry ABV.

PR%F the Magazine

AGE STATEMENTS: Inform consumers of the minimum time the spirit has been aged.

Common age statements: • Single Age Statement: The youngest spirit in the bottle. If a blend of five years and 10 years, the label might say "Aged 5 Years."

• Minimum Age Statement: This statement specifies a minimum age but may also contain older components. If "Aged at Least three Years," the youngest spirit is three years old, but there may be older ones.

• Blended Age Statement: The label indicates youngest, like "Blended Scotch Whisky Aged 12 Years yet the youngest is 12 years.

• Vintage Statements: The year the spirit was distilled or bottled. "Vintage 1995" means produced in 1995.

• No Age Statement (NAS): Some opt for "No Age Statement" (NAS).

• Matured For/Finished In: States maturation age or cask finish, "Matured for two years, finished in sherry casks."

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the science of spirits

What Does It Matter?

Try this. Add enough alcohol (95% Everclear works) to your favorite 40%ABV spirit ($50 bottle) to make it 53% alcohol.

Starting with one ounce of 40% My Old Fave, add .31 ounces of 95% methanol ($3 bottle) to get a 53% alcohol spirit. Taste it next to a similar style 53% ($110 bottle) with cask strength designation, let someone blind you, and include your favorite 40%.

Did you get them right three times when someone else chose a tasting order? The reverse can be done by watering down a cask to strengthen the spirit. I will leave the math to you. Also, age may be rarer, but bad stuff happens quickly as barrels age.

Motivations of the average spirits drinker: Most are searching for better, best, rarest, and oldest and some want most expensive to flaunt the price tag. Most believe older is better, and higher ABV or cask strength is better, or higher price is better. Their value system revolves around ABV and age statements. This shallow approach has nothing to do with spirits quality. Get serious.

the science of spirits

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Know Things: Stop drinking out of glassware that shoves ethanol up your nose (ethanol is a pungent, distracting anesthetic which numbs the ORNs (olfactory receptor neurons) and prevents your nose from picking up all the subtle aromas. The only reason to drink from tulips is to be like everyone else. It’s the fraternal ID and recognition badge. Knowledge is key; depending on high ABV, and by not cultivating personal taste, you will always be a label buyer. You could be playing one-upsmanship, endlessly posting bottle pics you “scored,” buying only what others recommend, and continually using “smooth” as your only descriptor. You can plop that Blanton’s

PR%F the Magazine

down at the register with the machoswagger-half-grin and desperately trying to gain approval among peers as a “knowledgeable whiskey drinker” without ever once daring to voice an opinion, fearing discovery as a wannabee/poser.

Be Tyrion Lannister. Learn and know things; it improves the experience and empowers you to make better decisions.

What everyone else does matters not, what serves you best is the noble quest for knowledge.

THE NEXT CENTURY AWARD COULD BELONG TO YOU. ENTER NOW! www.proofawards.com

THE ULTIMATE SPIRITS, WINE & BEVERAGE RATING CONTEST THANK YOU TO OUR PARTNERS:

What Our Winners

have to say...

Bénédicte Hardy Brand Embassador Hardy Cognac hardycognac.fr

“Winning the perfect score Century Award and Best of Show in 2020 - in the middle of COVID was like a breath of fresh air. PR%F Awards opened big doors that were once closed for Hardy like providing an introduction for Hardy Legend 1863 to be on the shelves of Delta Airlines Delta SkyClub lounges. It was such an opportunity for our brand! ”

PR%F MEDALS Best of Show

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vecala: the new spirits of mexico

the new spirits of mexico

Most astronomers could wait a lifetime to witness a new star being born.

The same is true for those who search the known limits of the spirits industry, hoping to find the next big idea that will light up the global marketplace.

But this extraordinary phenomenon is happening right now in Las Vegas and Mexico. They call this new star Vecala.

vecala: the new spirits of mexico

Vecala is a new spirits company based in Las Vegas that provides a full spectrum of tequilas, rums, mezcals, cremas, vodkas, gins, whiskeys and ready-to-drink cocktails. While many companies are relegated to a single spirit offering, the stars aligned and Vecala was granted the opportunity to bring each of these to market simultaneously. If that’s not ambitious enough, all of these spirits will be created and distilled in Mexico, using locally sourced ingredients originating from the distinctive soils of Jalisco.

Vecala was born from the bold vision of company CEO Jack Haga. A tequila connoisseur and avid collector, Haga was determined to disrupt the common notion of tequila as merely a shot or cocktail spirit involving salt affixed to the rim. He knew premium tequilas could be sipped, savored and appreciated along the line of fine whiskies.

Knowing the bloodlines and brilliance of brands like Pappy Van Winkle and McCallan, he figured why can’t the same be done with tequila?.

Haga also wanted to introduce a whole new generation of consumers to premium quality tequilas, dispelling a preconceived notion so many previously held. That vision expanded to

include a full line of blanco, reposado, añejo, extra añejo and cristalino tequilas that would deliver a premium experience regardless of their price. Everyone should be able to enjoy and afford this elevated experience.

“I want Vecala to capture the true spirit of a new generation of consumers who value authentic, high quality products and experiences,” Haga said. “I want to capture their energy and passion and culture. I respect tradition, but Vecala is all about the future. And they are the future” Haga’s vision and passion powered him through years of thinking, rethinking, planning, rethinking and planning again. His background in mergers and acquisitions helped in crunching the numbers and attracting investors.

A critical mass had been reached and it was time to bring in some of the industry’s best talent to create Vecala’s exceptional products and construct a world-class spirits brand.

“Dream big, right?” Haga said. “It’s a shootfor-the-stars-or don’t-shoot-at-all kind of thing.”

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vecala: the new spirits of mexico

bringing the

Vision to Life

If you’re going to shoot for the stars, you’ll need an experienced advisor who can help you on the voyage and deliver you at your destination. Haga reached out to James Hubert, a veteran spirits industry and marketing expert. His experience and foresight in the industry were ideal for this undertaking.

“I liked Jack’s unique plan for Vecala’s tequila line and his Spirits of Mexico strategy,“ Hubert said. “Tequila is the fastest growing spirits category worldwide and 90% of the tequila market is in the U.S. There’s significant global demand for all types of tequila products and there’s a big opportunity for ‘premiumization.’

“Vecala’s relationship with a major Mexican distiller gives it access to an almost limitless production capacity,” Haga added. “So, we’ll be able to launch our tequila brand in the states and begin serving key international markets. We’re just getting started and we already have buyers in South Korea, Australia, the EU and Canada who are committed to Vecala.”

Haga said much of the current demand is for a general market brand that over-delivers on quality for the price. He believes Vecala’s Blanco, Reposado, Añejo, Extra Añejo and Cristalino tequilas are right on target.

vecala: the new spirits of mexico

“We held an informal blind tasting for a select group of true tequila aficionados,” he explained. “They sampled several very good, very expensive tequilas from some of the top distillers in the business. Then they tried Vecala Blanco, which is our lowest-priced tequila. Every one of them preferred our Blanco. So, we’re confident our full line will deliver exceptional quality and value for casual drinkers and connoisseurs alike.”

According to Hubert, the overall tequila market is maturing. Consumer’s are outgrowing tequila shooters and turning to sipping and savoring for a richer, more nuanced experience that appeals to more discerning palates, much

like today’s bourbon category experience.

Consumers are also becoming more interested in discovering the history and lore of tequila, as well as individual distillers and the stories behind their brands.

“Consumers are searching for premium products and authentic branding, and they’re willing to pay for them,” Hubert said.

“Especially Gen Z. They have a thirst for the discovery, the experience and they definitely don’t want the brands their parents drink. Their demand for peak personal experiences is the driving force behind Vecala’s ultra-premium 34 BRIX program.”

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vecala: the new spirits of mexico

TEQUILA EXTRA AÑEJO

TEQUILA REPOSADO

TEQUILA AÑEJO CRISTALINO

DOUBLE GOLD

DOUBLE GOLD

GOLD

AÑEJO RUM

TEQUILA AÑEJO

MEZCAL ENSEMBLE

TROPICAL VODKA

GOLD

GOLD

GOLD

GOLD

BLANCO RUM

SPICED RUM

EXTRA AÑEJO RUM

TEQUILA BLANCO

SILVER

SILVER

BRONZE

BRONZE

VECALA SPIRITS WON SEVERAL 2023 PR%F AWARDS IN THE MASKED DOUBLE BLIND TASTING CATEGORY

“We’re proud of what we were able to accomplish in our first major spirits competition. It has inspired us to keep challenging ourselves, improving our products and continue striving to win a PR%F Century Award for every Vecala spirit. We thank PR%F for this opportunity to show our potential.” – Jack Haga, CEO Vecala.

vecala: the new spirits of mexico

creating the

Ultimate Tequila

To say Vecala is obsessed with the quality and authenticity of what’s in their bottles is a cosmic understatement. All Vecala tequilas are made from 100% Blue Weber Agave grown in the highlands and valleys of Jalisco, Mexico.

They combine agaves harvested from different elevations to create a perfect balance of earth minerals, sweetness and natural terpenes. This creates unique flavor profiles other distillers can’t duplicate.

Vecala takes this obsession to a whole, new level with their exclusive 34 BRIX tequila brand, the only aged tequila program in the U.S. Brix is a salutation to the measurement of sweetness contained in the agave, and 34 brix is considered the ideal sweetness used to create Vecala’s ultimate tequila.

“We’re identifying parcels in select agave fields that only produce piñas that have this precise amount of sweetness,” Haga said. “We have a proprietary formulation and a proprietary aging process that even specifies the kind of wood used for the barrels, the thickness of the staves and when they’re turned.

“This incredible craftsmanship will produce a program of distinctive eight-, 12- and 15-yearold tequilas that we believe will be among the finest and rarest in the world.”

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vecala: the new spirits of mexico

creating the ultimate

“Spiritual” Experience Vecala is equally obsessed with making sure every sip is the best it can be. So, when Haga discovered traditional glasses used to serve spirits actually compromise the tasting experience, he decided to turn to NEAT for a solution.

“The shape of almost every spirits glass traps alcohol vapors in the bowl and channels them directly into your nose,” he stated. “Alcohol numbs your scent receptors and interferes with the experience of a spirit’s true aromas and flavors.

You can’t fully appreciate what the distiller has created.”

Haga formed a joint venture with NEAT glassware, who created the Vevasso line focused on highend tequila sipping and cocktail

glassware that forever solved the “numb-nose” problem and changed the way spirits can be enjoyed.

Vevasso glasses are scientifically designed by NEAT to direct vapors away from your nose, over the rim, and out of the glass. According to Haga, NEAT lets you experience the subtleties and character you’ve been missing the entire time.

Vevasso glassware is patented by NEAT and produced in Slovakia from fine crystalline glass. The full line includes stemware specifically designed for neat spirits and a variety of popular cocktails, as well as stemless tasting glasses.

vecala: the new spirits of mexico

More Than Tequila While tequila is Vecala’s initial priority, it’s only one of the new spirits of Mexico the company intends to bring to market.

“It’s always been my belief that for a spirits company to succeed in this ultra-competitive industry, it must participate in multiple categories,” Hubert said. “Vecala plans to offer exceptional rums, mezcals and crème liqueurs, even vodkas, gins, whiskies and RTDs, all produced in Mexico.”

Hubert noted that the potential of Mexican rums has long been overlooked and under appreciated.

He continues to insist that Vecala’s Masterfino line will open eyes and change minds.

“Mexico’s vast array of microclimates are perfect for growing high quality sugarcane,” he said.

“It’s volcanic soil gives the cane lots of different and distinct flavors that are absolutely unique to Mexico.

When you combine this with these mysterious local distilling techniques, you get superb rum with an authentic Mexican character.”

Mexican tequilas, rums and mezcals seem like a natural fit for Vecala. But whiskey and gin? Can an exceptional vodka really come from Mexico?

Haga ‘s team is ready to prove everything is possible when you’re shooting for the stars.

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LONG LIVE THE

BUFFET.

What Our Winners

have to say...

Juan Morales Esquer Founder Despacio Mezcal despaciomezcal.com

PR%F MEDALS

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

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specialty food association 48th winter fancy food show

Specialty Food Association 48th Winter Fancy Food Show 1,200 Global Exhibitors highlight the food and beverage industry.

By Debbie Hall Photo of champagne flute by Mgg Vitchakorn Photo of a champagne bowl by Mgg Vitchakorn Photos courtesy of Specialty Food Association and Debbie Hall

PR%F Awards explored spirits, wines, and bar condiments while attending The Specialty Food Association’s 48th Winter Fancy Food Show. Thousands of artisanal products from more than 1,200 domestic and global specialty food and beverage makers and manufacturers were showcased. Hundreds of exhibitors highlighted different cocktail mixes, garnishes, coffee, water, beverages, packaging, and distillers.

Wild Hibiscus Flowers (www.wildhibiscus.com) offers retail and restaurant-size jars. Flowers and Lotus Root slices are perfect for garnishing cocktails. Gin Spiced Pickle with Thai chili for heat creates a savory lotus with Hibiscus. Gel Shotz (www.gelshotz.com) created cocktailflavored gelatin specially formulated to blend with spirits or cold water for a virgin, non-alcoholic treat. Eric's Nopales (ericsnopales.com), a gourmet pickled cactus company, showcased its new line of shelf-stable pickled prickly pear cactus pads. Flavors include Garlic & Dill, Tuscan Herb, Heat Wave, Taco Truck, and Chili Ginger.

The Specialty Food Association (SFA) is a not-for-profit, membership-based trade association founded in 1952 that currently represents 3,500+ businesses. For more info, visit specialtyfood.com and follow on Facebook and Instagram @ SpecialtyFoodAssociation, X (formerly Twitter) @ Specialty_Food and YouTube @ NASFT.

specialty food association 48th winter fancy food show

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Always

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

Proud sponsor of

What Our Winners

have to say...

Adam von Gootkin

Co-Founder/CEO Highclere Castle Gin HighclereCastleGin.com

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

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

PR%F MEDALS

FRIENDLY COMPETITION: THE COCKTAILS OF KANSAS CITY VS. SAN FRANCISCO

hen it comes to iconic events, few spectacles received more attention than the big game. Celebrating the passion and discernment of one community and region against another for ultimate bragging rights sounds like a bar game. Let’s explore the cocktail cultures corresponding to the teams competing this year for football’s biggest bragging rights.

W

San Francisco is one of the GREAT cocktail cities in the world. Just say the name, and immediately, almost reflexively, people utter Irish Coffee.

Others will name Tommy’s Margarita, and others will still say visiting Elixir is necessary. Who can compete with this?

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

While lining up across the bar from San Francisco seems daunting, Kansas City is this year’s worthy opponent and offers a historic and utterly delightful discovery, The Horsefeather.

THE HALL OF FAMERS VS. THE MVP

WITH THE HELP OF THE EXPERTS, LET’S DISCUSS THE DEFINING RECIPES FOR EACH.

friendly competition

SAN FRANCISCO:

IRISH COFFEE

The Cocktail Hall of Fame should include the Irish Coffee cocktail, a beloved and iconic drink that combines the richness of coffee, the smoothness of Irish whiskey, the sweetness of brown sugar, and the creaminess of whipped cream.

The Irish Coffee cocktail can be traced back to Ireland in the early 20th century.

It is said that this delightful drink was created collaboratively by a group of individuals, including a chef, a bartender, and an airport manager. The purpose was to create a warm and welcoming drink for travelers arriving at the Foynes Airbase in County Limerick, Ireland.

During the 1940s, Foynes Airbase was an important hub for transatlantic flights, serving as a refueling stop for planes traveling between Europe and North America. Passengers often faced long and cold journeys, and the airport staff wanted to offer them a comforting beverage upon arrival. The team experimented with various combinations and eventually settled on the perfect blend of coffee, whiskey, sugar, and cream, giving birth to the Irish Coffee cocktail.

While the Irish Coffee cocktail was created in Ireland, the Buena Vista in San Francisco played a crucial role in perfecting and popularizing the drink. In the early 1950s, Jack Koeppler, the owner of the Buena Vista, and Stanton Delaplane, a travel writer, embarked on a mission to recreate the Irish Coffee cocktail they had enjoyed in Ireland.

After numerous failed attempts, Koeppler and Delaplane sought the assistance of Joe

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Irish Coffee at The Buena Vista: Photo by Sarah Power

Sheridan, the original creator of the Irish Coffee cocktail in Ireland. Sheridan shared his recipe and technique, which involved using specific ingredients and layering the cream on top of the coffee and whiskey mixture. The Buena Vista team finally achieved the perfect Irish Coffee cocktail with Sheridan's guidance.

Today, the Buena Vista continues to serve Irish Coffee cocktails to locals and travelers, maintaining its reputation as the go-to place for this classic drink.

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friendly competition

century. The Daisy typically consisted of a base spirit, citrus juice, and a sweetener. It is believed that the Margarita evolved from the Daisy by substituting tequila as the base spirit.

While the Margarita cocktail may have originated in Mexico, Tommy's Mexican Restaurant in San Francisco played a crucial role in perfecting and popularizing the drink. Julio Bermejo, the son of Tommy's founder, Tommy Bermejo, took over the family business in the late 1960s and dedicated himself to creating the perfect Margarita.

Margarita: Photo by Kike Salazar N

SAN FRANCISCO:

MARGARITA

The Margarita cocktail is a classic and refreshing drink that combines the tanginess of lime, the sweetness of orange liqueur, and the smoothness of tequila. While the exact origins of the Margarita cocktail are debated, one of the most persistent and popular origin stories suggests that the Margarita was invented in the late 1930s or early 1940s by Carlos "Danny" Herrera, a bartender in Tijuana, Mexico. It is said that Herrera created the cocktail for a customer allergic to all spirits except tequila but found it too harsh to drink straight. Herrera combined tequila, lime juice, and a touch of orange liqueur, creating the first Margarita.

Another theory suggests that the Margarita was a variation of a popular cocktail called the Daisy, popular in the United States during the early 20th

At Tommy's, Julio Bermejo focused on using high-quality ingredients and a simplified recipe to showcase the flavors of tequila and lime. He replaced the traditional orange liqueur with agave nectar, a natural sweetener derived from the same plant used to make tequila. This substitution allowed the tequila's unique characteristics to shine through, resulting in a balanced and flavorful Margarita. Today, Tommy's is renowned as one of the best places to enjoy an authentic and expertly crafted Margarita.

While Tommy's continues to be synonymous with the Margarita in San Francisco, another historic establishment, Elixir, has also made its mark on the city's Margarita scene. Elixir, located in the Mission District, has a rich history dating back to 1858, making it one of the oldest bars in San Francisco.

Elixir's Margarita is crafted by the legendary H. Joseph Ehrmann founded Fresh Victor and is one of the world’s leading proponents of the importance of fresh juices in cocktails.

The bartenders at Elixir exclusively use fresh lime juice, high-quality tequila, and a touch of orange liqueur to create a classic and exceptional Margarita. The bar's historic legacy and commitment to excellence have earned it a reputation as one of the best places to enjoy a Margarita in San Francisco.

friendly competition

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Horsefeather Cocktail: Photo by The Matter of Food

KANSAS CITY:

HORSEFEATHER COCKTAIL

The Horsefeather cocktail is a lesser-known classic and flavorful drink that combines ginger beer's spiciness, bourbon's richness, and citrus's tanginess. Its exact origins are linked to Lawrence, Kansas, and Kansas City and can be traced back to the mid-20th century. During this time, a talented bartender named Joseph "Joe" Taylor invented the cocktail.

Allegedly inspired by an abundance of ginger and the popularity of bourbon in Kansas City, Taylor experimented with different combinations until he found the perfect balance of ingredients.

He combined ginger beer's spiciness, bourbon's smoothness, and a hint of citrus to create what would later become known as the Horsefeather cocktail.

Like many North American cities, Kansas City, Missouri, developed a modern, vibrant cocktail scene and appreciation for quality libations,

PR%F the Magazine

providing the ideal environment for the drink to flourish. Bartenders in Kansas City embraced the Horsefeather and began experimenting with variations, adding their own twists to the classic recipe.

One establishment that played a significant role in perfecting the Horsefeather cocktail was the world-famous J. Rieger & Co. distillery.

Known for its exceptional spirits, J. Rieger & Co. incorporated the Horsefeather cocktail into its repertoire, showcasing the versatility and depth of its bourbon.

The Horsefeather cocktail quickly gained popularity in Kansas City and became a staple in the city's cocktail culture. Its unique combination of flavors, with ginger beer's spiciness complementing bourbon's richness, appealed to both cocktail enthusiasts and casual drinkers. The Horsefeather's popularity spread beyond Kansas City, captivating cocktail lovers nationwide.

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friendly competition

The match-up between two San Francisco Hall of Fame cocktails versus the Kansas City MVP might appear out of balance.

The only way to determine the G.O.A.T. is to taste each of these definitive recipes with your friends and declare who is the champion.

Try the recipes for each cocktail, and PR&F strongly suggests trying one of the 2023 PR%F Award Double Gold Winning and 100 Point Century Award-winning spirits in these recipes.

• • • • • • • • • • • • • • • • • • • • • • • • • •

C-------- Bundaberg Ginger Beer C-------- Middle West Spirits Sherry Finished Bourbon C-------- RD1 Spirits Kentucky Straight Bourbon Whiskey (Brazilian Amburana Wood Finish & Oak and Maple Barrels Finished) C-------- Three Chord Small Batch Blended Bourbon C-------- Emyla Tequila Añejo C-------- Mundo de Oro Tequila Extra Añejo C-------- El Cristiano Tequila Extra Añejo C-------- 1800 Tequila (Añejo & Cristalino) DG----- 1800 Tequila (Blanco & Milenio) DG----- El Cristiano Tequila (Reposado & Extra Reposado) DG----- Mundo de Oro Tequila (Reposado & Añejo) DG----- Keeper's Heart Whiskey Irish + American DG----- Keeper's Heart Whiskey Irish + Bourbon DG----- Bradshaw Bourbon DG----- Killington Distillery Maple Cask Bourbon DG----- Middle West Spirits Michelone Reserve Bourbon DG----- Three Chord Strange Collaboration Straight Bourbon DG----- Willie's Bighorn Bourbon DG----- Flecha Azul Tequila (Cristiano & Blanco) DG----- Los Hermanos 1978 Tequila (Blanco & Reposado) DG----- Poder de la Tierra (Añejo & Reposado) DG----- Reserva Huizar Tequila (Añejo, Reposado & Plata) DG----- Anteel tequila Reposado DG----- Snow Tequila Cristalino Reposado DG----- Volando Tequila (Reposado & Blanco) DG----- 22 Salute™ Southern Pecan Coffee

Photo by Kelsey Chance

friendly competition

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Photo by John Arano

THE MARGARITA COCKTAIL Ingredients: • 2 ounces tequila (100% agave) • 1 ounce fresh lime juice • 1 ounce orange liqueur (such as Cointreau or Grand Marnier) • Salt (for rimming the glass) • Lime wedge (for garnish) Instructions: 1. Rim a margarita glass with salt by moistening the rim with a lime wedge and dipping it into a plate of salt.

2. Combine tequila, lime juice, and orange liqueur with ice in a shaker.

3. Shake well to chill the ingredients and combine the flavors.

4. Strain the mixture into the salt-rimmed glass filled with ice.

5. Garnish with a lime wedge.

6. Serve and enjoy!

THE HORSEFEATHER COCKTAIL

a.k.a. The Kansas City Horsefeather Ingredients: • 2 ounces bourbon • 4 ounces ginger beer • ½ ounce fresh lemon juice • Angostura bitters (optional) • Lemon twist (for garnish)

Instructions: 1. Fill a highball glass with ice.

2. Add the bourbon and fresh lemon juice to the glass.

3. Stir gently to combine the ingredients.

4. Top with ginger beer, leaving a little room at the top.

5. If desired, add a few dashes of Angostura bitters for an extra layer of flavor.

6. Garnish with a lemon twist.

7. Serve and enjoy!

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ORIGINAL IRISH COFFEE COCKTAIL Ingredients: • 1 ½ ounce Irish whiskey • 1 tsp brown sugar • 6 ounces hot brewed coffee • Heavy cream (lightly whipped) Instructions: 1. Preheat a rocks glass by filling it with hot water, then discard the water.

2. Add the brown sugar to the preheated glass.

3. Pour the hot brewed coffee into the glass and stir until the sugar dissolves.

4. Add the Irish whiskey and stir gently.

5. Carefully pour the lightly whipped heavy cream over the back of a spoon to create a layer on top of the coffee and whiskey mixture.

6. Serve immediately and enjoy!

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PR%F AWARDS CALLING ALL WOMEN-OWNED BRANDS! ENTER NOW YOUR WOMEN-OWNED SPIRITS, WINE OR BEVERAGE BRAND TO RECEIVE A COMMENDATION MEDAL AUTOMATICALLY WITH EACH ENTRANT • •

All of our judges are beverage buyers from across the US Enter one time, get into 2 competitions: PR%F Awards Masked & PR%F Awards Unmasked

ENTER NOW! www.proofawards.com THANK YOU TO OUR PARTNERS:

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the team

Bourbon With a Purpose™

22 Salute™ Spirits and Coffee celebrates Bourbon With a Purpose™

By Debbie Hall Photos courtesy of 22 Salute

bourbon with a purpose™

“We’re American Made for your American Dream.”

22 Salute™ Spirits and Coffee values Veteran and First Responders, so every purchase of a 22 Salute™ product helps toward saving a life.

At the 2023 PR%F Awards, 22 Salute™ Spirits and Coffee extended their winning streak, securing both Silver and Double Gold awards (Masked Double Blind Tasting and Total Package) for their FigVanilla Bourbon, two Silver Awards for 22 Salute™ Vodka, and a Double Gold award for the Southern Pecan Coffee. This follows their successful 2022 debut, where 22 Salute™ Vodka earned two Silver Awards for Masked Double Blind Tasting and Total Package at the PR&F Awards.

“We were so ecstatic to win again this year,” says Eric Ranks, CEO of 22 Salute™ Spirits and Coffee.

“We entered all three of our products, and all three won awards. We entered for the first time last year and were very proud of our first awards. The PR%F Awards is an esteemed competition, and we are honored to win these awards and showcase them with marketing. We look forward to upcoming competitions.”

22 Salute™ Fig-Vanilla Bourbon With a Purpose™ is the newest product offered by the company.

“We decided on bourbon because most people are either bourbon drinkers or vodka drinkers. While there is some crossover, it taps two sides of the market.”

22 Salute™ Fig-Vanilla Bourbon With a Purpose™ is handcrafted as a limited edition artisan bourbon in small batches. This unique blend of bourbon whiskey is infused with the natural sweetness

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bourbon with a purpose™

extracted from the highest quality of mission figs and Madagascar vanilla beans, bringing out all-natural flavoring.

This exceptional bourbon, crafted without the addition of sugar, highlights the perfect balance between the traditional character of bourbon and the delightful sweetness of figs and vanilla, resulting in a truly unforgettable drinking experience.

“As far as we can tell, it is the only fig vanilla bourbon on the market,” says Eric. “When you are fighting for shelf space, it is really important to offer something unique. We developed this bourbon so that it didn’t compete with any other products on the shelf. We also plan to incorporate this uniqueness with other products we will launch.”

22 Salute™ donates a portion of its profits to The Veterans Connection™ (TVC), a 501(c)3 nonprofit focused on Veteran and First Responder mental health and suicide prevention. Eric takes great pride in being among the first companies to add resources and suicide crisis hotlines. He also attends many events for veterans; in the military, bourbon is usually the most requested whiskey.

“We started this with the bourbon and are now revising the labels on all our products, adding the suicide crisis line on the back of our bottles and coffees. We are also adding it to our coldbrew coffee vodka, which will be launched later this year. We hope other brands copy our message.”

22 Salute™ Vodka is a Double Gold Medalwinning vodka handcrafted in America using locally sourced natural ingredients. It is filtered more than 22 times for smoothness as well as in remembrance of the 22 Veteran lives lost on average per day. Its vodka comes in uniquely designed 1-liter bottles to share 1.5-ounce Salute Shots'™ with 22 friends. 22 Salute™ donates directly to Veteran and First Responder Communities for every bottle sold.

Mental health challenges like Post Traumatic Stress Disorder (PTSD), depression, and anxiety are major concerns for Veterans and first responders. The goal of TVC is to offer these heroes comprehensive support, including resources for mental health care, PTSD treatment, and suicide prevention. Through a four-phase holistic approach, TVC is dedicated to facilitating their reintegration into society and enhancing their overall quality of life. This includes:

CONNECT to help find meaningful

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

EMPOWER helps to meet basic needs like

food, housing, transportation, and childcare to minimize excessive distress.

ALIGN helps to access vetted alternative

healing solutions that develop and maintain a healthy mind, body, and spirit.

Veterans and First Responders have served all of us with courage, honor, and sacrifice. For more info, visit 22salute.com, follow on Facebook, Instagram, Twitter @ 22salutebevco

22 Salute™ Fig-Vanilla Bourbon With a Purpose™ • Small Batch, Handcrafted Bourbon • Handcrafted Artisan Spirits By A Woman & Veteran Owned Distillery • 80 Proof/ 40% Alcohol By Vol. • Made From All Natural Ingredients

THRIVE provides access to programs

that can help toward career, vocational, and financial growth.

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

“I grew up as a military dependent, and my dad was a clinical neurological psychologist in the Air Force, so Veteran mental health was a big topic since that was his focus,” explains Eric. “I started actively working toward helping veterans because I had friends who returned from Iraq and Afghanistan suffering from PTSD and were not getting the help they needed.”

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22 Salute™ Vodka With a Purpose™ • 80 Proof/ 40% Alcohol By Vol. • Uniquely Designed Bottles To Share Salute Shots™ With 22 Friends • Charcoal Filtered Over 22 Times For Smoothness • Gluten-Free - Distilled From Corn • Made From All Natural Ingredients

distillery of the year: old smoky tennessee distillery

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Ole Smoky Distillery Earns Coveted Distillery of the Year in 2023 PR%F Awards Ole Smoky Distillery has been honored as Distillery of the Year in the 2023 PR%F Awards, one of the most sought-after awards in the annual competition.

The coveted Distillery of the Year award is determined by the collective scores of each entered product, considering its originality, consistency, flavor diversity, taste components, and packaging. All judges are beverage buyers from across the United States, including Delta Sky Club and Delta Airlines, Liquor World, and Walmart's national spirits buyer.

In addition to Distillery of the Year, Ole Smoky has been awarded the Double Gold distinction for the Peanut Butter Whiskey, Moonshine Pickles, and Banana Pudding Cream Moonshine, as well as the Century distinction for the Butter Pecan Cream Moonshine, indicating a perfect 100-point score. After each product is tasted blind, judges taste the product again while reviewing the product’s packaging, design, and brand story. The 2023 PR%F award winners are showcased in the January 2024 issue of PR%F the Magazine.

in the world is the leading craft distiller in the U.S. and top seller of moonshine. Each year, Ole Smoky continues to stay at the forefront of the spirits industry by introducing innovative, unique, delicious new products showcased in its four distilleries like Pink Lemonade Moonshine, Snickerdoodle Cream Moonshine, Chocolate Peanut Butter Cream Moonshine and Moonshine Mandarins in 2023. In addition to product innovation and quality, Ole Smoky attributes much of its success to the lively atmosphere. These employees serve great hospitality and exciting events at the distilleries.

With live music and the authentic moonshine stills at work, visitors can immerse themselves in the distilling process while sampling various Ole Smoky Moonshine and Whiskey flavors that aren’t always available online or in package stores.

"Receiving PR%F the Magazine’s Distillery of the Year Award is a true testament to the passion, dedication, and relentless pursuit of excellence from the Ole Smoky team,” said Robert Hall, CEO of Ole Smoky Distillery.

“Our team works hard to ensure every product we develop and produce is of the highest quality, so this recognition is not just an accolade but a celebration of the innovation and spirit that defines our brand and delicious products.”

Ole Smoky is the leading distiller of premium moonshine in the world, the leading craft distiller in the U.S., and the first federally licensed distillery in the history of East Tennessee. Ole Smoky, founded in 2010, is traced to the Smoky Mountains' earliest settlers, families who produced moonshine with enduring pride and Appalachian spirit. Ole Smoky has been recognized on the Inc. 5000 List of the fastest-growing private companies in America for four consecutive years (2020, 2021, 2022, and 2023). Ole Smoky’s 25 creative moonshine flavors and 17 inventive whiskey flavors can be found in all 50 states, 20 countries and at the company's four famed distilleries in Tennessee: The Holler and The Barrelhouse in Gatlinburg, The Barn in Pigeon Forge, and 6th & Peabody in Nashville.

Ole Smoky, one of the nation’s fastest-growing spirits companies and the most visited distillery

For more information, visit olesmoky.com and follow Ole Smoky on social media @olesmoky.

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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

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2023 PR%F Awards Shines in 5th Year

2023 THE

T

FIFTH

Photos by Isabel M. Castro and Michele Tell

he 2023 PR%F Awards Spirits, Wine & Beverage competition was held in Las Vegas on November 8 and 9. The celebration of its fifth year was held with its newest partner, Palms Casino Resort, with its diverse mix of bars and restaurants and reputation in the hospitality industry.

More than 70 judges (spirit/wine experts) who are all beverage buyers assembled in a private tasting competition rating more than 500 spirits and wines that have elected to participate in the rating competition. This unique competition hosted two very distinct separate competitions - PR%F Awards-Masked, The Double-Blind Tasting and PR%F Awards-Unmasked, The Total Package.

What Our Winners

have to say...

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

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

PR%F MEDALS