PR%F the Magazine March 2024

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

Isabel

Contributors: Contributing Photographers:

Andra C. Taylor,

Melissa Reese Photography

Michele Tell

Alyssa White, Poiema

Debbie Hall Kaare Iverson

FROM THE EXECUTIVE DIRECTOR

Dear Readers,

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

Our cover story is the PR%F Award-winning Old Hickory, continuing the rich history of spirits featuring two distinct whiskey lines. Old Hickory Hermitage Reserve 10-Year-Old Barrel Proof Whiskey was awarded the 2023 PR%F Awards Gold Medal for Masked Double Blind Tasting and the 2023 PR%F Awards Gold Medal for Unmasked Total Package Design Distinction.

There’s much to say with excitement this year for the upcoming 2024 PR%F Awards 2024 and PR%F the Magazine. In this edition, you will see a sneak peek of the hoopla of the Big Game in Las Vegas and how many brand owners (legends in NFL and other sports) took on Las Vegas like a storm. Enjoy the pictorials!

For the second year in a row, PR%F Awards will be held at the prestigious and always vibrant Palms Casino Resort on Dec. 4-5 for a private two-day tasting and rating competition with our judges—all beverage buyers—from across the United States. We will welcome buyers from Walmart®, Delta SkyClub®, Delta Airlines, Liquor World, Specs Online, distributors, liquor stores, restaurants, bars, nightclubs, casinos, cruise ships, and over 100 more.

Congratulations to our fabulous 2023 medal winners. Visit www.proofawards.com to see them all.

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 shout out loud to 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. You Won. Let the world know. Visit c4grafx.com/shop-proofawards/ to buy merch and swag.

PR%F Awards portal for registration is now open at proofawards.com. Enter your brand by March 31 and receive two complimentary NEAT Glasses, the official tasting glass of PR%F Awards (For more info, visit theneatglass.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. We are adding categories to the upcoming PR%F Awards to include more CBD and THC-infused beverage opportunities.

Thank you, gratitude, and cheers!

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

•All

Food & Beverage Magazine Guide to Restaurant Success

Even 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.

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

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.

Photo courtesy of Wiley

A Milestone in Spirits and Cannabis

Smoke and Mirrors

consumption lounge opens in Las Vegas

By Debbie Hall Photos courtesy of Smoke and Mirrors

Recreational cannabis was legalized in Nevada in 2016, and with its solid hospitality base, many watched the development of consumption lounges since imbibing cannabis must be consumed in a private residence. Many questions about what could be o ered, including spirits and wines at these establishments, needed to be answered.

Smoke and Mirrors, located in the rive Cannabis Marketplace near the Las Vegas Strip, is the first state-regulated cannabis cocktail lounge in Nevada. is dispensary was the first in the state to be approved by the Nevada Cannabis Compliance Board to operate a consumption lounge. Smoke and Mirrors opened its doors to the public at 4:20 p.m. on Feb. 23, o ering a wide

range of premium expertly cra ed infused mocktails with cannabis strains and a unique social atmosphere.

Its cocktail menu includes: Higher Ground is a green tea Highball made with Sobreo Tuscan juniper, agave nectar, green tea, ginger beer, and raspberries garnished with lemon wedges and rosemary sprig leaves.

Ernest Hemingway’s love of daiquiris inspires e Godfather, which is made with Sobreo Vietnamese anise, strawberry puree, lime juice, pineapple juice, and agave nectar garnished with basil leaves.

Evolve combines the elements of an apple pie with a Hot Toddy, combining Soreo

10 a milestone in spirits and cannabis

Indonesian Cinnamon, apple juice, and vanilla syrup garnished with dehydrated apple and cinnamon sticks.

Mr. Brightside brings back memories of any favorite Las Vegas band-inspired Sobreo Valencia Orange, watermelon juice, and lime juice garnished with Tajin.

As for creating the mocktail menu, “It was a team e ort. We tasted many iterations of non-alcoholic beverages and found Sobreo, so we are very excited to develop our mocktails. We have many amazing mixologists and bartenders in Las Vegas, and we put out the challenge to them. We are also speaking with other alcoholfree and nonalcoholic brands that will become more important to the hospitality industry for cannabis lounges,” says Mitch Bri en, CEO of rive Cannabis Marketplace.

Sobreo was founded to o er great taste and health-conscious choices as a line of ultra-premium mixers. e Sobreo formula of zero sugar and zero alcohol provides a clean, natural, and authentic taste experience. For more info, visit sobreo.com.

Smoke and Mirrors is located within the rive Cannabis Marketplace at 2975 S Sammy Davis Jr. Dr. in Las Vegas. RESET is a Las Vegas-based cannabis hospitality company specializing in providing experiences in the emerging cannabis lounge market. e team comprises experts from the nightlife and hospitality industry, community engagement, government relations, and regulatory a airs.

For more info, visit smokeandmirrorslv.com.

Mr. Brightside Higher Ground Evolve e Godfather

EARLYBIRD GIVEAWAY EARLYBIRD GIVEAWAY EARLYBIRD GIVEAWAY EARLYBIRD GIVEAWAY EARLYBIRD

Leigh Steinberg’s 37th Annual Big Game Party took over the Ahern Hotel in Las Vegas. Guests included Drew Brees, Terrell Owens, Joey Fatone, Rob Riggle, Cedric the Entertainer, Kelly Dodd, Brandon Marshall, Omar Bolden, Nate Hobbs, Tre’von Moehrig-Woodward, Willie Gault, Dr. Oz, Madisyn Shipman, Kasia Kay, Kyle Khou, Ashlee Keating, Jamil Hardwick, Blanco Brown, Chidi Ahanotu, Marquette King, and more.

The party benefited the Special Olympics and featured activations including the 11th Annual Brain Health Summit, Steinberg DeNicola Humanitarian Awards, ICON Hall of Fame, the Player X Experience, a charity poker tournament and more.

THE BIG GAME IN LAS VEGAS

Photo credit by Chelsea Lauren / Shutterstock

wine and spirits wholesalers of america

COGNAC CELLAR MASTER

FRANÇOIS THIBAULT JOINS LUXURY FRENCH

ARMAGNAC BRAND

CARDINAL DU FOUR

Cardinal du Four (CdF), 21 Rébellion, the award-winning, additive-free Armagnac and the modern connoisseur’s answer to Cognac, announced that François Thibault had joined the Cardinal du Four Armagnac company. The renowned distiller/ master blender of cognac and creator of Grey Goose Vodka recipe is joining as co-founder and master blender.

François and CdF founder and president Christophe Namer, long-time friends, bond over their shared French epicurean passions, delving into discussions

on gastronomy, wines, and spirits.

Driven by the same passion and product excellence, they took on the challenge of creating an exceptional new Armagnac blend. It is an opportunity for François to use all his savoir-faire to tailor-make this spirit from the French region of Armagnac, where the terroirs and traditions have for centuries expressed a style that is as unique as it is rare.

With his exceptional reputation in the spirits industry, François brings his unparalleled expertise and passion to Armagnac. As he embarks on this new chapter in his illustrious career, he continues to raise the bar for the spirits industry. Through his unfaltering dedication and profound understanding of his craft, he sets a new standard of excellence, ensuring that future generations will continue to appreciate the remarkable spirits he creates.

“The success of Cardinal du Four, 21 Rébellion is a testament to François’ meticulous craftsmanship, and we’re delighted that he has officially joined the CdF family,” says Christophe. “As a master blender, he will play a pivotal role in shaping the future of our brand while infusing his signature touch

and innovative vision. His unwavering commitment to quality and groundbreaking innovation will elevate our company to new heights.”

“In a relatively short time, Christophe has made his mark in the industry, introducing Cardinal du Four Armagnac to the North American luxury spirits market,” adds François. “I’m pleased to join him in the evolution of the brand, and I look forward to sharing my expertise with both connoisseurs and those who newly discovered Armagnac's distinct charm and appeal.”

With an illustrious career spanning over four decades, François has not only established himself as a

pioneer in the spirit industry but also has numerous accolades, including the distinguished title of Cognac Maître de Chai (Cellar Master), which acknowledges his unrivaled mastery in the art of spirits crafting.

Born and raised in France, his deep appreciation for spirits was fostered through his family roots in the Cognac region. His passion for the art of creating exceptional spirits led him to pursue a formal education in viticulture and oenology, with a particular focus on distillation techniques and flavor profiles.

Recognizing the immense potential of ultra-premium vodka, François embarked on

françois thibault joins luxury french armagnac brand

a groundbreaking endeavor. After years of careful research and experimentation, in 1998, he developed a revolutionary distillation process that combined traditional French techniques with modern innovations. This groundbreaking approach paved the way for creating a truly exceptional vodka named Grey Goose. He then developed a gastronomic vodka for one of the world's greatest and most awarded Michelin-starred Chefs, Alain Ducasse.

CdF stands out in the market, offering a truly extraordinary experience for discerning spirits connoisseurs. With François'

expertise, each bottle of CdF Armagnac considered the oldest brandy in France, will showcase the culmination of centuries-old tradition and modern artistry.

The Cardinal du Four 21 Rébellion Armagnac (CdF) experience begins with its namesake. Named after and inspired by the late Cardinal Vital du Four, a French Theologian and Philosopher, who was a luminary known for his intellect and remarkable discoveries, including documenting the first evidence of distillation in France dating back to 1310 praising the virtues of Armagnac. His texts have been preciously guarded

françois thibault joins luxury french armagnac brand

and remain today at the Vatican Library archive in Rome since the 16th century.

CdF is an enlivened spirit housed in a glass decanter with a red galvanized and lacquered metallic closure shaped like that of a Cardinal’s “mitre” or hat. The beautiful and timeless decanter shape resembles the Cardinal standing as if to say this illuminates the spirit of Cardinal du Four himself.

The meaning of 21 in the Bible is “rebellion” and “sin.” Cardinal du Four is a “rebellion of Armagnac against Cognac” and based on three pillars of inspiration: The Harmony of the Armagnac brandy blend, the Illumination projected onto the Armagnac region of France, and the Wonder associated with this new and timeless decanter.

CdF is a harmonious blend of vintage Armagnacs from 21 to 43 years (30 years average age) and contains no additives such as sugar and caramel. Its natural brilliant amber color has floral aromas of jasmine and iris followed by pastry and spice notes like nutmeg and cardamom intertwined with dried fig, caramelized apples, and toasted wood vanilla flavors. Long lingering and opulent dried finish with cacao beans and salted caramel notes. CdF combines complexity and power with elegance and finesse.

Stay updated with the latest news from CdF by following the brand on social media or visiting cardinaldufour.com follow on Instagram @cardinaldufour.

françois thibault joins luxury french armagnac brand

17

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...

Bénédicte Hardy Brand Embassador

Hardy Cognac hardycognac.fr

“Winning the perfect score Century Award and Best of Show in 2020 - in the middle of COVIDwas 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

WE ASKED ChatGPT 4.0, “Where can this obsession with ethanol lead in 3 to 5 years?”

CHATGPT (UNEDITED):

Granted, AI isn’t intelligent to the point where it can creatively invent or discover the unknown (yet). Still, AI is privy to literally hundreds of thousands of writings and published viewpoints on any subject and quickly assimilates and distills voluminous information. Here is the surprising response, and one can easily recognize that some points are already becoming fact.

The current trend in spirits tasting emphasizes high ethanol content, often facilitated by tulip-shaped glasses that concentrate aromas, including ethanol. This preference can overshadow the appreciation of a spirit's nuanced aromas and flavors, focusing on the intensity of alcohol over its complex character. Such practices can mislead consumers into equating the prominence of alcohol warmth with quality, potentially limiting their ability to discern and appreciate the intricacies of different spirits.

Without industry associations such as ADI, ACSA, and WSWA and substantial brand collectives such as Constellation, Diageo, and ABInBev getting on board the education train, change will take much longer. The wine and beer industries are taking note. Still, the spirits consumers who need it are lost in the ethanol fog of numbed senses, relying on others’ opinions, following the “gurus,” and mistakenly associating higher ethanol, higher price, and smaller

production volume with quality. We can’t be taught if we refuse to learn and continue to let irrational assumptions guide purchasing decisions. We need to drink and know things.

George F Manska CR&D, Arsilica, Inc.

A spectacular prelude to Big Game Sunday

The gathering of football legends and renowned sportscaster

Sage Steele creates an unforgettable experience

PR%F Awards attended the Culinary Kickoff the week of the Big Game in Las Vegas. Michele Tell, Executive Director of the PR%F Awards, met Marcus Allen, Charles Woodson Warren Moon, and the PR%F Awards 100-point winner with his Pinot Noir, Greg Vaughan. Also in attendance was PR%F Awards judge Michael Giambrone, spinning his famous mixology cocktails

The star-studded event, held at Keep Memory Alive Event Center in Las Vegas, was graced by the presence of esteemed football personalities, including Marshall Faulk, Will Blackmon, Marcus Allen, Shannon Sharpe, Jeff Garcia, Matt Chatham, Lonie Paxton, and Steve Atwater.

Sage Steele, the accomplished sportscaster and television personality, added a touch of glamour to the Culinary Kickoff™. Known for her insightful commentary and charismatic presence, Steele mingled with guests and shared in the culinary adventure, elevating the event's prestige.

In addition to the star-studded lineup of football personalities, Culinary Kickoff also welcomed the

culinary expertise of Michael Mina and Charlie Palmer. These world-renowned chefs added a touch of gastronomic brilliance to the event, showcasing their culinary mastery and interacting with guests to share insights into their craft. Also in attendance were MLB player Greg Vaughn, actor Josh Henderson, actor Rich Ting, Raiderette Jena Domingue, and artist Ryan Pulsinelli.

The atmosphere at Keep Memory Alive Event Center was electric as The Struts took the stage, delivering an unforgettable live performance that had the crowd on their feet. The band's energetic and charismatic presence added a rock-and-roll flair to the culinary and sports celebration, creating an immersive experience that resonated with attendees.

The culinary landscape allowed fans to share the spotlight with NFL icons and other celebrities. Follow Culinary Kickoff™ on Facebook @ Culinary Kickoff, Instagram @ culinarykickoff, and X (formerly Twitter) @ culinarykickoff. For more information about Culinary Kickoff™, visit culinarykickoff.com.

LONG LIVE THE BUFFET.

Premiere Defines Wine, Luxury, and Fine Wine

Sommelier and PR%F Master Wine Judge Matthew-Lorèn Lindsey hosts exclusive movie premiere.

Photos by Melissa Reese Photography, Michele Tell and Debbie Hall

32 somm – cup of salvation premiere defines wine, luxury, and fine wine

Sommelier and PR%F Master Wine Judge MatthewLorèn Lindsey, known as The Lord of Wine, produced and hosted the highly anticipated Las Vegas premiere of SOMM – Cup of Salvation. This is an extraordinary fusion of cinematic filmmaking and fine wine.

Lindsey also curated a VIP wine-tasting experience that showcased wines from renowned wineries worldwide. This exclusive opportunity treated guests to an open bar wine tasting, complete with a VIP gift bag, a collectible branded wine tumbler, and a keepsake lanyard, ensuring a truly memorable evening.

Guests were transported into a world of cinematic history intertwined with exquisite wines. One acclaimed selection was the 2023 PR%F Awards-winning Winery of the Year and PR%F Awards Century Award recipient, Öömrang, celebrated for its perfect score.

Additionally, guests were delighted by the PR%F Awards-winning RTD Casa Luigi wines. Storcia Wines poured selections featured in the movie as an added extra layer of authenticity to the experience further enhancing the evening's allure.

In addition to the wine experience, guests enjoyed a pop-up luxury art gallery by Christopher Dabek Art from Chicago. They got their photo taken on the red carpet to memorialize the night.

Along with the exclusive wine tasting, Cigars by La Palina Cigars (over a century of great cigars) added to the evening with live music performed by Cole Sherratt as seen on HBO and Disney channels. Sponsored giveaways throughout the evening included wine bottles, gift cards, and other prizes.

This historical limited screening of what’s being called the most important wine movie ever produced was held at David Saxe Productions. The film has been highly acclaimed by The New York Times, Forbes, and The Hollywood Reporter, calling it an intriguing, fascinating tale filled with heart and suspense. It is among the finest storytelling guests will experience from a documentary in recent memory.

For more info about the film, visit sommfilms.com/cup-of-salvation.

34 the team

somm – cup of salvation premiere defines wine, luxury, and fine wine

OLD HICKORY:

Resilient like Hickory Wood

PR%F Awards-winning spirits raise the bar.

PR%F Award-winning Old Hickory continues its rich history of producing two distinct lines of quality whiskeys and bourbons that have withstood the test of time. Old Hickory Hermitage Reserve 10-Year-Old Barrel Proof Whiskey was awarded the 2023 PR%F Awards Gold Medal for Masked Double Blind Tasting and the 2023 PR%F Awards Gold Medal for Unmasked Total Package Design Distinction.

The mash bill of Old Hickory Hermitage Reserve Barrel Proof is 99 percent corn and 1 percent malted barley. Only the highest quality grains were used in the production of this great American whiskey. In May 2008, the Old Hickory Hermitage Reserve was barreled and aged 10 to 13 years in the brick warehouses at the Ross & Squibb Distillery in Lawrenceburg, Indiana. The barrels used for this special barrel-proof release previously held bourbon for their first, four-year, aging cycle. Notes include intriguing aromas of vanilla bean, banana brioche, marmalade, and sweet corn brûlée with an essence of sandalwood. Graceful on the palate. It features flavors of

caramel corn, to ee, and orange zest with a hint of cocoa, all gently wrapped in warm, subtle notes of oak. The extended aging and maturation in 18-year old ex-bourbon barrels lengthens the taste profile, resulting in an incredibly smooth, approachable, barrel-proof whiskey.

In addition to the Hermitage Reserve line, Old Hickory has some beautiful flagship whiskies. Black Label Blended Whiskey is a fusion of bourbon and whiskey, and White Label Straight Bourbon is bottled at 86 proof, considered by many to be the perfect proof. The Hermitage Reserve line is its premium choice, and new additions will be introduced in the future.

The distillation of all Old Hickory products occurs at the historic Ross & Squibb distillery. The facility draws water from ancient glacial aquifers that replenish the Ohio River basin.

Old Hickory Black Label contains 89 percent whiskey aged four years or more and 11 percent aged a minimum of two years. Meanwhile, Old Hickory White Label is aged

for at least four years and has stocks that are up to seven years old.

Old Hickory Distillery was founded in 1868 in Fayette County, Kentucky, by John Robb, who produced "Old Hickory SourMash Kentucky Copper" whiskey.

In 1896, E.R. Betterton & Co. relocated their Old Hickory Distillery to Chattanooga, Tennessee. They named their whiskey after Andrew Jackson, the former United States president, in honor of his resilience and strength. Jackson had a history of distilling whiskey and refining it in Tennessee long before Old Hickory was produced. Today, Old Hickory is enjoyed by whiskey lovers across the country.

After Old Hickory became popular, whiskey lovers were disappointed when Tennessee prohibited its production in 1910. The ban lasted 10 years before the federal government imposed a nationwide alcohol ban in 1920.

In 1933, after years of being banned, the prohibition was finally repealed, much to the delight of spirit lovers everywhere. Publicker Distilling Co. applied their distilling technologies to produce beverage spirits. They even formed a subsidiary company, Continental Distilling Corporation, specifically to produce Old Hickory bourbons.

In 2011, the R.S. Lipman Company decided to bring Old Hickory back to Tennessee. To maintain the brand's authenticity, Robert Lipman chose Pam Soule, Seagram's master blender, to create

mash bills in the old Seagram facility (now Ross & Squibb), which was previously used. Pam created the blends for both black and white label whiskies, while more recently, Sam Schmeltzer was selected to develop the Hermitage Reserve 10-Year-Old Barrel Proof.

“Some consumers talk about honey barrels or unicorn barrels being a distillery’s highest quality product. Many consumers associate these terms with bourbon whiskey. This special release of Old Hickory Hermitage Reserve Barrel Proof challenges this concept. This American whiskey, barreled in May 2008 and used in this brand, is an amazingly delicious product. It has a flavor profile crafted by time, passion, and creation. R.S. Lipman Co. should be very proud to deliver such a special product to consumers,” states Sam.

For more information, visit oldhickorybourbon.com/whiskey and follow on Instagram @oldhickorybourbon.

THEN & NOW

Happy hour awaits you.

Since 1868.

Bowling with Legends

SPORTS ICONS RAISE AWARENESS AND FUNDS FOR A GOOD CAUSE

Food and Beverage Magazine, partner with the PR%F Awards, recently sponsored Bowling with Legends to raise funds for the Muñoz Foundation.

Held at the Red Rock Casino Resort & Spa, sports celebrities in attendance included “Sugar” Shane Moseley and Shane Moseley Jr., Mark Rypien (Washington Redskins), Mike Davis, John Taylor (Big Game Champion), Lester Hayes, Anthony Muñoz and Anthony Dixon. Also in attendance were Kim Flowers, Radio personality and announcer Chet Buchanan, and Michael Politz, publisher of Food and Beverage magazine, with a surprise appearance by Actor Josh Henderson. PR%F Awards business development director Colleen Banks, the biggest sports fan and resident sports encyclopedia, delighted everyone with her knowledge.

We are grateful to PR%F Awards Silver & Gold winner Tequila Gran Diamante for the tastings.

The Anthony Muñoz Foundation's aim is to make a positive impact on the mental, physical, and spiritual well-being of young people in the Greater Cincinnati region, through its seven Impact Programs. Anthony Muñoz, a former Cincinnati Bengal and Pro Football Hall of Fame member, has been actively working to improve the lives of local youth for many years. In April of 2002, Anthony decided to consolidate all of his charitable initiatives under the Anthony Muñoz Foundation (AMF), a nonprofit organization that engages the TriState community to make a difference in the lives of young people. For more information, visit munozfoundation.org.

wine and spirits wholesalers of america

EXCEPTIONAL VIEWS

EXQUISITE CUISINE UNPARALLELED HOSPITALITY

JOIN US ON THE 56 TH FLOOR

WSWA Convention Access Live held in Las Vegas

The PR%F Awards experienced the new, emerging spirits, wines, and beverages and learned about the new CBD regulations. The special 2024 trends include attractive colors in spirits (bright blues, periwinkles, and fuchsia). RTDs continue to change with cans that are slender and small.

Executive Director of the PR%F Awards, Michele Tell, spent a special morning with Gene Simmons (KISS) and Michael Politz (publisher of Food and Beverage magazine) discussing Moneybag Vodka.

“Gene and his partner Ravinder of Minhas Micro Distillery have such a brilliant partnership. It was fascinating to hear all in store for the Moneybag line to come,” says Michele. A detailed feature article will be in a future issue.

“It was great to meet Joe Mantegna with David Rossi and taste his artesian Señor Rio Tequila,” adds Michele.

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, statebased alcohol regulation, social responsibility, and impaired driving prevention.

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

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THANK YOU TO OUR PARTNERS:

By Debbie Hall

Photo by Erin Malone

Bonterra Organic Estates is the rebrand and operating name of Fetzer Vineyards since 2023. The company a irms its commitment to regenerative organic farming, responsible business practices, and environmental stewardship. The company’s Mendocino County, California vineyard holdings and winery continue to o er California wine brands, including Fetzer®, 1000 Stories®, and Bonterra®, among others.

The Fetzer family established Fetzer Vineyards in 1968 in Mendocino County and played a leading role in California's regenerative organic viticulture movement. This movement emphasizes the importance of maintaining the health of the vineyard ecosystem and combating climate change. The Fetzer brand has remained true to its origins and continues to o er consumers an intelligent choice at an a ordable price point.

Bonterra originated from the Fetzer Vineyards winery in the late 1980s. Today, it is one of the rapidly growing premium wine brands in the United States, mainly due to the increased awareness and demand for wines made from organic grapes. The Bonterra Organic Estates follows regenerative organic viticulture, and it is exclusively practiced on all of its 960 acres of estate vineyards in Mendocino County, California.

There are several pillars to using regenerative organic viticulture, including checking the health of the soil, animal welfare, and social aspects as to how the sta is treated. This is a broader picture of farming for ROC (Regenerative Organic Certified™) certification.

“Mendocino County has developed into a wonderful place for regenerative organic farming with hot days and cool nights with li le ocean fog,” says Je Cichocki, Director of Organic Winemaking at Bonterra Estates.

“ We embarked on a new chapter, in which we trailblaze advancement s in regenerative organic prac tices while honoring the deep root s of the Fe t zer family legac y. ”

Giancarlo Bianche i CEO of Bonterra Organic Estates

Photo by Kaare Iverson

Je has worked at Bonterra for over 15 years, with 16 harvests during his tenure. He was born in Ohio, grew up in Southern California, and a ended Sonoma State University to pursue a degree in environmental studies. This emerging field o ered ample opportunities at that time.

“I started working in wineries for almost 30 years and then moved to Mendocino County about 20 years ago,” says Je . “The regenerative organic viticulture movement that a racted me to the industry is the proximity of farming to the finished product. This is a connection for me and others. We ship our finished product worldwide, and I am thrilled to share this wine. Our first certification was in the early 1990s, and I believe the world is catching up with organic wines, which we produce over 500,000 cases annually."

“Regenerative organic vitic ulture is cer ti ed organic farming that doe s not use synthe tic chemicals, pesticide s, herbicides or fer tilizer.”

Je Cichocki Director of

Estates

Sustainability is essential, beginning with the founding family, who were very resourceful in maintaining their budget. This included adaptive use of buildings, recycling (including old timber), and other systems ingrained into the company culture since the 1970s. A solar facility and a zero-waste facility were also developed throughout the years. Along with organic extension, the company is sustaining the soil's health and not utilizing synthetic fertilizers or other synthetic products.

Bonterra Organic Estates is a Certified B Corporation specializing in organic and Regenerative Organic Certified™ grape cultivation. The winery is dedicated to responsible business practices and environmental sustainability. The Bonterra Estate Collection, which includes a Chardonnay and Cabernet Sauvignon, reflects

56 bonterra organic estates thrives with regenerative organic farming

Photo by Erin Malone

Organic Winemaking Bonterra

Photo by Kaare Iverson

its decades of pioneering leadership in regenerative organic viticulture in Mendocino County. They recently launched a special red blend to the market. Bonterra's new tier of Regenerative Organic Certified® wines is the first to be grown and produced in Mendocino County, a milestone in their journey as pioneers in regenerative organic farming and responsible business practices in the wine industry.

To learn more about Bonterra Organic Estates, visit bonterra.com. Follow on Facebook and Instagram @ Bonterra and LinkedIn @ Bonterra Organic Estates.

The 2022 Chardonnay was cra ed predominantly from Ledford Ranch, one of its Regenerative Organic Certified estate vineyards in Mendocino County. Adjacent to the Russian River, Ledford has well-draining gravelly loam soils at varying elevations— ideal for growing exquisite Chardonnay with an unmistakably bright fruit character.

The 2021 Cabernet Sauvignon is sourced from the iconic Butler Ranch Vineyard. Situated 2,235 feet up in the mountain tops of Mendocino's rugged North Coast of California, the vineyard's high altitude and maritime microclimate produce fruit with intensity and rich, complex flavors.

Limited Release Estate Red Blend 2022, combining Malbec and Petit Syrah, pleases the eye with a brilliant, deep garnet color. Layered spice, black cherry, and black currant aromas set the stage for a fruit-forward sip with pleasant notes of spice and pepper. Full-bodied with ripe tannins, the Estate Red Blend will continue to evolve for up to five years of additional cellaring.

bonterra organic estates thrives with regenerative organic farming

Two Competitions. One Price.

MASKED

The coveted double-blind tasting competition

The total package competition

Double Gold Award

Century Award

Perfect. To receive a Century Award is to be de ned 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.

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

Silver Award

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

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 classi ed as some of the best brands in the arena. Hue, Taste, Texture, Power, Length, and Echo all balance to create a superb avor and moment.

Bronze Award

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

What Our Winners

have to say...

Adam von Gootkin Co-Founder/CEO Highclere Castle Gin

HighclereCastleGin.com

“With our having received so many awards from the team at PR%F, it’s obvious this panel of experts are true spirit a cionados. Highclere Castle Gin is well on its way to becoming the most awarded gin in the world due to PR%F’s commitment to recognizing authentic, well produced brands.”

PR%F MEDALS

Wheyward Spirit and Wheyward Wheyskey Innovate Specialty Spirits

DISTILLERY FOCUS ON FLAVOR, VERSATILITY AND SUSTAINABLE IMPACT

Wheyward Spirit is taking innovation to the next level by handcrafting more sippable and sustainable specialty spirits made from upcycled whey.

The name Wheyward Spirit comes from authentic pride in being a premium whey spirit and our "Wheyward" mentality to do things differently for the right reasons. They have a mission to create spirits that a consumer can taste a difference and make a difference. Wheyward has taken that to heart in every step of building the brand and making awardwinning products.

Rather than fitting into a traditional spirit category like vodka or whiskey, Wheyward Spirit and Wheyward Wheyskey are specialty spirits innovatively handcrafted with a focus on flavor, versatility, and sustainable impact.

By upcycling domestically sourced whey instead of using a traditional grain, fruit, or agave to create Wheyward Spirit and Wheyward Wheyskey, their spirits prevent gallons of waste with every bottle, have a lower carbon and water footprint than traditional spirits, and support the domestic food system and producers. The spirits strive to tell a whole food story, connecting to where food comes from and bringing a new,

unique farm-to-flask experience to cocktail choices.

Emerging consumers are transforming the spirit industry with an emphasis on intentional drinking with more informed, quality-seeking, and socially demanding purchases. They prioritize products that align with their desired experiences and core values and are willing to choose premium ingredients to live more thoughtfully and support brands that contribute to creating a better world. Consumers are more driven to take note of where their food comes from. Among Gen Z consumers, a steadily growing group that is an integral driver of cocktail culture, 62% of Gen Z shoppers prefer to buy from sustainable brands, with 73% willing to pay more for sustainable products.

Wheyward Spirit's portfolio delivers against these emerging consumer needs in a way no traditional spirit can. Wheyward Spirit and Wheyward Wheyskey offer Versatility with Values® and a drink consumers can feel good about from the first sip to the last drop.

Wheyward Spirit is proudly womanowned and operated, spearheaded by founder and CEO Emily Darchuk, a food scientist by trade, winner of a 2020 Grist Environmental Fixer Award, and named as one of 20 women

revolutionizing the alcohol industry. Both spirits are free from additives, flavorings, gluten, grain, and lactose.

The original Wheyward Spirit is a firstof-its-kind, 80-proof specialty spirit for a more sippable, sustainable, and versatile option. Wheyward Spirit’s signature flavor, naturally created from its unique whey fermentation and distillation process, features oaky hints of vanilla cream and warm spice, a subtle sweet note, and a velvety smooth finish. The unique flavor and mouthfeel not typically found in traditional base spirits allow for incredible versatility in cocktails. Wheyward Spirit has been described as the “Swiss Army Knife” spirits: a convenient and trusted mixology tool that can do the work of many spirits, delivering efficiency behind the bar as a single spirit ready for any cocktail occasion. Wheyward Spirit can be savored straight or used as a 1-ounce to 3-ounce pour instead of traditional clear spirits to elevate a favorite

classic cocktail or deliver a customized drink experience through a bespoke cocktail.

In the spirit of innovation, they have released its second offering, Wheyward Wheyskey, a barrel-aged specialty spirit also distilled from whey. It is not often that an awardwinning spirit goes into a barrel. Still, they are taking the perfectly balanced flavors of Wheyward Spirit and making it even better by barrel aging to create a complex yet approachable aged spirit.

Wheyward Wheyskey’s balanced flavor profile has delicate notes of oaky vanilla, toffee, and warm spice that naturally develop during its farm-tocask-to-flask process, offering a clear flavor differentiation from a traditional whiskey or bourbon. With a more approachable flavor profile, Wheyward Wheyskey is incredibly sippable and a versatile spirit to elevate any traditional aged spirit cocktail. Aside

from delivering signature flavor, its sustainable approach to aging utilizes recoopered barrels, giving the aging quality of a new barrel without the environmental impact of cutting down a tree.

With Wheyward Spirit and Wheyward Wheyskey on hand, consumers can have a premium two-bottle solution to craft any cocktail under the sun, delivering Versatility with Values®. From bold and spirit-forward drinks like New Era or The Whey to Manhattan to light and refreshing options like Milk & Honey, the Wheyward Paloma, or the Golden Wheyskey, consumers can elevate every occasion with a unique drink.

Visit WheywardSpirit.com for more cocktail inspiration, to join the Herd, and to order bottles delivered right to the door. Follow on Facebook @ Thewheywardspirit, Instagram @ wheywardspirit, and X (formerly Twitter) @ WheywardSpirit.

2023 PR%F Awards Shines in 5th Year

The 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.

Photos by Alyssa White (Poiema and Grace Creative/Photography)

What Our Winners

have to say...

Anna Scott

PR%F MEDALS

“The PR%F Awards is a true competition designed to elevate worthy brands. The professionalism of the organizers and the extensive exposure of my brand has far exceeded my expectations.”