PR%F THE MAGAZINE MAY/JUNE 2024 ISSUE

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

George Manska

Eugene Dela Cruz, OneSeven Agency

Alyssa White, Poiema and Grace Creative Photography

Martine Jordan

Debbie Hall

Contributors: Contributing Photographers: Contact

FROM THE EXECUTIVE DIRECTOR

Dear Readers,

We welcome PR%F Awards winner Volando Tequila due to the friendship between its founders, Shane Tucker and Jesse Ross, both champions in their fields, their professional journey, and their unique introduction to the spirit. Their tequilas—Volando Blanco, Volando Reposado, and Volando Mezcal—were awarded the 2023 PR%F Awards Double Gold for Taste, Branding, and Packaging.

It is hard to believe we are already in May—celebrating Cinco de Mayo and the fun, festive month of tequila, the crisp smells, and the tantalizing tastes of Mint juleps for the 150th Run for the Roses and this year’s Kentucky Derby.

PR%F Awards 2024 is underway and accepting new registrations. We are THRILLED to announce that more than 80 new categories have been added to this year’s ultimate beverage competition, including a full category program of Cannabis Beverages, including CBD, THC, HEMP, and more. We have extended our non-alcoholic beverage categories to include low-alcohol and sugar-free beverages. In addition, we have created an entire Alcohol Recovery category list from drinks, powders, gels, shots, and energy enhancers.

Each year at PR%F Awards, we provide our judges with a spectacular Bloody Mary Bar to cleanse palates and introduce them to the various Bloody Mary mixes and spirits that arrive annually. We have extended our Bloody Mary categories to include additional flavors, spirits, salt and sugar garnish, spirited garnish, and more.

We are often asked what makes the PR%F Awards different from other spirit/wine competitions. The first, as we always tout, is that all our judges are beverage buyers and distributors from across the United States and Canada. It becomes a unique opportunity to introduce your brand to many buyers from different on-premise and off-premise buyers looking for something new and unique to catch their buyers’ eyes.

Next, for every expression entered, the SKU goes into two separate competitions with a chance to win two separate medals—double-blind (Masked!) and unveiled (Unmasked), where our judges get to see the bottle, logo, ingredients, price point, marketing, and look and feel.

In addition, ALL women-owned, veteran-owned, and Kosher-certified brands receive an automatic accolade to showcase that very particular aspect of their brand.

And, finally, this incredible magazine – PR%F the Magazine, the beverage division of the popular Food and Beverage Magazine, is distributed to the magazine’s 15 million monthly readers. We created another avenue to promote your brand by providing different packages for advertisements, editorials, and entry/editorial. PR%F the Magazine continues to grow and expand, providing trends, forward-thinking, and thought-provoking articles to the beverage community, including buyers, consumers, and trade. We always send the message – we are here for the beverage community and seek new topics to cover and uncover the trends before they hit the market.

We always seek your press releases, guest columnists, and brand information. Send us some info at proofmagazineinfo@gmail.com.

To enter the PR%F Awards, please visit our site at www.proofawards.com.

Cheers & Namaste!

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

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

EXCLUSIVE TASTINGS

THE NTH ULTIMATE WHISKY EXPERIENCE RETURNS TO LAS VEGAS

The Nth Ultimate Experience is the only event in the world where guests get to sample the most premium, rare, unique, and expensive whiskies from all the major houses around the world.

Founder Mahesh Patel has fostered an amazing network with all top whisky makers and brands. Leveraging this amazing network and relationships has led to this one-of-a-kind event, The Nth Annual Whisky Experience, which was recently held at the Wynn Las Vegas.

Mahesh has been made keeper of the Quaich, a society at the heart of the Scottish whisky industry, and became the Freeman of the City of London and liveryman for the worship company of distillers for his contribution to the whisky industry. His dream came to life with the launch of Universal Whisky and its first supertasting event (The Nth—Ultimate Whisky and Spirits Experience) in the Wynn Las Vegas.

“I decided to do the show because no one had done an event that I wanted to attend. I did a show that I would attend and that other fellow high-end connoisseurs/collectors would want. So the show was built really for me!”

Since the launch of Universal Whisky Experience, Mahesh, with his pioneering ability and vision, has gone on to create the world’s best Whisky experiences internationally. Guests can open and taste some of the world’s most expensive whiskies and gain exclusive access to the world of whisky.

For more info, visit nthlasvegas.universalwhiskyexperience.com

Photos by Martine Jordan, Debbie Hall and courtesy of Nth Ultimate Whisky Experience

LONG LIVE THE BUFFET.

VEGAS UNSTRIPPED is coming to the Palms Casino Resort

This one-night-only

event brings culinary delights

The Feast of Friends has announced the preliminary list of chefs participating in this year’s Vegas Unstripped food festival, which will take place from 7 to 10 p.m. on Saturday, May 18, at the Palms Casino Resort. Participating chefs offering one-night-only original dishes will include:

• Oscar Amador (EDO Gastro Tapas & Wine, Anima by EDO), a James Beard Award finalist

•John Arena (Metro Pizza, Truly Pizza)

•Geno Bernardo (The Summit Club)

•Anthony Carron (Alexxa’s)

•Johnny Church (Johnny C’s Catering), a “Chopped” winner

•Francesco Di Caudo (Basilico Ristorante), a James Beard Award nominee

•Roy Ellamar (Fine Company)

•Christophe Feyt (HUKL Culinary)

•Oulay Fisher (Calabash African Kitchen)

•DJ Flores (Milpa), a James Beard Award nominee

•Cory Harwell (Carson Kitchen)

•Bruce Kalman (SoulBelly BBQ), a James Beard Award nominee and “Chopped” winner

•Steve Kestler (Aroma Latin American Cocina), James Beard Award finalist

•Gary LaMorte (Honest Hospitality)

•Dustin Lewandowski (1228 Main)

•Marty Lopez (Scotch 80 Prime)

•Gina Marinelli (La Strega and Harlø Steakhouse), a James Beard Award nominee

•Giovanni Mauro (Monzù, Old School Pizza)

•Sean O’Hara (Esther’s Kitchen)

•Luke Palladino (Meta-Hospitality, Laguna Pool House & Kitchen)

•Ralph Perrazzo (Snap-O-Razzo)

•Adam Rios (Al Solito Posto)

• Michael Rubinstein (Vetri Cucina)

•Jackson Stamper (Ada’s Food + Wine)

•Joe Swan (Mabel’s BBQ)

•Yuri Szarzewski (Partage)

•James Trees (Esther’s Kitchen and Timeless Cuisine), a James Beard Award finalist

•Ramtin Yashar (Bar Bohème)

“These chefs truly represent Las Vegas at its most creative, passionate, and community-minded, we are so excited to see them come together for a night we hope will never be forgotten.”

Event Producer Eric Gladstone of The Feast of Friends

In addition to the chefs’ one-night-only original dishes, Vegas Unstripped will offer cocktails from many of the city’s best bars, live local entertainers, and art activations. PR%F Awards Master Wine Judge Matthew Lindsay will attend to represent a wine brand and his new company, Las Vegas Wine Tours (LasVegasWineTours.com).

A few other unique elements of Vegas Unstripped:

• Vegas Unstripped is an independent, not-for-profit event focused on promoting local chef talent (vs. particular restaurants or brands).

• Participating chefs are chosen to represent the cutting edge talent in Las Vegas and challenged to create unique dishes for the night reflecting their culinary passions.

•Named chefs are requested to attend and serve guests personally.

•Tickets are priced affordably to encourage participation from all food fans.

•Virtually all expenses of the independent chef/restaurateurs are covered by event revenue. Most principal staff are volunteers. Chefs and their staff donate their time.

•Net proceeds donated to underserved local charities. To date, Vegas Unstripped has donated nearly $30,000 locally (details on the vegasunstripped.com website)

•The event has grown in size every single year.

•Ticket prices have remained the same, and fees have been reduced from last year.

Vegas Unstripped is Las Vegas’ only festival by chefs, about chefs, and for the Vegas community. Participating chefs represent the cutting edge independent talent in Las Vegas and are challenged to create unique dishes for the night reflecting their culinary passions. The evening is augmented by beverages from Las Vegas’ best local bars, local musicians, local art, and more. Created in 2018 as a reaction to the Strip-focused Vegas Uncorked event (now defunct), Vegas Unstripped initially only invited chefs working offStrip but now welcomes Vegas chefs regardless of where they cook, offering open submissions. All necessary expenses of the independent chef/restaurateur are covered by event revenue to the extent possible, with net proceeds going to underserved local charities. To date, Vegas Unstripped has donated nearly $30,000.

Tickets are available at vegasunstripped.com for $150 (plus nominal fees), and guests must be 21 or older. A small number of tickets will be available for a higher price on the day of the event.

"We are excited to welcome Vegas Unstripped poolside at Palms. Bringing Vegas Unstripped to the Palms underscores our commitment to the vibrant culinary scene of Las Vegas, showcasing the best local chefs and artisans our city has to offer and providing our guests with unforgettable dining experiences. We look forward to welcoming both locals and visitors alike to indulge in the extraordinary flavors of Las Vegas right here at the Palms."

Greg Van Stone, Vice President of Food & Beverage at Palms

Palms Casino Resort is making history as the first resort in Las Vegas fully owned and operated by a Native American Tribe. Palms Casino Resort features two distinct towers with 766 hotel rooms and suites, a diverse mix of bars, restaurants, live entertainment venues, and immersive lifestyle experiences across a 95,000-square-foot reimagined casino. Offering free valet and self-parking, the resort also includes over 190,000 square feet of meeting, convention, and event space; the Pearl, a 2,500-seat theater; an expansive pool, The Spa & Salon at Palms; the Brenden Theatre 14-screen cinema and nearly 600 units at Palms Place condominiums.

Palms is located just west of the center of the Las Vegas Strip off I-15 on Flamingo Road. Palms Casino Resort is owned by The San Manuel Gaming and Hospitality Authority (“SMGHA”), an affiliate of the San Manuel Band of Mission Indians. For more information, visit palms.com. Follow Palms on social media on Facebook @ palmscasinoresort, Instagram and X (Formerly Twitter) @ palms.

Bar Gear, Gadgets and Beyond

Our expert shares some of the best ones found.

Let's welcome back Elyse Phoenix, a Promotional Products Specialist working as an Outside Sales Rep for Boundless. She will be sharing the latest in bar gear, gadgets, and promotional items for those working or operating a lounge or bar, for anyone in the liquor industry for something in-house, as a gifting item, or for a retail sales situation. She specializes in finding the right branded merchandise product for any customer. Phoenix loves the concept “that from an idea a tangible item is created.” She has been in the swag/branded merchandise industry for over 18 years. Originally from New Jersey, Phoenix has called Las Vegas home for over eight years.

For more info, email her at ephoenix@boundlessnetwork.com, visit portal.boundlessnetwork/elysephoenix and follow on Instagram @ phoenix_swag_the_world

Silipint

Silipint believes life is a series of colorful and sometimes chaotic events, each inviting us to celebrate our unique identity through joyful and curious expressions. Silipint creates colorful silicone drinkware and housewares that are made from natural materials, are highly versatile, and are practically indestructible. They can be used anywhere, for any purpose, are non-toxic, and are infinitely reusable. Silipint's products are expressive, sustainable, and inspired by the people who use them. They are strong by nature®.

Beer Caddy

If you're planning to hang out with your buddies and enjoy some chilled beer, the Beer Caddy 6-pack cooler is the perfect companion. This cooler has a rustic yet modern design and is made of distressed and waxed canvas material. It comes with a removable padded liner and a bottle opener with a retractable cord that has its own stow-away pocket. You can carry your favorite brews in style as it has an adjustable shoulder strap. Your friends will appreciate your thoughtfulness when you show up with the Beer Caddy 6-pack cooler filled with their favorite cold beers.

Hot tip: To create a special beer gift that will really make those who love beer smile, fill the beer holder with a selection of favorite craft beers.

Features:

•Bottle Opener on retractable cord conveniently stored in the exterior pocket of the cooler.

•The removable inner divider allows for the storage of varied beverages

•Adjustable shoulder strap.

bar gear, gadgets and beyond

Cookie Shots/Stuffed Cookies

Cookie Shots are cookies shaped like shot glasses. They’re a dunk-free twist on grandma’s classic recipe, where the usual splashy mess stays within the cookie. Customizable Cookie Shots combine all of the favorite things into a dish-free, memorable, premium dessert experience where even the logo is edible. All of the Cookie Shots are Kosher Certified. None of the Cookie Shots contain nuts, however, the company does use shared equipment and operates in a facility that handles nuts.

Stuffed Cookies are delicious, soft-baked, gourmet cookies filled with gooey centers of cookie butter, Nutella, peanut butter, cheesecake, and more. Combining delicious treats with company branding is a lasting, memorable brand experience. Stuffed cookies do contain nuts.

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

“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! ”

Down the Rabbit Hole Down the Rabbit Hole Down the Rabbit Hole Down the Rabbit Hole Down the Rabbit Hole Down the Rabbit Hole Down the Rabbit Hole Down the Rabbit Hole Down the Rabbit Hole

Indulge in decadent drinks with the Mad Hatter Tea Party

Photos

of drinks by

Eugene Dela Cruz, OneSeven Agency

Shady Grove Lounge–the popular Las Vegas cocktail hideaway–is being transformed into an over-the-top spectacle inspired by the stories of “Alice in Wonderland.”

The pop-up bar, called Mad Hatter’s Tea Party, will be open through June 2 at Silverton Casino. Every Friday, Saturday, and Sunday from 5 to 10 p.m., visitors can immerse themselves in the enchanting world of “Alice in Wonderland” with exaggerated decor that transforms the space with enormous flowers and other colorful settings. Even the iconic Airstream, the focal point of the award-winning lounge, will be decked out in a wonderland theme.

Visitors can indulge in Mad Hatter’s specially crafted cocktail menu featuring a fanciful selection of “tea party” drinks, including:

•Tennessee Tea, made with Knob Creek bourbon, honey simple syrup and rose water

•Tea-garita, made with orange tango teainfused sour mix, tequila, and triple sec

•Mar-tea-ni, made with green tea vodka, cucumber simple syrup, yuzu sour mix, and gold glitter

•Butterfly Gin and Tonic Tea, made with gin, tonic, elderberry liquor and butterfly tea

•Bee's Knees, made with gin, lemon verbena tea, honey simple syrup and lemon juice

•Sunshine Tea, made with sweetened sunshine tea, vodka, and passion fruit lemonade

Butterfly Gin and Tonic Tea

Mar-tea-ni

Tennessee Tea

Sunshine Tea

Tea-garita

Bee's Knees

Plus, the food menu is designed for sharing, including the Mad Hatter Tea Tree with:

• White cheddar-truffle popcorn

• Spiced ‘n salty mixed nuts

• Assortment of petit fours

• Jalapeño pub cheese

• Creamy Boursin and Brie

To add to the quirky fun, visitors can play the Mad Hatter Puzzle Hunt, the best way to enjoy the pop-up bar with friends. The Mad Hatter Puzzle Hunt includes six puzzles to solve using clues within the bar while visitors drink their themed cocktails. Those who solve the puzzles are entered to win the grand prize, a staycation at Silverton

Casino Lodge, and dinner for two at Twin Creeks Steakhouse.

For more details, visit silvertoncasino.com/ madhatter. Guests must be 21 or older to enter the Mad Hatters Tea Party Pop-Up Bar.

Silverton Casino Hotel offers 300 deluxe rooms, suites, and world-class amenities within an upscale, contemporary, luxury lodgethemed resort. It features 90,000 square feet of state-of-the-art gaming, including the most popular slot machines and table games. A 117,000-gallon saltwater aquarium, home to thousands of sharks, stingrays, and tropical fish, adds to the ambiance.

The resort is a culinary destination featuring Mi Casa Grill Cantina, Su Casa sushi bar, Sundance Grill, WuHu Noodle, Shady Grove Lounge, Mermaid Restaurant & Lounge, Starbucks, and Johnny Rockets. Twin Creeks is known as the premier OffStrip steakhouse in Las Vegas. The unique “Stakes are High” program at Twin Creeks Steakhouse allows diners to roll dice to win a complimentary Creekstone Farms Tomahawk, the restaurant’s signature cut. In addition to the adjacent 165,000-square-

foot flagship Bass Pro Shops Outdoor World, the Silverton Village features a 150-room Hyatt Place hotel, the 18-story luxury high-rise The Berkley, and several restaurants, including Cracker Barrel Old Country Store.

Silverton Casino Hotel is located at I-15 and Blue Diamond in Las Vegas. For more information, call (702) 263-7777 or visit silvertoncasino.com.

THE SCIENCE OF SPIRITS

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

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.

Taking Whiskey Tasting to the Next Level

Most people in the alcohol beverage industry take a personal interest in the sensory attributes of beverages. Bartenders, mixologists, servers, distributors, and brand ambassadors enjoy attending tastings at expos, restaurants, and wine and liquor stores to experience and discuss tastes, aromas, and flavors of beverages, and many belong to wine or whiskey clubs. This process breeds a few well-informed “frequent flier regulars” who really know their stuff, emerging at various events to contribute to the educational process at the attendee/guest level. Still, the information presented by the admins of these events differs widely by beverage for an unsuspected reason.

Photo by Alyssa White, Poiema and Grace Creative Photography

Wine and beer tastings are characterized by a number of “regulars” who demonstrate an exceptional ability to nail flavors, aromas, and other descriptors, and their confidence level and knowledge are generally high, with vocal participation, and contribution to flavor profiles, drinkability, and pairings. More often than not, leaders/admins in these events refrain from imposing flavor descriptors on the attendees before tasting and expounding on beverage characteristics after tasting. Many comment on balance, acidity, and mouthfeel, and are not afraid to say, “This wine(or beer) is too hot (referring to ethanol content).” As the seasoned tasters share knowledge, newbies learn to associate specific flavors with grain, hops, and grape varietals. Spirits events, particularly whiskey, are another story.

Whiskey tastings are much different, having less vocal audience participation. No one ever at a whiskey tasting said, “This whiskey is too hot.” There are no comments on balance acidity and very few regarding profiles, drinkability, pairings, etc. Seasoned tasters sniff the ethanol, nod their heads approvingly, and look around the room to see if others follow suit. Complete personal satisfaction seems to occur at the olfactory discovery of pungent ethanol as a final assurance they received what they came for. Any discussion of the flavor profile is introduced before tasting by a leader or brand ambassador who relates carefully chosen, corporateprepared descriptors as pre-tasting semi-subliminal suggestions to prime attendees for the sales pitch, knowing full well that sniffers do not work well once filled with abundant ethanol fumes. Attendee comments are generally “This is good,” or “I like it,” or the highly descriptive “Wow.”

spirits, accurate detection of flavors and aromas should be a primary purchasing decision. Sadly, it is not.

Why? At first glance, the levels of anesthetic ethanol in each type of beverage seem to be the major difference, but that is a superficial observation. The real culprit is the glassware. Let’s discuss the long-accepted glassware used for each type of beverage to see how ethanol and flavors are manipulated to display aroma profiles.

Spirits lovers reading this will immediately say, “Of course, stupid, they are different beverages, they provide different information,” but that is not the whole story. The result of group tastings should be the experience of flavors and aromas and a forum for sensory information and discussion regardless of beverage. Whiskey (spirits) drinkers should be able to discern spirit flavor profiles. Given the price of

Beer glasses: Certain shapes have become identified with specific beers since the medieval era. Beer glass styles were associated with popular beers, which was clever marketing for the time. A few basic styles have survived: the pilsner for lighter beers, the tulip for medium-body beers, and the chalice for stouts, high ethanol, heavy, and highly aromatic beers. Over the centuries, they have gotten it right for most beers, ranging from 3 to 12% ethanol. However, the public prefers the standard English pub pint glass filled to the rim to ensure

devices, are the primary reason whiskey event commentaries end with “This stuff is good.”

The follow-up “I’ll buy it” is often an obligatory response to the free tasting samples and presentation and is usually not about personal preference. Tulips are a driving force behind the whiskey drinkers’ quest for higher ethanol. Distillers, recognizing a windfall opportunity, created a new “cask strength” market segment for straight, neat whiskey drinkers, reasoning that undiluted spirits directly from the cask are the “purest” and “highest” form of whiskey possible. Assessing flavor and appreciating the drinking experience of cask strengths from a tulip is exponentially more complex than 40% ABV (alcohol by volume) spirits. Why don’t more drinkers know this? Because they are completely unaware of the silent, painless onset of ethanol nose-blindness.

rare selections, celebrity endorsements, and cleverly advertised spirits regardless of personal sensory experience, fooling themselves into submitting to pre-tasting subliminal flavor suggestions of corporate brand ambassadors and marketers. Spirits drinkers will follow the passing show of revered gurus, mavens, and celebrities who drink from tulips and dictate what drinkers should buy, perhaps augmented by competition medal awards, without considering true attributes or flaws. Instead they relate their own personal preferences.

As long as tiny-rim tulips are the standard, most whiskey drinkers/tasters will remain in an ethanol fog and resort to buying popular labels,

State of the Art:

Whiskey evaluation and appreciation in its current state has become a status participation game designed to replace your personal opinion with high-powered marketing and buying suggestions. It exists solely because whiskey drinkers encourage and unconsciously demand it by prioritizing pungent

olfactory ethanol over discovery, enjoyment, and discussion; add to that a general propensity to let someone else make your decisions because thinking objectively “hurts your brain.” Gurus, mavens, and competitions help guide drinkers only because drinkers insist on confusing the pungency of ethanol with characteristic aroma and flavor, and many equate high ABV with quality. Ethanol pungency is exactly the same for all spirits of 40% ABV (escalated for higher ABV) and has absolutely no relationship to character or flavor. Unfortunately, most whiskey drinkers confuse “cask strength” with quality. Since cask-strength spirits cost more, an irrational leap to “more ethanol means better quality” is almost natural.

Summary: It’s time for us to rise above the marketing madness and bring fun, opinion, sensory perception, and knowledge into the whiskey-tasting game by becoming serious whiskey drinkers. It can begin by choosing glassware designed to deliver flavor and sensory enjoyment without the upfront anesthetic ethanol, which quickly numbs the nose to aromas and flavors.

Footnote: We are the inventors of the NEAT glass. We are pro-spirits industry and prowhiskey sensory researchers. The NEAT glass is the first-ever scientific attempt to achieve a sensory experience when tasting and nosing straight, neat spirits. It is the culmination of over two decades of scientific research. NEAT profits fund expanded research. If you don’t embrace NEAT, that is your business. We won’t try to sell you, but we will point out the reasons why another choice may be better. We are most serious about empowerment, owning your own perceptions, and elevating sensory evaluation, enjoyment, and personal purchasing motives as your highest priority. Care more about what’s in the bottle and whether you truly like it than the ABV. Use a tumbler if you are skeptical, but your favorite tulip glass is your own worst enemy: illogical whiskey (substitute rum, tequila, cognac, gin) drinker. It is all about you, as it should be. Get serious.

PR%F Awards winning Built by Champions, Crafted through Friendship

By Debbie Hall

In the world of spirits, the mention of Australia typically conjures images of wine regions and craft breweries, not tequila. However, the story of two Australians who ventured into the heart of Mexico's agave fields and emerged with an award-winning tequila is as unexpected as it is inspiring. Their journey from being novices in the industry to creating a spirit that has captivated even the most seasoned tequila aficionados is a testament to the power of passion, perseverance, and a touch of Aussie ingenuity.

Double Gold PR%F Award-Winning Volando Tequila is a result of the friendship between its founders, Shane Tucker and Jesse Ross, both champions in their fields, their professional journey, and the unique introduction to the spirit. All three of their tequilas—Volando Blanco, Volando Reposado, and Volando Mezcal—were awarded the 2023 PR%F Awards Double Gold for Taste, branding and packaging.

Meticulously curated to blend timehonored traditions with modern innovation, Volando is proud to collaborate with a third-generation Distillery located inside El Triángulo Dorado (The Golden Tequila Triangle).

Using only the world’s finest agave, sourced from the picturesque Highlands of Jalisco and under the leadership of Maestros Tequileros, this family-owned, award-winning enterprise is highly experienced in producing small-batch, ultrapremium tequilas while maintaining an unwavering commitment to product quality, authenticity, and sustainability.

“We want to be known for the quality of our product first and foremost. We want consumers to know we’ve spent time mastering the quality so they can enjoy the moment. I believe our accumulation of industry awards speak for themselves,” says Jesse Ross about Volando’s product quality focus.

Volando has avoided the typical founder-led brand narrative to ensure an authentic consumer connection. Instead, they focus on showcasing unique and relatable stories of individuals on their personal journeys, highlighting their lifestyles, adventures, and distinctive personalities, all while enjoying the award-winning tequila that embodies "the spirit of life's elevated moments.

Volando Tequila is being built organically by the people so it becomes the brand of everyone. Its focus is to bring the true, authentic stories of everyone to life. Whether a rancher in Nebraska, a factory worker in Detroit, a surfer in California, or a banker in New York, Volando Tequila will fit any lifestyle. Its mission is to encourage every person to tell their story, and that brings the brand to life.

“We

see spirit brands create inauthentic campaigns time and time again. There’s no genuine, relatable story. We want to celebrate our customers, their stories, and the unique lifestyles they all live.”

CEO Andy MacDonald

Volando’s goal is to showcase unique stories derived directly from the founders, owners, and consumers' personal experiences and the captivating narrative behind the brand's inception.

In 2015, while living in Dallas and establishing their construction business, Shane and Jesse were introduced to Tequila, where they immediately fell in love with the heritage and everything the product encompasses. Over the next few years, the guys built the construction

business to the point of exit and turned their focus to building a premium Tequila company. In 2019, Volando Tequila was founded and born out of pure love for the product. They wanted to create a product that was pure and clean in taste and texture.

“Sitting in the office late one afternoon, we were introduced to the beauty of exceptionally well-crafted tequila. A few mates, a few glasses, and just a few minutes to sit back and pause on a week’s work well done. What started as a seemingly simple encounter became a monumental experience that has since shaped our future,” explains Shane about their initial introduction to Tequila.

“It was our competitive drive and can-do attitude in which we were raised. The Aussie blind faith of confidence to “get shit done” mentality. We wanted to create a product that celebrates the moment, and we did! This is why we developed the tagline ‘Elevate the Moment’ for this product.”

Jesse Ross

As the two friends recount their journey, it becomes evident how the Volando brand and its products have swiftly captured attention and acclaim within a fiercely competitive market.

While both founders boast successful business acumen, their lives outside the boardroom truly distinguish them. Shane currently races professionally in the NHRA Pro-Stock Drag Racing series, while Jesse has represented Australia at the Olympics, commonwealth games and world championships as an Olympic boxer.

From the outset, Shane and Jesse have been supported by Jesse’s fiancée and Volando co-owner, Jessica. An Australian, Golden Glove and World championship boxing representative. Her ambition didn’t stop in the sporting arena, driven by determination

Blanco

A passing scent of caramel and baked Agave, touched by fruits and the slightest herbal hints give way to the bold, earthy flavors of wet stone, serving to accentuate the rich, silky agave sweetness.

750ML 40% ALC./VOL.

Reposado

A sweet and spicy earthy Agave precedes a lingering subtle vanilla warmth while character and flavor grace the golden hue. Barrel-aged for 4 months our Reposado reveals a remarkably smooth and velvety texture.

750ML 40% ALC./VOL.

Mezcal

Handcrafted from Angustifolia Agave and distilled in small batches, this Tequila boasts bold and dynamic floral notes accompanied by hints of peppery spices, rounded out with a traditional smoky flavor.

TASTE Smooth, sweet and balanced

BODY Brilliant silver, pure clarity

AROMA Baked Agave with caramel undertones

FINISH Naturally crafted, classic taste

TASTE Sweet agave, gentle spice with subtle vanilla warmth

BODY Golden hue & smooth velvety texture

AROMA Mellow aromatics with oak hints

FINISH Subtle warmth

750ML 40% ALC./VOL.

TASTE Floral notes with spicy undertones

BODY Clear, robust body for a satisfying mouth-feel

AROMA Rich aromatics, bold florals and subtle peppery spice

FINISH Smooth with a pleasant smoky hint

she has a sharp eye for both taste and the aesthetic look and feel of the brand she has focused on bringing to life.

Having reached the pinnacle of their respective sports, the founding partners understood that establishing a top-tier team was essential for Volando’s growth and for the brand to become a household name in the tequila category.

In 2023, the company brought in CEO Andrew MacDonald, a 10-year veteran of the Australian Defence Force and founder of a successful global clothing company , which he grew to a multi million dollar valuation before exiting in early 2023. Andrew's exceptional leadership in both people and company direction is second to now. He focuses on building all staff to be leaders and forms a strong team with a company-first attitude. His knowledge of the e-commerce space and ability to scale brands organically and pay to bring value has already seen Volando create a market presence and disturbance within our industry.

Andrew wasted no time, embarking on a three-month tour of the United States to meet with retail and distribution heavyweights. His efforts secured impressive public relations, commercial partnerships and sales deals, enabling Volando to generate significant brand awareness via multiple key channels and the ability to be sold across 47 of the 50 states through both physical and digital retail platforms.

In their approach to building the Volando brand, Shane and Jesse embraced generosity and inclusivity by bringing on key individuals with unique skills as business partners. This included the appointment of CMO Joshua Smith, Head of Content Jac Lee, and Creative Director Alastair Young, credited with the award-winning package design. Under Andy's exceptional leadership, this commitment to their vision and values has propelled Volando Tequila

Volando

Old Fashion

A unique spin on a traditional favorite will have you reaching for Volando Tequila over any rum. Our Reposado stirred over ice, infused with a slight dash of bitters, sugar syrup and finished off with burnt orange zest aromas makes for the perfect “to sip” drink. Elegant, yet so simple to construct.

Smoky Margarita

Take a journey beyond the ordinary. The first sip is a revelation – the warmth of agave spirits meets the sultry depth of our Mezcal, and the lime brightens the composition like a shooting star breaking through the night. The smoky nuance swirling playfully, reminiscent of a secret shared among old friends around a campfire.

GLASSWARE

Old fashioned tumbler

INGREDIENTS

2 oz Volando Reposado Tequila, 2 dashes of Angostura Bitters , .5 oz Agave syrup. Large ice cube and an orange twist & Maraschino Cherry.

INSTRUCTIONS

1. Fill mixing glass with Volando Reposado Tequila, agave syrup, Angostura & Orange bitters.

2. Add ice to mixing glass and stir for 15-20 seconds.

3. Strain over ice into tumbler.

Tequila

Mojito

Don’t like rum? Desperately craving a drink as refreshing as a Mojito?

Simple, add Tequila. The flavors from the blue agave will transport you to the beautiful beaches of Cancún! Fresh mint and lime, combined with our Blanco Tequila and a pop of soda will quench any summers day induced thirst.

GLASSWARE

Old fashioned tumbler

INGREDIENTS

1.5oz Volando Mezcal, 0.5oz Cointreau

1.5oz Lime juice, 0.5oz Agave syrup. Smoked sea salt & dehydrated lime.

INSTRUCTIONS

1. Rim half the glass with smoked sea salt

2. Fill cocktail shaker with Volando Mezcal, Cointreau & lime juice

3. Add ice to shaker & shake for 10 seconds

4. Add ice into a tumbler glass

5. Double strain over ice into tumbler

6. Garnish with dehydrated lime

GLASSWARE

Collins glass

INGREDIENTS

2 fl oz Volando Blanco Tequila, .5 fl oz lime juice, .5 fl oz sugar syrup 4 Lime slices and hand picked Mint.

INSTRUCTIONS

1. Add Limes, sugar syrup and Lime juice to tall Collins glass.

2. Muddle ingredients and add Volando, Mint and ice.

3. Stir to displace Mint and top with Soda

4. Garnish with Mint sprig.

to the forefront of the tequila category, establishing a formidable brand presence.

What’s next for Volando?

Determined to maintain the brand's exponential growth, Andrew and the team have built out a comprehensive plan of strategic objectives with the intent to embrace an innovative way of thinking while combining traditional industry methodology. From additional product certifications (Organic, Additive, and GMO-free), the development of a RTD range to innovative and interactive brand campaigns and activations, Volando is investing heavily into the brand's overall awareness swell as supporting their retail and on-prem customers to provide a strong, unique, and tactical programming schedule

“Having led the marketing on the retailers' side for some of Australia’s largest retailers and having a strong background in digital, I’m excited to put our capabilities to the test with some truly ‘outside the box’ thinking to ensure Volando leaves an impression amongst the consumer audience, not only for the quality of the product but also its brand values” says CMO Joshua Smith

“Having a clean product like Volando tequila will be the new frontier. Our vision to grow by telling stories and showcasing everyday people from all walks of life will become a key part of our brand and Volando's future. From the ranch to the Office and everything in between, we cannot wait for you to join us on our journey,” says Andrew.

For more info, visit volandotequila.com

RELEASES 2024 BOTTLE CELEBRATING

150TH ANNIVERSARY OF THE KENTUCKY DERBY

Bo le features the art of Kentuckian Wylie Caudill

Woodford Reserve®, the Presenting Sponsor of the Kentucky Derby®, is honoring “The Most Exciting Two Minutes in Sports®” with the release of its 2024 commemorative Derby bottle.

This year’s special release celebrates the 150th running of the Kentucky Derby® and features the artwork of Kentucky native Wylie Caudill, known for his bold, repetitive patterns and signature roses. His painting, “Adorned in Roses,” depicts a racing thoroughbred covered with red roses, with a background of multi-colored roses.

The one-liter bottle retails for $55 and is available for purchase globally. It is also for sale at Woodford Reserve Distillery and in the Woodford Reserve online store.

“Wylie’s artwork embodies the spirit of Woodford Reserve, the liveliness of Churchill Downs during race day, and the heart of Kentucky,” Woodford Reserve Master Distiller Elizabeth McCall said. “We’re thrilled to have a Kentuckian’s artwork on our bottle during this monumental year.”

Caudill grew up drawing and painting in Cynthiana, Kentucky. During college, he spent his free time creating chalk drawings, leaving his mark around campus and leading to his title ‘chalk guy' among locals. He expanded his public street art to painting murals in Lexington after college, and many of his murals can be seen across Kentucky today. Caudill also created the Official Art of the Kentucky Derby for Churchill Downs for the 150th Derby, marking the first year that Woodford Reserve and Churchill Downs used the same artist.

“As a Kentucky native, I am honored to be a part of this milestone celebration,” Caudill said. “I have often painted my signature roses, but this one is extraordinary. The colorful roses symbolize the diverse Derby fans worldwide, connecting people beyond the track.”

Since 1999, Woodford Reserve’s Derby bottle has been an annual collector’s item anticipated by bourbon and racing fans.

Woodford Reserve, “Presenting Sponsor of the Kentucky Derby,” is crafted at the historic Woodford Reserve Distillery, tucked in the heart of a thoroughbred country in Versailles, Kentucky. A National Historic Landmark, the Woodford Reserve Distillery represents craftsmanship with a balance of historic heritage and modern practices. Woodford Reserve is a product of the Brown-Forman Corporation, a premier producer and marketer of fine-quality beverage alcohol brands, including Jack Daniel’s, Finlandia, Korbel, Tequila Herradura, Old Forester, Sonoma-Cutrer, and Chambord.

To learn more about Woodford Reserve, visit us at www. woodfordreserve.com and follow on Facebook @woodfordreserve.

Artist Wylie Caudill

JOIN US ON THE 56 TH FLOOR

EXCEPTIONAL VIEWS

EXQUISITE CUISINE

UNPARALLELED HOSPITALITY

Bar & Restaurant Expo Showcases Trends, Solutions, and Products

The Bar & Restaurant Expo, the nation’s largest and most influential gathering of bar and restaurant owners and operators, concluded its annual event. This exclusive event provided attendees with a unique opportunity to access the latest trends, practical solutions, and discussions led by bar and restaurant industry icons.

This year’s expo programming made distinct changes from previous years, focusing on helping owners and operators unlock their profit potential. The highlight of today’s conference lineup was an interactive session entitled “Raise The Bar,” where top industry experts Art Sutley, Mia Mastroianni, and Phil Wills engaged in a collaborative discussion with the attendees. Together, they explored the intersections of space design, mixology, and

operational excellence to create a holistic and unforgettable guest experience, effectively boosting venue profitability.

To cap off this year’s event, the Bar & Restaurant Expo celebrated excellence by recognizing winners of various prestigious awards today on the Main Stage, including the Industry Excellence Awards, Industry Impact Award, and the first-ever Supplier Awards. These awards are a testament to the hard work and dedication of business professionals and honor those who have gone above and beyond to improve the industry as a whole.

The National United States Bartender’s Guild (USBG) hosted its annual Shake It Up competition on the expo floor. The most talented bartenders in the nation demonstrated their

creativity, speed, and skill for an expert panel of judges. After many rounds of this competition, Yolanda Gregg was named the 2024 USBG National Champion and will represent the USBG at the IBA World Cocktail Championship in Portugal this fall.

On the expo floor, exciting live demonstrations by popular chefs like Tim Witcher, Bobby Marcotte, Nick Liberato , and more continued throughout the afternoon. Each chef made a delicious dish for guests to sample.

Bar & Restaurant Expo will return to Las Vegas March 24-26, 2025. For more information, visit barandrestaurantexpo.com.

Wes Brands Appoints Three Industry Leaders To Advisory Board In Support Of International Expansion

WES BRANDS

, a leading

spirits incubator, proudly announces the appointment of Chester Brandes, Jonathan Bonchick, and Johnny Manuel to its advisory board. The announcement follows early successes in Canada, Mexico, and Australia and the recent addition of Aspen Vodka to the WES portfolio. The appointments underscore WES Brands' commitment to expanding its global presence.

Chester Brandes, a spirits industry executive with over 40 years of experience, brings a rich history of leadership roles across key global markets. His track record includes being President and CEO at Sobieski Vodka and Finlandia Vodka Worldwide and launching Stoli Vodka at Monsieur Henri Wines (PepsiCo). His leadership highlights Chester's extensive expertise in the vodka category and the rapid expansion and strategic positioning of Finlandia and Sobieski Vodkas internationally.

Jonathan Bonchick is the Vice President of Spirits & Wine at Duty-Free Americas,

a powerhouse player in super-premium spirits retailing, operating over 250 stores in the United States and internationally at major airports, seaports, and borders. Mr. Bonchick brings industry knowledge and insights into duty-free operations, drawing from his tenure at Duty-Free Americas and UETA Inc. of Panama, Innovative Liquors LLC, and Brown-Forman Beverages Worldwide.

Chester Brandes, Jonathan Bonchick, and Johnny Manuel Join WES

Johnny Manuel most recently served as Director of Sales for Brown Forman in the U.S. and Canada. During his tenure, he oversaw a remarkable surge in North American portfolio sales, which soared by $410 million from 2012 to 2022, including an impressive 27% growth in the U.S. market alone. Mr. Manuel will assist the team at WES in optimizing sales strategy, driving revenue growth, and building strategic partnerships.

"I am honored to join the WES Brands' advisory board, focusing on charting new territories for the company's brands," remarks Brandes on his appointment. "The global landscape presents tremendous opportunities for the company's portfolio.”

Shelly Stein, the former President of Southern Glazer's Wine & Spirits and the Chairman of the WES Brands' Advisory Board, said, "The appointment of these gentlemen could not have come at a better time. Given our recent traction in key international markets, I believe their knowledge and contacts will be greatly used."

Founded in 2021, WES Brands develops, markets, and sells innovative brands in the beverage alcohol category. To drive awareness, the entrepreneurial and employee-owned company pairs high-potential brands in expanding categories with brand partners. The portfolio currently includes Aspen Vodka, Flecha Azul Tequila, Fraser & Thompson Whiskey, and BSB Whiskey, with future innovations.

Shelly Stein

Chester Brandes

THEN & NOW

Happy hour awaits you. Since 1868.

ALTERNATIVE MUSIC AND SHRUNKEN HEADS

The Golden Tiki honors Motörhead and influential DJ

THE Golden Tiki in Las Vegas takes guests on a trip to exotic Skull Island in the recreation of the classic mid-century tiki bar, reminiscent of the legendary Don the Beachcomber’s and Trader Vic’s while mixing in Las Vegas legend and lore. The hand-crafted cocktail menu features nostalgic classics and new mixological creations by world-renowned barman Adam Rains. Alongside an eclectic spirits list, curated local craft beer, and a massive rum selection, The Golden Tiki’s hospitality is legendary. Featuring the work of renowned artists Tiki Bosko, Billy the Crud, Bill Collins, and Oceanic Arts, the one-of-akind decor also boasts a unique collection of celebrity “shrunken heads,” an astounding array of artifacts, and Bud ‘n Al’s Oasis, the world’s only adult animatronic bird show.

It was an incredible night at The Golden Tiki shrunken head ceremony honoring famed 1970s band Motörhead’s lead singer Lemmy Kilmister (RIP) and living band member Phil Mikkey Dee received shrunken heads. Head

mixologist Adam created a unique Motörhead Whiskey tasting menu that evening. Famed metal singer Ronnie James Dio also received an inaugural shrunken head. It was a delicious launch of Motörhead’s Ace of Spades Bourbon and Motörhead Inferno Cinnamon Whiskey. Cheers to Proof Artisan Distillers!

The Golden Tiki “shrunk” the head of MTV legend Matt Pinfield earlier in the year with an in-person event.

Matt Pinfield first rose to prominence in the 1980s as an influential alternative DJ on the East Coast, helping to break bands like R.E.M. and The Smiths. In the early ‘90s, he took over as host of MTV’s 120 Minutes, concurrent with the rise in awareness and influence of alternative and grunge rock.

Matt Pinfield

Billy the Crud

The Rings of Saturn Drink

Within a year, he hosted various MTV shows, including MattRock, Pinfield Suite, Pinfield Presents, Rocks Off, Say What?, MTV Live, and over 100 MTV specials. His music knowledge was showcased on TRL's Stump Matt. In 1999, Pinfield joined Universal Television to host and co-write the preAmerican Idol competition show produced by Dr. Dre, farmclub. com, which aired in 2000 on the USA Network. Since then, he’s been consistently featured on a variety of national radio programs, interviewing legends like the Rolling Stones, Bowie, and McCartney while consistently championing new music.

For more info, visit thegoldentiki. com and follow on Instagram @goldentiki, Facebook @ thegoldentikivegas, and X (formerly Twitter) @ goldentikivegas.

The No Brainer Drink

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

“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.”

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.

“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.”