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3 minute read
WELCOME OUR JUDGES
Officially named the world’s largest spirits and wine competition in the US, PR%F Awards, judges travel across the US to create spirits, wines, and beverages in a proprietary 100-point rating system. Each judge is a key buyer and decision maker in the spirits/wine industries and comes from different facets of the industry: distributors, retail, restaurants, bars, nightclubs, resorts, airlines, liquor stores, box chains, and online distributors.
PR%F Awards 2021 launched a new dual adult beverage competition format to include two competitions in one—PR%F Awards-Masked, The Double-Blind Tasting, and PR%F Awards-Unmasked, The Total Package.
After tasting points are accumulated, the distinguished panel of judges (all buyers) will evaluate each brand unmasked, showing their naked contents. Judges will see and feel the bottle, can, or product, read the ingredients and see the overall marketing package (look, feel, and approach) the brands want to convey to the patron.
This prestigious honor for winners selected by beverage industry buyers is the ultimate competition with more than 300 categories. PR%F Awards thanks all of its judges and showcases the experts that participate.
Matthew-Lorèn Lindsey, Sommelier
Sommelier Matthew-Lorèn Lindsey has spent the last 15 years as a wine collector and industry leader in the wine space as an importer and distributor in the Las Vegas casino market. He is the lead sommelier and wine judge for the PR%F Awards, the largest doubleblind wine and spirit competition in the United States.
He serves as the Executive Sommelier and Director of Wine for the National Blended Festival, curating the wine experience for thousands of festival attendees. Additionally, he is the founder of Appellation Wine Brands, a luxury lifestyle company that creates wine brands for restaurant groups, hotels, and private companies.
Matthew shares his passion for wine as the founder and educator of The Advanced Wine Course.com, an e-learning platform for wine enthusiasts and novists. He is the creator of advancedwinecourse.com, an online wine course. He is the Sommelier and Director of Fine Wine at West Coast Beverages (import and distribution company).\
WHAT DID YOU FIND DIFFERENT DURING THIS YEAR’S JUDGING? WHAT TRENDS DID YOU EXPERIENCE DURING THIS YEAR’S JUDGING?
Matthew-Lorèn Lindsey: Overall, the format of the competition remained the same with the addition of new wine varietals and regions that didn’t have a presence last year. Additionally, the uncovered portion of the judging on Day 2 allowed us judges to see the wines and score them based on pricing and packaging, which is a vital component in our purchasing decision.
WHAT DID YOU THINK OF THE UNCOVERED PORTION OF THE JUDGING?
Matthew-Lorèn Lindsey: The unmasked portion of the judging was a very welcomed addition to the PR%F Awards. While blind tasting allows us to approach each wine with an unbiased perspective, adding the unmasked portion really gave me the opportunity to understand the full story behind the brand the winemaker is trying to tell. Furthermore, as a buyer, it gave me a clear insight on potential market viability based on product design, price point, and regional demand. Matthew-Lorèn Lindsey: Over the last couple of years, Northern California has been hit with a multitude of natural and economic disasters. On the international front, imports have been decimated by both tariffs and supply chain issues, resulting in an upward trend in pricing.
This unfortunate trend has a redeeming side effect; it’s given other high-quality wine regions the stage to shine. Paseo Robles in Central California stole the show garnering multiple Century and Double Gold Winners this year at the Proof Awards. I think this is reflective of a paradigm shift in consumer trends. They are looking for high-quality wines that are economically viable.
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