PR%F Awards Summer Issue 2023

Sip Shine

PR%F the Magazine

Michael Politz Publisher

Michele Tell Founder, Executive Director

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 Competitions

Colleen Banks Director of Business Development

Contributors:

Jena Domingue

Jerry Hammaker

George Manska

Renée Korbel Quinn

Jason Leidy

George Manska

Debbie Hall

Martine Jordan

Eve Hammond Bushman

Matthew-Lorèn Lindsey

Francisco Galarza

Matthew-Lorèn Lindsey

Kara Trim

Stephanie Blitz

Aakash Patel

Contributing Photographers: Contact the Team at editor@proofawards.com

Austen Diamond Photography

Derek Richbell

Eva Fan

Markus Winkler

Daniel Salgado

Melissa Reese Photography

FROM THE EXECUTIVE DIRECTOR

Dear Readers,

First, we are thrilled to have Grand Rapids-based distiller Sip Shine, LLC, which produces Sip Shine Moonshine (flavored moonshine), Kyodie, and Gannett Peak whiskeys, on the cover. The innovative cocktails and beverages made with their flavored moonshines (including Moonshine Slushies) and whiskeys disrupt the spirits industry.

The 2022 PR%F Awards medals are going out this week, and we are thrilled to get the hardware you have earned into your hands finally.

Enclosed is a sneak peek of what they look like, each hand stamped with our signature wax drip look.

We are especially excited to share our new look for Century Awards—the 100 perfect score medals are now fiery red. This medal will signify your brand has achieved the highest in the PR%F Awards— the highest accolade of 100 points from at least 75% of our judges.

This year, we debuted a new commendation for those brands that are certified Kosher. You do not “win” this medal; we provide it as a special incentive for your marketing needs to showcase and boast that your brand is certified Kosher. Ensure you note this when entering the PR%F Awards 2023 since a growing number of brands are highlighting that they have been certified Kosher.

A growing number of female-owned spirits and wines are entering the competition, and each woman-owned brand receives a hot pink metallic commendation when they enter their SKUs. We enjoy highlighting elements of our industry that deserve a spotlight, and the incredible strides these women have made during the last two decades in the beverage industry deserve notoriety.

We have extended our Alcohol Free (PR%F AF) categories and created a new list of non-alcoholic mixers for our beverage competition.

As we dive into PR%F 2023, I want to highlight last year’s top winners one last time as a true testament to innovation, perseverance, and pushing the envelope!

• PR%F Awards 2022 – Most Innovative Spirit – 503 Distilling I’m Your Huckleberry Lemonade

• PR%F Awards 2022 – Best in Show – Overall – Kaiyõ Whisky – The Kuri

• PR%F Awards 2022 – Best in Show – Design – Santos Dumont Hors d’Age Heritage

• PR%F Awards 2022 – Best in Show – Value – Kinky Blue Liqueur

• PR%F Awards 2022 – Best in Show Wine – Cornelio Vegas Vella Blanco Rioja

Make sure you check out everything PR%F Awards at our website, www.proofawards.com. This is the easy way to enter your brand, enjoy PR%F the Magazine, see the different sponsorships and programs we offer, as well as get a taste of the event, our judges, and everything PR&F Awards.

Cheers & Namaste!

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

8 12th annual nth ultimate whisky and spirits experience

Celebrating the 12th Annual Nth Ultimate Whisky and Spirits Experience

Whisky connoisseurs celebrated the 12th Annual Nth Ultimate Whisky and Spirits Experience at the luxurious Wynn Las Vegas Resort. Inventor of The Neat Glass and tasting expert George Manska, Proof Awards lead wine judge Matthew Lindsey, Editor-in-Chief of PR%F the Magazine Debbie Hall, and expert Eve Hammond Bushman attended the event. The special evening included an incredible selection of whisky, scotch, bourbon, and many other unique beverages presented by over 80 exhibitors. In addition, there were master classes hosted by experts, along with sharing the experience with legendary master distillers, blenders, and mixologists.

Photos by Debbie Hall, Martine Jordan, Eve Hammond Bushman and Matthew-Lorèn Lindsey

12th annual nth ultimate whisky and spirits experience

What are the PR%F Awards?

MASKED & UNMASKED

two competitions one price

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

PLUS - The Total Package Competition!

www.proofawards.com

By Michele Tell, Executive Director of PR%F Awards

PR%F Awards is a rating competition platform for spirits, wine, and beverages to be evaluated for taste and design with the utmost integrity, credibility, and inspiration.

That is the key element of why ALL of the PR%F Awards judges are all beverage buyers. This event highlights and finds the latest in trending spirits, along with an opportunity to put those new brands on shelves and into consumers' hands. Our judges assemble annually in a private two-day PR%F Awards competition where they sample, discuss, and rate brands from across the United States and internationally. The judges discuss trends, buying habits, spending habits, price points, and, mostly, taste. In addition, each brings a buyer’s perspective to the competition and what their individual customers drink and prefer.

Our judges come from all aspects of the industry, such as Delta Sky Club® and Delta Airlines, our signature partner for the past five years with growing Sky Clubs in Los Angeles and Haneda, Japan. Judges from the big box grocery store chains such as Bashas and AJs Fine Foods in Arizona,

what are the PR%F awards

along with the world’s biggest big box chain of all, Walmart, participate in PR%F Awards.

At PR%F Awards, beverage brands are judged separately for two different types of competitions during a twoday private event competition. Brands are scored against a 100-point rating program. So, we like to call it “brand against itself” unlike other competitions, allowing us to add a myriad of unique categories each year.

Our judges come to the PR%F Awards for one reason—to be introduced to the newest spirits, wine, and beverages on the market. They have a private experience to taste and evaluate hundreds and hundreds of brands with peers to discuss trends, pricing, taste, and appeal with like-minded buyers from different areas of the US.

Our judges and buyers are amazed

each year by the creativity of the brands that cross their palates. Our continued growth in vodka, tequila, whiskey, RTDs (unique flavors), and the burgeoning Alcohol-Free and coffeebased beverage space were among the chatter at last year's 2022 PR%F Awards. This year, the brands that are entering include functional beverages, flavored tequilas and moonshines, brandies, mezcals, rums, gins, wines of exceptional varietals, and so much more.

Each brand automatically gets entered into two separate competitions – PR%F Awards Masked (double-blind) and PR%F Awards The Total Package, which combines taste, packaging, logo, and design. This allows our entrants to win two medals based on a single entry fee.

All spirits entries will be judged using The NEAT Glass, the official judging

what are the PR%F awards

glass for serious spirits competitions and the first and only sensory science designed vessel engineered to deliver ALL aromas to the nose for complete, accurate evaluation.

This is the second year of online distribution of PR%F the Magazine, a beverage specialty digizine designed to enhance awareness and uncover trends in the beverage industry. We have collaborated with our signature media partner, Food and Beverage Magazine, with over 20 years of leading in food and beverage hospitality and 18 million readers.

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

PR%F Awards tastes the best at the Wine Spectator’s Grand Tour

The Wine Spectator’s Grand Tour came to Las Vegas on April 29. PR%F Awards attended, including Publisher of Food and Beverage Magazine Michael Politz, Executive Director Michele Tell and Lead Wine Judge Matthew Lindsey. Guests enjoyed an evening of exceptional wines from the world’s best wine-growing regions. All wines are rated 90 points or higher by Wine Spectator’s editors. Guests enjoyed meeting the winemakers, enjoyed a delicious selection of food, and took home a souvenir Riedel wine glass.

wine spectator's grand tour

the of INFLUENCE ART

THE PSYCHOLOGY BEHIND WINE LABELS AND HOW THEY INFLUENCE OUR BUYING BEHAVIOR

By Sommelier Matthew-Lorèn Lindsey @TheLordofWine

Photo by Melissa Reese Photography

IfI had a glass of 1945 Domaine Romanée-Conti Grand Cru every time I heard the expression “wine is art in a bottle,” I could die a happy man.

Arguably, there is quite a lot of truth in the clichè. No two bottles on earth are alike, each experience unique to that moment in time. This is a testament to the creative expression of the artistic vigneron.

Unlike traditional art forms that rely on visual (art) or auditory (music) stimulation, wine engages our senses in a truly immersive and unfamiliar way. It tells a story through its captivating visual color clues, enticing aromas, and complex flavors leading us to infer the vintners' narrative in a very personal and intimate way. Just like a conductor orchestrating a symphony and all of its dynamic parts, so does the winemaker, beautifully directing time, terroir, culture, history, and the unique grape characteristics bringing it into perfect harmony on our palate.

While it would certainly be enticing to explore the intricate details of wine's structural components, such a discussion deserves its own dedicated space beyond the scope of this article. So instead, our focus will remain on the external influences that sing to us like a siren call, begging us to feed our curiosity and ultimately enticing us to explore the story behind the wine inside.

I have long been fascinated with a humble wine label's immense power to evoke deep emotional responses and shape our perceptions of a seemingly inanimate product. Despite its limited graphic real estate, a welldesigned wine label has the ability to draw us in, ignite our curiosity, and ultimately establish a profound connection with the wine inside the bottle before we even pull it off the shelf. Judging a book (or, in this case, a bottle) by its cover is the intention.

As a consumer, I, too, have been swayed by the persuasive power of an intriguing wine label. As a Sommelier, I’ve devoted my career to understanding this influence and have resolved to answer the quiet question in the back of my mind: what is the psychology behind wine labels, and how/ why do they influence our buying behavior?

DESIGNED WITH PURPOSE: INTENTIONAL & EMOTIONAL

Legal requirements mandate producers to list the necessary details such as the brand name, alcohol content, the appellation of origin, health warning statement, and other pertinent information. In addition, recognizing the subtle emotional messages conveyed quietly through the bottle's design is crucial.

IT GIVES CONTEXTUAL CLUES ABOUT WHAT TO EXPECT

Context is an important element when deciding which wine bottle to gamble on. Personal preferences take precedence and can help shape the buying decision. A wellcrafted tasting note on the back label can increase the probability of you buying that wine.

ART + COPY = EMOTIONAL CONNECTION

Art and copy are two essential elements in creating a successful brand that can emotionally connect with its audience. Art evokes emotion through its visual impact, using color, composition, and design to convey a message. Meanwhile, the copy has the power to persuade and influence the audience through carefully crafted language that conveys the brand's personality, values, and benefits. When art and copy marry, they create a powerful emotional connection with the audience that can leave a lasting impact. By tapping into the emotions of their customers, brands can develop a sense of loyalty and trust that translates into repeat purchases and advocacy. This combination of art and copy is at the heart of successful branding. It allows brands to create a distinctive identity that resonates with their audience and builds relationships based on shared values and emotions.

COMPETING FOR ATTENTION

Raise your hand if you’ve ever faced analysis paralysis drifting down the liquor store aisle. Without the influence of a salesman guiding us through the endless sea of options, we are left to discern the good from the bad. But unfortunately, it is solely based on visual clues such as label design, retail price, bottle weight, and shape, which intrinsically doesn’t provide enough information to make an educated buying decision. Enter stage left: a compelling design that sparks familiarity and immediately grabs your attention.

BE RELATABLE

The allure of wine comes in many forms, including its intoxicating effects, social prestige, and the story behind the brand. Learning the story of a boutique wine brand whose family has faithfully tended to the land for generations inspires pride, adoration, and a sense of connection to the product. It makes us feel like we’re part of something bigger than ourselves and that we’re supporting a legacy of hard work and dedication. We can all relate to the cornerstone of the American Dream. This emotional connection can make the wine taste even better, as it becomes a

the art of influence

symbol of something more meaningful than just a beverage in a glass. That dump of feel-good Seritonin strengthens the emotional bond to the brand, inspiring you to purchase.

PERCEPTION IS REALITY, AKA THE LABEL EFFECT.

In a study conducted by the University of Oxford, participants were given identical glasses of wine, but the labels differed in price, brand, and origin. The results showed that participants rated the more expensive wine as being of higher quality, even though it was the exact wine as the cheaper option. This is known as the "label effect," where our perception of the wine is influenced by factors other than the taste.

Indeed, our perception of a wine's quality and taste can be significantly influenced by various factors, including price and label design. Studies have shown that people often rate wines higher when told they are more expensive, even if the quality of the wine is the same as a cheaper option. Similarly, a wine with an attractive label design and expensive embellishments may lead people to expect a higher quality product, and their perception of the wine's taste may be positively influenced as a result. This phenomenon highlights the powerful role that our expectations and perceptions play in shaping our experience and enjoyment of wine.

WINE PRICE

In addition to the persuasive effects of the label, the price can influence behavior. The price of wine can have a significant psychological impact on consumers. People often associate higher prices with higher quality and prestige and may be more likely to purchase expensive wine than a cheaper alternatives. Let’s be honest; the great wine cellars in the world aren’t filled with Two-Buck Chuck.

This phenomenon is known as "premiumization," the trend of consumers paying more for products they perceive as being of higher quality or status. This is particularly true in the wine industry, where consumers may view higher-priced wines as a status symbol or a marker of sophistication.

However, I would be remiss if I didn’t note that price isn’t the ONLY indicator of wine quality, and many excellent wines are available at a range of price points.

SOCIAL IDENTITY & SELF EXPRESSION

Consumers use brands to express their identity. The need for self-expression can be related to societal acceptance. Our self-expression through brand identity is linked to our income and social status. Consumers express their identity in a number of ways: How they dress, where they shop, and what car they drive.

As a diehard Android aficionado (cue the eyerolling), my green bubbles are relentlessly ridiculed by the iPhone tribe. The debate of which brand is superior is as old as time and may never be settled, but the principle of the argument should be taken into high consideration more so than the conclusion. Why are the two so impassioned by their beliefs?

Simply, it’s not a matter of objective superiority but rather personal preference and emotional attachment to a brand and how that brand or product represents their values, ideals, lifestyle, and socioeconomic status. Being associated with a brand of prestige and influence can immediately bring a sense of social validation, confidence, and acceptance into a like-minded community.

As a Sommelier with a background in marketing, it’s been fascinating to unpack these concepts along my journey and get a better sense of why some wine brands resonate and elicit a greater response than others. Evidence has shown that those who approach their branding and marketing holistically and intentionally can foster a more intimate relationship between their wine brand and their customers.

I applaud wine brands that make an effort to understand their faithful demographic and adapt their brand to be more inclusive, connecting, and relevant.

Intentionally positioning your wine brand in direct correlation to your consumer's lifestyles, beliefs, interests, and inspirations, is a far more efficient approach than creating a brand and then having to educate the customer on its value and relevance. I believe that is often a missed opportunity with wineries who haven’t thought through their marketing strategy. When done intentionally and authentically, this strategic positioning can be the difference between a boutique or cult wine brand.

Wine is a commodity that follows the same marketing rules as any other product. Next time you find yourself strolling down the aisle, pay attention to the emotional cues that may trigger you at that moment.

Even in the seemingly trivial task of selecting a wine, gaining insight into the emotional cues that drive our choices can offer valuable self-reflection. By exploring

the factors that influence our decisions, we can develop a deeper understanding of our own values, beliefs, and desires, which can ultimately inform our actions and shape our experiences. The process of introspection can be especially insightful when it comes to wine, as it reveals how our emotional and social nature influences our behavior and preferences and how our choices reflect our unique identities. Are you committing to a brand because it aligns with your social identity and lifestyle or because you connected to the story and found a wine that represents your core values? You may be surprised at the answer when you ask yourself that question.

If you want to create your own private-label wine brand curated with your customers in mind, visit www.AppellationWineGroup.com to start the conversation.

Sip well, Matthew-Lorèn Lindsey

Matthew@AppellationWineGroup.com

Instagram: @TheLordofWine

Matthew-Lorèn Lindsey is a Sommelier with Westcoast Beverages and the owner of Appellation Wines, a luxury lifestyle company which creates bespoke wine brands. He also holds the title of Lead Judge for the PR%F Awards, the largest double-blind wine and spirit competition in the U.S.

PURE, PREMIUM MIXER for your TOP SHELF SPIRITS

What Our Winners

have to say...

PR%F MEDALS

Best of Show

“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! ”

Bénédicte Hardy

Brand Embassador Hardy Cognac hardycognac.fr

Kosher Certification Award

PR%F Awards to honor tequila brands with this special distinction and medal.

By Stephanie Blitz The Architect of

Words

Photo by Francisco Galarza

PR%F Awards proudly includes a special Kosher Certification Award for tequila in its lineup. This award allows tequila makers to highlight this special certification and for PR%F Awards to honor those brands with this unique distinction and medal.

Enter your tequila and supply us with your formal letter of Kosher certification. PR%F Awards is pleased to give your brand the credit it deserves with an additional medal to highlight this accreditation.

But first things first—we need to have the kosher conversation.

Let’s Talk Kosher 101

In the English language, the word “kosher” can mean proper or acceptable. Kosher laws are rooted in Jewish scriptures and traditions. It is complex and filled with debates having been around for centuries. However, since this is Kosher 101, we will stick to the basics (for your sake and ours).

By definition, a Kosher Certification is the stamp of Kosher approval by a rabbinic agency. It is a symbol that verifies the following variables have been properly checked. This includes:

• Product Ingredients

• Production Facility

• Production Process

This ensures the ingredients, derivatives, tools, and machinery have no trace of non-kosher substances such as pork and shellfish. The Kosher Certified symbol reassures consumers that the actual product and the process by which it was made follow all the requirements of Kosher law. One of the main aspects of Kosher law involves keeping meat and dairy separate. For that reason, kosher products always delineate whether they are meat, dairy, or pareve (bonus term!), meaning it is free of both meat and dairy.

What Makes Tequila Kosher?

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

The Fantastic Four Kosher Certifications

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

1. Circle K

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

2. Circle U

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

3. Circle K-D

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

4. Circle U-P

Food and beverages Certified Kosher for Passover are in their own category and receive a separate label with a circle U-P. During this eight-day Jewish holiday, additional dietary restrictions include avoiding consuming wheat or grain products. However, libations such as potato vodka are completely acceptable and perfect for making l’chaims—as long as they have the proper kosher certification.

As always, PR%F is finding ways to raise the bar to highlight your spirits, wine, and beverage brands, and your overall business model. Adding a one-of-a-kind kosher award is sure to enhance any label’s reputation and overall appeal. Dozens of different symbols indicate a food or beverage is kosher, but none will be as noteworthy as an official PR%F stamp of approval.

Código, a tequila by George Strait, was among the first to win this kosher PR%F Award. From Somrus Chai Liqueur Cream to Grey Goose Vodka to Woodford Reserve Bourbon, there are countless Kosher-certified spirits—and any one of them could be the next to earn the honorable kosher PR%F Award.

Enter your brand today in its usual category. Let us know that you are certified Kosher, and send your letter of certification to proofawardsvegas@gmail.com. We look forward to honoring your brand with this medal of distinction. Cheers & L’ Chaim.

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

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

Dream.Work.Napa. Shapes the Future of Napa Valley

Dream.Work.Napa. has been launched to address issues and improve Napa Valley through educational and resource programs to attract, retain and inspire the next generation while benefitting the community.

This digital resource supports those looking to start their careers in Napa Valley as well as the community at large. It connects people with a range of resources available on the platform, including housing opportunities, education, mentorship programs, scholarships, internships, employment opportunities, and healthcare. The Napa Valley Vintners Leadership Program encourages industry professionals and the greater community to participate in Dream.Work.Napa. by sharing opportunities.

Photo by Daniel Salgado on Unsplash

dream.work.napa shapes the future of napa valley

Selected by Napa Valley Vintners, the Napa Valley Vintners Leadership Program 2nd cohort members were selected as the next generation of leaders to shape Napa Valley.

The cohort members are:

• Malek Amrani, The Vice Wine

• Evyn Cameron, Inner Circle Wine

• Dalia Ceja, Ceja Vineyards

• Melissa Devore, Amici Cellars

• Alicia Hoepfner Scott, Inglenook

• Csilla Kato, Davies Vineyards

• Jason Lede, Cliff Lede Vineyards

• Michael Patland, Patland Estate Vineyards

• Jessica Rose, Seavey Vineyard

• Marisa Taylor, Napa Green

• Annie Waterson, St. Supéry Estate Vineyards & Winery

• Bryan Zupon, Roy Estate

“We are trying to tackle the issues that the community in Napa Valley faces. We wanted to focus on realistic solutions,” says Amrani. “We have identified many issues in living, recruiting new talent, and retaining talent.”

He has developed a sense of community with this collaborative program as well as the vintners part of the initiative. Amrani also admits that it can be challenging to live in Napa Valley, and he wants to share the resources available with the community.

Napa Valley Vintners Leadership Program is part of The Napa Valley Vintners (NVV), a nonprofit trade association created in 1944 with nearly 550 members. The NVV has invested more than $200 million in its community since 1981 to provide access to healthcare and advancement in children’s education. NVV also works to include diversity and championing inclusivity in its community and the wine industry. Learn more at napavintners.com.

Malek Amrani, founder and winemaker of The Vice, the Moroccan-born world traveler, Team USA athlete, and Level 3 Sommelier, first settled in New York. Part of his career has been selling other brands of wines and spirits, which has helped in developing his own brand. Now based in Napa Valley, Malek and his wife Torie Greenberg have built The Vice wine balancing the classic quality of California vineyards with a current understanding of the consumer’s wine trends.

“I have a love for wines. I realized this was not for me when I was attending medical school. Wine can be scientific since it has been around for thousands of years. It is one of the few pleasures of life that is food related that you can preserve and enjoy over a long period,” explains Amrani. “I love being able to savor wine, and it has been a big part of my life.”

It can be startling to realize that George Calvert Yount was the first to plant Napa Valley grapes in 1839. Today, Napa Valley remains one of the epicenters of wineries producing great wine with leaders to help navigate the ever-changing landscape.

Dream.Work.Napa. strives to inspire and support the journey of future wine industry professionals kick-starting their careers in Napa and supporting the greater wine community. It is important to everything that the wide range of existing valuable Napa Valley resources are visible and accessible to all who are interested. For more info, visit napavintners.com.

https://napavintners.com/ community/dream-worknapa/

Malek Amrani

meet the judges: bobby cheng

MEET THE JUDGES

Bobby Cheng brings his expertise to the PR%F Awards.

By Debbie Hall

M.Y. Asia, the first Las Vegas restaurant from the James Beard Awardwinning celebrity Chef Martin Yan, is a culinary trip through the cultures and flavors of Asia.

Bobby Cheng, Director of Operations and General Manager of M.Y Asia, was one of the judges for the 2022 PR%F Awards.

“The experience was fun, and I really enjoyed it,” says Bobby. “I’ve worked in the restaurant industry my entire life, from personal family restaurants to casino and resort settings, and beverages are an important aspect.”

As for trends, he sees more flavors in spirits and wines, with people experimenting more with cocktails to broaden their palates. In addition, Bobby has witnessed customers pairing more drinks with their food in restaurants and experiencing the combined tastes.

Before relocating to Las Vegas two years ago, his career took him to Bally’s in Atlantic City, New Jersey; Foxwood Resorts Casino, Connecticut; and Pechanga Resort Casino, Temecula, California.

“As I entered the food and hospitality industry professionally, I was able to refine and hone my abilities and skillsets in creating better experiences for guests, optimizing efficiencies, and finding areas of opportunities in operations.”

Bobby decided to move to Las Vegas for its many opportunities and has worked for M.Y. Asia for about four months.

“I have a passion for food and service. I love being able to create an experience and experimenting with different ideas and creations. I have always believed that food connects people and creates experiences. I want every dining experience to be memorable.”

He looks forward to judging in the 2023 PR&F Awards to be held from Nov 8-9.

For more information about M.Y. Asia at the Horseshoe Las Vegas Casino & Hotel, visit myasialv.com. Follow on Facebook and Instagram @ myasialv.

Bobby Cheng, Director of Operations and General Manager of M.Y Asia

Glassware for Serious Whiskey Drinkers

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

PART 1: RISE OF THE TULIP

Which glass is best for serious whiskey drinkers?

It’s complicated, so this article is Part 1, Rise of the Tulip. In future issues will be Part 2, Ethanol Effects on Sensory Perception, and Part 3, Modern Science Changes the Way the World Drinks.

SCIENCE OF SPIRITS

The late 1700s:

Sherry trade flourishes. Spanish copita becomes the “dock glass” for merchants to verify the quality of sherry on the wharf. Hogsheads arrive in Great Britain for bottling, branding, and resale worldwide. Sherry is the preferred drink of the upper/ middle class and the libation of choice for social gatherings. Tulip is also adopted for nonfortified table wines.

Scotch distillers promote tulips for three reasons. First, the size is small enough to hold an ample serving of high-ABV spirits— about 1½ ounces. Secondly, it was an existing design, so no new product was necessary. Lastly, since sherry and wine drinkers have them, glassware shortage or acceptance is not a barrier to scotch sales. Scotch achieves popularity worldwide as a “deal-sealer drink” in business as well as a status symbol for the well-to-do. Scotch is so popular that distillers in India, Japan, the United States, and many other countries try to recreate it, concurrently adopting tulips as their preferred glass.

The 1960s:

Scotch distillers recognize Americans aren’t acclimated to drinking spirits straight, with no mixers, ice, or water. Prohibition had unleashed a black market of illegal, dangerous, incompetent distiller products upon the population. The cocktail was born, using fruit juice, ice, water, and soda, to hide foul head and tail cuts and disguise poisonous compounds. The American attitude toward drinking straight spirits was “unrefined, skid-row bum, and dangerous” and had developed a strong aversion to pungent ethanol.

The European/United Kingdom nose traveled a different path. Bars had no ice, cocktails were never a necessity, and straight spirit consumption was a way of life, as was the accepted tiny-rim tulip. As scotch marketers realize pungent ethanol was a barrier to American scotch sales, procedures are taught to acclimate to tulipconcentrated ethanol. This includes:

• Don’t swirl

• Breathe through mouth and nose simultaneously

• Add a little water

• Don’t smell ortho-nasally

• Repeatedly waft aromas toward the nose as glass approaches to acclimate.

These efforts pay off as scotch and tulips gain acceptability.

1977:

The International Standards Organization issues ISO 3591 Standard - Sensory Analysis Apparatus – Wine Tasting Glass. Nearly an exact copita copy; it’s the only drinking vessel standardized by ISO. Manufacturers, noting the similarity to the well-known scotch copita, decide to twist the application to improve sales and name it the ISO whiskey glass. WSET, the International Court of Sommeliers, and many sommelier training programs mistakenly designate their recommended spirits tasting glass as an ISO whiskey glass. Not a single “peep” or correction from ISO is heard.

1980-Present:

Glassmakers attempt to penetrate markets with fresh whisky glass styling, yet changes are minor. Bowl heights and diameters remain similar to copita for fear of rejection by the spirits industry or consumers. Blindfolded, no one can discern aroma delivery differences between common tulip styles; all concentrate pungent, nose-numbing ethanol. Scotch drinkers everywhere favor tulips because distillers’ blenders (the professionals) use them.

2001: Raymond Davidson, in a stroke of marketing genius, introduces the Glencairn tulip derivative, endorsed by master blenders of the five largest whisky companies in Scotland, and wins the Queen’s Award for International Enterprise.

Photo by George Manska

2023 State of the Art:

Glencairn is now the iconic identity badge and embodiment of tradition for whisk(e)y drinkers globally, quickly becoming popular for other spirits. Glencairn is a superb textbook example of well-executed marketing, resulting in overwhelming worldwide acceptance.

George F Manska

George F Manska, CR&D, Arsilica, Inc., is a published sensory science researcher, and entrepreneur. BSME, NEAT glass coinventors with a mission to replace myths and misinformation with scientific truth.

Contact George: george@arsilica.com 702.332.7305.

Scientific research doesn’t find its way into commercial product design easily or rapidly. The closed scientific journal community continually discovers/ publishes new information. The sensory science field has expanded rapidly in the last 20 years, yet scientific aspects of how we smell, taste, and process flavors are slowly coming to light. As sensory science is recognized, necessary changes become apparent.

Tulip Science Prior to Sensory Science:

“Science” is invented to fit a tulip shape. Difficult questions create hasty, over-simplified answers.

Why are tulip rims so small?

Small rims collect all aromas so none can escape detection. NOTE: 40 percent and over of all molecules at the tulip’s rim are pungent, nose-numbing ethanol.

Why is it so pungent?

Ethanol can’t be separated; live with it; drinking procedures help to get used to it.

Whiskey drinkers “drink and know things” after decades of worldwide tulip use. Many false yet commonly accepted beliefs pull us down a path to risky and unhealthy social attitudes. In Part 2, we explore ethanol's effects on the sense of smell and common social perceptions.

What Our Winners

have to say...

Anna Scott Owner/Founder Anna’s Kitchen Shrub annaskitchenshrub.com

“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.”

PR%F MEDALS

Spirited Inspiration

Written by: Renée Korbel Quinn @SpiritedSFL

Photos by: Jason Leidy

Summer Sips

Get ready to Lounge & Learn this summer as we shake and stir the Fort Lauderdale cocktail scene. We spent an afternoon making a variety of cool cocktails to prepare for a summer “sipcapade.” Learn about summer cocktailing with Alex Alfonso, Beverage Development Specialist at Breakthru Beverage Group

Cracked

A balanced cocktail often comes down to the ice. It's important to note that there is no chilling without dilution. With ice being half of our cocktail, shouldn’t we pay attention to what is in our glass? Here is a simple guide to selecting the right ice.

Cube

Cube is used for mixing, shaking, stirring, and drinking on the rocks. The larger surface area makes a cube melt slowly and causes less dilution.

Ball

Ball is a spherical chunk of ice commonly used to serve whiskey and bourbon. Molds are available to create this unique cocktail accessory.

Cracked

Smaller than cubes, cracked ice melts faster and adds more water to your cocktail. Two-thirds to one cup of cracked ice is perfect for one frozen concoction.

Cheers to a spirited summer.

Renée Korbel Quinn

Spirited South Florida

cocktailr@spiritedsouthflorida.com

SpiritedSouthFlorida.com

@SpiritedSFL

#getspiritedsouthflorida

Cube

Ball

THE BLACKER THE BERRY

Ingredients

◊ 2 ounces Jack Daniel's Bonded whiskey

◊ 2 ounces iced tea

◊.5 ounce blackberry syrup

◊.5 ounce fresh lemon

Directions

Combine, shake and strain over ice into a Collins glass and garnish w/ lemon, mint and blackberries.

RASPBERRY & ROSEMARY PALOMA

Ingredients

◊2 ounces Corazon Blanco tequila

◊.5 ounce muddled raspberries

◊.75 ounce Giffard Pamplemousse liqueur

◊2 ounces fresh lime

Directions

Combine, shake and strain over ice and top with Q Grapefruit Soda.

SUMMER BASIL MARTINI

Ingredients

◊1 ounce Barr Hill gin

◊.75 ounce Kleos Mastiha

◊2 fresh basil leaves

◊.5 ounce lemon juice

◊1-2 fresh strawberries, muddled

Directions

Combine, shake and strain into coupe glass and garnish with aromatic bitters.

SPRITZ OF LIFE

Ingredients

◊.5 ounce Contratto Aperitif liqueur

◊.5 ounce Vecchio Amaro del Capo

◊3 ounces LaMarca prosecco

◊1 ounce soda water

Directions

Combine over ice in a wine glass, top with LaMarca prosecco and soda water and garnish with orange wheel.

SUMMER OF PEACH

Ingredients

◊2 ounces Michter's Bourbon

◊.5 ounce maple syrup

◊3 dashes peach bitters

Directions

Combine, stir and serve over ice in a Collins glass and garnish with a peach slice.

BONFIRE ESPRESSO MARTINI

Ingredients

◊1.5 ounces Stoli Caramel Vodka

◊.5 ounce Tia Maria

◊1 ounce fresh espresso

◊.25 ounce simple syrup

Directions

Combine, shake and strain into coupe glass and garnish with torched marshmallow.

The Color of Wine by UrbanVino

By Jena Domingue Creator and CEO of UrbanVino House of Brands

MICHAEL LAVELLE WINES

A Tale of Friendship, Brotherhood, and Wine

INthe heart of Washington, D.C., four distinguished gentlemen— Terrence, Aaron, Brandon and Devin—turned their passion for wine into an entrepreneurial venture that has captivated the wine industry. This group of college friends, known for orchestrating memorable parties and events, discovered a shared curiosity for wine, particularly those crafted by winemakers of color.

Despite their enthusiasm, they found locating wines from Black winemakers in the Washington D.C. and Chicago markets challenging. Fueled by this frustration, the friends decided to disrupt the market and create their own wine brand, drawing from their diverse backgrounds in hospitality, technology, and creative design.

Pooling their business expertise and extensive research, they partnered with a California winery that helped them navigate the complexities of launching a wine company. Michael Lavelle debuted on Juneteenth 2020 with a delicious 2019 vintage rosé. While

launching during a tumultuous period, the founders remained optimistic, selling all of their inaugural wine through their website.

This initial success taught them the importance of volume planning and partnering with the right people after experiencing challenges like securing distribution with partners that prioritized their business. Undeterred, they turned to industry mentors and organizations such as AAAV, Black Vines Art and Wine Festival, and The Roots Fund for guidance and support. In turn, they have become role models for other aspiring winemakers of color.

Wine Enthusiast has recognized Michael Lavelle Wines as the youngest Black-owned wine brand, and their commitment to delivering premium quality wines has garnered attention from industry insiders. Their eyecatching packaging and labels reflect

the excellence of their well-priced wines.

Their Old Vine Zinfandel from Lodi won double gold and best of show at the Wine and Spirits Wholesalers of America. Their offerings continue to expand, with a Chenin Blanc release on the horizon. Michael Lavelle Wines can be found at sipmichaellavelle.com, purchased

the color of wine by urbanvino

wholesale through Breakthru Distribution, MHW, or on the shelves of Whole Foods, Total Wines, and Soho House. So keep an eye on this remarkable brand—they're going places. Visit UrbanVino.com or Apple Podcasts to listen to the UrbanVino Podcast, and visit YouTube for the video version. Connect with Jena on LinkedIn @ Jena Domingue and Instagram @ urbanvino.

Jena Domingue is the creator and CEO of UrbanVino House of Brands and Senior Vice President of Sales and Talent and Culture at WineDirect. She is also US Ambassador (California) for Liquid Icons, a global agency working with ultra-premium wine brands worldwide, offering scholarships and apprenticeships specifically geared to promote diversity and inclusion in wine education and hospitality.

WORLD CLASS SPIRITS

Dented Brick® Distillery offers special spirits from Utah

By Debbie Hall

Photos by Austen Diamond Photography

Itstarted with a simple idea by the founders of Dented Brick® Distillery to create a worldclass distillery in one of the driest states in the nation. A lifelong love for spirits united this group of passionate friends who undertook this challenge together.

Dented Brick® Distillery offers small batches of handmade spirits controlling the raw materials, including regionally sourced grains, house-selected yeasts, and the source of water used as the foundation of all distilled spirits. Its water source is its own artesian

well, located on-premise in the distillery outside Salt Lake City. The water flows clean and pure from the snow melt of the Rocky Mountains (Wasatch Mountains), forming the perfect foundation for their products. Dented Brick Distillery strives to create unique spirits that tell

world class spirits: dented brick® distillery

world class spirits: dented brick® distillery

authentic tales about the land and the history of its beloved home. This background is part of the 13 products the distillery offers, including rum, rye whiskey, vodka, gin, and craft whiskey.

Harley Norwood, head distiller, began his career in the distilling industry in 2008 and joined Dented Brick Distillery in 2020, bringing his experience in all phases of distilling. Norwood is certified by the Institute of Brewing & Distilling as well as by other organizations.

“The climate is great where the distillery is located,” says Harley. “We gain alcohol concentration in our barrels, losing about 7 percent over the year. Our distillery was specifically built as a distillery, and we also age the spirits here. The

temperature fluctuations really aid in the maturation process.”

He is also on the team to create and develop new Dented Brick products. “It all starts with a concept, and we have developed eight products since I joined the distillery.”

One product he helped develop was Disco-Nut Coconut Flavored Rum, a coconut rum with edible glitter. Disco-Nut Coconut Flavored Rum began collaborating with the Utah Pride Center in 2020. Crafted using sugar cane molasses from the U.S Virgin Islands, the resulting rum is vibrant in flavor and silky smooth. It is blended with coconut syrup and brought to proof with Dented Brick’s artesian well water before the most distinctive ingredient is added to the mix—a shimmery edible glitter, giving

world class spirits: dented brick® distillery

Disco-Nut its unique pearlescent silver coloring. This striking spirit is perfectly enjoyed in the cocktail, sipped straight or on the rocks.

The team is working on the rye whiskey program, opening up its secondary finishing.

“We are developing beautiful rye whiskey in cabernet, chardonnay, port, and gin barrels. We are taking on more wine barrels regularly,” explains Harley. “These rye whiskeys will be limited in production, so we want to bring people to our distillery and offer them a great experience with limited releases. We are also growing our regular straight rye whiskey.”

They are also working on importing tequila and offering it under Dented Brick’s Value label. It has become a process of obtaining approvals from the governments of Mexico, the United States, and the state of Utah. Labels are being finalized, and Dented Brick will distribute the tequila as its importer.

Utah’s distilling history runs even deep, goes back as far as Kentucky’s, and has iconic figures like Hugh Moon. In May 1840, Hugh and his family departed Liverpool and sailed for the New York harbor, finally arriving on April 16, 1841. Hugh purchased a large farm in 1856, grew sugar cane, likely rye, and other fermentable ingredients, and had pigs to which he fed his spent grain. The founders would discover that Hugh owned the property where Dented Brick Distillery is located.

For more info, find distributors and order, visit dentedbrick.com and follow on Facebook and Instagram @DentedBrickDistillery and Twitter @Dentedbrick.

Reinvention Disruption Originality

originality: moonshine reimagined

Reinvention, Disruption, Originality: Moonshine Reimagined

Sip Shine introduces flavored Moonshine Slushies and other innovative drinks.

By Debbie Hall Photos courtesy of Sip Shine

Grand Rapids-based distiller Sip Shine, LLC produces Sip Shine Moonshine (flavored moonshine), and Kyodie and Gannett Peak whiskeys. The innovative cocktails and beverages made with their flavored moonshines (including Moonshine Slushies) and whiskeys are disrupting the spirits industry.

During the 2022 PR%F Awards, Sip Shine’s flavored moonshines and the company’s Kyodie brand flavored whiskeys earned several accolades. Out of hundreds of entries in the Fourth Annual PR%F Awards, Sip Shine products earned four gold and two silver medals in the Masked competition and a total of six silver medals in the Unmasked competition. The Masked designation is a doubleblind tasting competition that focuses on the taste of the beverage and is based on a 100-point system. The Unmasked competition is based on the total package of the product, including taste, art design, theme, marketing, logo, look and feel, and price point.

Gold medals are given to products that score between 91-95 points. Silver awards are given to those scoring between 85-90 points. Sip Shine’s products earning awards include:

2022 PR%F AwArds results

Masked

• Kyodie Peach Whiskey – Gold Award

• Kyodie Ravin’ Apple Whiskey – Gold Award

• Sip Shine Razz-Berry Shineade – Gold Award

• Sip Shine Shine Berry Sweet Tea – Gold Award

• Sip Shine Arnold Shine – Silver Award

• Sip Shine Watermelon Chillade – Silver Award

Unmasked

• Kyodie Peach Whiskey – Silver Award

• Kyodie Ravin’ Apple Whiskkey – Silver Award

• Sip Shine Arnold Shine – Silver Award

• Sip Shine Razz-Berry Shineade – Silver Award

• Sip Shine Shine Berry Sweet Tea – Silver Award

• Sip Shine Watermelon Chillade – Silver Award

Sip Shine Moonshine is available in seven flavors, including Arnold Shine, Shine Berry Sweet Tea, Razz-Berry Shineade, Watermelon Chillade, Carmel Apple ShineA-Latte, Granny Jaynes Pumpkin Bread, and Peppermint Mocha Shine-O.

reinvention, disruption, originality: moonshine reimagined

When used to create cocktails, the distilled moonshine’s bold and distinctive flavors become the highlight of the drink. Sip Shine's mixologists continually create new and exciting cocktails that pay tribute to moonshine’s rich history and tradition. From classic sour cocktails to modern and creative mixes, moonshine cocktails are designed to take those enjoying the cocktail on a journey of flavor and discovery.

The origin of Sip Shine stems from a family vacation in the mountains of eastern Tennessee.

Recognizing the northern perception of moonshine as a harsh and selectivelyacquired taste, the founders set out to create an easysipping moonshine with Great Lakes region-inspired sweetness. Bringing some of the best distilling and flavor minds together, the unique sipping experience was soon realized and Sip Shine was born.

Managing

Partner and Michigan native Kyle Search recently moved all distilling to Grand Rapids, Michigan, from Iowa. Along with the move, Sip Shine has reimagined moonshine and added Moonshine

Slushies, perfect for the summer months.

“After visiting Tennessee, we were inspired to create something that keeps the traditions of moonshine while introducing some Great Lakes inspiration,” said Search. “It soon became apparent that moonshine could be reimagined and introduced to a broader consumer base.”

The company is disrupting the bar and restaurant industry as well as invading sports venues with its latest product.

Moonshine Slushies feature all-natural ingredients and precision distilling and flavoring, resulting in a uniquely sweet and flavorful taste.

Sip Shine’s Slushie Program for restaurants, bars, and sports venues gives businesses the opportunity to earn potential high-profit margins of 350 percent to 500 percent per serving. Best of all, businesses that sign up for the Slushie Program are given the opportunity to use on of Sip Shine’s branded frozen drink machines. The terms of the use of the machine are based on individual state laws and usually result in a net-zero cost or close to net-zero cost.

Sip Shine has signed multiple-year deals for Moonshine Slushies to be sold at:

• LoanDepot Park, home of the Florida Marlins

• Tropicana Field, home of the Tampa Bay Rays

• AI Lang Stadium, home of the Tampa Bay Rowdies

Minor league ballparks serving Sip Shine include:

• Lancaster Barnstormers

• Charleston Dirty Birds

• Traverse City Pit Spitters

• Lexington Counter Clocks

• Round Rock Express

• Sugarland Space Cowboys

• Rockford Rivets

“Beyond sports venues, we have seen a surge in requests for the Sip Shine Slushie Program,” said Nick Rice, Sip Shine’s director of marketing. “Our brand is quickly becoming recognized in the bar and restaurant industry. The versatility of being able to enjoy the flavors over ice, mixed in a cocktail, or as a slushie provides those serving our products the opportunity to meet the needs of their customers.”

For whiskey lovers wishing to indulge in the rich and smooth flavors of expertly crafted whiskey cocktails, Sip Shine distills Kyodie Ravin’ Apple and Peach Whiskeys along with the Gannett Peak label. Sip Shine’s skilled mixologists have mastered the art of blending the finest whiskey with fresh ingredients to create a range of unique and unforgettable cocktails. Whether someone prefers a classic Old Fashioned or a modern twist on a whiskey sour, these cocktails are sure to please.

Kyodie Ravin’ Apple Whiskey opens with a crisp Granny Smith apple aroma with a hint

of cream and chocolate. Kyodie Peach Whiskey is a perfectly blended corn whiskey combined with the taste of sweet southern peach, with a beautiful peach aroma.

Gannett Peak Whiskey is a Wyominginspired smooth, great-tasting whiskey named after the tallest mountain peak in that state. Sip Shine ages Gannett Peak Whiskey for 2½ years, combining a blend of heavy caramel, vanilla, cocoa, roasted nuts, and a slight rye spice, capped off in an American-made bottle. The whiskey honors the breathtaking views of the mountain and its American heritage, with all elements being American made. Gannett Peak is one of those whiskeys that is easy to enjoy— neat, on the rocks, or combined with a favorite mixer.

The company plans to open a restaurant and tasting room on the west side of Grand Rapids, Michigan, later this summer. Sip Shine - The Venue will also include opportunities for musicians to perform on a stage, similar to what is seen at bars and restaurants in Nashville.

“We are excited to provide a new experiential opportunity to those who visit The Venue by offering a tasting room dedicated to flavored moonshines and whiskeys,” said Search. “We aim to provide a welcoming and relaxed atmosphere with a touch of Tennessee, where patrons can experience what Sip Shine is all about, enjoy a nice meal, and listen to country music performed by local musicians.”

Sip Shine is available in over 30 states and nationally online at sipshine.com. Visit sipshine.com/sip-shine-slushies/ for more information about the Slushie Program.

Peppermint Mocha

Martini

Ingredients:

2 ounces Sip Shine

Peppermint Mocha

Shine-O

2 ounces Cold Brew

Tonic Water

1 packet Hot Chocolate

Mix

Instructions: Combine ingredients in a shaker and shake; pour into a martini glass.

rECIPES

Apple Cherry Old Fashioned

Ingredients:

2 ounces Kyodie Apple

½ ounce Ginja 9 Cherry

Liqueur

Dash Orange Bitters

Instructions: Combine ingredients and smoke with Apple Wood; pour into an old fashioned glass over an ice cube and garnish with orange peel.

Kyodie Peach Fizz

Ingredients:

2 ounces Kyodie Peach whiskey

4 ounces Lemon-Lime Soda

½ ounces Lime Juice

Ice cubes

Lime slice for garnish

Instructions: Combine ingredients in a shaker and shake; pour in a glass over ice and garnish.

Berry Sweet Tea

Ingredients:

2 ounces Sip Shine Shine

Berry Sweet Tea

4 ounces Sweet Tea

½ ounces Lemon Juice

½ ounces Raspberry Syrup  Ice

Fresh raspberries for garnish

Instructions: Combine ingredients in a shaker and shake; pour in a glass over ice and garnish.

rECIPES

Gannett Peak Sunset

Ingredients:

2 ounces Gannett Peak Whiskey

2 ounces Pineapple Juice

1 ounce Orange Juice

½ ounces Grenadine Syrup Ice

Orange slice and maraschino cherry for garnish

Instructions: Combine ingredients in a shaker and shake with ice; pour in a glass and garnish.

Chili Margarita

Ingredients:

1½ ounces Sip Shine

Watermelon Chillade

1 ounce Simple Syrup

1½ ounces Water

1 ounces Lemon Juice

Instructions:

Add all ingredients to the shaker and shake; add ice and pour into a margarita glass.

What Our Winners

have to say...

Stuart Cutler CEO/President Snowy River Cocktails

“PR%F Awards provides up-and-coming brands the opportunity to be seen and tested by industry peers and leaders. This awareness & the contacts it brings opens new doors to build sustainable business relationships for years to come.”

PR%F MEDALS

Taste of the Tropics

“Aruba, Jamaica, ooh I wanna’ take ya’. Bermuda, Bahama, come on pretty mama. Key Largo, Montego. Baby, why don’t we go?”

By Jerry Hammaker Owner, Certain Aged Ventures www.CertainAged.com

Thehot days and nights of summer have many people thinking of swinging in a hammock, a Piña Colada, or a Bahama Mama in hand. Tropical heat and tropical flavors just go together.

Mojitos, Bay Breezes, Hurricanes, and so many more mixed drinks satisfy on a hot day. Why not wine? A nice, chilled wine can be a fully refreshing taste of summer. Tropical fruit flavors abound in certain wines, especially white and rosé wines. Aromas and flavors of pineapple, banana, mango, passion fruit,

Lyrics from “Kokomo” by The Beach Boys

and even lychee fruit, along with summery flavors of citrus, strawberry, and raspberry, are an ultimate pairing for hot weather. We aren’t talking about adding fruit or artificial flavors to wine. Volatile thiols aside, typical aromas and flavors of grapes come forward in a glass of wine when grown in certain climates.

Tropical aromas and flavors are often found in wine from grapes grown in hotter climates. Take unoaked Chardonnay as an example. Chardonnay, made from cool-climate grapes, typically has more citrus and green apple flavors. When warmer weather Chardonnay grapes are used, the wine picks up more peach and melon flavors. But, if in hotter climates, Chardonnay grapes are made into wine, you can expect more pineapple, banana, and peach flavors. This same type of varying flavor profile can be found in most wine grapes, depending upon the climate,

where the vineyards are located, and the weather of a particular vintage. Similar tropical aromas and flavors can also be found in grapes left to hang a bit longer on the vine. The grapes will develop a higher sugar profile which changes the characteristics of the wine, akin to mellowing out the flavor profile from green apple to something like ripe pineapple. This change can especially be noticed in lateharvest and dessert-style wines.

Take a trip to your favorite wine shop or even the wine aisle of your grocery store. Simply think about what sections of that shop or aisle

Photo by Markus Winkler

represent climates that are typically hotter. Then, go to those sections and look at some labels. You will probably see Chardonnay from Santa Barbara, California; Italy; Spain; and South Africa. Sauvignon Blanc with tropical notes can be found from New Zealand, Spain, and Chile. Greece’s famous Assyrtiko (“Ah-seer-teeko”) wine is a nice example, especially from Santorini.

France, but great examples can be found in warmer climates like Sicily and Tuscany in Italy, South Africa, and different areas of the United States, such as Virginia and California. Gewurztraminer typically has aromas and flavors of lychee fruit and can develop other tropical characteristics, especially when grown in areas like Australia, Argentina, and specific areas of California. Torrontes from Argentina is another lychee fruit-forward wine with citrus and peach flavors. Try a rosé wine from Provence, France, for flavors of macerated strawberry, summer melon, and rosé. Select one of these wines, take it home, and pop it in the fridge. When you are ready, pop the cork, and enjoy the tropical aromas and flavors!

Whether you are relaxing in a lawn chair, with your feet in a plastic baby pool, or lounging in a hammock under swaying palm trees, make the perfect pairing of tropical tastes of wine with the tropical heat.

“We’ll get there fast, and then we’ll take it slow. That’s where we wanna’ go….”

Italy grows hundreds of different wine grapes. Look for Vermentino from Tuscany and Sardinia. Also, look for Soave which is made from the Garganega grape. Chenin Blanc from South Africa can be made in either a crisp and dry style or an oak-aged creamy style. Northeast Spain brings us Rioja Blanco with its age classifications of Crianza (1 year), Reserva (2 years), and Gran Reserva (4 years and over). Viognier is most commonly found in Northern Rhone,

What Our Winners

have to say...

“Mr. Tequila”

Juan Bonilla, CEO

Juan Bonilla Imports

tequilawine.com

PR%F MEDALS

“I care about having high quality products and it's inspiring to me when experts recognize them. Thanks to PR%F Awards for being professionals and true experts passionate about spirits, you are a great and empowering competition.”

Roc Paper Straws Helps with Sustainability

The Women-Owned Business Manufactures Paper Straws in the U.S. and Distributes Globally

Photos courtesy of Roc Paper Straws.

Ina mission to save the planet one paper straw at a time, mother-daughter team Kathryn and Karrie Laughton has launched Roc Paper Straws, the nation's newest paper straw manufacturing company. The Rochester, NY manufacturer is one of only a handful in the U.S. and the only one in New York State and the northeast.

Roc Paper Straws President Karrie Laughton is a market insider. As the owner of Lux Lounge, a popular Rochester bar, she wanted to protect the environment. Replacing plastic straws with paper was one way to help. But finding quality, durable eco-friendly straws that would not get soggy and fall apart took a lot of work. In addition, the market need was not being fulfilled by existing manufacturers.

After three years of planning, perseverance, and pandemicrelated delays, the Laughtons

invested half-million dollars in the best new equipment. They renovated a 10,000-square-foot manufacturing space, sourced sustainable, high-quality foodgrade paper, glue, and inks, and hired key employees. They also scored lending from Rochester Economic Development Corporation, which empowers new and existing companies to start, grow and thrive.

Roc Paper Straws is now making and distributing a range of standard and custom-branded highquality, durable, ecofriendly paper drinking straws. There are no forever chemicals, and the straws are nontoxic, food grade, ecofriendly, biodegradable, marine-safe, and compostable. They are available wrapped and unwrapped in an array

roc paper straws helps with sustainability

of colors and can be custom branded with company colors and logos.

Their product and shipping boxes are made from recycled material and are recyclable using Kraft paper tape and compostable stickers.

"The irreversible damage single-use plastics have had on our environment is astounding. People are insisting on change," said Karrie Laughton. "Plastics can be recycled, but less than 10 percent are. Plastic straws are consistently one of the most littered plastic items in the top 10 list of items found in international coastal cleanups. They end up in landfills, pollute oceans, and are detrimental to wildlife and beautiful sea creatures, and microplastic particles end up in our food and drinking water. We have addressed these key environmental issues and the leading consumer complaint that paper straws get soggy by using food-grade glue and dyes and a high-quality, more durable, thicker grade paper."

Roc Paper Straws products are available online at rocpaperstraws. com. Products ship free to the lower 48 states. For institutional use and custom orders, contact Roc Paper Straws at (585) 355-4441 or rocpaperstraws@gmail.com.

What Our Winners

have to say...

Matt Ellenthaw, CEO & Martha Outlaw, CMO Co-Founders Barrelsmith

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

PR%F MEDALS

Raise a Glass to Refreshment

Non-alcoholic Beverages for Your Next Event

Written by Kara Trim

Asthe summer months approach, many engaged couples are finalizing the details of their weddings and receptions, graduates and their families are planning parties, and baby showers are in full swing. With 2.3 million weddings happening each summer and 4 million people graduating from college, many events are happening in the next four months. The beverage menu will likely play a prominent role in all these events. While most don’t want a completely “dry” event, they do want all their guests to have fun! Expectant mothers, newly graduated high school students, sober, sober-curious, or simply taking a night off will appreciate the thoughtfulness of non-alcoholic options beyond soda and water. Having irresistible adult beverages without alcohol available is key to meeting everyone’s needs. Here are five ways to stay on trend, inclusive, and fun without short-changing the guests who choose not to drink alcohol.

1. Go beyond lemonade.

Summer weather invites us to use more citrus and reminds us of playing outside with friends after school. Include the citrus but make it more adult by offering a serve yourself lemonade, iced tea, flavored sparkling water, and flavored syrups to give your guest the ability to customize their drinks and experiment.

2. Flavor Themes.

Use seasonal and regional herbs and fruits. In the same way you expect dishes to use fresh seasonal and local ingredients, use those same elements in non-alcoholic cocktails to elevate your offerings. For example, use prickly pear, plums, oranges, sage, mint, or whatever is native to your area for a truly unique non-alcoholic cocktail.

3. Incorporate unique glassware and edible flowers.

Who doesn’t love an interesting garnish and a special glass? The right glass makes everything taste better. Don’t save the visual interest for the alcohol. Add mason jars, coups, edible flowers, edible glitter, fancy glass straws, and some color to your offerings. We eat with our eyes first.

4. Make it prominent.

Don’t make the guests search for something special. Instead, place the non-alcoholic options on the menu, display them on the bar, or place the nonalcoholic drinks stations adjacent to the bar. The goal is to provide options so guests feel included.

5. Secret Cocktail.

In addition to the non-alcoholic beverages on your menu, craft a specialty non-alcoholic cocktail but don’t put it on the menu. Start a whisper campaign through family, friends, or bridal party to add excitement and suspense to the party. Encourage people to talk, create buzz around the cocktail, and encourage them to try it.

The bottom line is you should treat your non-alcoholic options with as much care as the alcoholic ones. Anecdotal research indicates that 1 out of every 3 adults are not drinking alcohol or drinking less. As a bonus, having non-alcoholic options readily available means people are less likely to get out of control. Make your event fun without drama. Offering quality non-alcoholic options is a win-win-win situation. You stand out, increase your revenue (a quality non-alcoholic cocktail is priced like an alcoholic one), and cater to your guests' needs. And don’t forget a nonalcoholic sparkling wine for the toast!

Kara Trim is the CEO and founder of Choice & Co, a direct-to-consumer and wholesale non-alcoholic bottle shop specializing in irresistible nonalcoholic beverages for all drinkers.

PR%F Awards and PR%F Awards Winners

Shine at Bar & Restaurant Expo

Bar & Restaurant Expo, the nation’s largest and most influential gathering of bar and restaurant owners and operators, returned to the Las Vegas Convention Center on March 27-29 for the 37th annual showcase. PR%F Awards was there, along with many PR%F Award winners.

The Expo floor opened on March 28 with a special ribbon-cutting ceremony hosted by Food Network celebrity chef Jet Tila. He walked the red carpet and cut the ceremonial ribbon to officially open the expo floor alongside Bar & Restaurant Group Vice President Tim McLucas. Celebrities, honored guests, and chefs also graced the red carpet, including Robert "Kool" Bell from Kool & The Gang; celebrity mixologist Mia Mastroianni, celebrity chef Brian Duffy, keynote speaker and founder of JackFromBrooklyn and Sorel Liqueur, Jackie Summers; co-founder of Spirits in Motion,

Phil Wills and more. Also on the red carpet, McLucas presented Shelia Bennet, Executive Director of the official charity partner of Bar & Restaurant Expo, CORE (Children of Restaurant Employees), a $5,000 donation on behalf of the expo.

Celebrating the strongest attendance and exhibitor participation in five years, 11,477 attendees gathered to learn, source, and purchase the latest products in the hospitality industry, a 10% increase compared to 2022 attendance.

The Art of Agave

By Jennifer English, Editor at Large, PR%F Magazine, and Aakash Patel, Founder of The Mezcal Hotels

Photos property of The Agave Spirits Institute.

The Agave Spirits Institute is an educational organization focused on introducing and training hospitality professionals (and passionate amateurs) with a foundational understanding of all agave spirits. Founded in 2020, the organization has quickly become an industry leader in the instruction and certification of agave spirits expertise.

The Institute offers various tiers of educational and professional development courses ranging from Introductory Kits for those new to the category to Level One and Level Two certifications for individuals looking for more advanced knowledge and industry recognition. The courses contain information on Agave Spirits topics including, but not limited to, Identification and Grading, Cooking, Chemistry, and Distillation.

Which Agave Spirits? Beyond the familiar Tequila, The Introductory Course Kit comes complete with samples of the world's most prized representations of Mezcal, Sotol, Raicilla, Bacanora Comiteco, and Tuxca (pronounced Toosh-Ka). Each spirit is produced from one of their Denomination of Origin (D.O.) region's esteemed producers and typifies the character and essence of each different expression. You are in for a revelation if you have never tried a Sotol D.O. or a Bacanora from the Bacanora D.O.

The D.O. is a regulated designation implemented to protect the geographical status and the specific products produced in a region that carry characteristics and elements designated and attributed "of the place." According to the Agave Spirits Institute Introductory Coursebook, the Appellation of Origin is the name of the geographical region that serves to designate a product that originates within it.

According to Guild Certified Senior Wine and Spirits Instructor Oscar A. Montes Iga, co-founder of the Agave Spirits Institute, the important reason for this designation, aside from the assurance of quality, is to "create a tie between the quality and characteristics of the product and the place." Imagine tasting a Mezcal D.O. from Oaxaca, tasting the soul of the place, or the sipping of Sonora, the Northern Mexican region adjacent to Arizona, home

of the Agave Heritage Festival and most famous for the Bacanora D.O.

The Institute’s instructors and staff are industry professionals certified in agave spirits' distillation, maturation, and blending. They are dedicated to helping students improve their understanding of the processes and science behind agave spirits. In addition, they provide general advice and guidance to those seeking to launch their own businesses or experiments in the agave spirits business.

According to Professor Oscar A. Montes Iga, MAS and Master of Agave Spirits, the Agave Spirits Institute "is designed for amateurs and professionals alike. Our introductory course allows students to explore the vast world of agave spirits, far beyond mezcal and tequila. Through the 2½ hour course, we’ll explore six different beverages, each with a unique

history, production, and taste. Students will leave this course with the tools to better appreciate agave spirits and an urge to keep exploring these vast and diverse drinks."

During the 2023 Agave Heritage Festival, the Introductory Course was offered to a full house of industry professionals and amateurs around the world. I was one of the lucky attendees and can attest to the fascinating Master Class. Professor Oscar Montes Iga is a brilliant teacher who gave every participant valuable insight. As a member of the International Wine & Spirits Guild, a Certified Wine & Spirits Instructor, as well as the Education Team Manager for the Agave Spirits Institute, Professor Montes has significant experience. Educating students about "how to taste" the six different spirits included in the Introductory Kit was illuminating. I am often called upon to be a judge in tastings and

competitions, including my role as Lead Judge of the Proof Awards, and I learned so much about tasting.

I gained knowledge about Agave Spirits Tasting specifically from this experience. I highly recommend it to anyone curious or passionate about the wider range

of agave spirits and expressions.

The Agave Spirits Institute has several statements and goals that demonstrate its commitment to the industry. Their mission statement focuses on providing the tools and knowledge necessary to help students become better hospitality professionals. The institute also

provides the highest quality education available to agave spirits professionals.

Their mission is to recognize the cultural significance of the agave spirits industry in Mexico. We experienced this mission brought to our class. We can join the Agave Spirits Institute alums upon completion and get promoted to Level One. Sign me up!

The Agave Spirits Institute is a great resource for anyone looking to broaden their knowledge and expand their career within the agave spirits sector. Their programs are developed and managed in a way that produces enterprise-level professionals with the necessary skills and knowledge to create a career within the agave spirits industry successfully. As Agave Spirits awareness and demand boom worldwide and agave plants are cultivated beyond Mexico, the opportunity to sip and discover new Agave Spirits is just beginning. It is an exciting time indeed.

Ready to do your Introductory Course online or in person?

For readers of PR%F Magazine, the Agave Spirits Institute is offering a 10% discount on the Introductory Course & Bundle.

*Agave Spirits Institute Course Bundle includes: Level 1: Mezcal Specialist

Level 2: Mezcal Sommelier

Level 3: Agave Spirits Advisor

These three courses, when purchased separately cost a total of $1730 and with the regular bundle discount is reduced to $1550. Readers of PR%F Magazine will be offered this bundle at a discounted rate of $1395.

All prices listed are before tax and shipping and the discounts will be valid until July 7, 2023.

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HighclereCastleGin.com

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The PR%F Awards

Great spirits flowed together in camaraderie and unique tastings when spirit industry leaders gathered to judge the PR%F Awards 2022, 2021, 2020, and 2019. Officially named the world’s largest spirits and wine competition in the US, PR%F Awards encompassed innovation with judging. PR%F Awards 2021 launched a new dual adult beverage competition format including two competitions in one—PR%F Awards-Masked, The DoubleBlind Tasting, and PR%F Awards-Unmasked, The Total Package. It has been four years of incredible tastings, new partnerships and the fun of Las Vegas with more to come.