PR%F the Magazine August 2024 issue by proofthemagazine

George Manska

Matthew-Lorèn Lindsey

Jose Salinas

Wade Vandervoort

Debbie Hall

Simon Hurry

Alexandra Tran

Katie Clavette/BevNomad

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 the Magazine

Terry Hart Director of Brands & Competition

Colleen Banks Director of Business Development

Lara Stone Trade Show Editor

Contributors: Contributing Photographers:

L.A. Walker

Margaret McSweeney

Noah Rickertsen

Mac Black

Kitera Dent

Avi Richards

Margaret McSweeney

Jonas Mohr

Michelle Pualani Houston

Michele Tell

Derick Santiago

Michelle Pualani Houston

Jonas Mohr

Simon Hurry

Bryan Ste y Robert John Kley

Alyssa White, Poiema and Grace Creative Photography

Noah Rickertsen

Denise Truscello

J Rick Martin

Peter Harasty

Patrick Greg

Greg Cahill

Skyler Barberio

FROM THE EXECUTIVE DIRECTOR

Dear Readers,

We welcome Gene Simmons and his new MoneyBag™ Vodka as this issue's cover story. Read our personal interview with Simmons, which discusses all elements of his new vodka adventure and developing a brand from inception to the incredibly smooth, clean taste and decanter-style one-of-a-kind bottle presentation.

Meet Minhas Distillery, the famous distillery of Wisconsin, and its owner, Ravinder Minhas, who set the standard for their brands nationwide with history, experience, and taste.

PR%F Awards made a big visit to the Big Apple with Bar Convent Brooklyn 2024—meeting new brands and learning about the upcoming trends of spirits and wines coming across our shelves. Amaro hits the Big Apple with many new styles and brands taking over a signiﬁcant convention area. Amaro's popularity is showcased at this year's BCB, a beautiful blend of grape brandy with a mixture of herbs, ﬂowers, aromatic bark, citrus peel, and spices.

A very special thanks to our judge, Caroline Navish, Beverage Buyer for Sahadi’s Spirits, a James Beard Award-winning restaurant located in the heart of Industry City, Brooklyn. Thank you for your warm hospitality to our team in Brooklyn.

It was always an honor to run into so many PR%F Award-winning brands at BCB, including our Best of Show—Most Innovative Brand Holistic Spirits (with the familiar face of Woody Harrelson), which debuted its new Harmony Gin at the expo.

We have expanded our PR%F Awards categories to include some new speciﬁcs. This includes bottled-in-bond, triticale, hybrid grain whiskeys, a newly retooled non-alcohol, low alcohol, low sugar, alcohol recovery drinks, shots with and without caﬀeine, and a detailed look at cannabis-infused beverages, including THC, Hemp, and other new additions in that area. Check out all our detailed categories at www.proofawards.com

The spirited cocktail garnish categories have also expanded to include olives, cherries, onions, lemons, limes, sugars, salts, and many more. Be sure to check out those new categories as well.

There is still time to win an award at the upcoming PR%F Awards. Enter your spirits, wine, beverage brand, or beverage gadget—each SKU entered gets into two separate competitions, a chance to be tasted by 100+ beverage buyers from across the United States—and a chance to win two separate medals in two competitions: PR%F Awards-Masked (double-blind) and PR%F Awards-Unmasked (The Total Package that allows our judges/buyers a chance to taste and rate your brand but also see your logo, bottle, price point, ingredients and overall marketing theme.)

Many calls are coming in to see where brands can get merchandise. To promote your brand, you can make custom stickers, bottle toppers, shelf talkers, and merchandise. Visit proofawards.com/merch-p-o-s/

Cheers!

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

Photo of Michele (left) receiving the KISS Destroyer album in 1977

BAR CONVENT BROOKLYN

The PR%F Awards attended the 2024 Bar Convent Brooklyn. Bar Convent Brooklyn is a gathering place for pioneers in the bar and beverage community pioneers who have a passion for premium and craft spirits. The event aims to create a welcoming and collaborative environment where industry leaders come together to celebrate and shape the future of liquid culture. This is achieved through education, sharing best practices, and creating business opportunities. Bar Convent Brooklyn showcases the most premium brands driving the cocktail movement.

For more info, visit barconventbrooklyn.com

Follow on Facebook and Instagram @ barconventbrooklyn

X (formerly Twitter) @ bcbrooklyn YouTube @barconventbrooklyn7719

bar convent brooklyn

the whiskey journey of

Ian Somerhalder and Paul Wesley seamlessly translated their well-known on-screen bond into a real-world collaboration, establishing the Brother's Bond bourbon brand.

The two friends drank bourbon on and off screen for nearly a decade while filming in the South. Their deep sense of brotherhood and shared love of bourbon evolved into a vision of crafting an exceptional whiskey company.

This prompted them to embark on a meticulous journey of visiting distilleries, experimenting with various mash bills, and hand-selecting whiskeys for their final blends.

The goal: to create a bourbon that epitomized elegance, exceptional smoothness, complexity, and balance— one that would captivate the most discerning bourbon enthusiasts.

Ian and Paul embraced an entirely hands-on approach to their venture.

The brand was their sole vision; from blending the bourbon in Ian’s kitchen over the course of a year to developing the label, sourcing the glass, and finally picking a name, their involvement was all-encompassing. They sought advice from friends in the industry and ensured a holistic connection to their brand.

In May 2021, Brother’s Bond bourbon was introduced to the world. With three awardwinning expressions, the brand has rapidly expanded, now available in 49 U.S. states.

Brother’s Bond Bourbon has received substantial accolades. With ratings ranging from 92 to 98 from spirits journalists, the brand has become the most followed spirit brand on Instagram, boasting over 1.92 million followers.

Beyond the realm of the spirit, Brother's Bond has woven a narrative of time and quality. It has committed to contributing a portion of proceeds to support regenerative farming practices, aiming to positively impact climate change. 2024 will mark the year Brother's Bond will become one of the first bourbon brands to begin using regenerative grain in select expressions.

The duo remains unwavering in their enthusiasm for the brand’s growth. With everevolving plans and multiple new expressions in the pipeline, Ian and Paul are steadfast in their mission to build a legacy brand destined to be cherished for years to come.

For more info, visit brothersbondbourbon.com. Follow on Facebook, Instagram and TikTok @ BrothersBondBourbon, X (formerly Twitter) @ brothersbond and YouTube @ brothersbondbourbon8595.

Ian Somerhalder and Paul Wesley, on-screen brothers and real-life friends, created Brother’s Bond Small-Batch whiskeys to redef ine whiskey craftsmanship. Meticulously crafted using hand-selected mash bills from MGP, one of the oldest distilleries in the USA, undergo ing copper column and copper pot doubler distillation, and aged for a minimum of 4 years, the award-winning small-batch barreled series offers taste characteristics that are incomparably complex and bold, yet rich and balanced. Moreover, Brother's Bond goes beyond exceptional taste by giving back a p ortion of proceeds to regenerative agriculture with every bottle purchase, embodying a commitment to sustainability and environmental responsibility.

WATER SOURCE: Glacial-Aquifer

WATER TYPE: Limestone

DISTILLATION: Copper Column & Pot-Doubler

STRAIGHT BOURBON

STRAIGHT BOURBON WHISKEY

BARREL HEADS: Char #2

BARREL STAVES: Deep Char #4

ALC. BY V OL 40%80 PROOF

FOR NEW BOURBON DRINKERS LOOKING FOR AN APPROACHABLE AND COMPLEX TASTE EXPERIENCE.

Hand select three distinctive mash bills that are small-batch barrel blended (135 barrels per batch) to create a four-grain, high-rye bourbon whiskey. The result is a refined, rich and nuanced expression.

CASK STRENGTH

CASK STRENGTH STRAIGHT BOURBON WHISKEY

ALC. BY V OL 57-59%Barrel PROOF

FOR BOURBON DRINKERS LOOKING FOR A RICH AND MORE COMPLEX TASTE EXPERIENCE.

Limited Batch releases (2-3 per year) - Hand-select 70 of the finest Brother's Bond Bourbon barrels for each release. This expression is our four-grain high-rye bourbon in its undiluted form. Unfiltered, uncut, and bottled at barrel proof. The result remarkable richness, luxurious texture, and perfectly balanced taste.

RANKS AS ONE OF THE BEST STRAIGHT BOURBON

AMERICAN BLENDED RYE WHISKEY

FOR HIGH-END SPIRIT DRINKERS LOOKING FOR A FULL FLAVORED TASTE EXPERIEINCE.

Limited Batch release (2-3 per year) - Hand select between 70-135 barrels per batch, from four distinct mash bills, to create a four-grain rye whiskey that is well-rounded, nostalgic with a robust taste. Every sip leaves the palate full of bold, aromatic, spicy aromas and flavors in perfect balance.

Color:

Sunset Gold

Body:

Balanced, round and velvety smooth

Aroma & Taste: Baked banana bread, dried fruit, warm rye spice and fresh cut oak

Color:

Aroma & Taste: Ripe Banana, Caramel & Vanilla, Walnuts & Dried Fruits (Apricot/Fig), Warm Rye Bread & Orange Honey, Leather & Subtle Smoke

Aroma & Taste:

dried fruits & Caramel, Ripe Pineapple & Vanilla cream, Mint, Rose Petals and Aromatic Grapes, Cinnamon & Brown Sugar

Final Mash Bill: 65% Corn, 22% Rye, 13% (Wheat & Barley)

Final Mash Bill:

Corn, 22% Rye,

(Wheat & Barley)

Final Mash Bill: 77% Rye, 16% Corn, 7% (Wheat & Barley)

Color: Dark Gold Body: Rich, creamy & full bodied

Candied

The 2023 PR%F Awards Century Award-winning Three Chord Bourbon was created to celebrate music, honor its makers, and remind people of its power to bring people together.

Music breaks down barriers, is universal, is our most ancient language, and brings people together.

Music is in the DNA of Three Chord Bourbon. It was created to celebrate music, the people who make it, and all of us who love it. It honors those

2023 PR%F Awards Century Award-Winning Three Chord Bourbon

Respect the Moment

who make music—the journeymen and women who create and play for the love of it.

Neil Giraldo, the founder, is a musician who was raised by individuals who had a passion for playing and performing. He is a highly productive performer and producer who was recently inducted into the Rock and Roll Hall of Fame. However, at his heart, he values and respects those who perform simply for the love of music.

Three Chord Bourbon was crafted to

be a ﬂavorful and easy-drinking spirit, perfect for enjoying with friends or for mixing. It is designed to evoke the power of music to bring people together and to celebrate the simple pleasure of a "great tune." These are moments worth treasuring.

Three Chord sources high-quality and rare whiskeys from the top distilleries in Kentucky, Tennessee, North Carolina, and Indiana for use in blends, singlesource bottlings, and special releases. By using carefully selected barrels and combining unique ﬂavor proﬁles,

Three Chord creates an expression more signiﬁcant than the sum of its parts.

Three Chord whiskeys are aged in a heavy toast 4 char #1 barrels, French and American oak "hybrid" char #3 barrels, barrels imported from Cognac (not charred), and barrels from Spain (not charred). After blending, they are returned to the barrels a second time then bottled in Chelsea, Michigan.

Giraldo has an extensive back catalog, including over 100 songs written and more than 45 million records sold. He has contributed in various roles - as a writer, producer, arranger, and recording artist - for artists such as Pat Benatar, John Waite, Rick Springﬁeld, Kenny Loggins, Steve Forbert, The Del Lords, Beth Hart, The Coors, and others. His work includes many Grammy-nominated and Grammy-winning hits.

Today, Giraldo has a dynamic and diverse career. He is currently working on completing two books - one is an autobiographical novel and the other is a motivational book on the psychology of creating. He is also expanding his entertainment company, Bel Chiasso, which is developing various television and ﬁlm projects. Additionally, he is involved in a new band project with

ree Chord Story

Written By Neil Giraldo

One night, as I was sipping bourbon in my studio with friends, the conversation naturally turned to music, sound, and composition. We began to wonder how blending the “tones” of various whiskeys together could create a unique “harmony” of ﬂavor.

We knew bourbon’s role in Americana music and the American dream. We knew we loved it. We knew that the blues and the “three chord” progression were blank scores with which we could compose our own masterpieces. Truth, heart, and integrity.

Scott Kempner from the Del Lords/ Dictators and assembling an all-star band.

Giraldo is bringing his creative energy and musical expertise to another project as the founder of Three Chord Bourbon. Three Chord Blended Bourbon Whiskey embodies the spirit of creativity and innovation.

Three Chord believes in fostering a sense of community, recognizing the strengths and talents of others, and extending a helping hand to those who are less fortunate. Additionally, they are dedicated to amplifying the voices of musicians and artists and providing opportunities for them to showcase their creativity through special events in their local area. Three Chord demonstrates this commitment by allocating a portion of Three Chord Bourbon proceeds to support musicians through various exceptional charities.

For more info, visit threechordbourbon.com and follow Facebook, Instagram, and Tiktok @ threechordbourbon, X (formerly Twitter) @ 3ChordBourbon, and YouTube @threechordbourbon8583.

ROD STEWART ROCKS

Wolﬁe's Whisky

Photos by Jonas Mohr

Music industry icon Sir Rod Stewart has had a bumper year since launching Wolfie's Whisky in August 2023, with the blended scotch now available in California, Nevada and Florida, as well as more than 20 international markets worldwide. 'Designed to reflect Rod’s rock ‘n’ roll heritage with subtle nods to Americana, Wolfie’s was inspired by the legendary musician’s early hell raising days with the Faces and pays tribute to his reputation as the ‘Cockney Scotsman’. Referencing the opening track from Rod’s 1991 album Vagabond Heart, the lyrics ‘Rhythm of My Heart’ are emblazoned on the base of the bottle. Rod’s recording of the song was a nod to his own Scottish heritage having adapted the melody from the traditional folk song, Loch Lomond.

Wolfie’s Whisky is a 40% ABV blended Scotch that perfectly marries grain and malt whiskies, resulting in a lightly peated, smooth final blend. Distilled on the banks of Loch Lomond by an expert team with decades of whisky-making know-how, Wolfie’s truly has Scotland at its heart. With its unique blend of rock ‘n’ roll roots and Scottish and Americana heritage, Wolfie’s brings something new to the Scotch whisky market.

It is handcrafted in small batches using a three-step process of preparation, distillation, and maturation.

After fermentation for single malt scotch whisky, the wash is distilled twice in large copper stills. This adds a distinct boldness and intensifies the flavors. For grain whisky, distillation occurs in continuous column stills made of stainless steel with copper elements.

The coopers select the finest American oak bourbon casks to age the liquid slowly, allowing all the flavors to mature. Before filling, the coopers char each cask to release wood compounds that impart flavor and color to the maturing spirit.

The Master Blender carefully selects a mix of grain and malt whisky to marry and give Wolfie’s its ultimate smoothness.

TASTING NOTES:

Wolfie’s Blended Scotch Whisky is wonderfully balanced with flavors of warming cinnamon, fresh vanilla, and baked apple. The whisky has a delicate taste of sweet peat and pears in syrup before finishing with candied citrus peels and a gentle oak spice.

Nose: Baked red apple, warming cinnamon spice, and delicate sweet peat.

Taste: Orchard fruits – red apple and pears in syrup before candied citrus peels, vanilla, and oak spice.

Finish: Gentle oak spice and lingering sweet peat.

Proof: 80 proof (40 percent ABV)

Price: $44.99 MSRP

Size: 700 ml

à 40ml Wolfie’s whisky

à 15ml passionfruit liqueur

à 15ml vanilla syrup

à 15ml lime juice

à Splash of champagne

Add 40ml of Wolfie’s to a cocktail shaker. Add 15ml Passionfruit liqueur, 15ml vanilla syrup, and 15ml freshly squeezed lime juice. Add ice to the shaker and secure the lid. Shake hard and fast, like you mean it. Strain into your cocktail glass. Add a splash of champagne to the top of the cocktail.

Forget the garnish – get sipping! For other recipes, visit wolfieswhisky.com/serves/

56 PR%F Awards Celebrates its 5th Year of Competition

By Michele Tell

MASKED

The coveted double-blind tasting competition

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—not only to highlight and ﬁnd the latest in trending spirits but also to have 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 US and internationally. The chatter among our judges discusses trends, buying habits, spending habits, price points, and, mostly, taste. Each brings a buyer’s perspective to the competition and what their customers drink and prefer.

This year, it was unanimous that our bottles, the designs, the quality of craftsmanship of the bottles, the retro cool diﬀerent sizes of ready-to-drink cans, and the overall theme of many new brands were eclectic and exciting.

UNMASKED

totalpackage competition

Our judges come from all walks of the industry. Highlighting the PR%F Awards is Delta Sky Club® and Delta Airlines, our signature partner for the past ﬁve years, with growing Sky Clubs in Los Angeles, Kansas City, Minneapolis, JFK, Boston, Newark, Los Angeles and Haneda, Japan. Additional spotlight establishments include Bashas' and AJ's Fine Foods in Arizona, recently acquired by Raley's and the world’s biggest big box chain of all, Walmart. Specs in Texas, Liquor World, dozens of distributors, Sahadi Liquor in Brooklyn, Boyd Gaming, and Palms Casino Resort also represented at our competition this year, just to name a few.

At PR%F Awards, beverage brands are judged separately for two diﬀerent types of competitions during a two-day private event.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—and to 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 United States.

Our judges, all buyers, are awestruck with the creativity of the brands that cross their palates each year. Our continued growth in vodka, tequila, and whiskey, the array of RTDs (unique flavors), and the burgeoning alcohol-free and coffee-based beverage space were amongst the chatter at the 2023 PR%F Awards.This year, the noted varietals that sparked in more entries included añejos, flavored tequilas and moonshines, brandies, Mezcals, rums and gin, wines of exceptional varietals, and so much more. This year, our competition sported two complete rounds of cognac, more than any year of this competition.

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

All spirit entries are judged in The NEAT Glass, the oﬃcial judging glass for serious spirit competitions and the ﬁrst and only sensory science-designed vessel engineered to deliver all aromas to the nose for complete, accurate evaluation.

A special accolade is presented to womenowned brands that have busted through the glass ceiling and made a mark as owners, distillers, creators, and more. Kosher brands (both spirits and wine) entered this year with fury, and each is also presented with a special Kosher-certiﬁed accolade upon entering. Both

awards are intended to be used for marketing and letting the marketplace know what sets them apart from the rest while promoting their bottles and cans.

In 2024, we are debuting our Veteran Owned Award. All veteran-owned brands, will receive a specialty award to highlight their commitment to our country. The PR%F Awards organization thanks these strong men and women for their dedication and service to keep us safe at home.

Heading into our third year of online distribution is PR%F the Magazine, a beverage specialty digizine designed to enhance awareness and uncover trends in the beverage industry in line with our signature media partner Food and Beverage Magazine, leading in the hospitality, food, and beverage industries for the past 20+ years and boasting over 14 million readers.

We built the PR%F Awards with a marketing mindset to help new and emerging brands get a chance to be placed on a public shelf, oﬀer guidance, accolades, a magazine, and wordof-mouth social media to build awareness… and dreams. Congratulations to our winning brands. We look forward to seeing your growth throughout the year.

Our registration is open. Enter your brand today

60 the PR%Fteamawards celebrates its 5th year of competition

A Special Thank You to This Year's Judges*

Gemma Acheson

Johnson Brothers

Edward Allen

Carnival Cruise Line

Chris Anderson

Rustic House

Eve Bushman UNLV - Wine

Nicole Can eld

Palms Casino Resort

Brittany Chardin Movers & Shakers

Delta Sky Club®

Bobby Cheng

Food & Beverage Consultant

Christine Crnek

The NEAT Glass

Ken Dayton

Paci c Edge Wine & Spirits

Daniel de Anda Fast

Horizon Event Solutions

Aaron "Doc" DeFeo

Little Rituals, Marriot Phoenix

Cesar deMark

Spec's Fine Wine & Spirits

Jena Domingue UrbanVino; WineDirect

Michael Giambrone

Raise the Bar

Sean Hackney Bar Beverages

Karen Harling

Walmart

Ken Heck Chinglish

Kitty Heck Chinglish

Lou Hirsch

Breakthru Beverage

Alice Itsell

Basha's, Raley's, AJ's Fine Foods

Steve Jabour Spec's Fine Wines & Spirits

Gwendolyn Jackson

Liquid Distributors, Atlanta

Tylor Kezar

S Bar Las Vegas

Bobby Kryger Al's Garage Sports & Gaming

Matthew-Lorén Lindsey

Hire A Sommelier.com West Coast Beverages

Brian McCullough

Spec's Fine Wine & Spirits

TJ McNally Boyd Gaming

Margaret McSweeney

Kitchen Chat Podcast Host

Chris Motley Liquor World

Caroline Navish

Sahadi Spirits, Brooklyn NY

John Oliver

Breakthru Beverage

Kenny Okada Lotus of Siam

Kristine Reynolds Palms Casino Resort

Chris Rosano

Palms Casino Resort

Matthew Rose Partage

Roy Saunders

T-Bones Chophouse, Red Rocks Resort

Tucker St. John

Esther's Kitchen

Abe Taylor Downtown Hospitality Group

Greg Van Stone Palms Casino Resort

Danny Wedge

*By request, not all judges are named above. a special thank you to this year's judges

John Cutter Tavern, Al's Garage, Rustic House

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.

Wake Up and Smell

McMann & Tate Cocktail Co. introduces Morning Coffee Bitters

The McMann & Tate Cocktail Company has launched its Morning Coffee Bitters. Made to give any whiskey, dark rum, or vodka cocktail a bit of a jolt these bitters are coffee forward with a hint of chocolate. They also feature a blend of medium-roasted Arabica beans and cacao along with a mix of flavorful spices, herbs, and roots. While some bitters "pack a punch" with overproof alcohol, an ABV of 50 percent or higher, McMann & Tate's Morning Coffee Bitters weigh in at just 40 percent. That means it's easy to balance a cocktail without overwhelming it with a high-proof bitter. McMann & Tate's bitters are all-natural, gluten-free, and the

color is purely the extraction of the ingredients, and, in this ﬂavor, the alcohol that's used for infusing.

Established in 2020, the McMann & Tate Cocktail Company oﬀers an assortment of all-natural, crafted small-batch bitters, dried garnishes, and rimming salts for the cocktail enthusiast who enjoys creating drinks at home for friends and family.

Celebrating the "art of the drink," McMann & Tate encourages all mixologists to discover new recipes, explore unfamiliar ingredients, and continue their pursuit of making their very best cocktails.

McMann & Tate's Morning Coffee Bitters are currently available at mcmannandtatecocktailcompany.com

the bitters

Photos by Alexandra Tran

TASTING NOTES

Flavors: bitter

coﬀee, chocolate

Visual: opaque, deep brown

Aroma: Freshly brewed coﬀee

Compliments: whisky, rum, vodka

Alcohol: 80 Proof,

40% ALC/VOL

Size: 2 Fluid Ounce

Dropper Bottle

Ingredients:

alcohol, coﬀee, cacao, birch, vanilla, orange peel, peppercorn

In the Heat of the Night

à 1 ounce Barr Hill vodka

à ¾ ounce espresso

à ¾ ounce Mr. Black Coﬀee liqueur

à ½ ounce Ancho Reyes Chile liqueur

à ¼ ounce simple syrup

à Dash of Morning Coﬀee Bitters

à 3 coﬀee beans

Stir ingredients over ice, strain into a chilled coupe, and garnish.

Speyrow

à 1½ ounces Glenlivet 12-Year Scotch

à ½ ounce Yellow Chartreuse

à ¾ ounce lemon juice

à ¾ ounce honey syrup

à 2 dashes Morning Coﬀee Bitters

Shake ingredients over ice, and double strain into rocks and glass ﬁlled with ice.

Birds of a Feather

à 1 ounce Kraken Black Roast Coﬀee rum

à 1 ounce Hamilton Demerara rum

à 1 ounce lime juice

à 1½ ounces pineapple juice

à 1½ ounces Campari

à 2 dashes Morning Coﬀee Bitters

à Dried Lime Garnish

Shake all ingredients over ice, double strain into a tiki mug ﬁlled with ice, top, and garnish.

Low to No Alcohol Alternatives Growing in Demand

Written by Michelle Pualani Houston Founder and Visionary, To Be Honest Beverage Company

by Derick Santiago

How many sales are left on the table by ignoring 40% of consumers who choose not to drink alcohol regularly?

Non-alcoholic, alcohol-free, or low-alcohol beverages are no longer optional on the menu or retail shelf. So, if you are not stocking elevated options that appeal to adults with buying power, you are missing out on sales and excluding a significant customer base.

The sober curious movement, which simply means to reassess your relationship with alcohol, continues to grow year after year.

Non-alcoholic brands entering the market offer a host of new categories appealing to both drinkers and non-drinkers alike. According to Nielsen data, nextgeneration consumers seek alternatives that provide flavor, high-quality ingredients, and some function. Not only is Gen Z more conscious of what is in their glass, but more experienced lifelong drinkers are also concerned with sugar content, calorie count, or effects on their chronic conditions.

These categories are being introduced rapidly: mushroom-based beverages, adaptogenic drinks, nootropic additions, CBD-infused, THC-enhanced, probiotic sodas, tea elixirs, low-alcohol kombuchas, and the list continues.

Options like these are created by founders with a similar narrative, personally inspired by the desire for sophisticated alternatives met with a clear demand

Photos

in the marketplace. There are stories from Michelin star sommeliers crafting non-alcoholic bitters (All the Bitter) or the French native designing a nonalcoholic aperitif that elicits childhood nostalgia from the Mediterranean (Ghia).

If you or someone you know has ever chosen to skip the booze, that does not mean skipping out on social events, dinner parties, or heading out on the town. There is a desire for elevated, sophisticated options that delight the palate and engage the drinker to feel a part of it all. Or simply to reflect the stress-relieving nightly ritual.

This makes turning to non-alcoholic spirits, lowABV liquors, and spirit replacements a natural progression of our drinking culture.

One of the fastest-growing options since the introduction of the 2018 Farm Bill is hemp and cannabis-infused beverages. Despite the availability

of many canned ready-to-drink (RTD) options, there is a niche for boutique offerings that replicate traditional spirits in aroma and flavor profile while providing the added enjoyment of CBD or THC.

Opting out of alcohol remains a personal decision, with each sober curious enthusiast having a different motivation.

In my case, growing up in a small town of population 5,825, drinking started at age 14. It was never a question of if I wanted to drink, but simply when I was going to start. This was not a choice but a right of passage. My relationship with alcohol over the years, although tumultuous at times, was not an addiction or pressing need to abstain.

Without planning to stop forever, two years passed by quickly. At that time, as I explored alcoholfree alternatives, it became more apparent that I preferred my life sans alcohol. That and alcohol often

left me feeling anxious, lethargic, unmotivated, or hungover, which in many ways was counterproductive to my immediate and longterm business goals.

A personal vendetta to overcome my challenge with mental health transformed into taking part in this larger movement. One that permeates our popular culture and is, in many cases, now being promoted by affluent stars or celebrities.

When we launched, To Be Honest Beverage Company (TBH), we never anticipated the pressing need for a luxury spirit alternative. Investing heavily in our mission and brand identity, we have now seen just how important products like these are on the market. For those who choose not to drink, the feeling of being overlooked is common. They are often the afterthought, with options limited to fountain soda, water, or lemonade.

The reception of our inaugural gin-inspired alternative Focus has been better than we could have imagined. After testing our juniper-forward and textured spirit in bars, restaurants, markets, direct-to-consumer, and events, we are seeing not just the traction from ongoing sales but the stories grateful for the development of this offer.

Our story felt meaningful, but we are humbled to share in our community members' lives.

This includes giving a gift to enjoy with a loved one moving through chemo, replacing a nightly cocktail because alcohol caused trouble sleeping, or having stopped drinking seven months ago so their wife would not leave with their daughter.

Non-alcoholic options are not just a special treat; they are a chance to make someone feel their choice is respected and supported. Each individual is at the forefront of their drinking pleasure, offering beverages that feel elevated, crafted, and inclusive. Our non-alcoholic hempinfused spirits provide a textured, complex layering of flavors in the cocktail that lends well

to true mixology. The hemp-infused experience offers stress relief and calming relaxation without any mind-altering effects.

Whether for yourself, a friend, a family member, or a customer, we understand that sober curious drinkers deserve just as special treatment in every environment. So, in any restaurant, retail, or hospitality, consider including this growing demographic in the evolution of beverage sales by embracing low- to no-alcohol alternatives.

Michelle Pualani Houston Founder and Visionary To Be Honest Beverage Company

Info and contact: tobehonestbev.com

Instagram @tobehonestbev friend@tobehonestbev.com

Jennifer Lopez’s

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.

Cask Strength Whiskeys: Boon or Bane?

In the past decade, a notable surge in cask* strength whiskey sales has been identified through the growth of new releases and overwhelming interest from whiskey enthusiasts. Cask strengths are bottled straight from the barrel without dilution to the 40 percent ABV (alcohol by volume) standard and offer more robust flavors compared to standard expressions and ethanol levels of 50 percent to 70 percent ABV or higher. Enthusiasts seek the undiluted experience of cask strengths, which showcase the full spectrum of flavors developed during aging. Additionally, whiskey tourism and a proliferation of whiskey clubs and societies have boosted cask strength popularity.

Photo by Simon Hurry

Braeburn’s BC20 Whiskey Cask Index reported growth of 14.95 percent in 2022.

The premium global whiskey market segment includes cask strengths and was estimated to be over $67.6 billion in 2023, with an anticipated annual growth rate of over 6.8 percent from 2024 to 2032, according to Global Market Insights, Inc.

Who wins in this quickly

evolving marketplace?

DISTILLER WINS

1. Higher Profit Margins:

Cask strength whiskeys are sold at a premium due to their higher proof and perceived value: proﬁt margins are higher than standard 40 percent ABVs due to premium pricing and lower costs associated with production dilution.

2. Market Differentiation:

Cask strengths can set a brand apart in an overcrowded market, building a niche market segment attractive to connoisseurs and collectors. Oﬀerings enhance brand image, elevate brand perception , and improve sales.

3. Customer Engagement:

Distillers create limited-edition caskstrength releases to drive interest, brand loyalty, and purchasing urgency and strengthen customer engagement. Barrel programs for bars, restaurants, and private collectors allow distillers to build deep relationships with key customers and inﬂuencers and broaden their market presence.

4. Inventory Management:

Barreled whiskeys, considered acceptable for drinking yet remaining outside the taste proﬁle required for higher production blends, are sold as cask strength, improving inventory management eﬃciency.

PRESUMED CUSTOMER WINS

1. Enhanced Flavor Experience:

More intense and complex flavor profiles than their diluted counterparts. Consumers experience the whiskey's purest form with a full spectrum of aromas and flavors. Some claim cask strength allows them to customize their dilution level, yet adding water defeats the flavor benefit of cask strength.

2. Value for Money:

Some say that although cask-strength whiskeys are more expensive up front, their higher alcohol content means that a single bottle can yield more servings once diluted to regular drinking strength, oﬀering better value over time. However, increased demand for cask strength has increased price points, and there’s actually little to no economic advantage. Again, why pay for cask strength just to dilute it? With non-original source water of diﬀerent pH and minerality?

3. Collectability and Investment: :

Many cask strength releases are limited editions, making them collectible items. As these bottles can appreciate in value over time, they also serve as investments. Owning a bottle from a speciﬁc cask or batch gives a sense of exclusivity and connection to the distillery, which is highly valued by some whiskey aﬁcionados.

4. Giving Back:

Purchasing cask strengths supports many artisan distillers and their dedication to craftsmanship

As sensory science researchers, we know less water means more flavors/aromas; many research papers validate this point. In a crude, generalized explanation, hydrogen bonding of water molecules hinders flavor release, and cask-strength whiskeys have more intense flavors and aromas solely due to the reduced water content. However, many drinkers need to understand the aroma benefits of cask strength, and many are drawn to cask strengths for the wrong reasons. Some dilute with water, as previously noted; some are impressed by top-shelf-name-brand special editions, and many treasure ownership of scarce, limited quantities.

The search for ethanol:

Tulip glass headspace contains 65 to 80 percent ethanol, 10 to 20 percent air and water, and 3-5 percent character aromas from a 40 percent ABV whiskey, and the higher end of the ethanol range applies to cask strengths. Drinking from tiny rim tulip glasses for decades has preconditioned drinkers’ ethanol expectations. It misdirects them to a primary, perhaps subconscious search for ethanol presence, usually justiﬁed by the

detected degree of pungency. The ethanol pursuit is also confirmed in other ways; they immediately seek the ABV statement when shopping or nod and smile knowingly at the first ortho-nasal whiff of ethanol pungency before tasting.

Sadly, a minute or two into a tasting, most drinkers can’t remember which specific aromas were present, as the prized ethanol is an anesthetic, precluding aroma detection with each sniff. Numbing the olfactory with ortho-nasal whiffs of anesthetic ethanol severely diminishes the major olfactory component of flavor, leaving only a lingering but quickly fading memory of the first two or three sniffs. Serious whiskey drinkers place aroma and character above ethanol. As a reminder, flavor is 90 percent aroma, 5 percent mouthfeel, and 5 percent taste.

What’s the best way to appreciate cask strengths?

The only true advantage of cask strengths is the more intense aromas, but you will never experience that in a tulip glass because the ethanol masks the aromas, hiding the ﬂavor.

A simple diagnostic glass rewards the serious cask-strength whiskey drinker. Dump those nose-numbing ethanolconcentrator tulips for a better tumbler or, the best, a NEAT glass. NEAT works well when drinking 40 percent ABV whiskey and performs wonders with cask strengths. Ethanol concentration in the center of the rim plane is 0 percent, and at the rim, it is only 11 percent, and there’s room for your nose in the glass. We love ethanol as much as the next guy, but that’s no excuse to numb the nose, overriding and obliterating the enhanced flavors and aromatic benefits of cask strengths. Ethanol pungency is not to be confused with flavor.

NEAT changes the comments on caskstrength whiskeys from “Well, it has less water, so it should have more intense aromas” to “Without the ethanol on the nose, the intense aromas and character really stand out.” Change your glass and elevate your sensory experience level to fully enjoy the only tangible customer win in cask strength by discovering the significant benefits of intense flavor, aromas, and unique character of cask-strength whiskeys. Science eventually renders non-functional traditions obsolete, and revenues from NEAT sales fund further research.

*Cask and barrel are used interchangeably for simpliﬁcation. Technically, all barrels are casks, but not all casks are barrels. A barrel speciﬁcally refers to a cask size of 50 to 53 gallons.

George F Manska CR&D, Arsilica, Inc.

What Our Winners

Juan Morales Esquer Founder

Despacio Mezcal despaciomezcal.com

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

ROCK LEGEND GENE SIMMONS Launches MONEYBAG™ Vodka

By Michele Tell

Legendary KISS rocker Gene Simmons, rockstar, co-founder of the band KISS and mega business entrepreneur, greeted me with a smile and a tender handshake in a small room off the main expo ﬂoor during the Wine & Spirits Wholesalers of America (WSWA) convention recently held in Lwas Vegas. It was the annual convent where spirits, wine, and beverages from across the globe showcase their newest products. Distributors, suppliers/producers, and retailers attend this prestigious event and join under the 1 million square foot roof to gain attraction and deals for their new brands.

Simmons was the conference’s keynote speaker and introduced his newest endeavor, MoneyBag™ Vodka, to the industry. He offered me 15 minutes in a one-on-one interview to learn about his new enterprise.

Nearly two hours later, I walked away from this experience inspired and awestruck, with a deep understanding of why the man I have prized as the ultimate rockstar became so successful in every aspect of business that he has touched.

Why is Gene Simmons and everything he is involved with a mega success?

The answer is simple: he really cares.

He cares about details, partnerships, living for what matters, feelings, and emotions, coupled with a deep understanding of people, the human condition, and what makes the world tick. This is a man who deﬁnes going “all in” with everything that he does, being involved, and touching every single element of every project. His well-earned mammoth mountain of accolades has happened because he is willing to put intense time and effort into everything he does.

The journey begins.

We were surrounded by his newest enterprise, bottles of MoneyBag™ Vodka, the ultra-smooth luxury distilled vodka that has entered the premium spirit’s tier.

Alongside was my business partner, Michael Politz, publisher of Food and Beverage Magazine and the distiller of MoneyBag™ Vodka, Simmons’s partner, Ravinder Minhas of Minhas Distillery. The four of us submerged in a discussion about the future of spirits.

There were no fans dressed in familiar KISS makeup and rock and roll demon attire, screaming girls, amps, guitars and drum kits, groupies, loud music, or security fanfare.

It was just a man in a room with a business partner surrounded by his newest enterprise baby, MoneyBag™ Vodka, and his smile.

“I believe in betting on the horse and not the cart,” said Simmons. “We spent all our time crafting this vodka for taste perfection while simultaneously creating a bottle and packaging that was glamorous, distinctive (like our vodka), and memorable. It’s all about creating memories, something I believe you might know I do rather well,” he said.

“Success comes after you take an idea and create a piece of art with whatever you are doing. Show up. Learning every aspect of the industry and listening to people, you learn most from just listening and experiencing life through the vision of others, but the twist of it all is after you hear it, follow your own gut. It’s always worked for me,” he said.

“The main goal is to care about every aspect and take pride in every detail. Show up, be present, listen, and follow through and demand the best from everyone around you,” he said. “We are a team at MoneyBag, and each of us follows that same philosophy of demanding the best and surpassing it. I believe we did just that with MoneyBag™ Vodka,” he said.

WE SPENT MONTHS DESIGNING THIS BOTTLE AND REDESIGNING IT UNTIL IT WAS PERFECT. I WANTED IT TO FEEL TO THE HAND THE SAME elegance AND SMOOTH EXPERIENCE AS THE VODKA FEELS TO THE tongue (and I know much about tongues) - Gene Simmons -

As Simmons discussed his philosophies, this is excellent advice for all business adventures. This includes the element of owning what you do, trademarking all that you create, and demanding excellence in everything you do, even if you need to do it repeatedly until it is perfect.

“We wanted a vodka that was a clean spirit that showcased the ultimate dynamism of the name of the man associated with it,” said Minhas.“ Junk in is junk out, so we demanded that every step of the way, we used the ultimate top-tier ingredients from our fresh Artisanal water to our 10 times distilling process through gold ﬂakes; our mission was to make this vodka unparalleled,” Minhas said.

“Look at the bottle, touch it. It is smooth and crafted. I love this bottle—you know I designed it,” Simmons said. “It’s a decanter-style bottle. No overbearing stickers and a bunch of hoopla on the bottle, just my favorite symbol [$],” he said with a smile. “We spent months designing this bottle and redesigning it until it was perfect. I wanted it to feel to the hand the same elegance and smooth experience as the vodka feels to the tongue,” he said with a smile, “And I know much about tongues,” he laughed.

Crafted by Minhas Distillery in the heart of Wisconsin, MoneyBag™ Vodka is filtered 10 times with the final round through real gold to provide a smooth taste with refined taste. It is dry and peppery, and through the hints of vanilla and citrus, the most discriminating palate and vodka

enthusiasts around the globe will note that this vodka is smooth and clean, with no lingering aftertastes. It begins with pure, crisp Artesian water and selected grains and prides itself on using 100 percent gluten-free ingredients. It is a soft vodka with a premium vodka taste.

“Our goal was to create a vodka that had no lingering aftertaste, clean and tranquil,” said Minhas. “As the owner of the second oldest brewery in the United States and the 14th largest in the US, our family has perfected the process, but we took it to new levels on this brand. How could we not? We are partnering with the legendary rock star and business tycoon that demands surpassing perfection with every business venture he touches, and we took that belief seriously with creating MoneyBag™ Vodka,” he said.

During our interview, Simmons took my writing tablet, drew a quick sketch of the bottle, and signed it, a fun experience for a magazine gal whose very ﬁrst album, KISS Destroyer, was a gift on her 10th birthday.

Politz reminisced about the beginnings of KISS and how inﬂuential the band was on his career. Gene’s individualism and strength to believe in his own convictions were platforms that Politz learned from growing up.

We talked about Judaism and religion in general, the spirits industry, business, generational gaps, success and the steps to get there, and taking ownership of what we do. We spoke about the PR%F Awards and the fact that all the judges are buyers, which led us into a deep discussion of buying habits and studying the behaviors of each generation, which changes drastically with the economy, emotions, and the wind.

We talked about Simmons never drinking but enjoying creating vodka, a brand that would create celebration, happiness, fun, and camaraderie between people. He deﬁned this platform, KISS, as creating emotion, memories, and celebration with every album, concert, and public appearance during KISS. He wanted to make that same sentiment with MoneyBag™ Vodka.

We talked about Gene’s favorite cookies, Rainbow Cookies, which we all delightfully enjoyed directly from Buddy Valastro’s Pizza Cake & Bakery at Harrah’s Las Vegas.

We discussed what’s next, including the new MoneyBag line of wines (from Spain), MoneyBag Sodas, and a list of additional MoneyBag business endeavors like MoneyBag Perfume.

“Every woman I know carries a small bottle of perfume in their purse, and you know I know a lot about women,” Gene winked. “This bottle is glamorous, and every

woman who gets their perfume from it will feel glamourous. That would make me most happy,” he said. “We have already begun blending lavender from France and tobacco vanilla from Mexico. We hope to have the scent perfected by the end of the year.”

2022 PR%F Awards gold-winning MoneyBag® Vodka comes in 50ml, 750ml, 1.75litre and a promo bottle of 3litre. For more information, visit www.moneybagvodka.com

FILTERED 10 TIMES THROUGH REAL GOLD FOR A SMOOTH,

By Gene SIMMONS ™ co-founder

Rock Legend Gene Simmons' Ultra-Premium Vodka Brand

KISS COLEAD AND ROCK AND ROLL HALL OF FAMER ENTERS LUXURY SPIRITS MARKET

The launch of MoneyBag™ Vodka—an ultra-premium, 10-times distilled luxury vodka marks Simmons’ ﬁrst foray into the premium spirits business.

Crafted by Minhas Distillery in the heart of Wisconsin, MoneyBag™ Vodka is filtered through real gold for a smooth taste with refined aromas and flavors. The palate is rounded with a dry, lingering finish, a peppery snap, and light impressions of vanilla and orange. Every bottle of MoneyBag™ Vodka starts with pure, crisp artesian water and 100 percent gluten-free ingredients. The result is a smooth and rich vodka that can be enjoyed neat, over ice, or in a classic vodka cocktail.

“Whether it’s for family, friends, or 20,000 fans at a concert, I’ve always wanted to create a versatile and approachable drink that encourages everyone to celebrate life and its good times,” says Simmons, who founded MoneyBag™ Vodka alongside Brandon Marek and Harlo Entertainment. “Thankfully, we found the perfect partner in Minhas Distillery, the country’s second-oldest brewery and distillery, with whom we spent months developing the MoneyBag™ recipe and designing a distinctive, eyecatching bottle.”

Designed by Simmons, the MoneyBag™ bottle is just as unique as the vodka it contains. Bottled in a 750mL glass MoneyBag™-shaped decanter, the show-stopping package will take center stage on any bar top or top shelf. “We are so excited to be working with the legendary rock star and business tycoon to share this super-premium vodka with Gene’s army of fans and other discerning consumers,” says Minhas Distillery founder Ravinder Minhas.

Soon after acquiring the second-oldest brewery and distillery in the United States, siblings Ravinder and Manjit Minhas expanded operations of the Monroe, Wisconsin (est. 1845) facility to produce some of the best artisan spirits and liqueurs, using only the ﬁnest ingredients. Minhas Distillery, a division of Minhas Brewery, was established in 2006 and has quickly earned a reputation for producing award-winning products using age-old blending and distilling techniques.

Harlo Entertainment is a Toronto-based management and operating company with a growing portfolio of companies delivering value over 30 years of aggregate experience in both the hospitality and entertainment industries. With ﬁrst-hand insights and perspectives, Harlo Entertainment deﬁnes best-in-class luxury experience and is deeply committed to the highest level of customer satisfaction.

Retailing for $49.99

SRP, MoneyBag™ is available to order online through the MoneyBag™ Vodka moneybagvodka.com and alcohol marketplaces. For more information, follow @MoneyBag™ on Instagram.

Our 4-step process

1 Premium Ingredients

Every bottle of gluten-free MoneyBag™ Vodka starts with pure, crisp artesian water and carefully selected grains because better ingredients make better spirits.

2 distillation

The vodka is distilled ten times at the century-old facility using a thoughtfully reﬁned process to create a strong, clear spirit. This is combined with demineralized water to soften it to 80 proof (40% ABV).

3 gold filtration

The secret of our smooth taste is the filtration. Every ounce of MoneyBag™ Vodka is filtered through both carbon and gold. This eliminates any impurities and gives the finished spirit depth, smoothness, and premium flavor.

4 celebration

MoneyBag™ Vodka is made for all the ways you celebrate. It’s perfect for mixing or making craft cocktails and smooth enough to sip straight on the rocks.

MIXOLOGY

Visit moneybagvodka.com/cocktails for Pick Me Up, The Money Shot, and other cocktail recipes that rock.

Getting to know Ravinder Minhas

Co-Founder

of Minhas Breweries & Distilleries

Ravinder Minhas is the cofounder of Minhas Breweries & Distilleries, an international concern that manufactures and distributes beverages across North America and 25 countries abroad. Minhas' retail clients include Costco, Trader Joe's, Walgreens and Sobeys.

Ravinder and his sister, Manjit, first launched a private label liquor importing company as a parttime job while university students.

Despite graduating with lucrative engineering degrees, the Minhases decided to jump full-time into the alcohol industry in 2001.

Within a decade, the siblings had build an extensive portfolio of products with annual revenues topping $100 million and had acquired the second-oldest brewery and distillery in the United States.

The siblings expanded operations of the newly renamed Minhas Craft Brewery and Micro Distillery in Monroe, Wisconsin to produce some of the best artisan spirits and liqueurs, using only the finest ingredients.

In addition to brewing heritage brands such as Huber Bock and Rhinelander Lager; the Boxer brand family of beer, liqueurs and RTDs, and numerous products for white label contract clients, Minhas is now producing boutique brands and collaborations. Such products include Artingstall's Brilliant London Dry Gin, designed by Hollywood luminary Paul Feig, and MoneyBag™ Vodka—an ultra-premium, 10x distilled luxury vodka created with Harlo Entertainment and rock legend Gene Simmons.

When he's not traveling between the company's offices in Wisconsin, California, Barbados and British Columbia, Ravinder calls Calgary, Alberta home. He is a prominent member of the local Sikh community, active in provincial politics and is a Calgary Stampede Board Director.

In 2021, Ravinder also became a founding board member of Canada Jetlines—growing airline with six aircraft and destinations across Canada and around the world—and a co-owner of the Edmonton Stingers CEBL basketball team in 2024.

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

SPIRITED BRANDS Launches and

TRADITIONAL FAVORITES REIMAGINED WITH HANDCRAFTED ASIAN-INSPIRED SAKE SODA AND MEXICAN-INSPIRED

MARGARITAS

Two Globally Inspired LowABV Canned Cocktail Brands

Spirited Brands Holdings, Inc. (Spirited Brands) is a premium beverage innovation company owned by women. They have recently launched two all-natural canned cocktails, Sokē and Soula. These cocktails are low-ABV, low-calorie drinks with authentic ﬂavor inspiration from Mexican and Asian cultures, o ering consumers a refreshing taste experience.

Sokē is a unique blend of Junmai sake and soda, while Soula is a canned margaritainfused Mexican agave azul wine. Both cocktails contain only 5% ABV and 140 calories per can, making them perfect for those who want to enjoy a drink without feeling the e ects of high alcohol content or excess calories. The drinks are packaged in convenient cans, making them perfect for many social occasions, gatherings, and events.

“Our vision is to create exceptional, premium beverages and to o er an experience in every can,” stated Melanie Nelson, President and Co-founder of Spirited Brands. “Through co-founder Anita Goodson, our creative force behind our cocktails and who passionately draws inspiration from her Mexican heritage, we aim to celebrate various cultures by infusing our creations with authentic and vibrant influences. Furthermore, through Sokē and Soula, we aim to redefine the ready-to-drink cocktail market by providing consumers transparency of nutrition facts on each can and o ering them low-alcohol and lower-calorie options without compromising its fullbodied flavor.”

Ron Goodson, Co-founder of Spirited Brands, emphasizes the importance of transparency in an era where consumers prioritize health and wellness. "Today’s consumers are highly concerned about living a healthy lifestyle, and we were shocked to ﬁnd that some of the leading canned cocktails pack loads of calories, some exceeding 300 per can. Transparency is crucial, so we include a nutrition fact panel on our packaging, providing consumers with full insights on what they consume."

Creating Sokē and Soula required meticulous consideration in blending all-natural ﬂavors to ensure the authenticity behind the brand heroes on the cans. Each drink tells a story, connecting consumers with the cultural inspirations that crafted the beverages.

The Sokē brand is centered around a female samurai warrior, Tomē (or Onna-bugeisha).

Tomē’s name was inspired by one of the best and most feared female samurai in Japanese history, Tomoe Gozen. The Soke brand celebrates Courage. For Soula, the brand is centered around Pedro the meditando vaquero (or meditating cowboy). Pedro’s name is a nod to the father of tequila, Don Pedro Sanches de Tagle, who established the very ﬁrst factory in 1600, cultivating the local agave.

Spirited Brands Holdings, a female-owned and operated premium adult beverage innovation

company, is on a mission to o er alcoholic beverage options that cater to today’s consumer seeking lower-alcohol, higherquality beverages without compromising taste or experience. For more information, visit sipspiritedbrands.com or on social @ SpiritedBrands.

For more information on Sokē and Soula, visit sipspiritedbrands.com and follow on social media @SokeSoda and @SoulaCocktails.

Sokē, a premium canned sake soda cocktail, o ers a contemporary take on Japan's legacy beverage. Crafted with premium Junmai sake, infused with carefully curated, all-natural fruit ﬂavors and perfectly balanced bubbles, Sokē provides a refreshing experience that is low-calorie, low-alcohol, and crushable. Flavors include White Peach, Lychee, Cherry Blossom, and Yuzu Ginger, boasting a 5% ABV and only 140 calories per can: all-natural, handcrafted, clean ingredients, Sulfate-free, GMO-free, Vegan, and Glutenfree. Sokē is available at retail in an 8-pack variety pack for $19.99 and online in a 4-pack for $12.99.

Soula's Mexican-inspired margaritas are crafted with premium Mexican agave azul wine from Jalisco, Mexico, and infused with carefully curated, all-natural, authentic ﬂavors. Options include Mango Citrus, Lime, Paloma, and Pineapple Chili, with a 5% ABV and only 140 calories per can. Soula provides a guilt-free indulgence—all-natural, sulﬁte-free, GMO-free, vegan, glutenfree, and handmade with premium agave. Soula is available at retail in an 8-pack variety pack for $19.99 and online in a 4-pack for $12.99.

Casino Resort Announces

Free Concerts At Sammy’s Island At Palms Pool

All-Star Jam Hosted by “A Salute to the Eagles” and UnZepped

Get ready to dive into the ultimate poolside free summer parties and live nighttime music experiences as Palms Casino Resort gets set to launch the rst three concerts at Sammy’s Island.

The summer heat continues with another free show on August 23, featuring the classic rock vibes of Hotel California's “A Salute to the Eagles.” A spirited blend of originality and the pursuit of excellence

Photos by Bryan Steffy

have taken Hotel California's “A Salute to the Eagles” to a recognition generally reserved for Gold and Platinum recording artists. Featuring the Grammy award-winning sounds of our generation's Greatest American Songbook, this legendary Southern California group is the ONLY show to have ever received an “O cial Authorization” for a live performance.

Embrace the summer vibes and soak up the sounds of these iconic musicians against the backdrop of Sammy’s Island at the stunning Palms Pool. August continues to sizzle as UnZepped rocks the stage at Sammy’s Island on August 24. Reimagining legendary Led Zeppelin songs, UnZepped infuses them with a moody, atmospheric feel that channels the essence of American blues and English folk. They seamlessly transition into lively, up-tempo renditions using violin, mandolin, acoustic guitars, Fretless Bass, rockin’ drums, and exotic percussion accompanied by soaring, powerful vocals. Their acoustic and electric renditions are unique and something to experience. The band features:

•Adi Argelazi (Vocals) 27, YYNOT

•Jake Faun (Guitar) Winger, David Lee Roth

•Chuck Wright (Bass), Alice Cooper, Montrose, Quiet Riot

•Joe Travers (Drums) Joe Satriani, Duran Duran, Zappa Band

•Matthew Hevesh (Violin/ Mandolin/ Guitar)

Hotel California: A Salute to the Eagles: Doors open at 7 p.m., with a DJ, cocktails, and party atmosphere. The band takes the stage at 9 p.m. UnZepped: Reimagines legendary Led Zeppelin songs: Doors open at 7 p.m., with a DJ, cocktails, and party atmosphere. The band takes the stage at 9 p.m

Whether choosing a free general admission standing room ticket or leveling up the experience with Sammy Hagar-inspired cabanas, it will be a treat! Grab refreshing cocktails at the new Tequileria and Tiki Bar and party under the stars. Don't miss the chance to be a part of this unforgettable evening of music at Sammy’s Island at Palms Pool.

Open seven days a week, Sammy's Island at Palms Pool welcomes guests from 10 am to 6 pm daily, o ering an oasis of excitement for hotel guests and non-hotel visitors, and locals over 21 can access the pool for free. Additionally, and backed by popular demand, Palms Pool o ers free cabanas to locals Monday – Thursday. Must be 21 or over and have a local Nevada ID.

Visit palms.com/experiences/sammys-island for more info.

Photo by Denise Truscello

Cocktails Coast to Coast

are Being Served to Toast Rock & Roll Hall of Famer Sammy Hagar

An all-star lineup of rockin’ cocktails is taking center stage this summer to toast Rock & Roll Hall of Famer Sammy Hagar, who kicked off his “Best of All Worlds Tour.”

Each cocktail is made with Hagar’s Puerto Rico-made Sammy’s Beach Bar Rum to honor Hagar, a spirits trailblazer who has developed several award-winning spirits and beers from inception to creation. They include the new Rock Candy, available at several Rock & Brews destinations; the Maui-jito at Sammy’s Island; Hagar’s new poolside paradise at Palms Casino Resort in Las Vegas; Red Rocker at the new Stage RED Theater in Fontana, California; Can’t Drive 55 at Cabo Wabo Cantina on the Las Vegas Strip; Purple Rocker at Cabo Wabo Beach Club in Huntington Beach, California; Punch Drunk Love at CRUSH at MGM Grand Las Vegas; Good Vibes Only! at Sugar Factory locations in Nevada, Florida, Texas, Illinois, and Jessie’s Girl at Jamo’s Live.

Rock Candy at Rock & Brews - Texas, Florida, Oklahoma, Washington, and California: Kiss legends Paul Stanley and Gene Simmons’ Rock & Brews will serve up Rock Candy all summer long, just in time to honor Hagar’s upcoming tour. Passion Fruit flavors light up this vibrant cocktail made with Beach Bar Platinum Rum, grenadine, lime juice, Liquid Alchemist Passion Fruit Cocktail Syrup, Aperol, and soda, served on the rocks. The

refreshing summer sipper is garnished with an orange wheel, maraschino cherry, and a stick of Rock Candy and served in a rockin’ tiki mug. Available now, the Rock Candy will be served throughout the summer.

Red Rocker at the new Stage RED Theater in Fontana, California: Toast your passion for rock ‘n’ roll with the Red Rocker, made with Sammy’s Beach Bar platinum rum, Sammy’s Beach Bar Kola Spiced

Rum, Triple Sec, passion orange guava and a dash of bitters served over ice.

Maui-jito at Sammy’s Island at Palms Casino Resort in Las Vegas: Hagar’s twist on the celebrated Cuban classic features a blend of Beach Bar Platinum Rum, fresh lime juice, pineapple syrup, club soda, and fresh mint leaves, garnished with dehydrated pineapple slice, served on

Greg Cahill

Skyler Barberio

Patrick Gray

crushed ice. The Maui-jito is a refreshing cocktail ideal for taking in the island vibes - even in the middle of the desert.

Can’t Drive 55 at Cabo Wabo Cantina on the Las Vegas Strip at Miracle Mile Shops at Planet Hollywood Resort & Casino: The Can’t Drive 55 will keep Red Heads cooled off and in high spirits all summer. The high-octane cocktail is made with Sammy’s Beach Bar Platinum Rum, tequila, vodka, and gin, mixed with lime, orange, pineapple, and cranberry juices, served on the rocks and topped with amaretto.

Purple Rocker at Cabo Wabo Sand Bar at The Waterfront Beach Resort: Beach Bar Platinum Rum, Ube Syrup, Orgeat Syrup, fresh lime juice, and mint are shaken and poured over rocks in the Purple Rocker, a refreshing libation brimming with beach vibes. There’s also the chilled-out and coconutty Tropical Paradise, a slushy cocktail featuring Beach Bar Rum Platinum, Malibu, and pina colada mix.

Punch Drunk Love at CRUSH at MGM Grand Las Vegas: Michael Morton’s hip Crush American Grill honors Sammy’s summer tour coming to MGM Grand Las Vegas on Friday, August 9, with Punch Drunk Love. This refreshing summer sipper is made with Sammy's Beach Bar Rum, Amaro Montenegro, Fresh Lime Juice, Strawberry Puree, and Agave Nectar.

Good Vibes Only! at Sugar Factory locations in Illinois, Nevada, Florida, and Texas: Honoring a hard rockin’ friendship, the Good Vibes Only! goblet is made with Beach Bar Platinum Rum, Hagar and Guy Fieri’s Santo Blanco, Tequila, coconut rum, triple sec and peach puree, topped with candy lime slices and sour patch watermelons. The massive cocktail is served in an oversized glass and intended for sharing.

Jessie’s Girl at Jamo’s Live in Chicago, Illinois: Honoring Hagar’s partner in Beach Bar Rum, Rick Springfield, Jessie’s Girl is made with Beach Bar Platinum Rum, sweet and sour mix, triple sec, grenadine and pineapple juice, shaken and served on the rocks. This citrusy, tropical delight will have you wondering, “Why can’t I find a drink like that” anywhere else?!

The Oh My at Swizzle Rum Bar & Drinkery in Miami: Miami’s swanky late-night cocktail bar is serving up a lavish speakeasy-style cocktail made with Beach Bar Kola Spiced Rum, lime, simple syrup, and London Essence Jasmine Peach Premium Mixer.

House Mojito at Santorini

By Georgios in Miami: This delicious Greek restaurant inside the Hilton Bentley Miami South Beach serves refreshing Beach Bar Rum mojitos. Honoring the classic, they’re made with fresh mint muddled with freshly squeezed lime and simple syrup, then topped with Beach Bar Platinum Rum and club soda.

For more information or to order Sammy’s online, visit www.sammysbeachbarrum.com.

J Rick Martin

Peter Harasty

Sugar Factory

Sammy Hagar enjoys Sammy’s Island at Palms Pool.

Photo by Robert John Kley

Tells a Story

Stirring inside the soul of Casa Capistrano founder Martin Lucas, there was a desire to produce tequila for years. Martin’s father was known as a wine expert to some who had strong opinions about the importance of barrel selection. Sipping wines, the two would discuss their ratings and character. When Martin returned from research trips to Mexico with tequila samples, both tasted and asserted their opinions. His father often said, “Every bottle has its own story to tell.”

In their family, it was never just goodbye after a typical visit. Instead, it was a promise of a return and seeing one another the next time. With sentimental value, the Capistrano name originated from Martin’s father. Although he passed away in 2014, inspiration from their many discussions

and experiences influences the Casa Capistrano products today.

Casa Capistrano developed three 100% agave tequilas. Each tequila uses a carefully selected blend of highland and lowland Weber blue agave, carefully trimmed, slowly cooked, and double distilled. All three reasonably priced tequilas have earned at least one gold medal and include the Kosher certification emblem on the back label.

While not aged in barrels, Casa Capistrano Blanco carries a natural sweetness with an agave flavor. It is a great premium blanco for sipping, but it can also elevate a margarita or other cocktail. Blanco tequila pairs well with a citrusy ceviche or the fresh flavors of sushi.

whiskey barrels, is a mature Reposado versatile for sipping, margaritas, or cocktails like Tequila Old Fashioned or Tequila Manhattan. Who needs salt, lime, or anything else with it? For some, maybe a cigar. Pair this nice Reposado with classic grilled meats and roasted vegetables.

Casa Capistrano Reposado, aged eight months in

Casa Capistrano Añejo Cristalino, aged 15 months in whiskey barrels, is carbonfiltered before bottling. The carbon filtration process sets this one apart from ordinary Añejo Tequila. The technique and process yield an aged tequila with less barrel taste but very clear. While it loses the Añejo bronze color, this Cristalino respectfully retains good agave notes and character that many similar products seem to lose. It also retains character from aging and is enjoyable as a sipper. Usually sipped straight, it

can be used in a chocolate or espresso martini without dominating the other flavors. Añejo can be paired with smoked meats and flavorful aged cheeses.

Casa Capistrano created these premium agave tequilas with philanthropy in mind as well. After volunteering in the community while developing these products in Mexico, it seemed a natural fit to

give back to children in the community to help them have a better future. Enjoy a cocktail for a cause and know that a portion of profits each year are donated to benefit abused, neglected, or orphaned children and to support education for girls in Mexico.

Tequila is celebrated in several ways throughout the year, with notable events like National Margarita Day

(February 22), World Tequila Day (the third Saturday in March), and National Tequila Day (July 24).

When asked about the products, founder Martin commented, “We have three distinctly different products that fit a variety of palates.”

Texas is the newest market, and some stores may offer samples.

The Language of Wine: Blending Objective Science and Subjective Tasting

By Sommelier Matthew-Lorèn Lindsey @TheLordofWine

HISTORY OF WINE

Wine, one of humanity’s oldest and most cherished beverages, traces its origins back to around 6000 BCE in the regions of modern-day Georgia and Iran. Archeological evidence points to early winemaking practices in these areas, where ancient peoples first cultivated grapevines and fermented fruit. Over millennia, wine spread across civilizations, from the lavish banquets of the Egyptians to the Greeks' symposiums and the Romans' Bacchanalian feasts. Its cultural significance has been profound, serving as the centerpiece of celebrations, a staple in religious rituals, and the symbol of social status.

Throughout history, wine has not only been a testament to human ingenuity and agricultural development but also a central element in social and religious ceremonies, influencing various aspects of art, literature, and (my) daily life.

Like the creation of wine, wine tasting is an art form also steeped in tradition. However, it is often misunderstood, shrouded in mystery, and dripping with intimidation. Its complexity lies in the sheer diversity of grape varietals, the deeply subjective nature of tasting preferences, and the vast global landscape of wine production. This elusive combination makes navigating the world of wine almost unmanageably daunting.

It's an intricate dance of the senses, where sight, smell, and taste converge to unveil the story of terroir and

tradition. While anyone can sip and savor, it's only when you can speak the language that you can truly marry the art and science underpinning each sip.

In this two-part exploration of this beloved libation, I will delve into the fascinating world of wine through the lens of linguistics.

THE LANGUAGE OF WINE

The language of wine has evolved over millennia, transcending continents and cultures to create a rich tapestry of terms that communicate the intricate experience of wine tasting. From the poetic verses of ancient Persian poets extolling the virtues of wine to the detailed tasting notes of modern sommeliers, this lexicon has grown to capture the essence of wine in vivid detail. Ancient civilizations like the Greeks and Romans developed early descriptors for the sensory attributes of wine, which medieval European vintners further refined. As wine spread across the globe, each culture

added its unique expressions and terminology, enriching the global dialogue. Today, whether in a bustling vineyard in Napa Valley, a quiet cellar in Bordeaux, or a traditional winery in Tuscany, wine enthusiasts share a common language that articulates the visual, olfactory, and gustatory delights of wine, bridging gaps of geography and time with a shared passion for the craft.

UNDERSTANDING WINE STRUCTURE

The language used to describe wine is often a complex array of sensory expressions crafted to convey the complex interplay of flavors, aromas, and textures that a wine presents. This specialized vocabulary allows enthusiasts and professionals to communicate their experiences precisely and in nuance.

Although the language of wine may not be officially standardized, understanding its structural components and learning how to describe them accurately can significantly enhance our ability to communicate what we are experiencing.

To begin with, let's understand the scientific fundamentals of sugar, acidity, tannin, alcohol, and the body.

With this base knowledge, I can confidently speak about a wine's style, country of origin, and quality level.

Remember this Mnemonic Device: "Sommeliers Appreciate Tasting

This can help you remember the five structural elements of wine:

à Sugar à Acid à Tannin à Alcohol à Body

Sugar

In the world of wine, sugar is a fundamental component that plays a crucial role in shaping a wine's flavor profile. The sugar in grapes, primarily glucose, and fructose, undergoes fermentation, where yeast converts it into alcohol and carbon dioxide. Residual sugar left after fermentation can vary, leading to wine's broad spectrum of sweetness levels (I’ll save that topic for another article), from bone-dry Brut Champagne to lusciously sweet Sauternes. Scientifically, residual sugar is measured in grams per liter (g/L), and understanding these levels helps us appreciate the balance and style of a wine.

For example, a Riesling with 10 g/L of residual sugar will have a noticeably sweeter taste than a Chardonnay with 1 g/L.

Additionally, the perception of sweetness can be influenced by the wine's acidity; a wine with higher acidity might taste less sweet even if it has the same residual sugar content as a less acidic wine.

Examples of Residual Sugar in wines:

Bone-Dry (0-1 g/L)

Brut Nature Champagne = 0-3 grams of residual sugar/L

Dry (1-10 g/L)

Chardonnay (Burgundy) = 1-4 grams of residual sugar/L

Cabernet Sauvignon (Napa Valley) = 2-4 grams of residual sugar/L

Off-Dry (10-30 g/L)

German Kabinett Riesling = 10-30 grams of residual sugar/L

Zinfandel (California) = 10-15 grams of residual sugar/L

Medium Sweet (30-50 g/L)

Spätlese Riesling (Germany) = 30-50 grams of residual sugar/L

Moscato d'Asti (Italy) = 30-40 grams of residual sugar/L

Sweet (50-120 g/L)

Sauternes (Bordeaux) = 80-120 grams of residual sugar/L

Vintage Port = 90-140 grams of residual sugar/L

Very Sweet (120+ g/L)

Trockenbeerenauslese (TBA) Riesling (Germany) = 150+ grams of residual sugar/L

Ice Wine (Canada) = 120-150 grams of residual sugar/L

Acid

Acidity is the backbone of wine, providing freshness, balance, and structure. The primary acids found in wine are tartaric, malic, and citric acids, each contributing to the wine’s overall acidity, measured by pH and total acidity (TA). The acidity makes your mouth water and gives the wine its crisp, refreshing character, keeping you back for another sip.

It’s crucial for balance, especially in white wines like Sauvignon Blanc, which often exhibit high acidity with pH levels around 3.0-3.4.

In red wines, acidity balances the sweetness of ripe fruit flavors, as seen in a bright Chianti, where acidity lifts the sour cherry and earthy notes.

Acidity also plays a vital role in the aging potential of wine, as higher acid levels can help preserve and develop flavors over time.

Examples of high-acid wines:

•Champagne/ Sparkling wines

•Albarino

•Sauvignon Blanc

•Barolo

•Chianti

•Brunello Di Montalcino

Tannin

Tannins are polyphenolic compounds found in grape skins, seeds, stems, and oak barrels. They contribute to the astringency and bitterness in wine, creating a drying sensation on the palate. Tannins are more prominent in red wines, like Cabernet Sauvignon, which has robust, firm tannins that contribute to its aging potential.

Scientifically, tannins bind with proteins in your saliva, causing that dry, puckering feeling. This structural component is crucial for the wine’s texture and longevity, providing the framework for ageability in wines.

Winemakers can manage tannin levels through techniques such as extended maceration, barrel aging, and blending with other grape varieties to achieve the desired balance and structure in the final wine.

Examples of high tannin wines:

•Nebbiolo

•Cabernet Sauvignon

•Syrah

•Monastrell

•Sangiovese

•Montepulciano

Alcohol

Alcohol in wine results from yeast fermenting the sugars in grape juice, converting them into ethanol. The alcohol content, expressed as a percentage of volume (ABV), significantly influences the wine's body and mouthfeel. Wines with higher alcohol levels, such as a rich Zinfandel at 15% ABV, tend to feel fuller and warmer on the palate, whereas a delicate German Riesling at 8% ABV will feel lighter and more refreshing. Alcohol also balances the wine's other components, integrating with acidity and tannin to create a “wellbalanced” wine.

Low Alcohol (5-10% ABV)

Moscato d'Asti (Italy) = 5-6% ABV

German Kabinett Riesling = 7-8% ABV

Moderate Alcohol (10-12% ABV)

Champagne (Brut) = 11-12% ABV

Pinot Grigio (Italy) = 11-12% ABV

Moderately High Alcohol (12-14% ABV)

Chardonnay (California) = 13-14% ABV

Merlot (Bordeaux) = 12.5-14% ABV

High Alcohol (14-16% ABV)

Cabernet Sauvignon (Napa Valley) = 14-15% ABV

Amarone della Valpolicella (Italy) = 15-16% ABV

Very High Alcohol (16%+ ABV)

Port (Portugal) = 19-22% ABV

Sherry (Spain) = 15-20% ABV

Body

The body of a wine refers to its overall weight and fullness on the palate, influenced by several factors, including alcohol, sugar, glycerol, and tannin. A wine's body can range from light to full, with examples spanning a spectrum from a light-bodied Pinot Grigio to a full-bodied Syrah. Scientifically, the body is impacted by the wine's viscosity and glycerol content, giving a sense of richness and volume in the mouth. For instance, a creamy Chardonnay with high glycerol content and moderate acidity feels more substantial compared to a lean and crisp Sauvignon Blanc.

The concept of body in wine can be likened to the varying textures and weights of milk, offering a relatable comparison to understand this structural component better.

Skim Milk: Light Bodied Wines

With its watery consistency and minimal fat content, skim milk is very similar to lightbodied wines. These wines feel delicate and almost weightless on the palate, similar to the thinness of skim milk. These wines are often characterized by their high acidity and lower alcohol content, providing a crisp, refreshing experience without much viscosity.

Examples of light-bodied wines:

•Pinot Grigio

•Sauvignon Blanc

•Beaujolais

1% Milk: Medium Bodied Wines

1% milk, with slightly more body than skim milk but still relatively light, represents medium-bodied wines. These wines have a bit more weight and roundness compared to light-bodied wines. The subtle increase

in alcohol and glycerol content in these wines gives them a touch more substance, much like the slight creaminess of 1% milk compared to skim.

Examples of Medium bodied wines:

•Riesling

•Pinot Noir

•Chianti

2% Milk: Medium Plus Bodied Wines

2% milk, with its noticeable creaminess and fuller texture, parallels medium-plus-bodied wines, balance light and heavy, offering a pleasing weight on the palate without being overwhelming. The increased alcohol and glycerol content and moderate tannin structure in reds contribute to a sense of richness and depth, similar to the mouthfeel of 2% milk.

Examples of Medium Plus bodied wines:

•Chardonnay

•Merlot

•Zinfandel

Whole Milk: Full-Bodied Wines

With its rich, creamy texture and high-fat content, whole milk corresponds to fullbodied wines. These wines are robust and opulent and have a significant presence and weight on the palate. The higher alcohol content, glycerol levels, and tannin structure in these wines create a dense, velvety mouthfeel similar to the luxurious creaminess of whole milk.

Examples of Full bodied wines:

•Cabernet Sauvignon

•Syrah

•Oaked Chardonnay

As we continue learning about the science of wine tasting, it's important to note that mastering this art is a delicate balancing act. On the one hand, there is the scientific precision of wine's structural components: sugar, acidity, tannin, alcohol, and body. These elements form the backbone of our understanding, offering objective metrics that guide our analysis.

On the other hand, the language of wine can be deeply personal and subjective, an artistic expression that varies from individual to individual based on preferences and experiences.

In my next article, I will delve further into this duality, exploring advanced techniques to refine

your tasting vocabulary and enhance your sensory memory, marrying the scientific and the artistic to enrich your wine journey further and effectively communicate your experience.

Sip well,

Matthew-Lorèn Lindsey

Matthew@HireASommelier.com www.HireASommelier.com 1-855-702-WINE(9463) Instagram: @TheLordofWine

Matthew-Lorèn Lindsey is proud to launch LasVegasWineTours.com, the first and only Wine Tour in Las Vegas. He is also the owner of HireASommelier.com, a luxury hospitality company that offers staffing services for private and corporate events. MatthewLorèn also holds the title Lead Judge for the PR%F Awards, the largest double-blind wine and spirit competition in the U.S.

100 VEGAS UNSTRIPPED

Celebrates Fifth Edition With Celeb Chefs Support!

Celebrity chefs came to support their proteges at the fifth Vegas Unstripped, a unique food festival focused on local Las Vegas chefs who have received creative and critical acclaim. The event took place at Palms Casino Resort on a busy weekend. Legendary Chefs Marc Vetri and Bradley Ogden could be seen at booths promoting local chefs Michael Rubinstein (Vetri Cucina) and Sean O’Hara (Esther’s Kitchen), while Michael Symon and Rick Moonen, along with other kitchen veterans, were mingling with the crowd.

Created by Chef James Trees (Esther’s Kitchen, Al Solito Posto, Ada’s Food + Wine) and The Feast of Friends agency head Eric Gladstone, Vegas Unstripped was established as a response to prior Vegasbased food festivals that overlooked local talent. While those events have waned, Vegas Unstripped has continued to grow with each edition, now drawing nearly 1000 attendees to support 30 local chefs, along with star bartenders, local brewers, and more. Vegas

Unstripped uniquely brings together top local chefs and challenges them to create one-night-only dishes.

Entertainment was provided by the Golden Knights’ host, Katie Marie Jones, alongside fellow local entertainers Jason Harris, Samantha Souza, and DJ Night Weapons. Bartenders creating original cocktails included Adam Rains (The Golden Tiki), Chris Gutierrez (Stray Pirate), Joe Mikulich (EDO/Anima by EDO), and Max Solano (Bar Chef Productions); Wine and beer selections were donated by MGP Fine Wine, Drink Boutique, Bird Dog Wines, Able Baker Brewing, Trumer Pils and Big Noise Beer.

This year’s proceeds after expenses will be donated to four selected local charities: Obodo (obodocollective.org), Collective (obodocollective. org), Families For Effective Autism Treatment (featsonv. org), and Baby’s Bounty (babysbounty.org). The donation amounts will be announced at a later date.

““We are so fortunate to have the enthusiastic support of chefs, the beverage community, and, of course, so many local and visiting food lovers. We also appreciate the support of management at Palms for believing in this event.”

Event Producer Eric Gladstone of The Feast of Friends

Photos Courtesy of Vegas Unstripped Jose Salinas/Wade Vandervoort

by Debbie Hall

PR%F Awards Master Wine Judge and master sommelier Matthew-Lorèn Lindsey represented some of the best in wine and his new company, Las Vegas Wine Tours (LasVegasWineTours.com).

Vegas Unstripped is the only festival in Las Vegas that chefs create for the local community. The participating chefs are at the forefront of independent talent in Las Vegas and are tasked with crafting unique dishes that reflect their culinary passions. The event is enhanced by beverages from the best local bars, live music, local art, and more. It was established in 2018 as a response to the Strip-focused Vegas Uncork'd event (now defunct), and initially, it only invited off-Strip chefs. However, it now welcomes chefs from Las Vegas and allows open submissions. The festival covers the necessary expenses of the independent chef/restaurateur to the extent possible, with the net proceeds being donated to underserved local charities. To date, Vegas Unstripped has donated nearly $30,000.

The Feast of Friends is a multi-faceted branding agency based in Las Vegas. It incorporates brand development, traditional and digital marketing, media and influencer relations, social media, websites, and events and is focused on independent food and beverage. Visit thefeastoffriends. com and follow on Facebook and Instagram @ thefeastoffriends

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-squarefoot 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.

Photo

Photography by Katie Clavette

Raising a Glass to the Gods of Rock:

motörhead whiskeys

In the mid-1980s, Motörhead frontman Lemmy Kilmi lived on a houseboat co ecting model trains. He decided at that time the Orgasmatron Motörhead album cov should be a “gigantic f*cking train.”

What Lemmy wanted, Lemmy got.

Welcome to a tiny glimpse inside Lemmy's brilliant brain, courtesy of a label adorning the side of Motörhead’s Orgasmatron Whiskey. The iconic Orgasmatron album cover is smack dab in the middle of the bottle for good (and copious!) measure. All three Motörhead Whiskeys are about sharing stories and showcasing the timeless album artwork on each bottle, taking you on a unique journey with Motörhead.

In a world where premium spirits are often priced out of reach for the average consumer, Motörhead Whiskeys makes a bold statement. Launched by BevNomad in partnership with Global Merchandising Services and the legendary band Motörhead, this new line of spirits celebrates the wild and raucous heart of Motörhead while catering to every rock fan. With a price point of around $30 depending on the retailer (you can buy online for $29.99 plus shipping), these whiskeys are designed to bring the band’s freewheeling, hell-raising lifestyle to the masses, one bottle at a time.

BevNomad is a trailblazer in the beverage industry, known for supercharging beverage innovation through its distributor-centric brand accelerator. For more information, visit BevNomad.

The Spirit of Rock Lives On

Motörhead's inﬂuence on the world of music is undeniable. The band, known for their loud, fast, and furious performances, continues to leave an immortal, indelible mark on genres from rock to heavy metal to punk. From touring over two thousand live shows across the globe to their collaborations with other iconic bands like Metallica, Slayer, and Iron Maiden, Motörhead's legacy is vast and enduring. It's only ﬁtting to distill their spirit in a line of whiskeys that embody their raw energy, scream quality and chaos with every sip, and deliver the real authentic deal without an ounce of bullshit.

Crafted for the Everyday Fan

Motörhead Whiskeys captures the essence of the band and meets modern consumers' needs. Produced outside of Asheville, North Carolina, the ﬂavors have been meticulously crafted to appeal to a wide range of palates, including a smooth straight whiskey, a smoky cinnamon heat whiskey, and a silky sea salted caramel whiskey. Motörhead Whiskeys offer quality and character at a highly affordable price, making them accessible to all Motörhead fans and the broader rock’n’roll community.

Launching Where Legends Once Roamed

In homage to Motörhead's extensive touring history, the launch of Motörhead Whiskeys is strategically focused on cities where the band performed some of their most memorable shows, which includes just about every major city in the U.S. These locations are not just launch points; they are pilgrimage sites for rock enthusiasts. Beginning at the Rainbow Bar in Los Angeles, the ofﬁcial launch event was marked by the enshrinement of Lemmy Kilmister's ashes, where fans gathered to celebrate the spirit of Motörhead in a heartfelt tribute, making the launch an unforgettable homage to the band's legendary frontman. This blend of rock history and whiskey craftsmanship creates a unique connection that resonates deeply with Motörhead fans and whiskey lovers alike.

Each launch event will celebrate Motörhead's legacy, featuring exclusive tastings, rock-themed activations, and giveaways that connect fans with the band's storied past.

A Toast to the Future

As Motörhead Whiskeys debut, they are set to become a staple for rock music fans and ﬁne spirits alike. This launch is not just about selling a product; it's about celebrating a legacy and creating new memories. With each sip, fans can toast Motörhead’s iconic anthem and rebellious spirit and continue telling and sharing the Motörhead legend night after night. In a market saturated with premium options, Motörhead Whiskeys stands out by staying true to its roots and offering something real, accessible, and undeniably rock 'n' roll.

For those who have followed Motörhead's journey, this new venture is a chance to relive the glory days and create new traditions. For the uninitiated, it's an invitation to join the ranks of those who appreciate the ﬁner things in life without losing sight of what truly matters—authenticity, community, a little bit of grease and dirt, plus a whole lot of a damn good time!

Motörhead Whiskeys celebrate the enduring legacy of one of rock's most iconic bands. Crafted with the everyday rock fan in mind, these whiskeys offer exceptional quality at an accessible price.

Fast Cars, Racing, Music, Bourbon, Vodka, RTDs and More

The

By Debbie Hall

Eclectic Big Machine Brand celebrates its newest launch: Borchetta Bourbon Small Batch

Photos by Noah Rickertsen of Big Machine Distillery

Tennessee is a unique blend of country music, NASCAR, and spirits. No wonder it is also the home to the multi-awardwinning Big Machine Distillery, a fastgrowing craft producer that touts a fusion of, you guessed it, music, motorsports, and a multitude of award-winning spirits. Their DNA ties into Tennessee perfectly.

The Borchetta Brothers (Scott and Mark) are not just the visionaries of the distillery and its highly-allocated and highly-awarded Borchetta Bourbon; they also employ a female Master Distiller, Devin Walden, as another example of their innovative approach to the spirits industry.

Mark’s description of the Big Machine Distillery as a blend of “music, motorsports, real estate, philanthropy, and spirits” is a testament to the brothers’ diverse interests and the unique DNA of the distillery.

challenges of an industry like this. It’s a lot to tackle. Enter my brother. He thought it’d be cool to own a distillery, so he stepped in and purchased it. He figured my background as a sommelier at one of the top restaurants in Hollywood about 30 years ago made me a good choice to partner up,” explains Mark. “Not sure that was a great qualification, but I was looking to make a change in life, so here I am.”

Scott’s abilities could spot rising talents such as Florida Georgia Line, Carly Pearce,

Master Distiller Walden, sees this as a huge vote of support for the distillery’s success with brown spirits.

“All of our spirits that we make in-house are truly craft, including our Tennessee Whiskey and Borchetta Bourbon. We don’t buy any juice; it’s all distilled in our 250 and 500 gallon pot stills. We use non-GMO, heritage corn in red, white, and blue corn varietals that are grown just a few miles from our distillery in Lynnville,” says Devin. “Mark really favors the red corn for its rich malty foundation, so that program is being ramped up.”

The distillery was built in 2011 in the picturesque town of Lynnville, about an hour south of Nashville. In 2015, Scott, music mogul and founder and CEO of all things Big Machine, acquired the distillery with a desire to venture into the business of producing high-quality craft spirits. He would entice his brother Mark to come run the operation as Executive Vice President.

“The original owners were making some really good products, but, you know, being great craftsmen doesn’t always prepare you for the

and Thomas Rhett. He would attract veteran artists like Tim McGraw, Lady A, and Reba McEntire. Billboard Magazine called Big Machine Record Label “the world’s No. 1 independent record label.”

Mark’s long list of achievements includes being an award-winning writer, producer and director, plus bringing tens of millions of sponsorship dollars to global brands and rising stars like Danica Patrick.

The brothers have since established Big Machine Distillery as a foundational player in the spirits industry. The team, including

In 2021, the Borchettas launched the first Borchetta Bourbon race car bottle as their flagship premium limited-edition bourbon. IndyCar came to Nashville to run a race through the streets of downtown and Big Machine became the title sponsor. So, in honor of that race, the brothers launched the racecar bourbon to great success.

“I personally select every single barrel that gets bottled. The highly-allocated product is quite unique as our unmingled, cask strength juice goes into no more than 333 six-packs of our specially-designed racecar-topped bottles per year. And every car we put on the topper is an iconic racer. We have another release coming during Nashville’s Big Machine Music City Grand Prix in September,” adds Mark.

“We’re also very excited to announce a

Mario Andretti, Scott Borchetta and Mark Borchetta

new addition to our bourbon family, which is our Borchetta Bourbon Small Batch. This 80 proof small batch blend of our premium barrels is a great approachable option for those who are not cask strength drinkers.”

Mark describes Borchetta Bourbon as a bolder, more masculine style. It generally has big notes of smokiness, woodiness, and caramel. “It’s just a powerhouse full of flavor, and with a great mouthfeel due to the wheated mashbill,” says Mark. “In addition to the racecar bottles, we knew the juice had to hold up, so we started entering, and winning, awards, which led Fred Minnick to select his own barrel from us.”

Holding true to form for design, the new Small Batch bottle is another stunning bottle, featuring a gold-plated Nashville skyline on the glass. This is just the beginning of more great things to come from Big Machine.

“We have a lot of really neat new projects after testing the waters with the Borchetta Bourbon,” adds Devin. “We’ve had so much excitement around the brand, and we’re ready to make a real presence in the whiskey industry in a big way.” Big Machine is now developing these more affordable bourbons for the masses to enjoy.

For more information, visit borchettabourbon.com

Follow on Facebook @ BigMachineBreweryandDistillery and Instagram @ bigmachine_distillery and @borchettabourbon

There are three locations to taste all of the spirits produced by Big Machine.

The Nashville tasting room is an entertaining and educational distillery with tours that include a tasting of a wide array of craft spirits.

Big Machine Brewery & Distillery 122 3rd Avenue South Nashville (615) 345-4539 brewery@bigmachinedistillery.com

The Original Big Machine Distillery & Tasting Room is located in the historic town of Lynnville, Tennessee, one hour south of Nashville on the Whiskey Trail. Big Machine Distillery features a picturesque 28-acre tract of rural farmland and a 30,000-square-foot distillery and tasting room.

Big Machine Distillery 1800 Abernathy Road Lynnville

Big Machine Tavern is the place to enjoy their award-winning brunch, lunch and dinner, while relaxing to live Big Machine music and dog-friendly outdoor patios.

Big Machine Distillery & Tavern 2824 Bransford Ave. Berry Hill

el tequileño: a legacy of ﬂavors

A LEGACY OF FLAVORS

By L.A. Walker

Photos courtesy of El Tequileño

El Tequileño is a two-time honoree of a perfect score of 100 points at the 2023 PR%F Awards and 2021 PR%F Awards, named Agave Producer of the Year and Tequila of the Year.

Known as “Mexico’s Best Kept Secret,” El Tequileño was established in 1959 by Don Jorge Salles Cuervo, whose dedication to craft and quality produced a range of exquisite, award-winning tequilas. Using only mature blue Weber agave harvested from the premium growing region of Los Altos de Jalisco, mashed with mineralrich water from El Volcan de Tequila and distilled in copper pot stills, Don Jorge Salles redeﬁned expectations of the tequila category with his craft expressions. This inquisitive nature and innovative spirit, along with the knowledge and prowess of tequila-making, has

been passed down through generations of the Salles family, now residing with the brand’s third-generation Master Distiller Jorge Antonio “Tony” Salles.

Today, Tony carries on his family’s legacy, using the same processes devised by his grandfather to produce the brand’s award-winning portfolio of tequilas, which includes Blanco, Reposado, Platinum, Cristalino, Reposado Gran Reserva, Añejo Gran Reserva, Sassenach Select, Extra Añejo, and the world’s ﬁrst Reposado Rare. The result is rich with history, authenticity, and ﬂavor.

The tequila is produced exclusively at the historic La Guarreña distillery in Tequila, Jalisco. This site has been the home of El Tequileño since its inception, making it one of the few distilleries that only produce its own brand.

This year, the multi-awardwinning brand is thrilled to be celebrating its 65th anniversary.

Steﬃn Oghene, El TequileñoVice President of Business Development, shared another hidden ingredient to the success of El Tequileño.

“The pride and passion of our family of workers ensure El Tequileño remains one of Mexico’s top producers.” With great pride, Steffin described their workers' dedication to process consistency, which produces unmistakable quality bottle after bottle. Through their faith in our company's direction and remarkable work ethic, our exporting efforts to the United States and Canada in 2020 were not lost to the difficulties of the pandemic. We pressed forward and are presently exporting to 30 countries.”

the team el tequileño: a legacy of ﬂavors

El Tequileño honors its family of workers and community by prioritizing sustainability eﬀorts. “Tony” Salles and the team recognize the environment as key to their success, so they work hard to give back to it. El Tequileño has its own compost site where 98% of its organic residuals from production are recycled to create a natural fertilizer used to enrich the next generation of agave. Steﬃn shared that understanding the best sustainability practices is an ongoing learning experience.

Steﬃn added that El Tequileño’s president, Wayne Henuset of

Canada, is a devoted family man. Wayne clearly understands the importance of protecting and promoting community sustainability by being engaged with the needs of their employees, paying them well, and maintaining an environment where people want to work.

“We’re hands-on. Our staﬀ and the workers in the ﬁelds have a voice. Our employees are so passionate about the brand. It’s common to walk into the distillery and see three generations working together. There’s a lady who works in administration. She’s been with

us for over 37 years. Every time we have a new batch, we take it to her for her to taste. She has a great palate. She will tell us, ‘No, this isn’t right,’ and we listen. I offered to accept her job when she retires. Steffin made it clear how proud the company is to share that many of El Tequileño’s employees have grown into higher positions with more responsibilities. Which is good for them, us, and the community,” Steffin added.

While visiting a favorite bar with friends and indulging in tequila shots or slowly sipping tequila from a brandy snifter at room

temperature, most invest little thought into what makes some tequila shots deliver a smooth, sweet, and complex experience. In contrast, others could be more abrupt and void of a memorable flavor profile. Steffin’s analogy comparing eating a green, toughto-peel flavorless banana to biting into a soft banana with black spots anointing the palate with a sweet, thick, gooey richness made a very detailed process visual and easily understood.

Creating and maintaining a quality craft tequila with distinctly flavorful profiles year after year is not an accident or hit-and-miss activity. El Tequileño’s commitment to trucking in aged Blue Weber Agave in the Los Altos region called the highlands of Jalisco and preceding the convenience of harvesting agave from the surrounding lowlands is a commitment to flavor. This additional trucking effort permits each bottle of El Tequileño to present a naturally sweet honey with a fruity and floral-like flavor with citrus and herbal notes and consistency. The utilization of open fermentation in concrete tanks surrounded by mango trees offers the atmosphere an opportunity to supply natural yeast in the air from fruit flies to make its own contribution to El Tequileños' uniquely complex flavor profile. Their tequila is not chill-filtered, leaving the natural fats from the agave plant. Steffin shared another great analogy of refrigerated Spaghetti Bolognese

and how removing that layer of fat reduces and changes the ﬂavor of the reheated dish. “We leave the ﬂavor in.”

El Tequileño is one of the top three sellers in the Jalisco region as a respected brand in the Mexican market, and adding to their claim to fame is El Tequileño Blanco that was (and remains) the preferred tequila by Don Javier in his famous La Batanga Cocktail created at his legendary La Capilla cantina as noted as one of the worlds’s 50 Best Bars. The iconic Batanga cocktail is experiencing a revival and being served in bars across the globe. The drink combines tequila, lime, and cola, served with a salt rim. The drink is not stirred. It is cut with a knife so the cola gases remain undisturbed. Don Javier declared a Batanga was not a Batanga unless crafted with El Tequileño.

Raise unchilled glasses, take a small sip, roll it around in the mouth, and take another sip to inhale, swallow, and exhale. Toast to El Tequileño, an additive-free tequila distillery that promotes environmental and social sustainability. It produces a great-tasting product ﬁlled with distinctive, complex notes, making El Tequileño the life of any party.

BSB blends ultra-smooth whiskey with just the right amount of brown sugar and cinnamon. Perfect for sipping, ideal for shooting and optimal as the main ingredient in your favorite cocktails.

BSB is more than just a whiskey – it’s an invitation.

This award-winning spirit is bold and versatile. Whether at a bar, a house party or on the couch watching the game, BSB is delicious and easy to drink.

DRINK WITH

McMann & Tate Cocktail Co. Launches Moroccan Orange Product Pack

The McMann & Tate Cocktail Company has introduced Moroccan Orange Cocktail Bitters, designed to enhance a favorite gin, rye, or bourbon cocktail with a citrus flavor and aroma. These bitters blend Moroccan, Turkish, and Spanish orange peel, fresh orange zest, and various spices and roots. Unlike some bitters that contain overproof alcohol with an ABV of 50 percent or higher, the Moroccan Orange Bitters have a milder ABV of 36 percent, allowing for better balance in a cocktail without overpowering it. These bitters are all-natural and gluten-free; the color comes from extracting ingredients in a neutral grain spirit. McMann & Tate’s Moroccan Orange Bitters are currently available for purchase on mcmannandtatecocktailcompany.com.

Welcome to McMann & Tate Cocktail Company, where the art of mixology meets the joy of crafting exceptional drinks. Established in 2020, they are dedicated to providing the finest all-natural, handcrafted, and small-batch bitters, dried garnishes, and rimming salts for the discerning home mixologist. Their passion is to empower everyone to unlock new flavors, experiment with innovative ingredients, and push the boundaries of their creativity in the kitchen. They believe that mixing a great cocktail is not just about following a recipe, but about the art of storytelling, connecting with loved ones, and making memories.

At McMann & Tate, they are committed to helping bartenders to elevate the cocktail game. Their products are designed to inspire to try new things, to explore unfamiliar flavors, and to perfect the craft. Whether a seasoned mixologist or just starting out, they invite everyone to join the community of like-minded enthusiasts who share the passion for the art of the drink. So go ahead, get creative, and let's raise a glass to the joy of crafting unforgettable cocktails!

TASTING NOTES

Flavor: bitter orange, clove, allspice

Visual: transparent, amber

Aroma: Citrus

Compliments: brand, vodka, whisky

Alcohol: 70 Proof, 35.4% ALC/VOL

Size: 2 Fluid Ounce Dropper Bottle

Ingredients: alcohol, orange peel, cacao, burdock, allspice, cardamom, clove, anise

Fancy Free

à 2 ounces Rittenhouse 100 rye

à ½ ounce Maraschino liqueur

à Dash Wildly Aromatic Bitters

à 2 dashes Moroccan Orange Bitters

à Dried Orange Garnish

Stir ingredients over ice, strain into rocks glass over large ice cube and garnish.

à 1 ounce orange juice

à ½ ounce Aperol

à ½ ounce Kettle One Orange vodka

à ½ ounce Grand Marnier

à ½ ounce Lillet Blanc

Brandy de Jerez Highball

à 2 ounces Brandy de Jerez

à 4 ounces Fever Tree ginger beer

à Dash Moroccan Orange Bitters

Shake all ingredients over ice, with the exception of ginger beer, strain into Collins glass ﬁlled with ice and top with beer.

à 3 dashes Moroccan Orange Bitters

à 1 teaspoon lemon juice

à San Pellegrino Aranciata soda

à Dried Orange Garnish

Shake all ingredients over ice, with the exception of soda, double strain into Collins glass ﬁlled with ice, top with soda and garnish.

Photo by Mae Black

Photo by Kitera Dent

Photo by Avi Richards Orange, Orange, Orange

“What’ll you have?” BEVERAGE INSIGHTS FROM THE

One of the most welcoming sayings in the hospitality industry is, “What’ll you have?” In response, I recently visited the National Restaurant Show and spoke with industry experts about emerging guest trends and product innovations in the beverage sector. The biggest news of National Restaurant Show 2024, which surprised me, concerns the “mindfulness” of guests and enhancing one’s intentionality about every menu choice. Brooks Addington, CEO of TOST, reminds us that “Fiftyﬁve percent of restaurant goers never buy an alcoholic beverage, representing a massive upsell opportunity for the restaurant. It’s wonderful to provide your guest with more than just a glass of water.” Equipment Innovation and Menu Planning are key elements for a successful and cost-effective strategy.

Having grown up in the South, the heart of hospitality, I value welcoming, quality, and service. However, as a professional with a master’s degree in international business who worked as a corporate ﬁnance banker on Wall Street, I also place great value on the bottom line. Following my eye-opening interviews

with industry leaders, the common theme of mindfulness for operators is this: Can the duality of consumer customization and margin optimization merge as a winning strategy within the beverage industry? Surprisingly, the answer is yes.

A resounding trend within the industry is the continued growth of no/low alcohol purchases, an indicator of the increasing mindfulness of guests. A presentation by Marcos Salazar, CEO of the Adult Non-Alcoholic Beverage Association (ANBA), indicated that “people are drinking less because of three main factors: More research and media attention on the harmful effects of alcohol; People are more conscious about what they put in their body with food and now with what they drink; and Gen Z is putting a priority on mental and physical health. NIQ Off Premise Channel purchases of Non-Alcohol indicate that annual growth is in the double digits, up 31.2% from last year.” Even with this growth in “Mindful Drinking,” NIQ data show that “94% of nonalcoholic buyers are purchasing alcoholcontaining beer, wine or spirits.”

Margaret McSweeney Host and Founder of Kitchen Chat® kitchenchat.info

Photos courtesy of and written by

This consumer-driven demand for no/ low alcohol purchases is pouring into onpremise requests. Demand for adult nonalcohol options continues to rise, and this is the time to start offering an exceptional and diverse selection of non-alcoholic drinks to retain and attract new guests while increasing revenue. Brooks Addington, CEO at TOST Beverages, Inc., has been in this market for seven years, serving alcohol-free sparkling beverages as a wine alternative. He explains, “ People are looking for sophisticated options. So when we created TOST, we wanted the product to have many attributes of an alcoholic beverage but with no alcohol in it. A nose, mouth feel, and a ﬁnish are all those things we enjoy about an alcoholic beverage without the alcohol. We used a lot of ingredients like tea and white cranberry to enhance some of those attributes. We’re seeing massive growth in this space. We’re in over 12,000 doors around the world.”

Another key trend in the U.S. beverage industry is the increased consumption of coffee and demand for high-quality specialty coffee. In April 2024, National Coffee Data Trends published a report that indicates that 67% of American adults had coffee in the past day (more than any other beverage, including tap or bottled water), compared to 49% in 2004. Furthermore, the report states that specialty coffee also experienced signiﬁcant growth, with 57% of American adults having had specialty coffee in the past week. At the Restaurant Show, Keith Reynolds, Vice President, AFH Keurig Dr. Pepper, shared, "A couple of interesting trends we are seeing in coffee is a real big push into the cold concentrate space where you can make cold brew at home or in the ofﬁce. We’re also seeing a very big push on-premise. Our brand

is Revv, and we use a six-to-one water-toconcentrate ratio. It makes a fantastic cup of cold brew. And interestingly, we are seeing this as a main ingredient for some restaurants as an espresso martini ingredient.” Jacinda Wilson, national sales account manager at Middleby Coffee Solutions Group, emphasized that “the level of expectation that consumers have for high-quality coffee is just off the charts right now.”

These hospitality trends allow on-premise providers to incorporate winning strategies to optimize their margins.

EQUIPMENT INNOVATION

These products stood out at the National Restaurant Show.

Speed and consistency are essential. The 2024 Food and Beverage Awards (FABI) featured industry-altering products that shape what’s new and next for the future of food and beverage. The M5 Bargun by Wunder-bar was a FABI winner. Jessica Zadio, Vice President of Wunder-bar Sales, said, “The M5 bargun has a 67% faster flow rate than the traditional M4, which now means a 2 ½ ounce per second

pour.” This increased flow rate allows the bartender to pour and push out more drinks. Bartesian exhibited a machine that features a user-friendly approach for making 55 cocktail recipes with options for mocktail, light, medium, and strong. There is no alcohol in the mixer capsules. The four different types of alcohol are in bottles attached to the equipment dispenser. The barcode reader knows precisely which drink it’s making and even recommends the kind of glass to serve it in and mixes the cocktail within twenty seconds.

Keith Reynolds, Vice President, AFH Keurig Dr. Pepper, is “excited about where the coffee business is going. We’ve got some great innovation with the 4500, our latest brewer that can do hot specialty beverages and cold.” Jacinda Wilson, national sales account manager at Middleby Coffee Solutions Group, noted that Synesso has responded to the consumer demands for higher quality coffee at home by releasing the Synesso ES1, a traditional espresso machine with hallmark Synesso creative control and temperature stability. The Synesso ES1 “also crosses the line into the lower-volume restaurant sector. In the restaurant world, we are seeing a lot of high-end restaurants seeking ways to improve

their food program, and one way to capture that is through providing high-quality coffee to some of the best meals of people’s lives. So the Synesso ES1 is the response for that demand.”

MULTISITE TECHNOLOGY SUPERPOWERS

Data management technology is a valuable management resource for multisite food service operators. Jay Fiske, president of Powerhouse Dynamics, the company behind the Open Kitchen Internet of Things (ioT) platform, discussed the importance of connecting multisite equipment to the Open Kitchen Cloud, which can provide diagnostics for managing operations and tracking product counts. Fiske states, “By gathering all the data from the multisite food service equipment and sending it to the Open Kitchen cloud, the data provides actionable insights with revenue upside.” Brewing operations for beverages and coffee is an essential example because managing data about inventories and sales means operators can offer “what’ll you have” service and options without running out of guests’ favorite drinks.

MENU STRATEGIES FOR LOW/ NO ALCOHOL BEVERAGES

During the ABNA presentation, Stephanie Burke, Regional Sales Manager in Northern California for The Free Spirits Company and owner at Lenny’s Hideaway, stressed the critical role of menu and recipe strategy in controlling inventory and quality. She said, “Set recipes equal set margins, and a menu keeps the guest from becoming the bartender.” Burke also encouraged consistent staff training to explain best the low/no alcohol beverage options on the menu. New entrants to the mindful drinking movement might not fully understand the

difference between mocktails and zeroproof options. Tony Abou-Ganim, mixologist and author at The Modern Mixologist, discussed the excitement growing around The Aperitivo “Hour, " a way of life in Italy. The Aperitivo Hour signals the end of the workday for friends to gather and share a low-ABV aperitivo, some small bites, and good conversation before heading out or home for the evening. This can also be a proﬁt boost for a beverage program. Tony prepared the delicious Aperol Spritz and the Negroni as examples of making your establishment a destination for a great Aperitivo Hour.

In conclusion, the duality of consumer customization and margin optimization are not mutually exclusive. The growing demand for low/no alcohol and specialty coffee consumption does not preclude the upside for beverage revenue. The cost of hospitality is measurable and enables the familiar question, “What’ll you have?”

MIXOLOGY MASTERCLASS AT THE CABINET OF CURIOSITIES

Engaging with customers about the art of crafting a cocktail

Written and photography By Debbie Hall

The Cabinet of Curiosities and The Lock is an immersive bar and speakeasy concept by Imagine Exhibitions located inside Horseshoe Las Vegas. The unique concept draws in many guests, and the venue has developed a Mixology Masterclass at The Cabinet of Curiosities.

Las Vegas is one of many destinations with a vibrant hospitality industry. An estimated 16 million visitors were recorded from January to May. While there are many places to enjoy cocktails and other beverages, a unique twist or attraction can attract customers and bring success to the business.

"Students” are invited to embrace their curiosity as they take on the role of bartender in the new Mixology Class at The Cabinet of Curiosities. This new class is designed for those who want to learn how to craft the perfect cocktail from The Cabinet's master mixologist.

The cocktail program features a presentation on two classic cocktails. Guests will learn about their history, flavor profiles, and techniques for crafting the perfect cocktail. Once they are experts, guests will have access to an array of spirits, mixers, and garnishes to create their own custom cocktails while being guided by an expert mixologist.

CLASS SCHEDULE:

•Mixology Basics: Understand the essential tools, techniques, and terminology of mixology.

•Flavor Pairing: Discover how to balance flavors and fashion harmonious cocktails.

•Crafting Signature Cocktails: Learn how to create unique and innovative cocktails that reflect your personal style.

•Garnishing and Presentation: Master the art of garnishing and presentation to enhance the visual appeal of your cocktails.

Matt Pinfield

Presented by The Cabinet of Curiosities, the 90-minute Mixology Masterclass is being held every Thursday, Friday, and Saturday from 1 to 2:30 p.m. and includes three cocktails, a souvenir apron, and a recipe card. The cost is $100 per person. Guests can make reservations by contacting The Cabinet at info@cabinetlv. com or online at thecabinetlv.com.

This interactive class is perfect for groups who want to bond over cocktails and learn the art of mixology together. Whether celebrating a special occasion, team-building with colleagues, or just looking for a fun night out with friends, the Mixology Masterclass is the perfect way to build up a business in the hospitality industry.

The Cabinet of Curiosities and The Lock is an immersive bar and speakeasy concept by Imagine Exhibitions, located inside the lower level of Horseshoe Las Vegas, adjacent to two of Imagine Exhibitions' noteworthy exhibitions. The Cabinet of Curiosities brings together the extraordinary and the everyday as a bar and lounge, allowing guests to enjoy their favorite cocktail and solve a puzzle simultaneously.

The Cabinet opens at 1 p.m. daily and The Lock at 4 p.m. daily. Both venues are open until midnight Sunday to Thursday and until 1 a.m. Friday and Saturday. Reservations are not required but highly recommended for The Lock, which holds additional charms to be found. For more information, visit thecabinetlv.com or connect socially at @lockandcabinetlv.