PR%F the Magazine
Michael Politz Publisher
Michele Tell Founder, Executive Director/Publisher
Jennifer English Editor-At-Large
Debbie Hall Editor-in-Chief
RJ Dixon
Creative Director, PR%F Awards & PR%F the Magazine
Terry Hart Director of Brands & Competition
Colleen Banks Director of Business Development
Lara Stone Trade Show Editor
David Aferiat George Manska
Stephen Blackmon
Contributors: Contributing Photographers: Contact
Devin Woodrow
Alyssa White, Poiema and Grace Creative Photography
OUR PRODUCTS
At Giant Texas Distillers, our spirits collection includes award-winning Whiskey and Bourbon, along with premium Vodka, Gin, and Rum—crafted with passion and precision. Each spirit is distilled and bottled with the highest level of quality and attention to detail, delivering a unique, rich, and smooth Texas spirit.
BOTTLING
DISTILLING
Discover world-class distilling services with o erings ranging from new fills to aged barrels and bulk tanker quantities. As Texas' largest whiskey distillery, we boast the capacity to produce over 4,000 barrels per month.
VISIT US
LOCATION
Bring your spirit to life with our comprehensive bottling services—whether using your liquid or ours. With five bottling lines (and growing), we handle everything from 50ml to 1.75L bottles in a variety of shapes and styles. Need something unique? We can customize a packing line to meet your specific needs, ensuring a tailored experience for your brand.
Strategically located near the Port of Houston, our facility o ers convenient and cost-e ective solutions for both incoming material deliveries and outgoing finished products. We're perfectly positioned to keep your supply chain moving e ciently and a ordably.
Come experience the craftsmanship firsthand at our Distillery and Tasting Room, located at 5610 Clinton Drive, Houston, TX. And while you're in town, don't miss our sister location, Tejas Brewery, just around the corner at 2101 Summer St. in Houston—where great spirits and brews come together!
from the desk of Michele D. Tell
FROM THE EXECUTIVE DIRECTOR
Dear Readers,
We are so excited to showcase our newest cover story family member, Hive₂O, pioneers of the new Hard Honey™; ready-to-drink flavor profiles reflect the passion resulting from over 30 years of dedication.
It’s hard to believe fall is here, and we are diving into Q4. PR%F Awards is thriving. We want to ensure all our readers associated with spirits, wine, and beverage brands know our intricate and marketing-focused platform.
We are not just for spirits and wine. We are a beverage competition led by a team of judges who are all beverage buyers. We embrace all forms of beverages—waters, teas, sodas, energy drinks, functional drinks, alcohol-recovery drinks, mixers, salts/sugars/rim garnish, and RTDs of all varietals—to enter our competition. Currently, the only beverage that is not in our competition is beer. A separate competition—PR%F Awards Presents BR%W—is coming soon.
We also have more than 40 bar gadget categories to enter. Our judges, all beverage buyers, also include beverage buyers for small, medium, and large retail outlets looking for your newest invention. Get rated and win medals to showcase on your bar gadgets.
A growing category for PR%F Awards is coffee. We rate coffee, which is especially sought after by our hotels, resorts, and restaurants. Our talented chef staff will brew your coffee to specifications for our judges to taste and rate, along with all the coffee condiments.
All our judges are beverage buyers. They come from all areas of the hospitality industry and look for the “new,” the “irreverent,” the “classic,” and the “unique” to ensure their customers have the best possible array and choice. They are looking for your brand.
Enter with one price ($495) per SKU and get entered into two separate competitions with a chance to win two separate awards. First, PR%F Masked—our coveted double-blind competition. The next day, our judges come into a different room—all the bottles, cans, and boxes are revealed for the “Unmasked” competition. Our judges (buyers) will taste your brand, see your bottle, meet your logo, read your ingredients, and get your price point. Day Two, what we affectionately call “the total package” award, is the private buyer’s trade show, looking for the newest brands. All Women-Owned Brands, Veteran/Military Brands, and Certified Kosher brands will receive an automatic Accolade medal to showcase these extraordinary highlights of their brand. These awards come as a bonus to any double-blind or total package award you might win.
Winners Edition. Here is a direct way to see our winners from PR%F Awards 2023. (https://issuu.com/ proofthemagazine/docs/proof-the-magazine_vol3_issue4_jan2024) This winner’s edition, which doubles as a buyer’s guide for all our buyers and our private database of thousands of buyers is distributed four times a year, each season to our lists which gives you four times more a year to be introduced to our network.
Win medals. At PR%F Awards, we have created a proprietary 100-point system where brands compete with only themselves and the 100-point system. We are not a brand vs. brand competition; therefore, you are not being rated against any other product. It is your brand, our judges, and 100 points.
Enter three (3) SKUs by November 8 (deadline extended), and we will provide you with a full-page ad space (value at $4K per page). It is absolutely free with your three paid entries. It’s time to get mega visibility on your brands through our publications and marketing distribution networks. Enter here. www.proofawards.com
Cheers & Namaste!
Michele D. Tell Executive Director, PR%F the Magazine Founder, PR%F Awards
Day One – Representatives from Walmart®, Palms Casino Resort, Delta Airlines Delta SkyClub®, and Sahadi’s NY
Day Two – PR%F Unmasked, all your bottles/cans are on display for our Unmasked awards day.
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
MOMMENPOP CALIFORNIA CITRUS WINES:
Throughout the year, it can be easy to reminisce about the days of summer. The warmth of the sun and having fun at the beach. Even biting into a refreshing orange on a hot day. Mommenpop perfectly captured this essence in their wine-based aperitifs made with fresh California, organic fruit picked at peak ripeness. With options like Blood Orange, Ruby Red Grapefruit and Seville Orange, there is a flavor for all citrus lovers alike. And being made with real fruit, no artificial colors or preservatives, and no added sugar makes this a healthier option than most. It is also very versatile as the base for a spritz if you add sparkling wine, proving that this is a drink that all will love. mommenpop.com
FIOR SCOTCH:
In Gaelic the word fior means pure. The idea of this word is very fitting for this brand considering it is a small batch, hand-crafted premium scotch. Scotch connoisseurs everywhere will appreciate the impeccable blend of complimenting notes such as sweet maple and vanilla as well as smokey oak. Widely recognized by alcohol competitions far and wide, deservedly so, this company is also known for being proudly black-owned and veteran-owned. fiorscotch.com
TRAVELLER WHISKEY:
MILAGRO CRISTALINO TEQUILA:
With their first new addition in ten years, this was a highly anticipated product drop and has already made waves in the industry. Milagro’s Cristalino Tequila is made with 100% blue agave picked at peak maturity. It is aged 18 to 24 months in ex-bourbon barrels effectively giving it a deliciously sweet blend of maple and vanilla notes. The tequila is inspired by Mexico City, specifically, its ability to take love for traditions and turn them into innovative new concepts. By using both newer and well-established and wellloved techniques, this tequila perfectly captures the essence of appreciating past traditions while making room for new, innovative change. milagrotequila.com/our-tequilas/cristalino-anejo
KINTSUGI SAKE - OISHII:
With the release of their first product, Kintsugi is on the forefront of a turning point in American made sake. Crafted from the natural waters in the Blue Ridge Mountains, in addition to the Titan rice also grown in Arkansas, this sake truly embodies the American spirit. Oishii Sake’s creators understood the value of a quality product and the uniqueness of individuals, so they created various flavor profiles. This fantastic new Sake is creating waves in the industry and is creating a new standard for American-made sake. oishiisake.com
When Grammy-winning musician Chris Stapleton works with the superlative Buffalo Trace Distillery, you know the product will be outstanding. Shortly after the premium whiskey was dropped, it was discovered that it was. Traveller Whiskey’s new Premium Whiskey has become the most awarded Super premium Whiskey Release of 2024 winning awards at various competitions worldwide. Wanting to create a complex flavor that a wide variety of whiskey lovers would enjoy, Travellers Whiskey created a 90-proof bottle with aromas of vanilla and buttery shortbread and notes of oak, sweet maple, tart currant, and leather. With all of their accolades as well as their very affordable price, this is going to become a staple in every whiskey lover’s home. buffalotracedistillery.com
RAFFLIN LEPITRE CHAMPAGNES:
Rafflin Lepitre Champagnes are partnering with Avid Vines (avidvines.com)to finally make their United States launch just in time forthe holiday season. Rafflin Lepitre Champagne is familyowned and operated by two sisters, Perrine and Emilie, and hidden in the woods of Montagne de Reims, Champagne, France. These champagnes can offer a special, indulgent experience for wine lovers everywhere by bringing over four generations of traditional taste to opulent French wines. Avid Wine’s mission is to “connect people with artisanal wines that are better for you and the planet.” They surely did that while also bringing a tremendous amount of flavor and luxury. champagnerafflinlepitre.fr
PLANTERAY RUM - JAMAICA 1984 RUM:
We are proudly introducing Planteray Rum’s Oldest bottling ever released, an ultra-exclusive release of only 317 specialty bottles. The aging of these bottles spanning 40 years and two vastly different environments work together to create a full-bodied, vibrant flavor profile. This rum aims to highlight Jamaican heritage in the world of distilling. It also prides itself on being 100% pot-still rum that captures the spirit of Jamaican culture. planterayrum.com
WINTER WHEAT BOURBON BY MARY DOWLING:
Mary Dowling Whiskey Co. is known for its pioneering whiskey methods. The new edition of Winter Wheat is perfect for the fast-approaching winter season as it is aged in toasted barrels and boasts a rich and complex flavor profile. However, with the addition of fall-centric flavors like caramel and vanilla, it is a drink that you can start enjoying now. Winter Wheat is a smooth, wheated bourbon with the idea that the perfect, inviting sip can be every sip. With the success of the other Whiskeys in the Mary Dowling Whiskey Company’s portfolio, this one will surely be a hit as well. marydowling.com
OLD OVERHOLT EXTRA AGED CASK
STRENGTH WHISKEY:
This unfiltered, barreled American rye has a rich flavor and is sure to be adored. Extra Aged and with hints of vanilla, caramel, and charred oak, as well as aged in Kentucky Warehouses, this whiskey is a true American whiskey. This whiskey shows attention to detail through its color, aroma, taste, and finish. Due to its longer aging process, this Whiskey is incredibly rich in flavor while being mellowed out in all of the right places. overholtrye.com
PEDRO FURTIVO TEQUILA:
Passionate about Tequila, the makers of this brand set out to make an authentic, additivefree, and traditional tequila that “respects the heritage and spirit.” In this process, they created Pedro Furtivo Tequila, a premium-quality tequila that “honors time, place, and tradition.” This tequila will be available for purchase soon and is expected to make waves in the traditional tequila market. pedrofurtivo.com
SNEAKY PETE SPIRITS:
Sneaky Pete Spirits prides itself on delivering the finest quality liquors. Their wide variety includes Gin, Vodka, Rye, Rum, and Bourbon. Sneak Pete’s Gin is infused with a blend of botanicals such as sweet citrus peels, juniper, and coriander, while the vodka is filtered through charcoal and is exceptionally smooth. Sneaky Pete Rye goes for more of a classic feel with notes of oak and dark chocolate, while Sneaky Pete Rum has hints of warm spices a hint of tart citrus, and is aged in American casks until the flavor profile is just right. They round out their collection with their 7-year Kentucky Straight Bourbon, which has lingering nuances of vanilla and clove. While everyone has their drink of choice, every one of these liquors was well-thought out and will bring exceptional value to your drinking event. sneakypetespirits.com/our-spirits
YACHT WATER:
Yacht Water, also called “The Official Drink of Drinking” on its website, is a simple cocktail with four ingredients. Its creator was craving a refreshing and ready to drink cocktail that tasted great but wasn’t full of chemicals. Created with the perfect combination of just four ingredients: Pedro Furtivo Tequila, lime juice, sparkling water, and sea salt, this classic is perfect for a night out, hanging out with friends, or even just staying in. The canned cocktails are of premium quality and contain no extra unnecessary ingredients such as artificial additives. It also comes in Yacht Water Jalapeno, which is very similar but includes fresh jalapenos. drinkyachtwater.com
CYPHER ENERGY DRINK:
Cypher Energy is created with whey protein and is specifically formulated so that there is no crash after you enjoy it. Made with zero sugar, 3 grams of protein, and non-carbonated, this drink will help you reach peak performance without causing typical energy drink ailments. With multiple flavors designed to be refreshing and juice-like, this product was contrived to interest the Latino market. Cypher packaging is cleverly designed and full of colors; these will look beautiful in your refrigerator and feel good for your body. cypherenergy.com
Interested in entering The Drinkable Space? Send a press release, photo, or website to Devin@proofawards.com. All press releases will be considered, but space is limited for announcements.
Brands that Give Back
HIGHCLERE CASTLE SUPPORTS
QUEEN'S COMMONWEALTH TRUST
Highclere Castle Gin partnered with the Queen's Commonwealth Trust (QCT) in 2022 as the brand's official charity partner. Adam von Gootkin, Highclere Castle Gin Co-Founder and CEO, is an advisor to the QCT and its mission to advance young leaders throughout the Commonwealth nations with flexible funding, practical tools, and guidance, along with a vibrant network to help them transform their communities. The QCT aims for a world where youth-led projects receive increased support and investment, putting young leaders at the center of decisionmaking so that they can affect positive change for themselves and their wider communities. To honor the Platinum Jubilee year and kickstart this campaign in 2022, Highclere Castle Gin donated a portion of bottle proceeds sold globally during the month of August 2022 to the charity. It held a fundraiser in NYC later that year. Another fundraising campaign is planned for December 2024.
American spirits entrepreneur Adam von Gootkin and the 8th Earl & Countess of Carnarvon, owners of Highclere Castle, launched Highclere Castle Gin in 2019 with a mission to produce the finest gin. Located in Hampshire, England, Highclere Castle is recognized around the world as the "Real Downton Abbey," where the TV series and motion pictures were filmed. "We had been looking for the right charity partner, and QCT has a powerful vision, prudent financial management, and a great team. Both Highclere Castle and Highclere Castle Gin support many charities in the United Kingdom and the United States and QCT fits squarely with our mission of positivity. I am particularly excited to offer support to young entrepreneurs who are the key to tomorrow," said von Gootkin.
QCT launched in 2018 under Her Late Majesty The Queen's patronage and has successfully funded projects in more than 31 countries. In 2024, His Majesty King Charles III announced his leadership as the new patron of the Queen's Commonwealth Trust. Stephen Ball, Chair of the Queen's Commonwealth Trust, said, "To have His Majesty The King as our Patron is an enormous honor and privilege. To have His Majesty's support as we continue our work with and for young people will inspire us all."
For more information on Highclere Castle Gin, visit highclerecastlegin.com For more information on The Queen's Commonwealth Trust, visit queenscommonwealthtrust.org
What Our Winners
have to say...
Bénédicte Hardy
“Winning the perfect score Century Award and Best of Show in 2020 - in the middle of COVIDwas like a breath of fresh air. PR%F Awards opened big doors that were once closed for Hardy like providing an introduction for Hardy Legend 1863 to be on the shelves of Delta Airlines Delta SkyClub lounges. It was such an opportunity for our brand! ”
Grumpy Goat Coffee Launches GrumpyLyte
Caffeinated Hydration Beverage
Grumpy Goat Coffee Roastery, a leading purveyor of specialty coffee, is excited to announce the launch of its new hydration beverage, GrumpyLyte. This innovative drink combines the natural energy boost of green coffee bean extract with essential electrolytes, creating a refreshing and healthy alternative to traditional sports drinks. GrumpyLyte is available for purchase in single-serve 16 oz bottles and half gallons at the Grumpy Goat Coffee roastery in Bonita Springs, Florida.
GrumpyLyte is enhanced with sodium, potassium, magnesium, and vitamin C, which are essential for replenishing the body after exercise or a long day. The beverage features a delightful blend of natural flavors such as watermelon, lime, mango, blackberry, ginger, lime, and others, providing a hint of flavor without added sugar and dyes.
GrumpyLyte is made with Grumpy Goat’s organic, high-altitude, specialty-grade green coffee beans, which are fully traceable from farm to cup. The caffeine naturally extracted from these beans provides a gentle energy boost and all of the antioxidant benefits of coffee without the jitters and crash accompanying most energy drinks.
Unlike many commercial beverages, GrumpyLyte is entirely free of harmful artificial sweeteners. These chemicals can disrupt the delicate balance of our waterways by promoting the growth of harmful cyanobacteria. By choosing GrumpyLyte, consumers can enjoy a refreshing drink while supporting a healthier environment.
“GrumpyLyte is a testament to our dedication to offering clean, delicious products,” said Brian Abernathy, founder of Grumpy Goat Coffee. “Along with our cold brew coffee, we’re also excited that Grumpy Goat’s green coffee bean extract is a key ingredient in other innovative beverages offered by Bonita Springs establishments such as Chartreuse Craft Cocktail Lounge and Downtown Coffee and Wine.”
Grumpy Goat Coffee Company, located in Bonita Springs, Florida, was founded in 2016 and makes fresh roasted, fully traceable, single-origin gourmet grade coffee, cold brew, and caffeinated hydration drinks both exciting and approachable. Brian Abernathy is the founder and master roaster who selects various coffee origins from the world’s top, high-altitude growing regions. Brian's collaborations with chefs, brewmasters, and food industry partners have resulted in multiple awardwinning Grumpy Goat coffee-inspired flavors and recipes.
Learn more at grumpygoat.com, follow on Facebook @GrumpyGoatCoffee and Instagram @GrumpyGoatCoffee
Founder Brian Abernathy
The First and Only BlackOwned Scotch FIOR Awarded Multiple Accolades
Photos by Courtesy of Stephen Blackmon
Fior Scotch is a super-premium, hand-crafted, small-batch blend of Highland and Speyside scotches. Launched in 2023 by Marine Major Eric Dominijanni, Fior is the first and only Black-owned scotch and the first and only U.S. veteran-owned scotch.
In Scottish Gaelic, the word for pure is fior ghlan; scotch connoisseurs, enthusiasts and novices will appreciate the clean and balanced flavor profile. The color is a deep, rich maple, and the nose is inviting with rich vanilla and a hint of campfire smoke. The rounded palate is complete with notes of oak, chocolate, and soft spices, while a luxuriously smooth, long finish balances comforting malt tones with warm salted almonds. Each bottle boasts a high malt/grain content of 40% and is produced and bottled in small batches in Scotland.
Major Dominijanni isn't your typical Marine or scotch enthusiast. He is also a classically trained chef who studied in the U.S., Thailand, and Singapore. He was featured on Throwdown with Bobby Flay. After a 20-year military career as an Assault Amphibian Officer with three tours in Iraq and two in Okinawa, he started to decant the remaining drams of particularly good scotches into what would become his “Infinity Bottle." Eventually, the blend became so good that he didn't want to change it. Major Dominijanni tapped industry talent James Landis, known for successfully launching and growing brands like Hpnotiq, to fulfill his dream. They were able to help recreate the taste, aroma, and smoothness of that original infinity blend, which is now Fior. The result is an exceptional scotch perfect for sipping neat or enjoying in a classic cocktail.
Fior Scotch donates to veterans' causes with every bottle purchased, including Operation Gratitude. It is currently available in stores in New York, South Carolina, Texas, and Georgia and online. For more on Fior Scotch, visit www.fiorscotch.com.
Mission Cocktails Partners with Reyes Beverage Group for California Distribution
Photos courtesy of Mission Cocktails
Mission Cocktails, an awardwinning, premium, readyto-pour craft cocktail brand known for its highly acclaimed beverage offerings and commitment to philanthropy, is thrilled to announce a new partnership with Reyes Beverage Group in the state of California. This collaboration will bring Mission Cocktails' entire collection to even more consumers across the state, including their highly anticipated Espresso Martini, expanding the brand's reach and impact.
Reyes Beverage Group, a leader in the alcohol beverage distribution industry, will leverage its advantaged route to market with best-in-class customer service, a c-store channel focus with deep coverage, second-to-none logistics and delivery expertise, and a data-driven sales approach to support Mission Cocktails' growth in California. This partnership is a significant milestone for Mission Cocktails as it aligns with their mission of becoming the biggest and best ready-to-serve cocktail brand in their home state.
“We are absolutely thrilled about partnering with an industry powerhouse like Reyes Beverage Group for statewide distribution across California,” said founders Amit Singh and Marcin Malyszko. "It was their belief not only in our award-winning cocktails but, more importantly – our purpose of giving back that made this partnership meaningful to us. Their industry-leading sales and operations are the best in the business. They will provide Mission Craft Cocktails the horsepower and expertise needed to get our great products into the hands of consumers."
Mission Cocktails' collection, which includes the Spicy Margarita, Espresso Martini, Margarita, Old Fashioned, Cosmopolitan, Mai Tai, and Manhattan, will now be available through Reyes Beverage Group’s vast distribution network. This partnership will also see the launch of the new Espresso Martini in the market, a product that Mission Cocktails is particularly proud of.
"Our teams are excited to add Mission Craft Cocktails to our high-quality spirits portfolio in California," said Tom Reyes, President of Reyes Beverage Group West. "Our missions of being the best and giving back to our communities couldn't align better, and we're excited to see this brand's growth potential."
The partnership with Reyes Beverage Group is about expanding product availability and accelerating Mission Cocktails' philanthropic goals. "With the incredible network of Reyes Beverage Group, we believe our goal of funding 1,000,000 meals to local food banks will happen faster than any other partner in California," said Singh and Malyszko. The brand's commitment to giving back has already resulted in funding 41,988 meals, and this new collaboration is set to amplify its impact.
Mission Cocktails has been recognized for its excellence and innovation in the spirits industry. These accolades underscore the brand's dedication to quality and creativity, making its partnership with Reyes Beverage Group a perfect match for expanding its footprint across California.
This strategic partnership marks a significant step forward for Mission Cocktails, enhancing their ability to better understand and service
on- and off-premise accounts with Reyes Beverage Group’s leading-edge access and data analytics. Together, they are poised to make Mission Cocktails a household name across California while continuing to pour it forward for those in need.
Mission Cocktails is a premium ready-topour craft cocktail brand committed to blending exceptional quality with social responsibility. Founded by Amit Singh and Marcin Malyszko, the company creates award-winning cocktails using locally
mission cocktails partners with reyes beverage group
sourced ingredients and authentic spirits, capturing the essence of California in every bottle. With a mission to "Pour It Forward," Mission Cocktails donates 5% of sales to local food banks, having funded 41,988 meals to families in need. Dedicated to innovation, craftsmanship, and community impact, Mission Cocktails is redefining what it means to enjoy a drink while making a difference.
For more information about Mission Cocktails, its partnership with Reyes Beverage Group, and a complete list of its craft cocktails, visit missioncocktails.com and follow it on Instagram @ missioncocktails for updates.
Reyes Beverage Group (RBG) is dedicated to being the best distributor in the industry with distributorships in California, Florida, Hawaii, Illinois, Indiana, Maryland, Michigan, South Carolina, Tennessee, Texas, Virginia and Washington, D.C. RBG is committed to protecting the quality of its brewing suppliers’ brands through the utilization of superior routing and worldclass warehouse and cold storage facilities,
while also using its highly trained sales team to grow those brands and best serve the retail customers of Allied Beverages, Capital Reyes Distributing, Chesbay Distributing, Chicago Beverage Systems, Crest Beverage, DET Beverages, Florida Distributing Company, Gate City Beverage, Gold Coast Beverage, Golden Brands, Greenco Distributing, Harbor Distributing, High Desert Distributing, Island Distributing, Lee Distributors, Monarch Distributing, Premium Distributors of Maryland, Premium Distributors of Michigan, Premium Distributors of Virginia and Premium Distributors of Washington, D.C. Across 54 facilities, our team of nearly 9,300 people delivers over 320 million cases annually to over 115,000 retail accounts across the nation. For more information on the company and its portfolio of world-class beer and spirits brands, as well as career opportunities, explore the company's website at www. reyesbeveragegroup.com.
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.
“The PR%F Awards is a true competition designed to elevate worthy brands. The professionalism of the organizers and the extensive exposure of my brand has far exceeded my expectations.”
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.
Exploration of Drinkers’ Attitudes and
Compiled by George F. Manska, CR&D Arsilica, Inc., and ChatGTP4.0
Preface by George Manska, CR&D
We at Arsilica, Inc. have been dedicated to alcohol beverage sensory research since 2002, with our discovery that glass shape can control aroma profile display and dissipate pungent, anesthetic ethanol to improve aroma detection and identification. Applying our discoveries to a glass specifically designed for spirits, we named it the NEAT glass, an acronym for Naturally Engineered Aroma Technology. Revenue from sales funds our continued sensory research for all alcoholic beverages.
Of course, mingling scientific research with a marketed product upsets the suspicious, who believe everything must have a primary, hidden profit motive. Many cast a skeptical eye toward science, and to them, NEAT is another odd-shaped marketing gimmick, particularly among those who have never tried it but are quick to condemn anything that challenges tradition. Taking on the doubters, we asked ChatGTP4.0 to write a 900-word article on how tulip glasses impact the perception of spirits, which follows:
Introduction
Glassware shapes the tasting experience, especially when it comes to spirits like whiskey, rum, and cognac. Among the most popular options is the tulip glass, known for concentrating aromas with its narrow top. However, while this design is intended to enhance the aromatic experience, it often has the opposite effect by concentrating ethanol along with subtler notes, leading to confusion for drinkers. Moreover, the widespread use of the tulip glass has conditioned many drinkers to mistakenly believe ethanol's pungency is a key part of a spirit's aroma profile. This paper explores drinkers' attitudes and experiences with tulip-shaped glassware and how the concentration of ethanol masks subtler aromas, creating misconceptions about what they are truly experiencing.
The Ethanol Problem :
Ethanol, a highly volatile compound with a low molecular mass, is one of the first aromas to escape from a liquid, especially in a tulip glass. As the glass narrows at the top, all volatile compounds, including ethanol, are concentrated in a small space. This intensifies the ethanol's presence in the aromatic profile, leading to two key consequences:
Observations of Drinkers' Behavior:
Drinkers using tulip glasses frequently show signs of confusion or discomfort, as their experience of ethanol masks other aromas. Common behaviors suggest that the ethanol concentration interferes with their ability to enjoy the full complexity of the spirit. These include:
•Facial Expressions: Drinkers often grimace or squint their eyes when inhaling deeply from a tulip glass, a visible sign of discomfort due to the pungent ethanol vapors.
•Frequent Re-sniffing: Many drinkers repeatedly return to the glass, trying to separate ethanol from other aromas, signaling doubt about what they first detected and an attempt to clarify the experience. However, the numbing effect of ethanol makes this effort increasingly difficult.
1.Overwhelming Pungency: Ethanol's sharp, pungent aroma can easily overpower delicate notes such as fruity esters, wood, or floral tones.
•Questions and Uncertainty: Drinkers often express uncertainty by asking questions like, "Is this what I’m supposed to be smelling?" or "Why can’t I detect the fruit or spice?" These questions indicate confusion caused by ethanol dominance, which many mistakenly accept as a normal part of the aroma.
2.Anesthetic Effects: Ethanol numbs olfactory receptors, meaning that after exposure to high ethanol concentrations, the drinker's ability to detect more nuanced aromas diminishes.
•Limited Flavor Anticipation: As aroma sets expectations for flavor, ethanol’s interference often leads to disappointment in taste. When a drinker is unsure about what they smell, the disconnect between aroma and flavor reduces their overall enjoyment of the spirit.
Conditioning the Public to Ethanol’s Presence
The widespread use of tulip glasses has played a significant role in shaping drinkers’ perceptions. Over time, the public has become conditioned to associate ethanol's pungency with quality, even though ethanol is not a desirable aroma component. This cultural training has led many to believe that ethanol’s presence validates the strength and character of the spirit. In fact, many drinkers have been taught, whether consciously or not, to expect ethanol’s harshness as a sign that they are experiencing a "powerful" or "authentic" drink.
Psychological Impact of Ethanol Concentration
Ethanol's dominance in tulip glasses also affects the drinker's psychology. When ethanol's anesthetic effect compromises olfactory receptors, sensory experiences become dulled, leading to frustration and self-doubt:
•Self-Doubt and Confusion: Many drinkers question their own ability to perceive aromas, wondering if they are "missing something." This doubt detracts from the enjoyment, as drinkers focus on their perceived sensory failings rather than savoring the spirit.
This normalization has embedded a misconception: the idea that ethanol is a necessary part of a spirit's aroma profile. Drinkers have been led to believe that ethanol's pungency is part of what they "paid for," equating the sensation with proof of the spirit's quality. This leads to misinterpretation of aromas, where drinkers mistakenly conflate the harshness of ethanol with the complexity of the spirit. As a result, many find it difficult to discern subtler, more nuanced aromas and believe ethanol's intensity is part of a balanced sensory experience.
•Frustration: The inability to pick up specific aromas—fruit, spice, or wood— leads to frustration. Drinkers may feel the spirit is not living up to expectations or that their palate is lacking.
•Desensitization Over Time: As exposure to concentrated ethanol continues during a tasting session, drinkers become desensitized to anything but the strongest aromas, creating a homogenized experience in which spirits start to smell the same—overwhelmed by ethanol.
Tulip Glasses and Professional Tasting: A Mismatch?
Despite the prevalence of tulip glasses in professional tastings, they may not accurately represent a spirit's complexity. While they concentrate aromas, they also concentrate ethanol, skewing the evaluation. Professional tasters, accustomed to this ethanol presence, may overlook how it compromises the ability to detect subtle notes, leading to biased tasting notes that emphasize ethanol-tolerant aromas (such as wood or spice) and underplay more delicate characteristics (like floral or fruity tones).
The NEAT Glass: A Better Alternative
Given the problems associated with tulip glasses, alternative designs like the NEAT glass offer a more accurate and enjoyable nosing experience. The NEAT glass minimizes ethanol interference by using a wide bowl for swirling and a flared rim that disperses ethanol away from the nose while allowing other aromas to rise gently.
In the NEAT glass, heavier aroma molecules (such as wood or spice) reach the nose more slowly, allowing for a balanced, nuanced
experience. The outward flare disperses ethanol over a wider area, diluting its pungency and reducing its anesthetic effect. As a result, drinkers can more easily detect the full range of aromas, leading to greater confidence in their sensory abilities and overall enjoyment.
Conclusion
Tulip glasses, while long-favored for spirit tastings, present significant challenges by concentrating ethanol alongside other aromas. This overwhelming pungency and numbing effect compromise the drinker's ability to appreciate a spirit's complexity fully. Worse, the widespread use of tulip glasses has conditioned drinkers to expect ethanol as a necessary part of the aroma profile, leading to confusion and dissatisfaction. By adopting alternative
glass designs like the NEAT glass, drinkers can experience spirits without the dominating presence of ethanol, restoring confidence in their ability to detect and enjoy the full range of aromas in a spirit.
Arsilica’s Take
We couldn’t say it better, although the explanation of how it works can use some refinement. We are amazed and flattered to know that our ongoing research has had a notable impact and is forever ensconced in the world’s AI databases, along with discussions about the attitudes and psychological aspects of nose-numbing, pungent ethanol. We are also pleased that NEAT was included unprompted in this discussion. We are indeed practicing our slogan, “Changing the Way the World Drinks.”
Conference & Beverage Expo 2024
Beverage Professionals come to San Diego in October
SommCon Conference featured three days of education, mentorship, and networking opportunities for beverage professionals in San Diego on Oct. 5-7. Attendees taste and explore wine regions from around the world and participate in discussions covering various critical topics facing today's beverage professionals, including career development, sales, leadership, sustainability, corporate responsibility, DE&I, regulatory issues, and beyond.
SommCon Beverage Expo, colocated with SommCon, the premier wine and spirits conference in North America, connects on- and o -premise buyers, importers, and distributors with domestic and international beverage brands in wine, beer, spirits, and the emerging low and no-alcohol category.
PR%F Awards Executive Director Michele Tell attended the conference and expo, learning about new trends and businesses.
For more info, visit sommconusa.com.
Brings tasty sustainable RTDs for the greater good.
By Debbie Hall
Hard Honey™ combines pure ingredients for a delightful palate experience.
Photos courtesy of Hive₂O
Hive₂O™ is not just a premium brand; it's a passion project. The founder, partners, and staff deeply connect to honeybees, sustainable product creation, and the greater good. As creators and pioneers of Hard Honey™, its readyto-drink flavor profiles reflect this passion, resulting from over 25 years of dedication, trial, and error.
Founder David Bee’s story is nothing short of visionary. Nearly a decade ago, a passion was sparked for honeybees. David’s love for nature, water, and honey led him to an audacious new frontier; Hive₂O™ was born—his trademarked neologism for honey water, a product as pure as the vision behind it.
Hive₂O™ is not just a beverage company with catchy taglines and a marketing slogan that promotes clean and simple ingredients. They are the real deal, actively moving and managing hundreds of hives to produce local kosher honey with an indefinite shelf life. Hive₂O™ safeguards its delicate queen bees by transporting them from Illinois to Florida every winter to prevent the hives from freezing or dying.
Its in-house beekeeper, formulator, and full-cycle Hard Honey production team are dedicated to a premium experience from start to finish. Each of its flavors has a unique name, colorful backstory, and reason for making a difference. Each can is carefully crafted to create a palate-forward experience with light carbonation to create a subtle effervescence, providing a flavorful experience with a beginning, middle,
and end. When it comes to taste, Hive₂O™ is in a category of its own.
David's journey began with a commitment to simplicity, purity, and sustainability. Recognizing the persistent struggle to find healthy and great-tasting beverages, he aimed to disrupt the stagnant norms of the beverage market. The result was Hive₂O™, a brand built on rigorous research, extensive testing, and an unwavering dedication to deliver an extraordinary taste experience using minimal ingredients.
While honey and other sugars are all considered sweeteners commonly used in drinks and described as "added sugar" on the label facts, they have significant differences in their nutritional benefits. "Consuming too much, or the wrong kind of sugar, has been linked to health problems. I always recommend consuming honey over all other sugar alternatives,” said Dr. Aaron Webb, Hive₂O™ Wellness Ambassador.
Hive₂O™ sources only the purest untouched H₂O that comes from artesian springs and mountain mineral deposits in the United States. The company refuses to use additives, preservatives, or partially natural ingredients. "The beverage industry overuses the word " natural, "hiding and masking unknown ingredients in their products.
While Hive₂O™ does not tout its Hard Honey as a health drink, it
offers it to consumers as a "better-foryou" choice. In a world with so many options, it has become increasingly difficult for consumers to find something that tastes great in a can or figure out what’s inside, even with a nutrition facts label.
"Water is not just water anymore, and juice is often 1 percent, which is not juice at all. Our founder decided it was time to create clean, pure, and simple honeybased beverages that could be considered health drinks but not only offered to those who are conscious of a healthier lifestyle. Everyone should be able to enjoy a drink that is not bio-engineered, full of chemicals, or requires a dictionary to understand the ingredients," said Chava Mercado, Vice President of Marketing and Buzz.
Hive₂O™ uses raw ingredients like apple cider vinegar, 100 percent real fruit, naturally occurring alkaline mineral spring water, and non-adulterated raw honey. They responsibly harvest honey from local beehives and work with apiaries and bee farms across the country to source the highest quality honey that is not fake or mixed.
“The busy bees design all our products to be extremely clean and functional with multiple uses in both traditional uses and creative ways in cocktails/ mocktails. Today, we have over 12 SKUs in both 6% ABV and alcohol-free that are great as stand-alone beverages or served up as a spectacular mixer by your favorite bartender or mixologist. We encourage tastemakers, influencers, and new customers to be as creative as we
are to stretch boundaries and make the impossible possible,” said David.
Unlike many beverage companies that target a niche market or specific consumers, Hive₂O™ chose to create something for all ages. Its baseline is a few familiar ingredients, and it takes a fresh new "Bee Balanced" approach to hydration.
“From the early days, Hive₂O™ engaged in taste testing with chefs, sommeliers, and customers from facilities located in the southern side of Chicago and Northern California to appeal to a wide range of palates. So, in developing flavor profiles or what we like to call palate experiences, individuality was created in every SKU as if they are distinct brands, versus assorted flavors,” said Chef Pete Ghione.
Hive₂O™ is extremely passionate about honeybees and their importance in producing and feeding our planet.
Hive₂O™’s mission is to create products with few and simple ingredients using raw honey and artesian spring water as the base. The inspiration to create Hive₂O™ was to find a way to use sustainable ingredients with great taste without the use of preservatives or additives.
Hive₂O™ works with nonprofits that care about the protection of honeybees and responsible honey harvesting, such as Bee University, based in New York City.
"Bee University is a great organization that helps create awareness and teaches young people of all ages about how important honeybees are for the planet
and how they are critical to our food source. Without the bees, a minimum of a third of our food crop would be gone. It's mind-blowing to think that if our honeybees were gone, a third of our food supply chain would be eradicated," said David.
Hive₂O™ offers premium merchandise that is one-of-a-kind and hard to find, including custom-made apparel that customers might be able to get if they attend one of their exclusive events. Hive₂O™ ships nationwide, with production facilities that are managed and vertically integrated across the country. The focus States are California, Illinois, Florida, Nevada, New York, New Jersey, Tennessee, and Wisconsin. Hard Honey™ is available at retailers Keg N Bottle, Whole Foods Markets, and Nuggets.
For more information, visit www.hive20.com and www.hardhoney.com, and follow on Facebook @HardHoney, TikTok and Instagram @Hive₂O
Melomelina has only three ingredients and is a tribute to "Melomel," a fermented honey beverage made over 8,000 years ago during Egyptian times when the pyramids were built. It is made with spring water, wildflower honey, and yeast. It is not sweet or overbearing.
Wine is made with only three ingredients: Riesling grape tannins, lemon, honey, and spring water. The result is a refreshing taste with only 45 calories per can and 9.5 grams of raw honey. The wine is a sparkling semi-dry honey wine with floral notes.
Many are familiar with the Ginger Mule, a classic cocktail. The founder duplicated his 30-year-old recipe so everyone could enjoy this perfect blend of ginger, lemon, and honey.
Atomic Berry is packed with real fruit (blueberries, pomegranate, and red currant), providing a tantalizing tart taste of the tropics.
Hoppy Penelope was created for the craft beer drinker. It is an ideal combination of premium raw hops and a hint of pineapple that cancels out each other for the perfect beer that is not beer.
Meet HOPS, the zeroproof honey beverage that gives you all the hoppy satisfaction— minus the beer belly and dreaded hangover. Crafted with the perfect balance of hoppy goodness and natural honey sweetness, it’s the ideal way to scratch that beer itch while keeping things light, crisp, and refreshingly guilt-free.
Ginger Beer is made with five ingredients, including raw ginger. It has only 40 calories per serving and 10 grams of raw honey, which gives it a gingerforward, familiar flavor with a peppery finish. It's a great mixer with any spirit of choice
PB&J tastes like a classic PB&J sandwich mom used to make with roasted peanuts mixed with original Concord grapes. This one will shock tasters from start to finish.
Sour is a tango-tart palate experience, like drinking a familiar candy with a sweet and sour taste and often mixed with your favorite tequila.
Palate Experiences
HOSPITALITY CHARITABLE FOUNDATION PRESENTS M.E.N.U.S.
Photos courtesy of Hospitality Charitable Foundation
The Epicurean Charitable Foundation has been rebranded as the Hospitality Charitable Foundation (HCF). The organization, led by over 20 top food and beverage and hospitality executives, is dedicated to transforming the lives of local students with a passion for hospitality or culinary arts. Through scholarships and mentorship opportunities, these talented yet financially disadvantaged students are empowered to pursue their dreams and become the future leaders of the Las Vegas hospitality industry. This is a testament to the power of education and opportunity.
HCF supports a scholarship program and organizes an annual gala called M.E.N.U.S. (Mentoring and Educating Nevada's Upcoming Students). This year, the event will be hosted at the Sahara Las Vegas. The gala is made possible by the generous support of our community and features top-shelf and new beverage brands, dining stations o ering samples from the finest restaurants in town, and live entertainment. It's a celebration of our collective commitment to the future of the hospitality industry.
This year's honoree was Sean DiCicco, Senior Vice President of Food and Beverage for Invited Clubs. DiCicco's dedication to the hospitality industry and his significant contributions have earned him this honorable recognition.
DiCicco joined HCF in 2011 with the mission of making a positive impact on the lives of deserving students in Las Vegas. His commitment and leadership quickly became
evident, leading to his tenure as Vice President of HCF from 2013 to 2014, and subsequently as President for the 2015-2018 terms. He is currently an HCF Honorary Board Member, continuing to support the organization's mission and initiatives.
The Foundation's main charitable initiative is to provide annual scholarship awards to high school students in Clark County who are pursuing careers in the culinary and hospitality industries. HCF selects scholarship recipients based on their academic ability, extracurricular achievements, personal background, and financial need.
HCF awards multiple academic scholarships each year to high school graduates in Clark County. Scholarship recipients can receive financial support of up to $48,000 for tuition, books, and other fees. In addition to the financial assistance, students also benefit from the guidance and support provided by the Future Leaders of Hospitality Program. This program pairs each student with a board member who will o er guidance, support, and assistance with job and internship placement throughout the student's education.
For more information, visit hcflv.org.
Purpose Driven, Lifestyle Brand
By Debbie Hall
Photos courtesy of Good Boy Vodka
Good Boy Vodka was created from a deep appreciation for life's finest experiences and the unforgettable memories that accompany them.
More than just a vodka brand, it is a purposedriven lifestyle brand committed to giving back, especially to those who have served our nation and the loyal K9 companions who have stood by their side. Their commitment to supporting veterans and K9 dogs is not just a part of the brand but woven into its very essence. The idea behind Every Pour Helps a Pup means that the company gives back a portion of its proceeds to military veterans, warrior dogs, and pet shelters.
“A big thing for my family is we've always given back, and we've also given back to the military and veterans in unique ways. What we've done here at Good Boy Vodka is we've formed our own nonprofit, the Good Boy Foundation. One hundred percent of the money we raise, we give back. We found some great partners like Pets for Vets and Warrior Dog Foundation that we pledge to give back to every quarter,” explained Alex Pratt, CEO and founder.
“The idea for Good Boy Vodka originated in 2020, and we put the business in motion in 2021. I started Good Boy Vodka almost by accident. I started it as a fun hobby type of brand, and when we got awarded a national distribution deal, I left the private equity company I was working for and ran Good Boy full-time starting at the end of 2022.”
Tens of thousands of brands try to make it to market every day, and everybody wants the next big brand. The founder of Good Boy Vodka knew from the beginning that they had to differentiate themselves within the beverage industry with new, exciting products, transparency in nutritional facts, and a great following.
Good Boy Vodka starts with a blend of the finest corn to give its vodka its superior taste. Using corn means that Good Boy Vodka is gluten-free and yields a vodka that is smooth and a pleasure to drink straight or that
combines subtly with add-ins for a premium drinking experience. The corn is converted into Grain Neutral Spirit, or GNS, by a process of fermentation, which takes place in stainless steel vats that protect the grain’s aroma. The six times distillation process and carbon filtration develop a supremely clean product. The concentrated alcohol is bonded with distilled water for 48 hours before bottling, giving the vodka a subtle and smooth taste. The nose is fresh, crisp, and clean with a balanced aroma. The taste is round and smooth with an invisible finish.
Good Boy Vodka Seltzers are crafted with premium vodka, seltzer water, and natural fruit juices. They are sweetened with Stevia and have only 95 calories. Flavors include Tropical Strawberry Hibiscus, Cranberry And Pineapple, Peach And Mango, and Summer Watermelon.
“Along with American veterans and our warrior
dogs, we also give back to domesticated animals. We help all types of people in need and do all kinds of cool venture things like that with the nonprofit now. So, the idea behind the mission is that the larger our brand gets, the more good we can do in our communities and our hyper-local areas. Through that, the consumers have fallen in love with our brand and helped support us," said Alex.
The Good Boy Foundation is dedicated to helping humans and animals in need in local communities and across the nation. It partners with organizations that align with its mission and vision of helping for the greater good.
The Good Boy Foundation was created in partnership with Good Boy Vodka, which gives a portion of its profits to charities that support American Veterans, Warrior dogs, and domestic animals. The Good Boy Foundation is a 100 percent nonprofit, non-salary organization. For more info, visit thegoodboyfoundation.com.
“We sell in 38 states and also the Cayman Islands. We've opened up 30 states in the last 14 months. We plan to be a national brand and sell in all 50 states in the next 12 months, so we've been growing extremely fast with our mission-based products and have been very fortunate.”
John Daly Cocktail is inspired by the legendary pro golfer John Daly. These ready-to-drink cocktails have the perfect combination of natural tea, fruit juice, and premium Good Boy Vodka, with zero carbonation, zero sugar, zero carbs, and only 95 calories.
"John [Daly] was a good friend of mine when we first started the vodka business. Globally, people were making the John Daly Cocktail, essentially an Arnold Palmer. When you add vodka to an Arnold Palmer, you call it a John Daly. It is served at restaurants and on bar menus across the globe, and it's huge in the United States,” said Alex. “We launched the John Daly Cocktail about a year and a half ago, and now the John Daly Cocktail is a top 10 RTD nationally and the No. 1 VPO RTD in the last 12 weeks on IRI data.
Good Boy Vodka is sold by major retailers, including Walmart, Kroger, and Circle K. Click on the location page and use the locator for retailers in the area. For more info, visit goodboyvodka.com, Follow @goodboyvodka on Facebook and Instagram, and use the hashtag #goodboyvodka.
Citrus Circus is inspired by the Maryland Orange Crush Cocktail, Travis Pastrana’s favorite cocktail. Good Boy Vodka partnered with action sports legend, Travis Pastrana, to create this incredible cocktail made with all-natural orange juice, lemon lime soda, and real vodka. Travis Pastrana has won titles on two-wheels, four-wheels, and offshore powerboats, earning 11 X Games gold medals and performing record-breaking stunts worldwide. Like Travis, Good Boy Vodka pushes boundaries, which is why they partnered with him to create Citrus Circus.
Good Boy Vodka Racing is not just an exhilarating hobby for Good Boy Vodka owner Alex Pratt. It is also an excellent marketing tool for the brand. Good Boy Vodka has its own class-one offshore powerboat racing team. The crowd pleaser is a custom-built 50-foot Mystic twin turbine with 4000 hp and a fully carbon race boat. The Good Boy Vodka boat can reach up to 200mph speeds, making it one of the world's fastest and most followed boats.
GUILT-FREE LIQUEURS
Three delicious flavors perfect for sipping straight or infusing a rich layer into classic cocktail recipes. NO & LOW SUGAR
ORANGE
ZERO SUGAR | 23% ABV KETO-FRIENDLY
With a blast of tart citrus zest, our zero sugar Above Board Orange is our take on a traditional French-style orange flavored liqueur. Our version has NO SUGAR, making for a guiltfree cocktail experience in a Cosmopolitan, Margarita, Long Island Iced Tea, or create your own citrus-forward cocktail.
IRISH CREAM
LOW SUGAR | 17% ABV KETO-FRIENDLY
With a smooth, velvety mouth feel, and notes of sweet cream and vanilla, our low sugar (1 gram of sugar per oz) Above Board Irish Cream is our take on a creamy, decadent classic that is perfect in an Irish Cream White Russian, a Chocolate Heaven Martini, or pair with Above Board Coffee and Amaretto to make a Buttered Toffee cocktail!
COFFEE
ZERO SUGAR | 20% ABV KETO-FRIENDLY
Perfect for a variety of drinks, from coffees to cocktails, our zero sugar Above Board Coffee has a rich black coffee flavor and a dark caramel color. Our version has NO SUGAR, making for a guilt-free cocktail experience in a Black Russian, Espresso Martini, or a Coffee Old-Fashioned.
Discover a
A.Y.C.E. Bu et at Palms Casino Resort Introduces
Theme Nights and Holiday Specials of
A.Y.C.E.
Bu et at Palms Casino Resort, renowned as one of Las Vegas’ most celebrated bu ets, proudly presents a series of upcoming theme nights and holiday events, o ering guests an exceptional dining experience. From celebrating the flavors of the
Flavors
Hawaiian Islands to Latin-inspired feasts to festive holiday menus, A.Y.C.E. Bu et continues to deliver diverse and high-quality culinary delights that make it a must-visit destination for both locals and tourists.
Veteran’s Day – Monday, November 11, 2024
This is a salute to our heroes, with a menu featuring American classics like BBQ Ribs, Fried Chicken, Mashed Potatoes, and Apple Pie, and a special Military Discount available for all veterans.
Thanksgiving – Thursday, November 28, 2024
A traditional Thanksgiving feast with Roast Turkey, Honey-Glazed Ham, Cornbread Stu ing, Cranberry Sauce, Pumpkin Pie, and Pecan Pie. Perfect for a family gathering.
National Finals Rodeo (NFR) –December 5-14, 2024
Celebrate with a Cowboy-inspired menu featuring Baby Back Pork Ribs, Burnt Ends and Smoked Brisket, Cowboy Caviar, and Bacon-Wrapped Jalapeños. Saddle up for a hearty meal!
Christmas Eve and Christmas Day – Tuesday, December 24, and Wednesday, December 25, 2024
Enjoy a festive holiday menu with Prime Rib, Christmas Goose, Garlic Mashed Potatoes, Roasted Brussels Sprouts, Yule Log Cake, and Eggnog.
New Year's Eve and New Year's Day – Tuesday, December 31, 2024, and Wednesday, January 1, 2025
Ring in the New Year with a luxurious spread that includes Lobster Tail, Filet Mignon, Champagne Shrimp, Caviar, Chocolate Fondue, and a special New Year's toast.
a.y.c.e buffet at palms casino resort
“At A.Y.C.E. Bu et, we are always looking for ways to elevate the dining experience for our guests,” said Marcus O’Brien, Senior Director of Food and Beverage & Property Executive Chef at Palms Casino Resort. “These theme nights and holiday events are an opportunity to showcase a variety of cuisines and o er something truly special to our diners. We’re excited to bring these new flavors and experiences to our bu et.”
A.Y.C.E. Bu et remains one of the few bu ets still thriving in Las Vegas. It is beloved for its diverse menu and the exceptional quality of its o erings. The new Theme Nights and holiday
menus are a testament to the bu et's ongoing commitment to innovation and excellence in dining. A.Y.C.E. Bu et is one of the resort's crown jewels, o ering a dining experience that is both innovative and deeply rooted in tradition.
Palms Casino Resort is a premier destination in Las Vegas, known for its luxury accommodations, world-class dining, and unparalleled entertainment. For more info, visit www.palms.com.
LONG LIVE THE BUFFET.
Crafting TenHead Spirits from Milk Sugar in the Heart of Dairyland
tenhead spirits: distilling spirits the wisconsin whey
Most spirits enthusiasts don't associate dairy with vodka outside of a White Russian. However, leave it to Wisconsin to make alcohol from a dairy byproduct. One of Wisconsin's newest distilleries is making headlines with its flagship line of spirits, TenHead, which includes vodka and gin distilled from pure milk sugar (whey).
Located in Central Wisconsin, Knowlton House Distillery was founded by Luke and Heather Mullins. The distillery is a marriage of their respective professions and passions. As a fourthgeneration cheesemaker, Luke comes from a long line of Wisconsin dairy farmers and cheesemakers. Educated in distilling and having a master’s
degree in brewing science, Heather worked as a product development scientist, aiding other distilleries and breweries before starting their own.
“Guests are often surprised that we distill vodka from milk sugar because it’s uncommon. There’s only a handful of distilleries that do it worldwide. But using milk
sugars makes for an exceptionally smooth spirit, ” says Heather Mullins, Head Distiller at Knowlton House. “Dairy is the pride of our state and our family. We’re committed to showing milk sugar spirits at their best.”
Brothers agree; milk sugars make premium spirits. For those following the results of spirits competitions, this may not be their first time seeing TenHead. This past year, they’ve been picking up accolades for their TenHead Classic Vodka and Woodland Dry Gin at various tasting competitions.
“We entered the competitions to get opinions from their expert judges. As a new distillery, that feedback is very valuable,” says Heather. "While we hoped to get a medal, we never expected this response. We felt we were crafting something special, but to receive accolades at this level of competition is humbling. We’re anxious to see how the judges of Pr%f respond to our spirits. It's a great opportunity to get their feedback and potentially introduce them to spirits made from milk sugar. It's exciting that we can bring attention to another delicious use of dairy."
While distilled from pure milk sugar, TenHead spirits are lactose-free. “During fermentation, we use a special strain of yeast that breaks down the milk sugars and converts them into alcohol. The distillation process essentially boils o the alcohol to
purify and concentrate it, leaving behind any residual sugars. We’re left with an exceptionally smooth spirit that is both lactose and gluten-free,” says Heather.
Knowlton House Distillery opened its doors in August 2023 and began distributing TenHead spirits in Wisconsin this Spring. TenHead spirits are produced 100% onsite using the milk sugars from the family’s cheese-making operation just down the road.
The Mullins have been proud members of the Wisconsin dairy industry for the past seven generations. Even the name TenHead harkens back to that beginning. In 1849, Irishman Patrick Mullins sold his ten head of cattle to start a new life as a Wisconsin dairy farmer. Those dairy farmers evolved into cheese makers. Now, the Mullins are evolving again, all funded partly by that ten head of cattle.
Intriguing as it may all sound (and taste), spirits enthusiasts will need to visit the Dairyland to get their hands on a bottle of TenHead. Currently, TenHead is only available for distribution in Wisconsin. They expect to expand distribution into neighboring states over the next few years.
For more details or to find a bottle, visit www.TenHead.com
“I care about having high quality products and it's inspiring to me when experts recognize them. Thanks to PR%F Awards for being professionals and true experts passionate about spirits, you are a great and empowering competition.”
Blue Valor Whiskey Creates Limited Edition Batch To Benefit Folds Of Honor Nevada
Special Military Edition 2024 small batch is available now at all Lee’s Liquor locations
#VegasBorn Blue Valor Spirits is thri ed to announce a special Red, White & Blue Valor Military Edition 2024 whiskey, cra ed to support Folds of Honor Nevada and their mission of supporting families of fa en military and rst responders. As a spirit created in the spirit of giving back, Blue Valor Whiskey honors and supports local heroes through its commitment to giving back to the community.
“While Blue Valor was initia y created to support the families of injured and fa en police o cers, we now see an opportunity to extend nancial assistance to other rst responder and military organizations such as Folds of Honor who do such great work in our community assisting local families,” said Je Higginbotham, Owner and Founder of Blue Valor Spirits.
This limited-edition release features Blue Valor's signature exuberant whiskey. It showcases a light-bodied frame that o ers a gentle introduction to delightful notes of light caramel, bu erscotch, and banana, creating a smooth and approachable experience.
the Red, White & Blue Valor bo les with Folds of Honor for years to come," said Pam Kenda , President of Nevada Chapter Folds of Honor.
The special edition bo les are available now at a Lee's Discount Liquor locations throughout the va ey and retail for $34.99 each. For every bo le sold, ten percent of the proceeds wi go directly to Folds of Honor Nevada, helping to provide resources and assistance to those who have served.
"We are so honored to be a part of the Blue Valor family and growing the awareness of a brand that gives back to the local Las Vegas community. We are looking forward to having
Folds of Honor is a 501(c) (3) nonpro t organization that provides educational scholarships to the spouses and children of military members who have fa en or been disabled while serving in the United States Armed Forces or working as a rst responder.
Educational scholarships support private school tuition or tutoring in grades K-12, tuition for co ege, technical or trade school, and postgraduate work, including a master's degree, doctorate, or professional program. Funds for a second bachelor's degree or trade/technical program certi cation are also available.
Since its inception in 2007, Folds of Honor has awarded over 62,000 scholarships totaling over $290 mi ion to the spouses and children of America's fa en and disabled service members. And now, in our biggest announcement yet, we are expanding the Folds of Honor mission to incorporate America's rst responders, including police, re ghters, EMTs, and paramedics. Among the students served, 45 percent are minorities. It is rated a fourstar charity by Charity Navigator and Platinum on GuideStar. It was
founded by Lt Col Dan Rooney, the only-ever F-16 ghter pilot (with three combat tours in Iraq) and PGA Professional. For more information or to donate in support of a Folds of Honor scholarship, visit foldso onor. org.
A spirit created in the spirit of giving back, Blue Valor Whiskey was established in Las Vegas in 2022 to provide nancial assistance to law enforcement o cers and their families when an o cer is injured or ki ed in
the line of duty. Each bo le is cra ed for exceptional taste and as a tribute to the brave individuals who protect and serve.
Blue Valor Whiskey is made loca y at 17A Sti ery, the rst and only legal disti ery in the history of Las Vegas. For more information, where to shop, or to nd a Blue Valor tasting near you, visit bluevalorwhiskey. com and fo ow on Instagram @ bluevalorspirits.
ENJOY THESE DISCOVERIES
By David Aferiat Founder, Avid Vines
For too long, champagne has been misunderstood, sidelined, and—dare I say—mistreated. Today, we're setting the record straight. Champagne isn't just a luxurious bubble in a glass— it's an experience in a bottle, a celebration in itself. Let's pop some myths while we pop those corks.
OWNER-GROWER CHAMPAGNE IS NOT A COCKTAIL MIXER.
Let's bust a common myth: Champagne is not for mixing, period, especially when discussing Premier Cru Champagne. Picture this: you've got a beautiful bottle of artisan champagne in hand, carefully crafted by small, family-owned vineyards that pour their hearts into every bubble. Now, why would you mix that with orange juice? It's like adding finger paint over a Van Gogh original—it just doesn't do it justice.
MasterChef finalist and chef extraordinaire Adrien Nieto, from Dallas, says it best. Never mix high-quality champagne with orange juice to make a mimosa. Instead, he suggests using a refreshing, creative alternative like his signature fresca—a blend of frozen fruits (papaya and
pineapple), turmeric, ginger, and water. This adds a flavorful twist as a sidecar and lets you savor the integrity of the champagne without diluting its intricate flavors.
Owner-grower Champagnes are designed to be savored, like those from André TIXIER & Fils and Ra in Lepitre. These aren't massproduced bottles—they are crafted to capture the terroir, passion, and generations of expertise in every sip. When you opt for an alternative like Adrien's fresca, you’re enhancing the experience rather than masking it.
So, skip the OJ and elevate your experience next time you're at brunch. After all, you and your champagne deserve better.
CHAMPAGNE IS PERFECT THROUGHOUT THE ENTIRE MEAL
Myth busted: Champagne is only for starting a meal. Not true! While champagne is often poured as a prelude to dinner, its versatility extends far beyond the first course. A well-crafted champagne's delicate bubbles and bright acidity make it the perfect companion throughout your entire meal.
From appetizers to the main course, champagne can elevate a variety of dishes. Its e ervescence cuts through rich foods like roasted chicken or creamy pasta, while its crisp minerality
perfectly complements seafood platters. Want to surprise your guests? Pair it with something unexpected, like Indian cuisine or spicy tacos, where the bubbles balance out the heat.
Don't limit champagne to a mere opener—it's the perfect companion to take you through an entire dining experience. Whether it’s a casual dinner with friends or an elevated tasting menu, this “liquid gold” enhances flavors, refreshes the palate, and pairs e ortlessly with both savory and spicy dishes.
CHAMPAGNE ISN’T JUST FOR SPECIAL OCCASIONS—IT’S FOR EVERY DAY WINS
Myth busted: Champagne should be saved for special occasions. It’s time to change that mindset! Life itself is an occasion, and there’s no need to wait for a milestone to pop a bottle. Whether it’s a quiet weekend, the joy of finishing a project, or simply making it through another day, champagne is perfect for celebrating the small, daily victories.
Take the idea of enjoying champagne and espresso together in the morning suggests Chef Todd Richards, the Atlanta-based James Beard Award–winning author. "I pour myself a glass to toast yesterday's wins, and sip an espresso to gear up for today’s challenges!" Why wait for a birthday or a wedding when every day can be celebrated? Make Champagne part of your daily gratitude ritual, savoring it as a reminder to appreciate life’s ongoing moments.
So, don't let your bottles gather dust waiting for that "special" occasion. You are the occasion, and champagne is the perfect companion for celebrating every step of the journey.
VISIT THE REAL CHAMPAGNE HOUSES—SKIP THE BIG NAMES
Myth busted: You must visit the big champagne houses to experience the best. That's a misconception! While the big names certainly have their charm, the real magic of champagne is in the small, family-owned vineyards that focus on craftsmanship and authenticity.
Owner-grower Champagnes are made by those who grow and bottle the grapes themselves. These smaller houses, like André TIXIER & Fils and Ra in Lepitre, are where you'll discover the true essence of champagne. Visit these vineyards, and you'll experience incredible wines and the rich stories behind them. From hand-dug cellars to climate-controlled shipping, every step in their process ensures the highest quality from vineyard to glass.
So, when you're planning your champagne adventure, skip the touristy tours and head straight to the source. There, you'll find the hidden gems that make champagne truly special.
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2023 PR%F Awards Shines in 5th Year
The 2023 PR%F Awards Spirits, Wine & Beverage competition was held in Las Vegas on November 8 and 9. The celebration of its fifth year was held with its newest partner, Palms Casino Resort, with its diverse mix of bars and restaurants and reputation in the hospitality industry.
More than 70 judges (spirit/wine experts) who are all beverage buyers assembled in a private tasting competition rating more than 500 spirits and wines that have elected to participate in the rating competition. This unique competition hosted two very distinct separate competitions - PR%F Awards-Masked, The Double-Blind Tasting and PR%F Awards-Unmasked, The Total Package.
