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
Ivy Krueger
George Manska
Cli Jenkins
Steve Legato
Eugene Dela Cruz
Contributors: Contributing Photographers: Contact
Devin Woodrow
Alyssa White, Poiema and Grace Creative Photography
Eric Anthony / 4-E’s Photography
THE ELVES ARE BACK IN TOWN: BAD ELF 16 POP UP BAR AT SILVERTON CASINO LODGE
THREE STICKS CELEBRATES TEN YEARS AT 20 THE VALLEJO-CASTEÑADA ADOBE
OLE SMOKY DISTILLERY SUPPORTS 24 GREAT SMOKY MOUNTAINS
THEODORA LEE, QUEEN OF THE VINEYARDS 28
TEXAS LEGACY DISTILLERY: MASTER 40 DISTILLER FOLLOWS A NEW DREAM
NOMINATIONS NOW OPEN FOR THE 2025 51 INDUSTRY EXCELLENCE AWARDS.
NATIONAL FINAL RODEO AT THE 56 PALMS CASINO RESORT
MCTAVISH SPIRITS UNVEILS THE LEGACY SERIES 60
VETRI CUCINA AT PALMS CASINO RESORT 66 WELCOMES CHEF JASON JANSON
JORDAN'S SKINNY MIXES HOLIDAY COLLECTION 70
EDNA'S NON-ALCOHOLIC COCKTAIL COMPANY 76
GALLOWAY COMPANY CREATES UNIQUE SPIRITS
2023 PR%F AWARDS SHINES IN 5TH YEAR
LONG LIVE THE BUFFET.
from the desk of Michele D. Tell
FROM THE EXECUTIVE DIRECTOR
Dear Readers,
We welcome December 2024’s cover story featuring Master Distiller Les Beasley founder of Whiskey Hollow. Check out his new distillery and take a walk inside the new facility and what it takes to make a dream come true.
As you are reading this, the 2024 PR%F Awards are well underway. Judges, all buyers, have come from across the US and Canada to taste, rate, medal and be introduced to spirits, wines and beverage brands that have been submitted from the global platform.
Our judges are warriors – traveling during the coveted O-N-D (October/November/December) most aggressive sales months in the beverage annual calendar, to meet you – new brands and established brands that want another day in the sun. Brands that are seeking guidance, recognition, validation, and awards, and just a moment to shine and be tasted by those that have the ability to move their brands into the marketplace.
But what many don’t realize is the PR%F Awards is a four-day commitment for our judges, who need travel days and two intense days of tasting. They come here on a mission – to meet you – brands that have a unique twist on the original, brands that are committee to excellence in taste and production, brands that are different, brands that shine, brands that grab them at the tastebuds.
Once again, we are being touted as the largest spirits/wine/beverage comprehensive competition in the US with hundreds and hundreds of brands that will be tasted and reviewed by judges (all buyers) from every area in the beverage industry.
I would like to take a moment to thank our partners – Delta SkyClub®, Palms Casino Resort, Food and Beverage Magazine, and The NEAT Glass for all you do to make the PR%F Awards a spectacular rating competition that features two different competitions in one – Masked and Unmasked.
PR%F Awards will consistently remain a Brand vs. Itself competition. Each brand is evaluated with a 100-point system, and NOT against any like brand. This allows each brand to be reviewed based upon its own merit system and allows us to provide feedback that is directly towards the brand itself, and not aligned with other like varietals.
Our 6th year of PR%F is set to be a pivot in the industry so here are a few statistics you should know – Hard Honey is now a new varietal; cinnamon whiskeys from across the US have found their way to our table; functional drinks with vitamins and other health-conscious elements are on the rise; more organic varietals have entered this year than ever before; Cristalino Tequila has been our single biggest varietal increase this year; port finishes seem to be a big push; interesting flavors such as rhubarb and marshmallow have entered the RTD space along with a big increase of John Daly Cocktails in a can; and CBD/THC/Hemp based beverages are the complete rage.
Our industry is growing, changing, evolving and rising… and the creativity never ceases to amaze me.
Next year, we can expect more changes to happen with the PR%F Awards as we evolve into PR%F Awards – Spirits/Wine/Beverage Trade Show – with our most solid platform to new brands in front of buyers and buyers in front of new brands.
Our results special buyer guide edition will be released end of January 2025.
The portal to enter PR%F Awards 2025 will be open on January 4. Check here for new details. www. proofawards.com
Cheers & Namaste!
Michele D. Tell Executive Director, PR%F the Magazine Founder, PR%F Awards
Food & Beverage Magazine Guide to Restaurant Success
Even with all of the economic changes and new hospitality business models, anyone wanting to open a restaurant can read this book and learn how to open one for $25,000 anywhere in the country. Potential customers have demonstrated that they want to eat out, try new cuisines (with delivery and takeout), enjoy different menu items, and socialize with others over a meal. With this guide, restaurateurs make any necessary adjustments and find a way to make their dreams happen. Anyone with a passion and goal to open a restaurant (or keep one open) will be guided by the clear steps to becoming part of the food and beverage industry.
Each month, countless new restaurants open their doors as others fail. Despite continuing industry growth, many new restaurants need help to succeed. Even established restaurants are challenged to stay open. These businesses may have great food and amazing service, yet some still need more certainty in their futures. Help has arrived with this book.
This restaurant success guide provides vital information on protecting the significant investment—sometimes ranging from $250,000 to $425,000—required to open and keep a restaurant running during the first six months. Michael started his career with an ice cream business and founded several restaurants, a frozen food distribution business, a restaurant consulting service, and
a respected online magazine for the food and beverage industry with over 14 million readers. Michael shares his extensive knowledge gained through both success and failure. With his indispensable guide, you can easily doublecheck to ensure the readers are doing things right.
•Get guidance from a restaurant owner’s handbook of what to do and not do
•Refer to handy tips and checklists that help you launch your business
•Discover insight into the triumphs of Wolfgang Puck, Bobby Flay, Emeril Lagasse, and more
•Gain food industry knowledge with a comprehensive restaurant how-to guide
Whether opening a burger joint or a fine dining restaurant, this advice-filled resource will help the readers cover all the details that make a difference.
Photo courtesy of Wiley
LIMITED EDITION CRAN-BLOOD ORANGE WYNK:
Ready to get into the holiday spirit? So was Wynk! With their first-ever seasonal launch underway, now you can enjoy the flavors of fall and the beginning of the holiday season. After gingerly looking through trending flavors and seeing consumers demand more holiday fun, they brought to Wynk’s Cran-Blood Orange, a citrusy take on the Fall season. The beverage will come in 12-ounce cans and contain 5 mg of both THC and CBD. Whether you want to celebrate the holidays and avoid a hangover or enjoy a deliciously crisp drink reminiscent of fall, this will check all the boxes and leave you feeling warm and cozy! will love. drinkwynk.com
FRE ALCOHOL REMOVED WINES:
Leading the nation in alcohol-removed wines, FRE is releasing yet another product to add to its repertoire of alcohol-free products. This new Pinot Grigio is crisp and light, and it feels refreshing. While these products taste like real wine and satisfy the craving for the delicious delicacy, they contain no alcohol and can be a great addition to a night out before an early morning, or a night in if you're just sensitive to alcohol. Adding this to their additional nine other alcohol-removed products, FRE Alcohol Removed Wines offers a large variety of wines that can be a great step on your journey of conscious drinking. frewines.com
8ZERO5 NON-ALCOHOLIC BEER:
805 beers have been a well-known beer staple for over a decade. With their 805 Blonde Ale and 805 Cerveza becoming classics, another product has been long awaited but is now finally here. 8ZERO5 is a non-alcoholic beer with the same chill, vibey California flavor. This long-awaited product has been in testing for over two years, with the goal of being the perfect Blonde Ale dupe with no risk of a hangover. Tested and approved by athletes and others who follow strict health guidelines, this beer was happily requested by all. 805beer.com/beer/8zero5
ZERONIOMO WINE:
Wine is something that a lot of people enjoy. It can add relaxation, self-love, motivation, or fun to any evening. While wine has been known to be popular among women, there is one time in their lives when they are not allowed to enjoy it: during pregnancy. While there are now some alcoholic-free beverage markets for pregnant women, there are not a lot of non-alcoholic wine options. Zeroniomo wine is the world's first dealcoholized 98-point rated wine. Zeroniomo is designed to shatter those wine cravings while being non-alcoholic so that anyone can enjoy it at any time and still get the feel of drinking regular wine. While dealcoholized wine often results in a weaker aroma and flavor profile, Zeronioma saw these problems and developed a highly innovative way to dealcoholize the wine without compromising the notes of dark cherry oak spices, or fig leaf. zeronimowine.com
OOOO-LAH COCKTAILS:
They are introducing a new line of premium canned cocktails that are ready to drink and have unique flavors. Crafted to be consistent so you can fall in love with a flavor and enjoy it the same way every time, without the need to buy ingredients, dirty dishes, and play guesswork with recipes like you would with traditional cocktails. With four flavors (Spicy Margarita, Prickly Pear Margarita, Island Girl, and The Big O), everyone will surely enjoy these lightly carbonated and premium-spirited drinks. Here's a new, easy but delicious way to remind you of sunny days kicking back on the beach and that laid-back style of Hawai'i. oo-Lah Cocktails is a veteranfounded brand based in the United States and is loved by beachgoers and others looking to seek out moments of calm or excitement. oolahcocktails.com/home
JOHN BASIL
TEQUILA NEW PREMIUM AÑEJO:
Millennial-owned Tequila company John Basil is releasing its newest tequila, John Basil Añejo. John Basil Añejo is a premium, high-quality tequila that is aged for 18 months in oak casks, and boasts a meticulous process resulting in exquisite taste and aroma. This refined process produces a luscious tequila that you can taste the hard work put into it. While the flavor profile and aroma are enough to pique interest in this product, the sleek, modern packaging, and attention to detail are also a plus. John Basil aims to create an authentic relationship with consumers over a love for tequila and plans to do that through exceptional craftsmanship. jonbasiltequila.com
A. SMITH BOWMAN DISTILLERY:
A 12-year-old, very limited-edition Bourbon Whiskey is going up for auction online between November 25 and December 2. This special bottle release was made as part of an experiment to find the best oak-to-age whiskey. Different oaks cause different maturation, which leads to contrasting aroma and flavor profiles. This particular bottle was aged in American Oak casks, contrary to their debut bottle, which was aged in French Oak casks, in order to compare and find which provides the best flavor and char effect. Bottled at 135 proof, this bourbon is rich red, indicating its magnificent aging process. American White Oak has been a staple in aging whiskey for years and is considered a classic among American Whiskey aging methods, but will it hold up against the numerous other types of oak? Try out Abraham Bowman Oak Series to be part of the whiskey experiment of a century and change how whiskey is aged forever. asmithbowman.com/spirits
LEON Y SOL:
Tequila has always been a favorite for drinkers around the world. With that comes tradition and high standards, but it can also leave the market feeling over-saturated with similar products and leave consumers craving something new. Leon Y Sol is a premium tequila with no additives, is non-GMO and gluten-free, and is made from 100% Blue Webber Agave. Leon Y Sol appreciates the tradition of tequila while incorporating innovation. Enjoy the elements you already love but with new bold flavor profiles and a smooth radiance that will impress even the most experienced tequila connoisseur. This Jalisco, Mexico-born tequila is authentic and celebrates heritage while bringing a new, more natural tequila to the market; it is handcrafted in small batches to ensure perfection; now being offered in Blanco and Reposado, with Cristalino launching soon! leonysol.com
BETTY BOOZE:
Just in time for the holidays, Betty Booze, Blake Lively’s canned cocktail brand, is announcing a new flavor as well as a new variety pack!
The new flavor is Sparkling Bourbon with Peach Honey, a blend of ripened peach, sweet honey, and fresh mint combined with sparkling water, high-quality bourbon, and real juice. This new flavor is now included in the variety pack of all three of their bourbon canned cocktails, including Sparkling Bourbon with Apple Sour Cherry and Sparkling Bourbon with Oak-Smoked Lemonade. Each drink is made the same, so you can rest easy knowing that your favorite drink will always taste right throughout the stressful holiday season. Perfect for hosting holiday parties, gifting to friends, or drinking with your family around a sparkling Christmas tree. bettybooze.com
SOLISCA TEQUILA:
Three friends defied all odds together to create their own tequila. Ignoring nay-sayers and with no backing, they set out on their journey. They aimed to develop a Tequila that brought people together and created good times between friends. The three comrades ventured to Jalisco, Mexico, to find the natural Blue Weber Agave. After many brainstorms, they were excited to try a new and unique filtration process, and soon, Solisca Tequila was born. The unique filtration process they created was designed to reduce congeners, providing a delicious taste but reducing the adverse effects of alcohol. This tequila will give you a smooth, clean sip every time. It is developed with activated carbon filtration to remove impurities. This drink helps you have good times going from your night out to your next morning. soliscatequila.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.
THE ELVES ARE BACK IN TOWN!
SHADY GROVE LOUNGE AT SILVERTON CASINO LODGE TRANSFORMS INTO BAD ELF POP-UP BAR
Shady Grove Lounge at Silverton Casino Lodge—a popular Las Vegas cocktail hideaway—will transform as the Bad Elf Pop-Up Bar through Dec. 29.
This festive holiday spectacle features a North Pole theme, complete with string lights, oversized ornaments, and dozens of elves suspended from the ceiling. A cozy fireplace and a Christmas tree provide the perfect photo backdrop, while the iconic Airstream is adorned in festive red and green, topped with Santa and his reindeer. Guests can enjoy holiday food and drink items, enhancing their festive experience, including:
•Mistletoe Mimosa is made with limoncello, prosecco, Midori, sparkling wine, lemon and orange juice, and grenadine
•Cookie Bu er Martini, an espresso martini with cookie butter foam
•Silver Bells, with Caption Morgan rum, Calypso rum and coquito
•Holiday Hook Up is a Caption Morgan hot buttered rum
•fireside Old Fashioned, made with Maker’s Mark Bourbon, chocolate bitters, cinnamon, and cayenne syrup
•Rudolph’s Reindeer Chow has white chocolatecoated popcorn, Chex Mix, M&Ms, and pretzels.
•Santa’s cookies and milk are served with an assortment of Linzer tarts, peppermint bark, peanut butter, Hershey’s Kiss cookies, molasses sugar cookies, and two eggnog shots.
Photos by Eugene Dela Cruz
Additionally, guests can sign up for the Bad Elf Experience at the Bad Elf Pop-Up Bar, which includes two exclusive holiday cocktails from the holiday drink menu, the Bad Elf Puzzle Hunt, a Bad Elf souvenir glass, and other offers. The Bad Elf Puzzle Hunt allows guests to solve five puzzles in the popup bar and submit answers to enter to win a grand prize. The winner will receive a Silverton Staycation and a VIP Dinner for Two at Twin Creeks Steakhouse.
The popular holiday tradition Elf on the Shelf, inspires the backstory. In this festive setting, the elves have recreated the North Pole uniquely, hanging 27 elves from the ceiling. A silver Airstream trailer is parked in the space, decorated with vibrant red and green garland. Inside the trailer is a small bowling alley and overstuffed red chairs inviting guests to continue the celebration.
For those living or visiting Southern Nevada, check out Bad Elf Pop-Up Bar at Shady Grove Lounge at Silverton Casino Lodge, 5 to 11 p.m. Thursday to Sunday through Dec. 29. For more info, visit silvertoncasino.com/dining/bad-elf and silvertoncasino.com/event/bad-elf-experience.
Visitors can pose in front of a cozy fireplace with a Christmas tree nestled in the corner for those Instagram-worthy moments. String lights, wrapped presents, and oversized ornaments enhance the atmosphere. The elves love to play so guests can enjoy various games, including a pool table, foosball, Jenga, and more throughout the space.
Bad Elf Pop-Up Bar demonstrates how a space can be transformed into a seasonal draw for customers. The entire venue does not have to be decorated or changed, but a private space or a portion of the venue can be transformed. Venues in warmer climates with patios have been known to add heaters and use that space for seasonal popups during set times.
Three Sticks Celebrates Ten Years at the Vallejo-Casteñada Adobe
THREE STICKS WINES is proud to honor ten years of hospitality at the historic VallejoCasteñada Adobe. Constructed in 1842 by Salvador Vallejo, brother of General Mariano Vallejo, this iconic building has grown into a true Sonoma landmark. In 1947, Gregory and
nearly fifty years later. In 2012, 170 years after its original construction, Bill and Eva Price, founders of Three Sticks, acquired the property to serve as the heart of Three Sticks' hospitality.
Harriet Jones became its stewards before passing it on to their dear friends, Robert and Leslie Demler,
Bill and Eva Price worked closely with the City of Sonoma to ensure The Adobe’s historical integrity was preserved. Under the guidance of George McKale, Sonoma’s City
21 three sticks celebrates ten years at the vallejo-casteñada adobe
Historian, the site underwent an archaeological excavation, and many of the discoveries are now on display at The Adobe for guests to experience firsthand. Three Sticks hired the extraordinary talent of designer Ken Fulk, renowned worldwide for creating unique spaces that serve as both an ode to the past and celebration of the present. Landscape architect Penney Magrane worked in tandem with Ken Fulk to preserve the historic plantings while adding details from Helen Van Pelt’s original garden design. Two years after acquiring the property, Three Sticks opened the Adobe as its official home in 2014.
"I can't believe it's been a decade," says Ken Fulk. "This celebration is a true testament to the Three Sticks team and how gracefully they've revitalized this historic adobe, making it relevant again with world-class wine and gracious hospitality. I remember our opening celebration, outside under the twinkling lights we toasted to new traditions and here we are - mission accomplished!"
Reflecting on the ten-year anniversary, CoFounder and General Manager Prema Kerollis shares, “From the moment I stepped into the Vallejo-Casteñada Adobe, I knew it was going to be our home. This Adobe was truly extraordinary,
three sticks celebrates ten years at the
and I could feel the 170+ years of history and soul alive within its walls. There was no doubt it was the right place to welcome our guests, foster table fellowship, and cultivate intimate connections and discussions about the wines we love. I knew we could make magic happen here, and it was our turn to steward this important piece of Sonoma history into a new chapter.”
Today, Three Sticks offers an array of curated, seasonal experiences by reservation, continuously striving to lead the way in wine country hospitality. “Looking back on the past decade, the Adobe has been essential in connecting us with people from all over the world and creating unforgettable experiences. Even after all this time, it continues to inspire me as much as it did on day one.” Kerollis adds.
Three Sticks Wines is a boutique, familyowned winery recognized for its estate pinot noir and chardonnay offerings. Proprietor Bill Price III (nicknamed “Billy Three Sticks”) owns six estate vineyards in Sonoma County, including three Heritage vineyards–Durell, Gap’s Crown, and Walala and three Monopole vineyards–One Sky, Alana, and William James.
For more info, visit threestickswines.com.
Ole Smoky Distillery Continues to Support Great Smoky Mountains
$115,000 is
donated to Friends Of The Smokies
Ole Smoky Distillery announced a $115,000 donation to Friends of the Smokies. The nonprofit organization assists the National Park Service in its mission to preserve and protect the Great Smoky Mountains National Park, the nation’s most visited national park. This is the fourth consecutive year Ole Smoky has donated to the organization, resulting in a combined total of $340,000 gifted to Friends of the Smokies to date.
Ole Smoky Distillery continues to be a long-time supporter of Friends of the Smokies, inspiring the 2021 release of their Limited Edition, Friends of the Smokies Blackberry Moonshine, crafted to support the preservation and protection of the Great Smoky
ole smoky distillery supports great smoky mountains
Mountains National Park. Ole Smoky also provides staffing for volunteer days in the national park and sponsors annual events and community activations. The $115,000 donation is a result of event sponsorship and specialty jars sold at all four distilleries this year to date. To commemorate the charitable act, a check presentation was held at The Barn, Ole Smoky’s Distillery in Pigeon Forge.
“We are so grateful for this donation from Ole Smoky, a business that is both deeply rooted in the Great Smoky Mountains and generously supports the care of our treasured National Park,” said Dana Soehn, President and CEO of Friends of the Smokies.
"Ole Smoky is deeply honored to support our neighbors in East Tennessee and give back to the beautiful Great Smoky Mountains, especially as they face remaining challenges from natural forces like Hurricane Helene this year,” said Robert Hall, CEO of Ole Smoky Distillery. “Making a difference in the region that shaped our heritage is a privilege, and we’re grateful for the continued support from our fans, whose love for our ‘Friends of the Smokies’ Blackberry Moonshine helps preserve this cherished landmark for future generations."
Friends of Great Smoky Mountains National Park assist the National Park Service in its
ole smoky distillery supports great smoky mountains
mission to preserve and protect the Park by raising funds and public awareness and providing volunteers for needed projects. For more information, visit www. friendsofthesmokies.org.
Ole Smoky is the first federally licensed distillery in the history of East Tennessee, serving as the leading distiller of premium moonshine in the world with innovative products and craft authenticity. Founded in 2010, Ole Smoky's roots are traced to the Smoky Mountains' earliest settlers, families who produced moonshine with enduring pride and Appalachian spirit. Ole Smoky has been recognized on the Inc. 5000 List of the fastest-growing private companies in America for five consecutive years—2020, 2021, 2022, 2023, and 2024, as well as receiving the 2023 PR%F Awards Distillery of the Year award.
The Limited-Edition Commemorative Ole Smoky Friends of the Smokies Blackberry Moonshine can be purchased at Ole Smoky’s distilleries in Gatlinburg, Pigeon Forge, and Nashville. For more information on how to support the Great Smoky Mountains National Park after Hurricane Helene, visit www.friendsofthesmokies.org.
Ole Smoky’s over 25 creative moonshine flavors and 17 inventive whiskey flavors can be found in all 50 states, 20 countries and at the company's four famed distilleries in Tennessee: The Holler and The Barrelhouse in Gatlinburg, The Barn in Pigeon Forge, and 6th & Peabody in Nashville. For more information, visit www.olesmoky.com and follow Ole Smoky on social media @ olesmoky.
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! ”
Theodora Lee,
aka
Theo-patra Queen of the Vineyards, founder of Theopolis Vineyards
Theodora R. Lee, a San Francisco law rm senior partner and trial lawyer at Li ler, is the founder and owner of Theopolis Vineyards. Her passion for wine began upon arriving in San Francisco from Texas in 1987, primarily due to the in uence of her law rm mentors, many of whom owned vineyards. This led Lee to take several viticulture classes at the University of California, Davis, before developing her own vineyard. In 2001, Lee purchased sheep land in the Yorkville Highlands of Anderson Valley and began developing her vineyard. Finally, in 2003, Lee planted her vineyard, adopted her Greek name from pledging Delta Sigma Theta Sorority, and established Theopolis Vineyards.
In the wine world, Lee is known as Theo-Patra, Queen of the Vineyards. Wine Critic Robert Parker bestowed upon wine made from grapes harvested from Theopolis Vineyards a stellar rating of 94-96 points, a spectacular showing for the vintner's rst harvest in 2006. Emboldened by the lavish fruit produced by the land, Lee, a bold and dynamic Texan, decided to bo le her own wines in 2014. In addition to bo ling the richly intense and avorful Petite Sirah, Theopolis Vineyards strikes a lighter note by bo ling a Symphony. This white wine grape is a crossing of Muscat and Grenache Gris. Lee also bo les the unique Rosé of Petite Sirah, a Yorkville Highlands Pinot Noir, and a Santa Lucia Highlands Pinot Noir. Recently, Theopolis Vineyards has expanded its production and is now bo ling Theo-patra’s Cuvée Cerise and Theo-patra’s Cuvée Blanc series.
In addition to practicing law and making wine, Lee is a se lement commissioner, Early Neutral Evaluator, AAA-certi ed arbitrator, and mediator. She is also a contributing writer to numerous employment law publications and regularly appears on TV and radio, including NPR and PBS, speaking on various employment topics. Lee is the Board Chairperson of the Dallas Post-Tribune newspaper, one of the oldest Black newspapers in North Texas. Lee is a graduate of Spelman College and the University of Texas School of Law. Before entering the law practice, Lee was a Senate intern for Senator Sam Nunn in Washington, D.C.
For more info, visit theopolisvineyards.com and follow on Facebook and Instagram @ theopolisvineyard.
lee, queen of the
george@arsilica.com
By George Manska, CSO, CR&D, Arsilica, Inc., sensory researcher, inventor, entrepreneur
Sensory Science Changes Spirits’ Appreciation
The common tulip glass shape has been around since the late 1700s as the “dock” trade verification glass for sherries and ports. Popularity increased in the 1800s-1900s as a result of Great Britain’s worldwide sherry and port trade. Tulips are characterized by a rim diameter smaller than the maximum bowl diameter. The convenience of the tiny, single-serving sherry/wine tulip glass, readily available in every drinking household, inspired its adoption for scotch whisky, and its usage spread to include most spirits. Today, most spirits drinkers worldwide use tulips as their “go-to” glass for drinking, tasting, evaluating, and judging spirits.
In 2012, along came Arsilica, Inc., a beverage sensory research company in Nevada. They perform sensory studies to examine a simple problem that has been overlooked for decades but finally rears its head as consumers become more eager to discover the flavor qualities of wellcrafted spirits.
Problem Description:
Decades of whiskey drinkers have been conditioned by tulips designed for 22% ABV (alcohol by volume) fortified wines. 40%+ ABV spirits in a 22% glass create a nose bomb. Most drinkers believe ethanol cannot be separated from other aromas and drink for the ethanol, not the spirit. Eth-heads depend on critics, authors, and whiskey gurus who prefer traditional tulips with little knowledge of sensory science to tell them what flavors they may enjoy. Purchasing decisions are influenced by marketing suggestions and ads, not personal preference. Most become label buyers, equating price, high ABV, and scarcity with high quality. They believe tinyrimmed tulips collect all aromas when they actually collect massive amounts of pungent, anesthetic ethanol, which masks aromas and flavors. Numbed, drinkers easily adopt subliminal marketing suggestions to define the aromas they cannot smell. Yes, the aromas are there, but they are hidden behind a nose-numbing-anesthetic ethanol mask, and drinkers' noses are further confused by the sharp, distracting pungency. Of course, no one wants to admit they have a below average sense of smell publicly, and the drinker desperately hangs on to distillers’ and marketers’ suggested list of aromas, feeling somewhat inferior, and nods enthusiastically when asked, “Can you smell the vanilla and oak?”
The Solution :
Flavor = 90% aroma + 5% taste + 5% mouthfeel. Adding a “neck” to the glass forces molecules closer together, imparting higher expansion velocities to lower-mass aromas. Overabundant, lowest-mass ethanol moves quickly to the rim edge, leaving behind high-mass, complex character aromas for easy detection. In contrast, the flared
rim controls aroma expansion, completely unmasking, retaining, and displaying all aromas for accurate olfactory detection, identification, and quality assessment. This innovative, patented glassware is named NEAT, a Naturally Engineered Aroma Technology acronym.
The Official Glass for Spirits Competitions: :
Olfactory fatigue is the biggest problem with competitions that judge multi-sample flights. Unfortunately, tulips destroy ratings for entrants evaluated late in flights of 4 or more samples. Ethanol increasingly and unknowingly numbs judges’ noses (nose-blindness), deteriorating their ability to detect, identify, and discriminate aromas, the 90% contribution to flavor. NEAT eliminates nose-blindness and levels the playing field, giving all entrants a fair chance at attaining ratings commensurate with quality. NEAT is the official spirits competition judging glass for 40+ events annually, with those events placing evaluation accuracy as their highest priority.
Lovers:
NEAT for Serious Spirits
Purchasing decisions are placed back in the hands of drinkers, away from marketers’ suggestions. Self-discovery, personal choice, and gender equity for more sensitive female noses are finally addressed. NEAT’s future as a “go-to” glass depends on drinkers’ desire to seek spirits’ subtle nuances and flavors over the conditioned instant gratification provided by strong ethanol.
Cask Strengths:
quickly numb the nose while subtler flavors and aromas go undetected and unappreciated. Most cask strength drinkers are infatuated with higher ethanol and do not care about aromas and flavor, missing the distinct aroma/flavor advantage of cask strength.
Summary
Cask strengths contain less water (hydrogen bonding) and, therefore, more intense flavor profiles. However, since high ethanol works against olfactory, cask strengths in tulips
For most drinkers, remaining in the tulip glass camp is simple. Tulips are the iconic symbol and identity badge of fraternal recognition and bonding for all spirits drinkers. To the simplest minds, moving ethanol away from the nose wasn’t discovered and implemented long ago, so it’s probably fake news; the world stops for them at the tulip. The problem is more complex, as no one can pinpoint the exact moment their olfactory begins to deteriorate, and very few are even aware of its occurrence. Silent and stealthy, powerful ethanol rules olfactory. With NEAT,
everyone benefits as it: (1) opens new avenues for the spirits industry to create recognizable sensory expressions, (2) improves consumers’ perception and meaningful purchasing decisions, and (3) provides competitors with an accurate diagnostic tool to enhance primary objectives – presenting true aroma and flavor profiles, and facilitating honest assessments and ratings.
Using NEAT requires familiarity, as the wide lip can spill when “throwing back” the contents, as is a common practice with tulips. Slowly sipping NEAT is all about appreciating, enjoying, and accurately evaluating spirits to determine
character and quality rather than forcing copious amounts of ethanol into the nasal passages to achieve a quick contact high in the name of tradition. Become a serious spirits drinker and get more sensory understanding and appreciation for all spirits with NEAT. Take control of your purchasing decisions by changing glassware or continue buying because you are motivated by memorable marketing and subliminal suggestions. As it stands, the industry has you right where they want you.
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.
Legacy Distillery
By Debbie Hall & Terry Hart
Photography by Eric Anthony / 4-E’s Photography
The Texas Legacy Distillery is the creation of Les Beasley, who has a rich history of distilling spirits in Texas. The master distiller who founded Whiskey Hollow Craft Distillery, a 2022 PR%F Award-winning portfolio of fine Texas whiskeys, has now rebranded and is doing business as Texas Legacy Distillery. He has entered his newest brands into the 2024 PR%F Awards and looks forward to showcasing these fabulous creations to buyers from across the country who judge the event. Guests can experience the finest spirits honoring history when visiting the Texas Legacy Distillery Tasting Room in Valley View, Texas.
The Texas Legacy Distillery, housed in an old bank building from the 1920s and according to folklore robbed by the infamous outlaws Bonnie and Clyde, is now open to the public. They just expanded the tasting room from 25 seats to 67 seats, with planned outdoor seating for about 30 more, seating about 100. With the help of The Perlick Corporation in Wisconsin, they have redesigned the bar system, incorporating a cocktail station system designed by Toby Ellis. This is truly a great destination for travelers visiting the cozy small town.
Les has incorporated his original bourbon barrel double thumper still into the facility. "I'm going to do a master distiller tour every weekend for guests, teaching them what we do, sampling many cocktails, and showing them how to test for quality bourbon and enjoy it. I will share stories of my family and its
history through the ages. I’ll even be distilling during some tours. I will gladly sign any of our bottles,” said Les.
This truly is a fun tour stop. The distillery is located south of the Oklahoma border on I-35, a major thoroughfare connecting the Northern United States to Dallas and Houston.
The menu offers a variety of master bartender
Master Distiller Les Beasley poses in front of his self-crafted double thumper pot still.
cocktails and features his famous 10-year-old Double Thumper Bourbon and his soon-to-be-released rare “Master Select Bourbon.” It is personally handmashed and distilled. In its first year of production in 2014, the bourbon retailed for $1,000 per bottle with signature.
When he first started in the industry, Les had a lifetime of knowledge of whiskey, having built his first legal still in 1981. He has vast experience in Missouri logging and sawmilling and knows that Missouri white oak makes the best bourbon barrels. He and his wife were determined to realize the distilling dream when Cooke County, Texas, legalized distilling in late 2013.
Whiskey Hollow Craft Distillery was created in North Central Texas. The distillery offered many grain-to-glass spirits, bourbon mash natural-flavored moonshines, double gold vodka, rums, and three bourbons, from $49 to Master Select $150-a-bottle Texas Gold bourbon.
Growing rapidly in 2018, Les served as the general contractor and invested in a sprawling, self-designed, and engineered 50,000-square-foot distillery built from the ground up. With a capacity for national distribution, producing about 100 gallons of spirits an hour, he secured funding through a line of credit and investors, adding his own money to cover four years of inventory and equipment. While the story continued to evolve, damaging business shutdown mandates ultimately changed his trajectory with the rebranding and upgrading of his original distillery.
Federal, state, and county pandemic
shutdowns began in March 2020 and lasted one year. A few months after a soft opening, the dream was interrupted by a significant, pandemicmandated business shutdown and tragedy. After a two-year buildout, the massive 50,000-square-foot distillery complex, designed for national distribution, was forced to halt all construction and cease operations for a year.
Distilleries were not considered an essential business, and Les was hit hard. He tried to pivot by producing hand sanitizer, but the business was short-lived. He had inventory he couldn’t sell, staff he had to lay off, and investors who backed away.
"All of my options were gone, and I knew I would probably have to hold a forced sale and likely lose my life's work. On Jan. 23, 2021, one day after my 66th birthday, we had no options but to sell out the major distillery and reorganize. I vowed to myself never to give up. I felt extremely mad about being designated as a nonessential business. How do you explain to investors the business and investmentkilling ramifications of the pandemic shutdowns? Embarrassed and alone with a shattered heart, I knew my wife and I were facing devastating financial ruin. It was a defining moment; pissedoff Texans never give up. If they go down, they go down fighting. Soon to follow was a year and a half of daily legal chapter 11 restructuring survival hell while also having many aggressive, life-threatening cancer surgeries. Truthfully, with 99% of hope lost,
somehow I never gave up, never-ending prayers for health and wisdom to have the faith of a mustard seed,” explained Les. "We are rebuilt and now open distilling top-shelf spirits.”
When the state of Texas approved adding the new name d/b/a Texas Legacy Distillery to the legal entity, Les decided to use a very similar but abandoned early 1900s Texas State seal cast star surrounding a wreath to top his now trademarked applied bourbon bottles.
“I am a very determined optimist severely tempered by the drama of the past. I feel absolutely blessed, given the second chance, to do what I love to do," said Les. "We were not the first distillery in Texas but the first legal distillery in Cooke County, Texas. Like all my distilleries built over many decades, the Valley View distillery is exceptional. With bifocals and eight months of welding every single inch on that still, I finished it in late 2014."
Les’s 500-plus gallon early American bourbon barrel double thumper pot still design was federally permitted by the Alcohol and Tobacco Tax and Trade Bureau: Home (TTB) and the state of Texas (TABC) in 2014.
“One of the things that we are doing that I'm excited about is putting a fill-yourown-bottling section in our distillery. When customers come in and want to fill a bottle directly from our bourbon barrels, they can fill aged bourbon from the barrel going through a sight glass to their bottle.”
From a legacy standpoint, Les believes
his distillery was the first legal, original bourbon barrel double-thumper permitted distillery in the United States. His commercially permitted design, inspired by the early American Double Thumper Process, begins with charred white oak bourbon barrels and a solid copper pot still. He knows from experience that copper or stainless thumpers lack insulation properties. If those thumpers are used, the pot still's alcohol-rich steam will quickly condense inside, filling them up and preventing redistillation of spirits. (This is from tested experience.) More importantly, this process loses significant flavor and smoothness derived from boiling new bourbon in charred white oak barrels before the final condensation of the pot still distillates. Disclosed secret—each thumper has its own configuration of first-round sweethearts cut bourbon combined with deep aquifer sweet spring water. Spring water is added to each thumper to filter harsh trace tails from the sweetheart cuts. Each 53-gallon thumper is about half full, theoretically allowing the hearts to be distilled up to six times across two runs (stripping run and spirit run), gaining more complex flavors before being barreled in new, never-used custom ISC Missouri White Oak #3 charred barrels.
“The name 'thumpers' comes from the constant thumping sound they make as the pot still steams alcohol vapor that collapses in the below-boiling-point alcohol thumper from the previous hearts cut stripping run. The thumping sound intensifies, almost like a freight train coming down the track, until it's ready to send 156-proof bourbon steam to the worm (condenser). When the thumpers go silent five minutes later, spirits flow out of the parrot. Les likes to call
Les Beasley’s defining moment—reflecting on his proud Texan heritage, he draws a line in the sand to symbolize his unwavering determination to never give up without a fight.
that the moonshiner alarm clock—'Pay attention, the beginning flow of the run is about to happen.'”
“I am a 68-year-old Texan now, only by the true grace of God I have opened my fourth designed distillery to offer top shelf bourbons, bourbon mash flavored moonshines, whiskey, fruit brandy, vodkas, and rums to visitors who visit our quaint little hole in the wall distillery.”
Les and his wife paid off their Chapter 11 debts and settled with all the investors who wanted to exit the business. They are debt-free and solvent distillery owners, holding about 90 percent of the assets.
Whiskey Hollow’s Texas Legacy Distillery is now a nearly finished, rebuilt, and respected small craft distillery ready for visitors.
Texas Legacy Distillery and Tasting Room is located at 302 W. Obuch St., Valley View, Texas. For more info, visit TexasLegacyDistillery.com. At this time, his spirits and cocktails can only be purchased at his craft distillery.
Les Beasley in 1976, standing by his 351 Ford Hot Rod.
THE FAMILY OF LES BEASLEY
Les built his first legal distillery, a small one, in 1981 as part of his master's thesis in applied sciences and technology. He humorously refers to himself as "a hillbilly with an education." His love and respect for Texas history and Texas family lineage runs deep. Earn Beasley, one of his grandfathers, was a cowboy on the King Ranch in the early 1900s. His father was born in West Texas and was a Halliburton oilfield engineer.
His other grandfather, George Washington Branson, was born in Harlan County, Kentucky, in the 1800s, and the family moved to Missouri in the 1800s. A few miles from the homestead, a large cave was locally known as Whiskey Cave and Whiskey Hollow. That's where the original distillery name came from. His grandfather Branson was known for supplying speakeasies near Fort Leonard Wood, a major army post.
“Uncle Verlin would store his moonshine in a handdug well in the old apple orchard homestead in Raymondville, Missouri. I am carrying on the legacy, was involved in the high speed chases and I never got caught bootlegging."
A Texas sunset, good whiskey, good friends, great memories. Come visit.
Nominations Now Open For The 2025 Industry Excellence Awards
Presented By
Nominations are now open for the annual Industry Excellence Awards, presented by Bar & Restaurant Expo. The Industry Excellence Awards celebrate and support the individuals who make the independent bar and restaurant industry great. These awards honor leaders and teams for their integrity and commitment to equality, sustainability, community, and culture.
Nominations will be open through Wednesday, Jan. 15, 2025, and winners will be announced at the 2025 Bar & Restaurant Expo on Tuesday, March 25, 2024. Nominations can be made by visiting breawards.awardsplatform.com.
2025 Nomination Categories Include:
Individual Awards
Bartender of the Year
This award is given to a bartender who has demonstrated exemplary performance, skill, and dedication—both behind the bar and beyond it. This person has worked tirelessly to improve his or her bar program, bar culture, guest experience, and the industry at large, serving as a positive example for other beverage professionals.
Chef of the Year
This individual sets high personal and professional standards for chefs across the industry. Chef of the Year will be awarded to someone dedicated to culinary excellence, sustainable, ethical practices, and inclusive culture.
Community Leadership Award
This award is open to anyone in the food & beverage industry who has demonstrated outstanding contributions and dedication to bettering the local community.
Venue Awards
Bar of the Year
Awarded to a venue whose primary offerings are beverages, the Bar of the Year has a unique identity and has established itself as a leader within the category. This award is given to an establishment that consistently demonstrates exceptional hospitality, creativity, training, culture, and service.
Restaurant of the Year
The Restaurant of the Year has established itself as a leader in the community and has made a significant impact within the industry. This venue boasts a unique atmosphere, thoughtful food and beverage offerings, and a training program.
Best Hospitality Training Program
This award is given to a restaurant or bar that prioritizes hospitality and guest experience by investing in a robust onboarding and continuing education program that yields results and consistently demonstrates exceptional hospitality, creativity, culture, and service.
Best Cocktail Program
This award is given to an establishment with an excellent cocktail program that exhibits uniqueness, breadth, and cohesiveness around a goal or a theme. The Best Cocktail Program recognizes a versatile menu that is on-trend while pushing the boundaries of mixology.
NEW! Design of the Year
This award recognizes a bar or restaurant showcasing exceptional creativity and design innovation. The winning space will have seamlessly integrated architecture, lighting, layout, and ambiance, enhancing both customer comfort and operational efficiency. Attention to detail in material choices, theme coherence, and how the design elevates the overall brand identity will be key factors in determining the winner.
bar & restaurant expo nominations now open
Nominees will be evaluated by a panel of expert judges from Johnson & Wales University to determine finalists and, ultimately, the winner in each category. ach finalist will be awarded two Expo Plus Passes to the 2025 Bar & Restaurant xpo, as well as recognition on the Bar Restaurant website, social media, and newsletter before and during the expo. The winners in each category will receive a beautiful custom award, one Conference Pass to the 2026 Bar & Restaurant xpo, and additional media recognition on the website, social media, newsletters, and more.
This year’s panel of expert judges from Johnson & Wales University are:
Brian arrener, Associate Professor and Chair ennifer Broderick, Professor arah alik, Associate Professor eana arzocchi, Associate Professor ichael alley, CP irector of Academic Programs
n addition to the ndustry xcellence awards, Bar & Restaurant will also present the Industry Impact Award, which recognizes an individual who has made a lasting impact on the overall hospitality industry. This individual has a passion for the industry and has helped advance it in significant ways, like enhancing employee culture, raising the visibility of underrepresented businesses and owners, supporting mental health, sobriety, and addiction recovery initiatives, implementing fair wage compensation, sustainability, and more.
Bar & Restaurant Expo has continued to evolve and mirror the fast-paced, trend-setting nature of the hospitality industry. The event has provided the specific tools that bar and restaurant owners, operators, and managers need to grow, compete, and succeed in this hyper-competitive and dynamic industry. The Bar & Restaurant Group is part of the Questex Hospitality Division and also produces Bar Restaurant ews, orld Tea ews, orld Tea Academy, The ospitality how, and ibe Conference.
uestex helps people live better and longer. t brings people together in the markets that help people live better, hospitality and wellness, the industries that help people live longer: life science and healthcare, and the technologies that enable and fuel these new experiences. e live in the experience economy, connecting our ecosystem through live events, surrounded by data insights and digital communities.
Attendees can secure their passes starting at ust with early bird rates barandrestaurantexpo. com/ncbshow-register , now through an. , . Additional details about the expo oor, educational workshops, masterclasses, speakers, and nightlife activations will be announced in the coming months. The Bar & Restaurant Expo is a trade event and not open to the public. tay connected with Bar Restaurant xpo on acebook barandrestaurantexpo, inked n showcase bar-restaurant-expo, and nstagram instagram.com barandrestaurantexpo
Palms Casino Resort Las Vegas is the Ultimate Destination for National Finals Rodeo 2024
As the National Finals Rodeo (NFR) returns to the Thomas & Mack Center, December 5-14, Palms Casino Resort invites fans to experience the thrill of rodeo with free live viewing, nightly entertainment, and exclusive events. As an official sponsor, Palms is the premier destination for NFR celebrations, offering unmatched viewing experiences, concerts, meet and greets, and more. This will include exclusive concerts, Meet and Greets with Champion Tuf Cooper, official afterparties, and exciting giveaways.
At Palms Casino Resort, fans can experience all ten nights of rodeo excitement with free live viewing in KAOS on December 6 and December 7 and in Chef Michael Symon's Mabel's Bar & Q, as well as the William Hill Sports Book throughout the event. Whether die-hard rodeo enthusiasts or newcomers to the bronco-busting action, guests will find an unbeatable atmosphere to take in every ride, roping, and rough-and-tumble moment at Palms.
Championship rider meet-and-greet featuring Tuf Cooper.
Rodeo fans are in for a rare treat with the chance to meet three-time Gold Buckle World Champion tie-down roper and 2017’s World Champion All-Around Cowboy, Tuf Cooper, on December 6, December 8 and December 13 at Palms Casino Resort. As a celebrated figure in the rodeo world, Cooper brings unmatched skill and a storied career that fans won’t want to miss. Palms is thrilled to partner with Cooper to offer these exclusive meet-andgreet sessions, where guests can capture photos, collect autographs, and enjoy one-on-one interactions with a true rodeo legend—making it an unforgettable experience for fans of all ages.
Rocky Mountain Elk Foundation (RMEF) Official After-Parties and Free Entertainment
Following each night of the rodeo, Palms hosts official RMEF afterparties featuring live bands, country DJs, and giveaways. Guests can enjoy free performances by Zach Top on December 6 and Easton Corbin on December 7 at KAOS and more.
Redefining the sports bar and restaurant experience in Las Vegas, Mabel's Bar & Q by Chef Michael Symon offers a mouthwatering menu and worldclass BBQ, nightly NFR viewing, and free entertainment with NFR After Dark from December 5December 14. Enjoy performances by Old Hickory, Paige King Johnson, SJ McDonald, Justin
An array of mouthwatering offerings from Mabel's Bar & Q, where flavor takes center stage.
Andrews, and Tyler Booth. On Sunday, December 8, enjoy a Cowboy Tailgate as the Raiders take on Tampa Bay. Cowboy signings, including Tuf Cooper, Fred Whitfield, and Stran Smith, will be on hand at 11 a.m. Guests can enjoy Jack Daniels and Coca-Cola samplings between 10 a.m.noon. DJ Caffeine will also lead a free line-dancing party in the lobby at Palms between 2 - 4 p.m.
Palms has packed The Pearl Theater with a great lineup of live entertainment, including the widely popular Santa Jam featuring Riley Green on December 8, with an official after-party to follow at Ghostbar and renowned comedian Jeff
Foxworthy on December 13. Also in Pearl, Sarah Brightman: A Christmas Symphony on December 6.
To complete the NFR experience, Palms offers a unique hotel package with 20% off rooms, a $25 beverage credit, and free parking. Guests can also indulge in exclusive NFR-themed menu items at Serrano Vista Cafe, Send Noodles, and Scotch 80 Prime. Highlights include the A5 Wagyu Cowboy Steak at Scotch 80 Prime and the Brisket Fried Rice at Send Noodles.
Palms always offers free self- and valet parking and, during NFR, will provide a complimentary shuttle to and from the Thomas & Mack Center. Shuttles will depart from
58 national final rodeo at the palms casino resort
the front entrance pre-rodeo from 4 to 6 p.m. and post-rodeo from 8:15 to 9:30 p.m.
On Saturday, December 7, the Coca-Cola Holiday Caravan will spread joy at Palms Casino Resort. Bring the family and check out the cheer outside in the parking lot in front of Mabel's Bar between noon and 2:30 p.m.
Stop by Unknown Bar on December 8 between 2 to 4 p.m. and send care packages to soldiers. The Purple Bag
Project was created around Crown Royal's belief that "It's not what you have, it's what you give." Crown Royal has partnered with the charity Packages From Home to help pack and send care packages to our soldiers to thank them for their ongoing commitment to protecting this country and those impacted by unfortunate circumstances such as natural disasters. Guests can pack a Crown Royal bag with one of each snack or toiletry item
provided and finish by writing a handwritten note to include in their care package.
For more information and to plan your NFR visit, visit palms. com/experiences/nfr.
“PR%F Awards o er amazing exposure for emerging and established brands. Their organization is comprised of some of the most in uential, respected, & connected leader-in uencers in the alcoholic beverage industry. Since we received the Century Award on the Middle West Spirits Sherry Finished Bourbon, I believe we’ve elded calls from every in uential distributor, chain and on-premise account inquiring about it’s availability in the marketplace! If your brand is not working with The PR%F Awards, you should strongly consider it, Middle West is ”living PR%F” of their in uence and reach.
Victor Fay Spotloe Jr. VP of Branded Sales Middle West Spirits middlewestspirits.com
McTavish Spirits Unveils the Legacy Series: A Tribute to Heritage and Family
By Ivy Krueger, Chief Marketing Officer, McTavish Spirits
McTavish Spirits is proud to announce the launch of its highly anticipated Legacy Series, a premium collection of bourbon whiskey that honors the rich history and enduring values of Graham McTavish, President of McTavish Spirits.
This exclusive release marks a significant milestone for McTavish Spirits, blending centuries-old Scottish heritage with the bold spirit of American craftsmanship. This limited-edition bourbon is the first in a series dedicated to the founder's daughters, Hope and Honor, symbolizing the values they hold dear: inspiration, resilience, and a vision for the future.
“This new legacy edition brings together both the past and the future: the past that brought me to this moment—my Scottish heritage, my subsequent journey to America to further my career, and the discovery of that great spirit that lay waiting for me there—bourbon whiskey! At the same time, it represents the future. A future dedicated to my children and what they represent in both
name and deed—‘Hope and Honor’”, says Graham.
Each bottle of the Legacy Series is a carefully crafted blend of 6—and 7-yearold bourbon whiskey aged in new charred American oak barrels and finished in peated Scotch casks. This unique finishing process imparts a rich and smoky flavor profile, with layers of caramel, vanilla, and subtle notes of peat that add complexity and depth to the whiskey. The result is a harmonious fusion of flavors that appeals to both bourbon and Scotch enthusiasts alike.
“Both Graham and I are deeply committed to the principles of legacy and kinship, which have inspired the launch of our inaugural Legacy Series. By blending the characteristics of both bourbon and scotch, we are able to craft a narrative
that embodies the values we cherish as a company—honoring our heritage while simultaneously embracing our future. We are thrilled to introduce this limited-edition whiskey to the market,” says Connor Gilbert, Founder and CEO of McTavish Spirits.
The Legacy Series is more than just a product; it's a statement of McTavish Spirits' dedication to quality and craftsmanship. Every aspect of the whiskey, from the aging process to the packaging, reflects the brand's commitment to excellence and its passion for storytelling. The bottle design features intricate details inspired by traditional Scottish motifs, combined with a contemporary twist that symbolizes blending old-world tradition with modern innovation.
Available in a limited release of only 1,000 bottles, the Legacy Series will be available for pre-order online starting October 1st. With such limited availability, this is a rare opportunity for whiskey enthusiasts to own a piece of McTavish Spirits’ legacy. Customers are encouraged to secure their bottles early through the McTavish Spirits online store.
In addition to the release, McTavish Spirits will host a series of events celebrating the launch of the Legacy Series. These events will include exclusive tastings, meet-andgreet opportunities with Graham, and special promotions at select locations. Attendees will have the chance to learn more about the inspiration behind
the Legacy Series, as well as experience the whiskey firsthand.
McTavish Spirits will also launch a social media campaign to celebrate the release and engage with fans and followers. This campaign will feature behindthe-scenes content, product highlights, and special giveaways, providing whiskey enthusiasts with a closer look at the Legacy Series and the stories that inspired its creation.
McTavish Spirits is a premium whiskey brand founded by Graham McTavish, whose Scottish roots and passion for American bourbon have shaped the brand’s unique identity. Dedicated to crafting exceptional spirits that honor tradition while embracing innovation, McTavish Spirits is committed to producing whiskey that reflects the values of family, heritage, and quality. With a portfolio that includes the multiaward-winning bourbon The Warchief, McTavish Spirits has earned a reputation for excellence in the world of fine whiskey.
For more information about the Legacy Series or to learn about upcoming events, visit the McTavish Spirits website at www.mctavishspirits.com.
mctavish spirits unveils the legacy series
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.
VETRI CUCINA at Palms Casino Resort Introduces
New Menu and Welcomes
CHEF JASON JANSON
Vetri Cucina at Palms Casino Resort Las Vegas is excited to announce the launch of its new menu, showcasing a curated selection of seasonal dishes that celebrate the rich flavors. Situated high above the Las Vegas Strip, Vetri Cucina provides a one-of-a-kind dining experience with spectacular panoramic views of the city skyline.
Founded by Chef Marc Vetri, renowned for his innovative approach to Italian cuisine, this update coincides with the arrival of Chef Jason Janson, who brings exciting energy and expertise to Vetri Cucina’s esteemed culinary team.
Chef Marc Vetri expressed his enthusiasm about Chef Janson’s arrival and the new menu's debut.
“We are thrilled to welcome Jason to Vetri Cucina. His passion for Italian cuisine and dedication to showcasing the season’s best ingredients make
him an incredible addition to our team. Our fall menu reflects our shared commitment to quality and creativity, o ering guests a culinary experience that captures the essence of autumn.”
Highlights of the new fall menu include a selection of meticulously crafted dishes that embrace bold seasonal flavors and local ingredients. Guests can start with unique antipasti options like the Bluefin Tuna Tartare with horseradish and caviar or the Baked Clams with chorizo, pecorino, and lemon aioli. For pasta lovers, the Malfaldine Bolognese with whipped besciamella and the Chestnut Fettuccine with wild boar ragu and cocoa deliver comforting, robust flavors.
Entrees feature seasonal creations, including the Roasted Pumpkin Culurgiones with butternut crema and sage brown butter and the Pan-
Photo by Clint Jenkins
Roasted Duck Breast with port wine, chestnut crema, and delicata squash. The menu also boasts impressive mains such as the SaltBaked Brazino for two with roasted Brussels sprouts and tru le butter, a dish perfect for sharing.
In addition, the Aperitivo Happy Hours at Vetri Cucina, will be held every day from 5 to 6:30 p.m. (at the bar only), and savor Italian-inspired small plates and specialty cocktails with the best views in Las Vegas.
Selections include:
•$12 Seasonal Oysters
•$16 Spinach Gnocchi
•$24 Salumi Board
•$8 Select Beers
•$12 Select Wines
•$12 Aperol Spritz, Negroni, or Old Fashione
Chef Janson shared his excitement about joining Vetri Cucina and contributing to this seasonal celebration. “I am honored to join Vetri Cucina, a restaurant with such a remarkable legacy. This fall menu allows us to explore the season’s best ingredients, creating memorable dishes that bring warmth and richness to the table. I look forward to sharing this journey with our guests.”
Vetri Cucina at Palms Casino Resort invites guests to experience the new menu thoughtfully designed to evoke the season's spirit through vibrant flavors and innovative techniques.
CHEF JANSON
For more information and to make reservations, visit palms.com/dining/vetri-cucina.
Photo by Steve Legato
Photo by Steve Legato
Photo by Clint Jenkins
JOIN US ON THE 56 TH FLOOR
EXCEPTIONAL VIEWS
EXQUISITE CUISINE
UNPARALLELED HOSPITALITY
Jordan’s Skinny Mixes o ers low- and no-sugar, low-calorie enhancers to create delicious drinks and desserts and has introduced a new Holiday Collection with low-calorie and sugar-free flavors. The collection includes a variety of flavors:
Sugar-Free White Chocolate Peppermint Syrup
$8.99, 25.4 ounces
A delightful blend of holiday magic, child-like joy, and guilt-free indulgence! Imagine the first snowfall of the year, the twinkling lights adorning your tree, and the warmth of family gatherings – that's the essence Jordan’s Skinny Mixes captured in every drop of this delightful syrup. Cue the nostalgia as you experience the creamy richness of white chocolate with the invigorating kiss of peppermint, creating a harmonious flavor that dances on your taste buds.
Naturally Sweetened Peppermint Mocha Syrup
$5.99, 12.7 ounces
The ideal way to infuse a dash of holiday enchantment into your beloved beverages and treats. This syrup allows you to savor the delightful fusion of rich mocha and invigorating peppermint without the guilt of added sugars. It is crafted with a harmonious blend of stevia, monk fruit, and erythritol. Add guilt-free flavor to co ees, lattes, tea, protein shakes, smoothies, baking, oatmeal, or just about anything.
Sugar-Free Sugar Cookie Syrup
$8.99, 25.4 ounces
Elevate your daily indulgence with Jordan’s Skinny Mixes limited edition Sugar-Free Sugar Cookie Syrup. Formerly known as Christmas Cookie, this delightful syrup is the perfect way to infuse the spirit of the holidays into your co ee or beverage of choice, no matter the season. Let warm sugar cookies' enchanting taste and aroma transport you to a world of delectable comfort.
Sugar-Free Gingerbread Syrup
$8.99, 25.4 ounces
There is nothing like the aroma of gingerbread with hints of cinnamon and nutmeg through the holidays. Enjoy this delectable flavor in co ees, lattes, mochas, cappuccinos, desserts, oatmeal, or just about anything.
Sugar-Free Peppermint Mocha Sauce
$6.49, 12 ounces
An exciting return of the fan-favorite. Upgrade your co ees, lattes, ice cream, desserts, and more with Jordan’s Skinny Mixes new sauce toppings! With this sauce, you'll experience the nostalgic, seasonal blend of peppermint and chocolate. Enjoy your favorite treats without guilt with zero calories, carbs, and sugar.
These syrups and sauces can be used in co ee, tea, hot chocolate, baked goods, and more, allowing for guilt-free holiday indulgence. Visit SkinnyMixes.com to order holiday drinks.
Edna's Non-Alcoholic Cocktail Company Offers the True Non-Alcoholic Cocktail
By Debbie Hall
Edna's Non-Alcoholic Cocktail Company was launched in the Spring of 2022 and has quickly become the go-to drink for premium, all-natural, non-alcoholic cocktails that taste like the real thing, without the booze. Created by award-winning mixologist, creator, co-founder, and COO Nick Devine with a goal to close the gap in the market for proper tasting alcohol-free cocktail options
Edna's Non-Alcoholic Cocktail Company's core mission is to provide quality alcohol-free versions of cocktails with an emphasis on taste. Their unique approach of using spirit extracts for aroma, in conjunction with a citrus
shrub, mimics the bite of spirits and demonstrates their commitment to their craft— Edna's Non-Alcoholic Cocktail Company elevating the nonalcoholic experience.
Mojito, Paloma, Mule, Collins, and the new Mezcalita flavors are recognizable cocktails with a bold, full-bodied taste that's perfect on its own and a fantastic mixer. Pour over plenty of ice, and even the most discerning palates will be quenched.
“I hear the term ‘mocktail’ often, and I’m not a fan of that word, as it implies mockery. Edna's is different, it’s a true non-alcoholic cocktail, using real spirit extract. We mimic the bite of the alcohol by using
a citrus shrub, or fruit vinegar, and all-natural ingredients, so super premium,” says Nick.
Nick has been in hospitality, mainly as a cocktail bartender, for over 25 years. He noticed a gap in the market for a premium non-alcoholic option, so he developed his product line for six years before creating the company.
“My inspiration came from people around me, friends and family, who did not drink, and had no viable options available to them. So, I wanted to create some for them, and people like them. The concept was still relatively unknown, and I almost had to give up starting this company, due to lack of belief.. Eventually, an
old friend of mine, also named Nick, wanted to get behind it. We got it off the ground, as a typical startup company, and grew fast. We wanted to cater to the sober curious, whether they were cutting out, or cutting down, pregnant, designated drivers, religious reasons or
personal choices, offering a proper alcohol-free cocktail experience. Full flavoured enough, so that could also be used seamlessly, as a mixer” said Nick.
Edna's Non-Alcoholic Cocktail Company has become the No. 1 selling cocktail brand in Target stores across the United States. Based in Vancouver, BC, Canada, Edna’s is now available across the U.S. and Canada.
Visit ednascocktails.com for more info.
COMBINES FOUR GENERATIONS OF DAIRY EXPERTISE TO CREATE UNIQUE SPIRITS
What started as an indulgent treat, primarily in the form of imported Irish Cream, has blossomed into a multi-billion-dollar industry. Once limited to being a seasonal addition to coffee or whiskey, cream liqueurs have now evolved, becoming more versatile and mainstream. The market has expanded with flavors worldwide, shaking up the shelves. Galloway Company was among the pioneers of this change in the United States, beginning their journey into crafting custom cream liqueur bases over 25 years ago. Back then, options were limited— until RumChata hit the scene.
RumChata revolutionized the category with its unique flavor and approachability, proving that cream liqueurs were no longer a niche product. Today, the variety of cream liqueurs is vast and available in bottles and cans. The possibilities are endless, and we're just beginning to explore the full potential of this diverse category.
STANDING OUT ON THE SHELVES
DATA SHOWS CREAMS ARE ON THE RISE
THE ALCOHOL INDUSTRY IS CURRENTLY FACING A DYNAMIC SHIFT. Consumers are reducing consumption or seeking alternatives with lower alcohol by volume (ABV). Additionally, global flavors and cultural recipes are making their way to store shelves, offering consumers a broader range of tastes from around the world. In the wine sector, attracting younger consumers has proven to be a challenge, leading to a market shake-up
Despite these challenges, cream liqueurs have been a bright spot in an otherwise turbulent market. Brands that have embraced cream liqueurs have managed to thrive even in down markets, showing that this category has significant growth potential.
CREAM LIQUEURS INCREASE APPROACHABILITY
EXPANDING DISTRIBUTION OPPORTUNITIES
ONE OF GALLOWAY COMPANY’S STANDOUT INNOVATIONS IS THEIR WINE-BASED
CREAM LIQUEUR . Leveraging over 20 years of expertise, Galloway developed a product that doesn’t taste like wine but is legally classified as such. This strategic approach creates new opportunities for brands by expanding distribution channels and avoiding the common distribution roadblocks that spirits face compared to categories like beer and wine. For example, in states where grocery and convenience stores are allowed to sell wine and beer but not spirits, this wine-based cream offers a legal workaround, enabling wider accessibility.
CREAM LIQUEURS OFFER A SOLUTION FOR BRANDS LOOKING TO APPEAL TO A BROADER AUDIENCE. With an ABV typically ranging from 12% to 20%, cream liqueurs are more approachable than stronger spirits. They allow brands to showcase the best flavors of their spirits while creating a more drinkable product for those seeking something more sessionable.
Moreover, the flexibility of cream liqueurs allows brands to experiment with unique and bold flavors that might not fit into their traditional spirit lineup. Whether it's seasonal offerings or year-round staples, cream liqueurs provide the opportunity to broaden a brand’s flavor portfolio in exciting and innovative ways.
An added benefit to wine-based creams is the potential tax advantage. Generally, wine is taxed lower than spirits at the state and federal levels. For brands, selling wine-based instead of spirits-based creams can mean significantly lower federal taxes, allowing for better pricing or higher margins.
By positioning the cream liqueur as a wine product, brands can significantly broaden their market reach, tapping into retail spaces where they wouldn’t traditionally be available while enjoying tax benefits. Galloway’s knowledge of regulations and product formulation means they can help brands get the biggest bang for their buck while getting in front of as many consumers as possible.
A MEMORABLE DESSERT OFFERING IN WINERY TASTING ROOMS
GALLOWAY’S WINE-BASED CREAM HAS ALSO BECOME A FAVORITE AMONG WINERIES LOOKING FOR A MEMORABLE WAY TO CONCLUDE A TASTING It provides winemakers with a unique offering that highlights the flavors of their vineyards in a whole new format. A winebased cream served at the end of a tasting offers a sweet, creamy note that sticks with visitors, making the experience stand out and leaving a lasting impression.
This option allows wineries to diversify their offerings and create a dessert-like product that complements their traditional portfolio while engaging customers in a fun and innovative way.
BEYOND THE FIRE-SIDE SIPPER
CREAM LIQUEURS HAVE LONG BEEN ASSOCIATED WITH COZY FIRESIDE SIPPING, BUT TODAY'S OPTIONS GO FAR BEYOND THAT IMAGE. The category has grown immensely, with flavors that challenge and excite the palate. The possibilities are endless, from Banana Pudding Cream to Chai, Birthday Cake to Orange Creamsicle. These modern cream liqueurs cater to diverse tastes and occasions, appealing to consumers year-round.
A chilled cream liqueur can offer a surprisingly refreshing experience in warmer months, demonstrating the product’s versatility. Cream liqueurs have become a drink for all seasons, whether enjoyed on a summer afternoon or during a festive winter evening.
THE GALLOWAY TREATMENT: EXPERT SUPPORT FOR EVERY CUSTOMER
AT GALLOWAY COMPANY, THE PHRASE “MIDWESTERN NICE” IS JUST THE BEGINNING OF WHAT CLIENTS CAN EXPECT. Galloway’s in-house team of experts is committed to helping every brand succeed. From initial product conception to R&D support and an extensive network of partners, Galloway’s goal is to get your product onto store shelves and into consumers' hands.
When you work with Galloway, you don’t just benefit from their 25 years of experience crafting cream liqueurs. You also tap into nearly 70 years of dairy expertise. Before expanding into cream liqueurs and desserts, the Galloway family were dairy farmers with a deep understanding of the industry. Their commitment to quality and innovation has made them leaders in a variety of dairy-based products.
The Galloway legacy dates back to 1939, when they proudly displayed their prized cow, Gloria, at the New York World's Fair to showcase worldleading milk production. This rich history of dairy excellence informs everything they do, from creating custom cream liqueur bases to delivering the highest-quality products to their partners.
To learn more about Galloway Company, visit gallowaycompany.com or contact Luke Gambaro at lgambaro@gallowaycompany.net to get started on your next innovation.
STANDOUT
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.
