COLLEEN BANKS Director of Business Development Director of PR%F and CPG Competitions Colleen@proofawards.com
MARGIT BOWN Director of Graphics
JACK FINN Senior Corresponent
LARA STONE Trade Show Editor
BRIDGET SLEAZAK Competition Coodinator
CONTRIBUTORS: Contact the Team: news@proofawards.com
George Manska Matthew-Lorèn Lindsey Mia Lavana
Brittney Agoncillo
Devin Woodrow
Hala Shamas
PR%F the Magazine is owned and published electronically by The Original Brand, LLC. Copyright 2019 PR%F Awards and distinctive logo are trademarks and owned by The Original Brand, LLC. All Rights Reserved. No part of this electronic magazine may be reproduced without the written consent of PR%F the Magazine. Requests for permission should be directed to: ProofMagazineInfo@gmail.com. The information contained has been provided by such individual, even organizers or organizations. The opinion expressed in each article is the opinion of its author, organization or public relation firm.
Dear Readers,
Letter from the Editor
We welcome SUPERGALACTIC BRANDS on our cover this month with an in depth look into building the brand with an investigation of terpenes and more.
PR%F Awards 2026 is the ultimate beverage competition, bringing every style of drink under one roof—spirits, wines, RTDs, THC/CBD and infused beverages, non-alcoholic options, energy drinks, coffees, functional beverages, hydration drinks, electrolyte beverages, protein and specialty waters, and more.
This year, the competition moves to July 2026, with an entry deadline right around the corner so brands can leverage fresh medals and accolades heading into the summer selling season. Our community of producers asked for earlier awards to support retail and on-premise placements, and we listened, shifting the calendar to align with their sales cycles and buyer meetings.
PR%F Awards is judged exclusively by real buyers—retail chains, hospitality leaders, distributors, and category decision-makers who have the power to put winning products on the shelf. With more than 400 categories across the PR%F Awards and its RTD, H2O, and Infused competitions, every segment of today’s beverage landscape is represented, from classic spirits to cutting-edge functional and performance drinks. New-wave styles are in the spotlight, including nonalcoholic cognacs and aperitifs, zero-proof mixed drinks in cans, flavored whiskeys, hydration and electrolyte drinks, protein waters, and sophisticated low- and no-alcohol offerings crafted for mindful consumers.
Every entry is evaluated in a two-part format—Masked for a pure, doubleblind tasting and Unmasked for a full review of branding, packaging, and marketability—delivering a powerful combination of ratings, buyer feedback,
and promotional storytelling for your team. From innovation-driven RTD and hydration brands to heritage distilleries and next-gen non-all creators,
PR%F Awards 2026 is where the entire beverage world comes together to be discovered, celebrated, and placed in front of buyers who are ready to say “yes.” Learn more and enter now at www.proofawards.com.
PR%F the Magazine is looking to do a summer story on new celebrity brands, purple drinks, and the rise of Amari. If you have any of those brands, have your PR team send me a press release and photo at Michele@proofawards.com
And lastly, enjoy the fun, exciting time of St. Patrick’s Day, in our industry it’s the 4th largest drinking day in the US – be careful, have fun, and chug a green beer!
Cheers & Namaste!
Michele Tell Michele@proofawards.com
The Brand House That’s Winning at Beverages
When the PR%F Awards handed out its 2025 Best of Show honors, two beverages walked away with perfect scores, 100 out of 100. Both belonged to the same company: SUPERGALACTIC BRANDS.
Paradise Pineapple. Radical Raspberry. Both from Orchard, Supergalactic Brands flagship line of THCinfused beverages. Both flawless by the industry’s own standard. For a brand that operates more like a private equity house than a traditional consumer packaged goods company, it was exactly the kind of signal they were building toward. Proof that in a crowded and rapidly evolving category, science and craft still win.
“After years of working with cannabis in regulated markets, winning top awards, selling over $100 million in product, we felt a real obligation to get this right,” says Whittier. “A THC beverage that captures what the hemp plant actually does, at the quality level we hold everything else to. Orchard and Herb & Lou’s are the drinks we wanted to exist. We just had to make them.”
A Brand House, Not a Brand
SuperGalactic Brands was never designed to be one product or one audience. It was designed to
“After years of working with cannabis in regulated markets, winning top awards, selling over $100 million in product, we felt a real obligation to get this right. A THC beverage that captures what the hemp plant actually does, at the quality level we hold everything else to.”
‑Steve Whittier, Chief Creative Officer and co-founder/partner of SuperGalactic Brands
be an ecosystem: a collection of culturally distinct, scientifically grounded brands built under one roof with shared values: quality, creativity, and an almost obsessive curiosity about what this plant can actually do for people.
At the center of that ecosystem right now: THC beverages.
“SuperGalactic Brands fell in love with THC and plant terpenes, and it’s at the center of everything we do,” says Alex Cahoj, Chief Innovation Officer and co-founding partner. “Our deep knowledge of THC has opened pathways to other plant-based compounds that interact with the human receptor system in fascinating ways. We love discovering how plants work positively with the human body, for fun, for laughter, for well-being, and for overall health.”
That philosophy, cannabis as a starting point and not a ceiling, is what separates Supergalactic Brands from the brands crowding dispensary shelves and liquor store coolers. The team isn’t just making THC drinks. They’re building a category.
The timing isn’t accidental either. Alcohol consumption is declining across the demographics that matter most. Millennials and Gen Z are leading the shift, and THC-infused ready-to-drink beverages are filling the gap in a meaningful way. Nearly one in three young workers now reach for a THC drink instead of a beer at after-work gatherings. Regular consumers report cutting back significantly on alcohol since making the switch.
Orchard: Where Flavor Meets Function
Orchard isn’t just a beverage. It’s a destination. The brand line says it best: Welcome to the Nootropics.
Each Orchard can contains 10mg of Delta-9 THC, engineered to hit fast, feel clean, and land with intention. The formula is built on Eybna botanical terpenes, precision-selected to target specific neurological pathways: GABA, CB1, and 5HT3 receptors, delivering a genuinely nootropic experience in a 12oz, 40-calorie can. Onset is under 15 minutes. The experience is social, elevated, and clean.
The brand positioning, “Thrive in a highly creative, social state of mind,” is not marketing language. It’s the product brief. Orchard was designed to be an anytime THC drink built for daytime and evening social occasions, with a flavor profile to match: Radical Raspberry, Sunshine Tangerine, Paradise Pineapple, and Wet & Wild Cherry.
“SuperGalactic Brands loves cannabis and plant terpenes, so it’s at the center of everything we do.”
-Alex Cahoj, Chief Innovation Officer and co‑founder/partner of SuperGalactic Brands.
Two of those flavors just scored a perfect 100 at one of the industry’s most respected competitions. That’s not luck. That’s infrastructure.
The science behind Orchard is real and verifiable. Every batch is third-party tested. Full test results are available as downloadable PDFs directly on the brand’s website, front and center.
“We try to connect with the consumer through quality control, which, honestly, not every company in our space does,” says Dr. Noel Palmer, PhD chemist and brand co-founder. “That’s a standard we hold ourselves to, and at the end of the day, we hope it stands out.”
It does. Two perfect scores at PR%F Awards says so.
Behind every can is a proprietary edge. Supergalactic Brands’ THC and terpene infusion technology, developed through Teeny Tiny Science, the company’s in-house innovation platform, is fully custom, precision-engineered, and unavailable anywhere else. It’s what drives the fast onset, the clean offset, and the consistency that two perfect scores confirm. Not a commodity ingredient. Not an off-the-shelf formula. The secret sauce, built from the ground up.
Herb & Lou’s: Canned Laughter
If Orchard is the brand for daytime optimists, Herb & Lou’s is for everyone who still believes the best nights start with good company and a cold drink.
The concept is deceptively simple: two old friends, a classic cocktail format, and 8mg of Delta-9 THC doing the work that alcohol used to. Canned Laughter isn’t just a tagline, it’s the entire brief. Herb & Lou’s was built from the ground up to feel familiar, warm, and a little mischievous. The characters, Herb and Lou, their wives Mary and Jane, were developed with the same creative rigor as the formulas. Think The Odd Couple meets Cheers and the Honeymooners, illustrated in the style of old-school editorial cartoons, with full backstories, distinct personalities, and drinks named to match.
“Herb & Lou’s is a brand we’re really excited about because it’s rooted in something everyone across all walks of life can relate
to,” Whittier says. “Having a drink with your friends and sharing some good laughs. To create it, we went to the places we all have fond memories of, great comedy characters in film and television, our favorite local watering holes. We spent a lot of time together defining who these people are.”
Four expressions, each with their own personality and a distinct 8mg THC profile:
Herb’s Very Manly Peach Bellini. Jane’s Fancy Shmancy Pomegranate Cosmopolitan. Lou’s Damn Right I’m Old Fashioned. And Mary’s M-Train Espresso Martini, named for the 11 stops on the M line to Mary’s mother’s place in Queens. The drink names didn’t come from a marketing deck. They came from the characters’ lives.
The judges took notice. At the 2025 PR%F Awards, Herb’s Very Manly Peach Bellini took home the Best in Show: Flavor Innovation Award alongside a Double Gold medal and a score of 98. Jane’s Fancy Shmancy Pomegranate Cosmopolitan added a Gold medal in tasting and a Double Gold in design. Supergalactic Brands walked away from the competition as one of the most decorated companies in the room, across both brands.
At 8.4oz, with nano-emulsified THC and a terpene blend featuring Beta Caryophyllene and Linalool, Herb & Lou’s is engineered for fast onset and a clean offset. Social lubrication, without the hangover. It’s a promise the brand makes clearly, and one the formula delivers.
“Each brand depends on a story,” Whittier says. “We love the products. This is not just a business opportunity. It’s a solar system. We want people to understand we’re into the products. Everybody here is an enthusiast. It’s social, it’s wellness, it’s fun. Each product is different. Each one has a reason to exist.”
Built Different
What separates SuperGalactic Brands isn’t a single product or a single award. It’s the thinking behind everything: the scientific rigor, the design philosophy, the transparency, and the vision of what a botanical science company can actually be.
The artwork on every label is commissioned from original illustrators given real creative latitude, because Supergalactic Brands believes the design should be as honest as the formula. The result is a portfolio that looks as considered as it performs.
“We support original artists, it’s an ethos we embrace,” Whittier says. “The reason people love our work is because those artists are as passionate as we are. We let them do what they do. They’re encouraged to be creative. It’s a genuine, collaborative effort. I feel really lucky to work with them.”
The broader Supergalactic Brands ecosystem, spanning botanical science, culture, and brand development, is sustained by a team that holds a genuine respect for the plant and what it makes possible. That’s not positioning. It’s the operating principle.
“I love how we never stop learning about the magnificence of plant life and its benefits to the human body,” Cahoj says. “There’s always more to discover. I love creating great products that make people feel good, social, creative, and engaged in their communities.”
Two perfect scores. Two THC beverage brands with real stories, real science, and real shelf presence. One company that’s just getting started.
Visit enterorchard.com | herbandlous.com
THE DRINKABLE SPACE
Introducing what’s new in the RTD industry
By Devin Woodrow
HEAT HYDRATION:
World Whiskey Society has With old electrolyte drinks containing fake and sometimes harmful ingredients, do they really work? Introducing Heat Hydration, an electrolyte drink that does work and even boosts performance. Made to specifically combat hot temperature weather and environments, Heat Hydration is made up of not only 1300mg of electrolytes per serving, but also contains 4000mg of amino acids specifically included to aid circulation, stress-response and additional hydration. Made for anyone who plays any kind of sport from basketball, to mountain climbing to sweating in a sauna, Heat Hydration will hydrate you!
Visit https://www.heathydration.com/
NO CAP SODA POP:
Gen Z co-founder Vinny Wilson was looking for a healthier alternative to soda, but couldn’t. The options were a healthy drink that doesn’t taste good, or a drink that is just as unhealthy as the original soda he was trying to avoid. So he created his own; No Cap Soda Pop, the “next-gen of sodas”. No Cap sodas contain zero sugar, zero caffeine, zero calories, zero artificial flavors, and zero artificial colors. With multiple flavors to choose from including Bussin’ Berry, Apple Rizz, Strawberry Dream and Sour Watermelon, everyone is going to enjoy this new generation of sodas.
Visit https://drinknocapsoda.com/
REAL COCO:
Real Coco has just announced it’s infiltration of the Erewhon Market system! Erewhon is an L.A based grocery store chain that is high-end, luxurious, and only carries health-based products. While previously only a couple of Real Coco products were carried at Erewhon, now the entire line is. Real Coco Coconut Water contains just one ingredient; Pure Coconut Water. While having no chemicals or preservatives, Real Coco is the #1 shelf-stable coconut water on the market. This huge takeover goes to show consumers are gravitating to healthier products and less harsh, unnatural ingredients.
Visit https://enjoyrealcoco.com/
GOLD HOLLY:
Yaupon Holly is the only plant in America that naturally produces caffeine. Yaupon is a new and exciting alternative to both tea and coffee! Yaupon can be sipped all day as it has a smooth caffeine, long lasting theacrine and no tannins! Almost all coffee and tea are imported but Yaupon is naturally occurring in southern America, and is obtained from family-run farms. Know exactly what’s in your tea and where it comes from!
Visit https://goldholly.com/
Introducing what’s new in the RTD industry
By Devin Woodrow
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.
Visit cypherenergy.com
GRUMPY LYTE:
Have you ever drunk an energy drink to gear up for a workout or big event just to be met with feelings of a crash and dehydration afterward? Grumpy Goat Coffee Roastery has created a product to end this problem, giving you both energy and is full of electrolytes, sodium, potassium, magnesium, and vitamin C, so you feel refreshed and energized rather than drained with a headache. GrumpyLyte comes in various flavors, like watermelon, blackberry, ginger, and more, so everyone can enjoy them. They are also made without added sugar or dyes. Grumpy Goat Coffee Roastery prides itself on not using these chemicals to support the balance of waterways. By drinking GumpyLyte you are replenishing your body while sustaining the earth!
Visit: https://grumpygoat.com
SIDEKICK SODA:
Sidekick Soda brings to you a more functional beverage. Committed to using real fruit juice as well as the inclusion of New Zealand honey and apple cider vinegar truly make this drink better for you than most. These ingredients can improve gut health, and can support you with even more health properties. With a refreshing new flavor and a refreshing ingredients list, this is sure to be a drink you’ll love!
Visit https://sidekicksoda.com/
WSWA ACCESS LIVE 2026
WSWA’s Access LIVE 2026 brought the entire wine and spirits value chain to Las Vegas, taking over Caesars Forum with a high-energy mix of business, education and celebration. This flagship gathering is positioned as the industry’s leading event, creating a dynamic environment where wholesalers, suppliers, retailers, importers, exporters and solution providers connect, innovate and grow together.
Across two and a half days of programming, attendees can dive into unrivaled relationship building, deal-making and interactive experiences designed to spark new partnerships and drive tangible business outcomes. Access HQ, the central exhibit hall, will showcase more than 300 exhibit booths and over 75 Main Street suites on a single, walkable floor, making it easy to explore emerging brands, established portfolios and cutting-edge services without missing a beat.
The LIVE Stage and The Hub add to the buzz with TED-style sessions and the Content Lab, where Pour Agency produces complimentary, ready-touse video assets for participating brands.
Key initiatives for 2026 put data, discovery and competition front and center. SipSource returns with its comprehensive State of the Industry report and an interactive data center, giving attendees free access to thousands of dollars’ worth of market intelligence to inform strategy for the year ahead. Southern Glazer’s WineFor-
ward Symposium opens its doors to all attendees, offering a deep dive into shifting consumer preferences, demographic change and new distribution pathways across on- and off-premise channels.
Retailers can attend Access LIVE for free, amplifying direct conversations between buyers and brand owners in an energetic yet highly professional setting.
Visit: https://accesslive.wswa.org
How to Enhance the Enjoyment of your Favorite Spirit
Five Sensory Science Reasons to Change Your Spirits Glass
Background-History of spirits vessels: For over two hundred years, spirits drinkers have unwittingly accepted a simple wine glass as their preferred drinking vessel for high-ethanol (40%+ ABV) spirits. Tulips were initially designed for fortified wines such as sherry and port, and are satisfactory as long as the ABV (alcohol by volume) is below 22%.
By George Manska CSO, CR&D, Arsilica, Inc., Sensory Researcher, Inventor, Entrepreneur
For 40%+ ABV, tulips create a nose-bomb of pungent, anesthetic ethanol. As a result, most tulip users mistakenly believe pungency is unavoidable, equate it with quality, and even deem pungency as a desirable attribute to validate any spirit. Ethanol masks aromas, prevents detection, and hinders accurate identification of all true flavors. Even worse, ethanol is an anesthetic.
1.
NEAT dissipates ethanol away from the nose, avoiding pungency and irritation while unmasking flavors and aromas. Forcing aromas into a neck in the glass diffuses lighter ethanol quickly to the rim edge and away from the nose, exposing subtle character aromas for accurate detection and identification.
NEAT is a sensory-engineered vessel that allows drinkers and evaluators alike to discover and savor the authentic flavors of all spirits, from vodka to whiskey.
2.
NEAT’s low rim to liquid surface proximity allows more aromas to reach the nose. Many complex aroma molecules are heavier or exist in long chains, and can’t rise to the rim in sufficient quantities for detection. Lighter ethanol always reaches the rim first, crowding out heavier character aromas. Short, fat glasses deliver more aromas than tall, skinny glasses. Vapor pressure decreases with height and is insufficient to carry many aromas to the rim of a tall glass. Pungent ethanol masks the complexity of well-made spirits, making it difficult to assess their true quality.
3.
NEAT separates aromas for easier detection by the nose, displaying them across the rim plane according to their molecular mass, with the highest mass (heaviest) aromas appearing near the center and the lightest (ethanol) near the rim.
Pungency (trigeminal irritation) and anesthetic nose-numbing disappear, allowing the drinker to focus on the aroma profile, carefully sample and evaluate the spirit’s subtle aspects, and enjoy the flavorful experience. All the nuances and complexities the distiller intended (or maybe not) are now apparent to detect, judge, savor, and appreciate. Discovering quality becomes the primary objective, replacing non-functional tradition.
4.
NEAT swirls well, bringing more aromas to the nose.
Swirling is the only sure way to enhance aroma evaporation in any glass. Tulips create a problem for brand ambassadors and spirits educators who attempt to avoid ethanol by advising against swirling, ensuring fewer detectable aromas.
Sadly, to preserve non-functional tulip glasses for spirits, this advice restricts aromas and flavors, misleading drinkers into believing ethanol is an attribute.
5.
Adding water to reduce ethanol burn is unnecessary because NEAT diffuses ethanol away from the nose, and water actually distorts the flavor profile. This little-known fact is the key to maximizing enjoyment. Drinkers no longer need to add water to drink comfortably, and evaluators no longer need to add water to detect some aromas. It is scientific fact that water restricts evaporation of many aromas, rendering them undetectable. Tulip drinking methods: (1) don’t swirl, (2) add water, (3) breathe through the mouth and nose simultaneously, and (4) waft the spirit toward the nose to acclimate are crutches designed by “experts” to preserve the poorly functioning tulip and are not necessary.
6.
A few more reasons why the NEAT sensory glass is changing the way the world drinks
• NEAT is the first and only spirits glass ever designed by sensory science to enhance flavor diagnostics
• NEAT is the official glass of over 40 major spirits competitions, earning its reputation as the Shape of Flavor
• NEAT eliminates olfactory fatigue when comparing multiple samples during panel evaluations/judging
• NEAT safely stacks two high, saving valuable bar counter, shelf, and storage space
• NEAT cleaning and polishing is easy; a towel-wrapped finger reaches to the bottom of the bowl
• NEAT fits commercial dishwasher racks in bars and restaurants (coffee cup racks work best)
• NEAT provides evaluation choices: hold by the neck to avoid hand heat, or warm in the palm for more aromas
• NEAT bowl design is patented, and available with a stem, a foot, or as a basic sensory laboratory glass
• NEAT is perfect for accurate sensory laboratory evaluation, standardizing panel testing, and procedures
• NEAT performs well for evaluating spirits, fragrances, distilled beverage additives, and olive oils
• NEAT etches custom logos on the glass bottom, visible with every sip, never covered by the hand Whatever glass you choose, remember: Ethanol pungency does not define quality and gets in the way of genuine appreciation. More at www.theneatglass.com.
NEAT (Naturally Engineered Aroma Technology) identifies a spirits sensory product manufactured under the ARSILICA brand, Las Vegas, NV, USA. The ARSILICA logo design etch is present on all authentic ARSILICA products, including NEAT, BEER, and WINE
“NEAT Glass enhances delicate flavors of creative cuisine and displays the spirit for complete appreciation of a pairing without overpowering alcohol aromas”
– A. STRATTA Culinary Dir. True West Hospitality
Qualifications: Published sensory science researcher & entrepreneur. BSME, NEAT glass co-inventor Mission: Replace myth and misinformation with scientific truth through consumer education. george@arsilica.com 702.332.7305 www.theneatglass.com/shop
Recognizing Visionary Leadership and Philanthropy in the Wine and Spirits Industry
By Alena McGonigle
Wine & Spirits Wholesalers of America (WSWA) is proud to announce David Trone, Owner and Founder of Total Wine & More, as the recipient of the 2026 Ray Herrmann H.E.R.O. Award. Trone was selected by the award committee for exhibiting the defining qualities of a H.E.R.O. — Humanitarian, Ethical, Respectful and One-of-a-kind— as exemplified by the award’s namesake, Ray Herrmann.
The Ray Herrmann H.E.R.O. Award, created by WSWA and Breakthru Beverage Group (BBG) and sponsored by BBG, celebrates the remarkable legacy of Ray Herrmann, an esteemed Chairman Emeritus of BBG and a distinguished leader in the wine and spirits industry known for his integrity, philanthropy and humanitarian spirit. This annual award recognizes an individual who embodies Herrmann’s core qualities by granting $20,000 to be donated to a charity of the recipient’s choice.
Trone has built a distinguished career as an entrepreneur and civic leader. In graduate school, Trone opened his first store, selling soda and beer. That single store grew into Total Wine & More, the nation’s largest retailer for wine and spirits, with more than 300 stores employing 12,000 employees. Beyond his success in business, Trone has been a steadfast supporter of initiatives to expand education, health and economic opportunity across the communities he serves. In 2018, he was elected for his first of three terms in the United States House of Representatives representing Maryland’s Sixth Congressional District. Trone also served on the House Appropriations Committee, Budget Committee and the Joint Economic Committee.
“The Ray Herrmann H.E.R.O. Award honors transformational leaders in our industry who reflect Ray’s enduring legacy of integrity, respect and service,” said
Charlie Merinoff, Co-Chairman of Breakthru Beverage Group. “Through his leadership and lifelong support of community causes, David has shown how business success and meaningful philanthropy go hand in hand. We congratulate David on receiving this well-deserved honor.”
The H.E.R.O. Award seeks to honor Herrmann’s enduring impact while encouraging others to strive for excellence and leave a meaningful mark on the industry and beyond. The award will be officially presented to Trone on February 2 at WSWA’s Access LIVE, the industry’s premier event bringing together all three tiers of the wine and spirits industry to connect, innovate and grow.
“I am deeply honored to receive this award,” said Trone. “Ray’s legacy of integrity, respect and service is something I’ve always aspired to in business and within my community. At Total Wine & More, our mission has always been about more than what we sell — it’s about creating opportunity and giving back in meaningful ways. This recognition inspires an even greater commitment to that work.”
About WSWA’s Access LIVE
WSWA’s Access LIVE is the largest U.S. event uniting all tiers of the beverage alcohol industry. Featuring buysell engagements, high-level information panels, wine and spirits competitions, and C-suite-level networking, this event has been a premier destination for beverage alcohol wholesalers, suppliers and now retailers since its inception in 1943.
To learn more, please visit accesslive.wswa.org or connect with us across our social platforms on LinkedIn, Facebook, X, Instagram and YouTube or follow us at #AccessLIVE26.
THE DRINKABLE SPACE
WORLD WHISKEY SOCIETY:
World Whiskey Society has recently announced a new edition to their holiday collection! A 16year Kentucky Straight Bourbon with delicious, bold flavors while having a very smooth, silky finish. This Kentucky Bourbon is a tribute the the Wild West and all of the beautiful, crazy legends and stories it has to tell. Due to it’s long aging process it has a very spicy and sweet, warm and inviting aroma as well as complex but balanced, bright flavors.
Visit https://worldwhiskey. com/
BRADSHAW KENTUCKY STRAIGHT BOURBON WHISKEY:
Already established due to their award-winning bourbon, Bradshaw Kentucky Straight is here to offer more delicious bourbon to consumers. Included in this new release is limited-release Bourbon, aged for 12 years to develop a unique and special flavor profile. This Bourbon is known as TB-12 year and is to commemorate Bradshaw’s #12 jersey with the Pittsburgh Steelers. The Bottles were revealed for the first time at The Caesars Palace in Las Vegas on February 2nd.
Visit https://bradshawbourbon.com/
LAPO’S NON-ALCOHOLIC NEGRONI COCKTAIL:
Lapo’s Non-Alcoholic Negroni started in beautiful Florence, Italy. In Florence’s most famous bar, well-known bartender Lapo serves the best negroni around, cultivating community and unknowingly sparking a need for an alcohol-free version for all to enjoy. This led to Lapo’s Non-Alcoholic Negroni Canned Cocktail, a perfect blend of sweetness and bitterness that creates a delectable beverage. Serve over ice and garnish with an orange, Lapo’s way, to feel as if you are directly in that bar in Italy.
Visit https://drinklapos.com/
LEYENDA 1925:
Julio, Montse and Juan Gonzales come from an almost 100year family legacy in the line of tequila. Because of this they have experience and a deep appreciation for the beverage and all of the tradition that comes with it. It was only natural for them to take this familial passion and create their own luxury tequila created with zero additives. This all natural and 100 percent agave tequila is created in the heart of Jalisco, Mexico. Now expanding into California, more people can enjoy this Tequila crafted with care. When you drink Leyana 1925 Tequila, you are tasting the legacy of the Gonzales family.
Visit https://1925tequila.com/
e industry. By Devin Woodrow
SWEETENS COVE BOURBONS:
From the famous Sweetened Cove Golf Course, these highend delectable bourbons pay homage to one of the world’s most beautiful golf courses, encapsulating the beauty and focus of the greens. Inspired by the tradition of taking a celebratory shot of bourbon on the first tee, come two new bourbons for your collection. The first is a 5 year aged Tennessee Straight Bourbon while the second is a 6 year aged wheated Bourbon. Both come with bold flavors and a classic comfort that will have you feeling like you’re about to take your first putt. Owned by Peyton Manning and Andy Rodick, you’ll feel like one of the greats.
Visit https://sweetenscovespirits.com/
SĒKWL BEVERAGE:
Launched in May 2025, Sēkwl Beverage House is a Colorado-based, LGBTQ+-owned functional beverage brand bringing fresh thinking to the shelf-stable CPG aisle. Sēkwl produces organic, nonalcoholic seltzers infused with 1,000mg of functional mushrooms per can – delivering real benefits alongside unique flavors created directly from plants. One of the cleanest ingredient drinks on the market with 100% organic ingredients and no sugar or sweeteners. Designed around daily rituals rather than trends, Sēkwl pairs unique and delicious flavors with purpose, offering consumers a modern alternative to traditional wellness drinks and RTDs.
Visit https://drinksekwl.com/
TROMBA TEQUILA:
Tromba Tequila introduces Tromba Cafeto, a crafted tequila coffee liqueur made with 100% agave tequila, Mexican-grown Arabica coffee, agave nectar, and natural botanicals. Created in Jalisco under the guidance of Master Distiller Marco Cedano, Cafeto delivers a rich coffee profile balanced by the smooth character of tequila. Designed for sipping or coffee-forward cocktails, Tromba Cafeto brings together two iconic Mexican traditions. Its distinctive matte black bottle and coffee-inspired label reflect the product’s bold flavour and modern approach, helping it stand out on the shelf while staying true to its craft roots.
Visit https://tequilatromba.com/trombacafeto/
HERA THE DOG VODKA:
Hera The Dog Vodka is an extremely high quality, premium vodka. Crafted from organic wheat and distilled seven times for a perfectly smooth taste using no sugar. While Hera The Dog Vodka is an amazing beverage, it is amazing in so many other ways as well. Since it’s launch, Hera The Dog Vodka has been dedicated to helping animals in need, donating to rescue groups and specifically helping animal relief efforts during the L.A. wildfires. Together Hera The Dog Vodka as well as it’s consumers have donated over $68,000. Sip on a drink that tastes delicious and know you’re also doing some good.
Visit https://www.herathedogvodka. com/
THE DRINKABLE SPACE
Origins in Greensboro, Georgia
In the heart of Lake Country, Greensboro, Georgia, a new chapter in American whiskey is being written. Broadstreet Infamous Whiskey, founded in 2022, is more than just a brand—it’s the embodiment of resilience, vision, and community spirit. At the helm is CEO and Master Distiller Lorenze Tremonti, who, alongside Chairman Peter M. Allen, President Mark Matuszek, co-founders Brian H. Potts, Christopher Roberts (CMO), Shaun Roberts (CBO), and Partner Matthew Kiichi Heafy, transformed what began as a dream into a bold reality.
What makes the Broadstreet story so compelling is its beginning. Without approvals, licenses, or even a clear regulatory pathway, Tremonti and his partners stepped out in faith. Trusting God, they paid cash for a downtown Greensboro property—prime real estate in the very heart of Lake Country—and committed to building something extraordinary. Today, that vision is taking shape as a 35,000-square-foot headquarters that will soon house the distillery, gift shop, and tasting room.
Building from the Ground Up
To bring their vision to life, the founders had to build everything from scratch—literally and figuratively. Beyond laying foundations, they worked hand-in-hand with the city to create or amend ordinances and laws that would allow their business to exist. They pursued their Federal and State licenses themselves, demonstrating the same determination and ingenuity that now defines their whiskey.
The company has raised close to a million dollars, fueling growth and assembling a powerhouse team. Today, more than 15 professionals—including law-
yers, artists, musicians, actors, engineers, and seasoned business leaders—lend their talents to the Broadstreet brand.
Reaching Markets
Broadstreet Infamous Whiskey continues to expand its footprint across Georgia and beyond. In Georgia, their award-winning bourbons are distributed statewide by Savannah Distributing Co., providing access to thousands of retail and on-premise accounts where the brand is performing strongly and building loyal consumer demand.
Nationally, customers can purchase Broadstreet Infamous bourbons directly through the company’s online shop powered by Big Thirst, with shipping available to 41 states and Washington, D.C. through broadstreetinfamous.com—bringing the brand’s bold spirit directly to enthusiasts across the country.
Partnerships and Cultural Reach
Broadstreet Infamous Whiskey proudly serves as the Official Craft Whiskey of the Atlanta Gladiators, further strengthening its connection to Georgia sports culture and passionate fan communities.
The brand is also carving a name for itself in motorsport as a sponsor of NASCAR Truck #15, driven by Tanner Gray for championship team TRICON Garage, placing Broadstreet on one of America’s most competitive racing stages.
Adding global cultural influence, Heafy—frontman of the acclaimed metal band Trivium—brings artistic vision and international reach to the brand’s growing identity.
Award-Winning Craftsmanship
Broadstreet Infamous bourbons have earned recognition on the international stage, receiving honors from the PR%F Awards—a testament to the quality, balance, and craftsmanship behind every blend. These accolades affirm the company’s commitment to producing premium bourbon that stands confidently among industry leaders.
Whiskey with Purpose
Broadstreet isn’t only committed to crafting fine bourbon—it’s also dedicated to making a difference. The company proudly supports The Lovely Project, a nonprofit organization that empowers girls and women to find their voice, know their value, and unleash their
valor. By backing this mission, Broadstreet extends its impact beyond spirits, helping inspire strength and confidence in the next generation.
Crafting Exceptional Bourbon
While building their distillery, Broadstreet partnered with MGP, a leader in premium spirits production, to curate a lineup of complex bourbon blends. Each expression emerged from months of travel, meticulous testing, barrel selection, and internal focus groups led by team members with more than a decade of tasting experience—some of whom have sampled over 1,000 different whiskeys in their careers. The result is a portfolio of bourbons as nuanced and bold as the company’s story itself.
A Legacy in the Making
As the doors to their Greensboro headquarters prepare to open, Broadstreet stands as proof that with vision, faith, and perseverance, even the most ambitious dreams can take root and flourish. Much like their whiskey, the story of Broadstreet Infamous is rich, layered, and unforgettable. For those lucky enough to raise a glass, each sip carries not just the flavor of fine bourbon, but the spirit of a journey defined by courage and conviction.
Cheers to the bold, the risk takers, and all those who choose to #LiveInfamously.
The 2026 Whiskey Address:
By Michael Bilello, President and CEO of The American Whiskey Association
American whiskey enters 2026 at an inflection point.
Over the past two decades, our industry has experienced a remarkable renaissance. Distilleries expanded, new brands emerged, tourism flourished, and American whiskey reclaimed its rightful place on back bars around the world. It was a period of unprecedented growth—one fueled by craftsmanship, authenticity, and consumer enthusiasm for premium spirits.
Today, the headlines tell a different story. We are hearing about softer domestic demand, elevated inventories, export declines in certain markets, and the so-called “bourbon
glut.” Some commentary has gone further— suggesting the United States is sitting on eight years’ worth of whiskey in warehouses. These narratives are spreading quickly, often stripped of context and divorced from the long-cycle realities of our business.
Let’s start with a fundamental truth: American whiskey is not a short-cycle product.
Barrels laid down today are intended for consumers years—sometimes decades—from now. Production decisions are made with a long horizon in mind. During the historic growth period of the 2010s, producers invested heavily to ensure they could meet future demand. As the market normalizes, inventory
levels reflect those long-term commitments—not structural weakness.
Yes, demand has softened in certain segments. Yes, inventories are elevated. But cycles are inherent to an aged spirits industry. Responsible producers adjust production thoughtfully to protect brand integrity and long-term value.
Temporary pauses, capacity recalibrations, and disciplined supply management are signs of maturity, not distress.
Meanwhile, the global story is far from over.
American whiskey is uniquely positioned for the next phase of growth—particularly internationally. Trade developments, including recent progress in markets like India, underscore the scale of long-
term opportunity ahead. India is already the world’s largest whiskey market by volume. By 2047, the centennial of its independence, its middle class is expected to exceed one billion people. That demographic shift alone represents one of the most significant growth opportunities our industry has ever seen.
heritage balanced with innovation.
So where do we stand in 2026?
We stand in a period of recalibration—not retreat. We stand in a moment where discipline matters, where data matters, and where narrative matters. And we stand on a foundation built over generations.
Export markets matter. They matter to distillers, to farmers who grow corn and rye, to coopers crafting barrels, and to the communities whose economies are intertwined with our success. Expanding fair and transparent access to global markets will define the next chapter for American whiskey.
At the same time, we must be clear-eyed about the importance of defending our identity. American whiskey is defined by rigorous standards of identity that protect authenticity and quality. Not all “whisky” globally is produced under comparable rules. As trade conversations advance, ensuring alignment around definitions, labeling, and standards will remain critical to maintaining a level playing field.
The industry also continues to innovate. Premiumization remains a powerful driver. Consumers continue to seek age statements, limited releases, single barrels, and transparency. Tourism experiences—from urban distilleries to rural rickhouses—connect consumers to heritage and craft in ways few categories can match.
American whiskey is more than a beverage. It is agriculture, manufacturing, hospitality, and culture. It is rural jobs and urban revival. It is
The fundamentals of American whiskey remain strong. Consumer loyalty is deep. The product is premium. The standards are clear. The global opportunity is real.
Our task this year is simple: manage the cycle responsibly, defend our identity vigorously, expand market access strategically, and communicate confidently, globally.
American whiskey has endured prohibition, global conflict, shifting consumer tastes, and economic cycles before. Each time, it emerged stronger.
The next chapter will not be defined by shortterm headlines. It will be defined by long-term vision.
American whiskey is America’s native spirit. With discipline, unity, and global ambition, it will continue its ascent—not just at home, but around the world.
And that is the 2026 state of American whiskey.
Michael Bilello President & CEO
WE SURVIVED DRY JANUARY. NOW WHAT???
Dry January has quietly become a cultural checkpoint. A pause. A reset. A recalibration. And February? February is the return, but the rebound looks different now. Consumers aren’t rushing back to old habits. They’re choosing with more intention, gravitating toward bottles that fit occasions, rituals, and social rhythms already in motion. Romance season. Brunch culture. Coffee cocktails. Destination-driven flavors. Ritual-driven drinks. Agave loyalty.
Here are six spirits that align with how people are actually drinking right now.
Moët & Chandon Rosé
February is the month of love, and sparkling wine continues to anchor celebratory purchasing in a way few categories can.
Rosé Champagne, especially, carries visual and emotional currency. It photographs well and signals occasion. The appeal isn’t just about flavor; it’s about ritual. Popping a cork still communicates “this matters.” In a month built around shared moments which include Valentine’s dinners, engagement season, Galentine’s gatherings.
SelvaRey Chocolate Rum
Chocolate and espresso have become anchors in contemporary cocktail menus, particularly in after-dinner settings. A chocolate-forward rum taps into that indulgence while maintaining structure and mixability. Dessert cocktails are not disappearing, they’re evolving. Rather than overly sweet builds, consumers gravitate toward layered, coffee-adjacent profiles that feel balanced. Chocolate rum provides flexibility: stirred drinks, martini riffs, or simple two-ingredient builds that feel elevated.
Indulgence remains relevant. It just looks more polished.
Belvedere Dirty Brew Vodka
Late-night excess has softened. Daytime socializing has expanded. Brunch is no longer a recovery meal, it’s a destination.
Coffee-driven cocktails remain one of the most consistent performers on menus nationwide, and espresso martinis have proven they’re more than a fleeting revival.
A coffee-infused vodka streamlines that demand: familiar base spirit, recognizable flavor, easy integration into existing rituals.
Coffee culture and cocktail culture are no longer separate lanes. They’ve merged and consumers seem comfortable living in that overlap.
Licor 43
Continuing on the theme of coffee…few cocktails have grown as steadily and as organically as the Carajillo. Espresso shaken with Licor 43 has moved from niche curiosity to staple in a short period of time. Its strength lies in simplicity. Two ingredients. Minimal friction. Immediate payoff. Licor 43 sits at the center of that ritual. Vanilla warmth, citrus brightness, coffee intensity. Flavors that feel familiar yet distinctive. Once introduced, the drink often becomes repeat behavior, not novelty. In a market where complicated builds can fatigue consumers, the Carajillo’s clarity feels durable.
Northern Salt Road Mediterranean Gin
Gin continues to diversify beyond traditional London dry profiles. Mediterranean-inspired botanicals, citrus peel, rosemary, thyme, signal freshness and approachability while still offering complexity. There’s a growing appetite for spirits that evoke place. Coastal cues and herb-forward profiles align naturally with spritz culture and lighter, highball-style builds. The appeal is aspirational without being intimidating. The modern gin drinker appears less interested in strict definitions and more interested in experience.
Partida Tequila Blanco
Tequila’s momentum shows little sign of slowing, especially in the additive-free category. Blanco expressions remain foundational. Clean, agave-forward profiles offer versatility across margaritas, Palomas, and neat pours.
As interest in transparency and production methods continues to rise, consumers increasingly look for tequilas that emphasize purity and authenticity. A well-crafted blanco answers both the cocktail demand and the desire for credibility. In a shifting landscape, agave remains one of the most stable growth engines in spirits.
February doesn’t mark a return to old habits. It marks a return to intentional ones.
And the bottles that resonate now aren’t simply well-made, they fit the rhythms people are already living.
IT’S NOT WHAT YOU DRINK, IT’S HOW.
By: Sommelier Matthew-Lorèn Lindsey
Welcome 2026! The new year has arrived, bringing with it the usual flood of “circling back,” “per our last email,” and freshly updated terms and conditions we will never read.
For wine writers and journalists, it predictably marks the annual wine trend forecast - a guide to what we are all supposed to be drinking in the year to come. Often framed through debates about what natty wine is in, the effects of climate change, alcohol levels, sustainability buzzwords, or which obscure region is having its moment. Often these columns are reinforced by not-so-subtle product positioning and brand placements.
This is not that kind of article.
I’m not here to regurgitate another fashionable, and often unattainable, list of arbitrary wines you must drink in 2026. That would be too easy. What I’m interested in is something with more consequence. Shifting the atmosphere from vanity lists to intentional experiences.
At this moment, wine culture doesn’t need another recommendation list. It needs a revival. A new generation of social drinkers who let wine breathe with them (see what I did there?) as an extension of their identity and lifestyle.
It’s no secret, wine consumption has been trending downward for much of the past decade. This decline is not the result of a single cause, but a culmination of cultural and demographic shifts.
Wine friendly older generations, particularly boomers, are aging out of their peak drinking years (yay, more for me!) and the numbers prove it. Historically, Boomers have been the most reliable wine buying generation, yet they are now reducing their overall alcohol intake due to age, lifestyle changes, and health considerations.
Boomers became the wine generation for a reason. They came of age at the exact moment American wine was finding its voice after Prohibition. Napa and Sonoma were transforming from regional curiosities into national benchmarks in American wine culture. The Judgment of Paris (1976) put the California on the global map. Wine felt modern and aspirational, and boomers embraced it right as they entered their peak earning years. Wine was a status marker. It was a story. It was a lifestyle. Restaurants were built around it. Culture rewarded it. There were no hard seltzers or canned cocktails fighting for attention, and there was no social pressure telling them they were doing it wrong. Wine fit their world and their values, so they claimed it fully and without hesitation.
Millennials and Gen Z have not dawned the responsibility of carrying the touch, which has decreased the demand, reshaping the entire market. Younger drinkers are not outright rejecting wine. They are rejecting the world that built it. Their social culture looks nothing like the one Boomers built. They do not sit for long dinners. They do not gather around formal tables. They do not identify wine as a signal of sophistication and arriving in life. It no longer
fits the current status cues. They value experience over presentation, evolution over tradition, and wellness over ritual. Wine has struggled to keep up with that shift.
And if we are being honest, the problem is not just cultural distance. There is an emotional distance as well.
There is also an intangible barrier that is harder to quantify but no less real. Wine’s language, rituals, and perceived complexity often create hesitation instead of curiosity. I know that because I lived it. My first real experience with wine didn’t come until I was around twenty-seven, mostly because I felt inexperienced and wildly intimidated. Wine seemed reserved for people in ivory towers. White tablecloth rooms. Hard-to-get reservations. The kind of social experiences I didn’t feel mature enough for. Wine from the outside can look and feel very performative. There is a whole choreography surrounding it that can be overwhelming. It is surrounded with what feels like unending rules and regulations. The right varietal. The right vocabulary. The right glass. The right food pairing. All of it stacked in a way that makes wine feel like an audition instead of an invitation.
And yet, that same ritual is part of what makes wine captivating. I don’t dismiss it. I celebrate it. The heritage, the ceremony, the feeling of exclusivity, those are the very reasons I fell in love with wine and made it my muse.
CHANGING THE TREND
In my humble opinion, chasing wine trends is polishing the wrong surface. Trend cycles make great headlines and my marketing background can appreciate the scarcity and demand they create, but they do almost nothing for the culture itself. It doesn’t build community. It doesn’t create people who care deeply. Sometimes unintentionally inciting insecurity if we are hyperfocused on if we don’t have the most fashionable bottle on the table.
IT’S NOT WHAT TO DRINK. IT’S HOW
SOCIAL
IDENTITY & SELF EXPRESSION
Consumers use brands to express their identity. The need for self-expression can be related to the need for societal acceptance. Our self-expression through brand identity is inherently linked to how we project our income, wealth, and social status. Consumers express their identity in a number of ways: How they dress, where they shop, what kind of car they drive, and yes, even what they drink.
As a diehard Android aficionado (cue the eye-rolling), my green bubbles are relentlessly ridiculed by the iPhone tribe. The debate of which brand is superior is as old as time and may never be settled, but the principle of the argument should be taken into high consideration more so than the conclusion. Why are the two so impassioned by their beliefs?
Simply, it’s not a matter of objective superiority, but rather personal preference and emotional attachment to a brand and how that brand or product represents their values, ideals, lifestyle, and socioeconomic status. Being associated with a brand of prestige and influence can immediately bring a sense of social validation, confidence, and acceptance into a like-minded community. Wine is a commodity that plays by the same social rules as any other product. It’s a reflection of our core beliefs, values, and identity.
DRINKING INTENTIONALLY
Modernizing wine for today’s society starts with taking the old script and rewriting it for today’s storyline. Modern drinkers aren’t waiting for the right reservation or the perfect pairing. They understand wine isn’t reserved only for special occasions or expensive dinner parties.
Wine in modern society finds its power when it’s social. When it’s part of the group chat. Part of the pre-game. A key figure in the experience, not just an accessory.
An important part of drinking intentionally is reframing how we think about wine in the first place. Wine doesn’t need a list of rules taped to the door or a ceremony to matter.
Choice matters.
We need to choose wine because it fits the way we live now, not the way wine used to be presented. Wine works in any social setting, with any food, with any group, and it brings people together in a way other categories rarely do. Choosing wine is choosing connection. It forces you to slow down and be intentional with the experience.
THE TREND - LIFESTYLE DESIGN
The trend is curiosity. The kind that defines your lifestyle without turning it into a performance. It starts with wine being an adventure, not a destination. It’s a beautiful world worthy of exploring. Pick up bottles that live outside your usual orbit. Try varietals and regions you have ignored because they felt unfamiliar and intimidating. Become a familiar face at all the local wine dinners. Ask the sommelier at your favorite restaurant and let them pick out your wine for the evening, and trust them. Keep a journal not to judge the wine, but to understand your palate as it evolves over time. Bring wine to a party instead of a veggie tray. Host weekly themed wine tastings with friends. Join wine clubs for boutique wineries. Seek bottles with a story because that story becomes part of the moment you are creating This is what making wine part of your lifestyle looks like. It is not about rules or rituals. It is about intention.
START THE TREND
The trend for 2026 is owning how you experience wine. Not chasing lists. Not waiting for someone to bless your choices. We are the ones who get to build the culture and shape what wine becomes the next hot commodity, and that brings the entire conversation full circle. How we bring wine back into our lives with intention instead of intimidation. How we create a culture people actually want to be part of again. That is the revival. Once revival spreads, the culture follows, and suddenly, the only trend that matters is the one you create.
Sip well,
Sommelier Matthew-Lorèn Lindsey
Las
Questions
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.
