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
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
As we step into an exciting new year, the PR%F Awards continue to raise the bar for excellence and innovation in the beverage industry. Our 2026 competition was our most dynamic yet—celebrating incredible brands, recognizing exceptional creativity, and welcoming even more emerging categories to the national stage.
This year, we proudly toasted our Best of Show winners—brands that stood above an impressive field of entries for their craftsmanship, flavor, and market potential. Each winner reflects the ever-evolving tastes of today’s consumers and the visionary creators behind these standout beverages.
The PR%F family also celebrated tremendous growth this year with the expansion of our programs. We launched RTD Awards Summer, spotlighting the fast-growing ready-to-drink category that continues to redefine convenience and quality. We also proudly introduced PR%F Infused—the first mainstream beverage competition to dedicate an official tasting and rating platform to CBD- and THC-infused beverages. This milestone brings alternative beverages into the industry mainstream, acknowledging innovation where tradition meets modern wellness trends.
Reflecting on PR%F Awards 2025, our 7th annual event marked record-breaking participation—with an inspiring rise in women-owned brand entries. We couldn’t be more thrilled to honor so many outstanding creators who earned medals across the spectrum of spirits, wines, RTDs, and more.
Visit www.proofawards.com to explore this year’s Best of Show winners, where standout spirits, wines, RTDs, mixers, Asian spirits, cannabis-infused beverages, and more are showcased with their full accolades and stories behind the brands. These top honorees represent the highest scores across categories and are prominently featured online so buyers and consumers alike can discover what is performing at the very top of the PR%F Awards stage.
What’s next for The Original Brand’s classic beverage buyers as judges PR%F Awards Competitions? PR%F Awards 2026 is back and bigger than ever—and this is the year you cannot afford to sit on the sidelines. Our upcoming PR%F Awards RTD, PR%F Awards Infused, and PR%F Awards Spirits/Wine/Beverage are where brands earn the medals that move cases, open doors, and create real buying conversations.
EACH BEVERAGE COMPETITION IS OPEN RIGHT NOW TO ACCEPT 2026 ENTRIES, INCLUDING:
First up…PR%F Awards Summer RTD Competition is now open! Enter your spirited and nonspirited ready-to-drinks for our signature rating and recognition program.
New this year: PR%F Awards H2O—the ultimate water tasting and design competition with 25+ categories including spring, distilled, sparkling, tonic, vitamin, protein, caffeine, and electrolyte waters. Enter 5+ SKUs and receive a full-page editorial feature in PR% the Magazine – Everything Beverage!
RTD is exploding, and PR%F Awards RTD Summer puts your brand directly in front of decisionmakers who are actively seeking the next must-have can on their shelves. PR%F Awards Infused is the first mainstream competition to spotlight CBD- and THC-infused beverages in a formal tasting and rating format, positioning your alternative beverage at the front of a fast-growing category.
Every product is tasted and evaluated by beverage buyers from all facets of the industry—retail, onpremise, off-premise, distributors, e-commerce, and hospitality—ensuring your scores and medals reflect real-world buying power.
Spots fill quickly, categories are competitive, and only a limited number of brands will walk away as medalists. Enter now—before your competitors do.
Happy, Healthy New Year! Cheers & Namaste!
Michele Tell Michele@proofawards.com
Happy, Healthy Holidays and a beautiful New Year.
Michele showcases PR%F Awards Design Competition
Food & Beverage Magazine Publisher Michael Politz and Lotus Power Plan’s Founder Scott Strader
Michele Tell visits with President/CEO of WSWA Francis Creighton
D’USSÉ VSOP is the perfectly balanced blend of selected Cognacs aged at least 4 ½ years in French oak barrels in the prestigious Chateau de Cognac’s unique dry and humid cellars. These natural aging environments are a key factor in delivering the distinctive bold, full-bodied and pleasantly smooth taste of D’USSÉ, resulting in a full-bodied blend with a powerful, complex taste and a pleasantly smooth finish. On the nose, it’s rich in woody notes that are layered with touches of cinnamon and floral notes. On the lips, each sip unveils hints of spices and almond with undertones of dried-fruit and honey. Perfect on its own, on the rocks, or mixed in classics such as the Espresso Martini and Side Car, D’USSÉ VSOP is the ideal base spirit to have on your bar cart while entertaining.
The second cognac expression from the D’USSÉ portfolio, D’USSÉ XO, is an exquisite ultra-premium blend championing the category. Born from the prestigious Château de Cognac, D’USSÉ XO incorporates over 200 years of tradition with the inspiration of a passionate Cellar Master, Michel Casavecchia. The hand-selected eaux-devie used in D’USSÉ XO are aged a minimum of 10 years in French oak casks, and the result is an uncompromising cognac that delivers complex flavor and culminates in an exceptionally balanced finish. D’USSÉ XO starts with a fruity bouquet on the nose, bringing notes of hazelnuts, nutmeg, apricot, orange, wood, and subtle warm spice on the palate – a festive flavor combination perfect for the holidays. A statement wherever it rests, the exceptional bottle design – inspired by the liquid it contains – is both class and modern bearing the Cross of Lorraine: a symbol of honor, courage, and perseverance.
The D’USSÉ VSOP 1.75L Magnum Edition is the newest release from the brand and a bold, large-format take on its iconic VSOP. Whether displayed on a home bar or showcased in highenergy nightlife settings, the magnum bottle is designed as a standout centerpiece for any occasion.
Kelli Bhatt ACCOUNT EXECUTIVE
75 BROAD STREET - SUITE 815
NEW YORK, NY 10004
M (415) 624-5367
https://www.dusse.com/
Today’s beverage alcohol market is at a difficult inflection point.
Whether current conditions are cyclical or reflect deeper structural changes, there’s no denying that the industry is facing real challenges. Market volatility, shifting consumer preferences, competition from new products, evolving lifestyle conversations, and increased regulatory pressure are all converging at once.
If you’re like me, some mornings it’s hard not to brace yourself before opening the news. Headlines point to declining consumption among younger, legal-age consumers, the popularity of “Dry January,” and a crowded marketplace competing for the same discretionary dollar.
Yes—things are tough.
But when we gather again next year at our industry leading trade show, Access LIVE, how will we describe this moment? I hope we’ll see 2026 not as a year when the industry pulled back or clung to old playbooks, but as a period defined by resilience—by innovating, adapting, and recommitting to meeting consumers where they are.
This is not the first time our industry has faced headwinds.
We’ve lived through eras of zero-tolerance pressure and long periods when entire categories fell out of favor. Whiskey once seemed destined for permanent decline. Pinot noir and Tequila were niche products. Ready-to-drink cocktails barely existed, while merlot, tropical cocktails and Zima dominated consumer attention.
Over time, tastes changed. Quality improved. Culture shifted. And the industry adapted.
That pattern has repeated itself again and again. The pace of change today may feel faster than ever—but adaptability is in this industry’s DNA. We don’t chase every trend, but we consistently meet consumers where they are. That ability to evolve responsibly and deliberately is one of our greatest strengths.
One of the most prominent forces shaping today’s market is increased consumer focus on health and wellness. In many ways, that’s a positive development. But alongside it, we’ve seen ideologically driven claims that there is “no safe level” of alcohol consumption—claims that ignore credible scientific research.
The science simply doesn’t support those conclusions.
Thay’s why the federal government’s decision to rely on real science in the 2026-2030 Dietary Guidelines for Americans mattered. Wine & Spirits Wholesalers of America (WSWA) worked closely with industry partners through a coalition to ensure the process reflected the full body of credible evidence—resulting in guidance that reaffirmed balance rather than imposing arbitrary limits.
At the same time, other policy decisions have created additional challenges. Tariffs on imported products continue to affect the marketplace, raising costs for businesses and consumers alike. We’ve engaged directly with the Administration to explain why certain products–like a New Zealand Sauvignon Blanc—simply cannot be replaced with domestic alternatives, and we will continue working toward solutions that reduce unnecessary burdens.
Another issue shaping the current landscape is the rapid growth of hemp-derived beverages.
This is not a trend driven by the beverage alcohol industry, but it is one we must confront. These products are widely available, often sold alongside adult beverages, and marketed in similar ways. Consumers encounter them with the same expectations around safety, labeling and responsibility.
That reality is why WSWA is engaged. Our
position is straightforward: if products are being sold and consumed like beverage alcohol, they should be regulated like beverage alcohol—at both the federal and state levels. Clear, enforceable rules are essential to protect consumers, ensure public safety, and provide regulatory certainty for businesses.
This is not about picking winners or losers. It’s about creating a responsible marketplace.
We’re approaching this issue deliberately and collaboratively—listening to our Board, our Public Policy Committee, our members and partners across the industry. That dialogue will continue.
And that’s why Access LIVE matters.
It’s the one place each year where wholesalers, suppliers, retailers, and partners come together for real conversations about where the industry is, where it’s headed, and how we lead responsibly through change.
Now in its fourth year since being reimagined after the pandemic, Access LIVE continues to evolve with programming that reflects both the complexity and opportunity of this moment.
I look forward to seeing everyone in Las Vegas—and continuing the conversations that will shape the future of our industry.
THE MAKING OF AN ICONIC BEVERAGE
An iconic beverage isn’t just something people drink. It’s something they choose, identify with, share, and eventually defend like it’s personal. It stands for something before it sells anything. It respects the consumer’s intelligence. It has an unapologetic point of view. The experience is instantly recognizable. Taste is non-negotiable. It evolves without losing its identity. People use it to say something about themselves, and ultimately, what you drink shapes how you live.
Lotus Plant Power® wasn’t created to compete in the noise of energy drinks. It was created to opt out of it. It was made for the conscious consumer, where function and great taste no longer require compromise at the expense of health and well-being.
AT ITS CORE, LOTUS REDEFINES ENERGY AS BALANCE. More than a beverage, it’s a belief embodied through intention, with fewer, better ingredients, conviction in its choices, and an unwavering respect for consumer needs.
THIS IS THE MAKING OF AN ICONIC BEVERAGE. THIS IS LOTUS PLANT POWER ® .
BUILD IT AND THEY WILL COME
Major retailers have gravitated almost instantly to Lotus, which derives its efficacy from plants. The beverage aisle is evolving by clear consumer demand for better-for-you products; retailers have reshaped the beverage aisle now featuring products once found only in health nutrition stores. This paradigm shift has generated immediate acceptance for Lotus Plant Power®. Lotus Plant Power® has become the largest provider for energy beverage concentrates in the USA, featuring bag-in-box and ½ gallon jugs, supplying more than 15,000 outlets and serving over 50 million cups of Lotus-
RECLAIMING TRUST IN A BROKEN FOOD SYSTEM
Modern consumers are overwhelmed by ingredient labels that resemble legal contracts. Artificial dyes, hidden sweeteners, lab-engineered stimulants, and filler compounds have become normalized and marketed as better-for-you.
Consumers should not have to decipher complexity to make confident choices. Yet the category has trained them to do exactly that by prioritizing margins over transparency.
Lotus exists as a response to this erosion of trust. While many brands rely on branding to mask compromise, Lotus invests in clean, plant-based, single-sourced ingredients and holds transparency as a non-negotiable standard, which allows the consumer to feel the difference and decide for themselves.
“The standard is simple: if an ingredient is not good enough for our own bodies or our children’s bodies, it does not belong in our products.”
THE DAWN OF A NEW ERA IN
FUNCTIONAL REFRESHMENT
Lotus Plant Power® represents a new era in functional refreshment, created for people who want more from their drink than a temporary spike of stimulation. It was built on a simple truth the category has ignored for too long: the world does not need another energy drink. It needs an honest one. Lotus represents a new standard for energy: intentional, balanced, and built for real life.
“Every Lotus product is designed to be consumed with confidence. No second-guessing. No label anxiety. No tradeoffs between taste and healthy plant-based ingredients”
At the core of Lotus Plant Power® is PP7, Plant Power Seven. This is not a collection of trending ingredients assembled for label appeal. It is a deliberately designed plant-based energy system built to support the body as a whole.
PP7 is a synergistic, plant-powered system where every ingredient plays a defined role. Antioxidants, and polyphenols from coffee fruit, cascara, support cellular health. Smooth, jitter-free caffeine from green coffee beans delivers sustained alertness without the crash. Guayusa provides a clean, focused lift, while Ashwagandha KSM-66® supports stress regulation and recovery, prebiotics and elderberry support gut and immune health, green tea extract contributes metabolic and cognitive support, and electrolytes complete the system. Hydration supports cellular function, cognitive performance, and physical endurance. Energy without hydration is incomplete, and PP7 reflects this understanding, reinforcing the foundation of overall wellness. The result is energy that feels clean, focused, and sustainable, without spikes, crashes, or depletion.
A WELLNESS BRAND THAT ALSO OFFERS INDULGENCE
Wellness should never come at the expense of enjoyment. For many consumers, transparency matters most where taste matters most: sweetness. Lotus offers arguably the best-tasting zero-sugar products on the market, but there is enduring demand for natural, pure cane sugar. Sugar innovation has slowed, not due to performance, but misconceptions and
FUNCTIONAL WELLNESS BUILT FOR DAILY
LIFE
Lotus integrates effortlessly into daily life: a morning reset, an afternoon lift, and a moment of clarity. Balanced, clean, and confident by design, it delivers energy without depletion and wellness without sacrifice. No dyes or hidden additives. Flavor is clean, balanced and intentional, because taste matters when something becomes part of your everyday ritual.
Lotus is not built for extremes or burnout cycles. It is designed for daily use, helping people rise above life’s challenges. Early mornings. Long days. Training. Parenthood. Creative work. Recovery. Repeat. Lotus gives without taking, supports consistency over spikes, and meets people where they are.
It is a lifestyle beverage accessory that meets people where they are in real-life situations.
RISE WITH LOTUS
Rise with Lotus is more than a tagline. It’s a philosophy.
Like the lotus flower that emerges clean from murky water, Lotus is designed to rise above chaos without absorbing it. Stress, pressure, and stimulation are unavoidable; balance comes not from avoidance, but from intention.
To rise with Lotus is to choose clarity over chaos, balance over excess, and intention over impulse. It’s a beverage that aligns with modern wellness without asking consumers to give up pleasure, identity, or trust.
THE FOUNDER STORY
A LIFE BUILT ON WELLNESS
Lotus Plant Power was not created as a response to the market. It was created as an extension of a life built on wellness.
“The world does not need another energy drink, it needs an honest one.”
Scott Strader
Scott Strader did not set out to build a beverage brand. He set out to understand the human system. Raised in the discipline of martial arts, he learned early that the body, mind, and spirit must be trained together. Those principles followed him into a career in Hollywood, where external success did not equal internal alignment.
As the pace of modern life intensified, he returned to ancient systems of wellness rooted in balance, discipline, and longevity. Through this lens, the modern energy drink stood in direct opposition. Chemical stimulants. Artificial compounds. Short-term fixes that taxed the nervous system and fueled burnout.
Lotus was born from the rejection of that model.
Years of study in plant medicine, bioenergetics, and botanical synergy led to PP7, a restorative plant-based energy system designed to support vitality without depletion.
For Scott, Lotus is not a product. It is a gift to be shared from a life spent exploring and understanding the importance of balance in the human body.
THE ICONIC STANDARD
The moment of truth: the can opens, the sip lands, the senses awaken. Taste and refreshment collide. There’s a brief pause, a silent inner confirmation that the drink delivers on its promise: energy defined by balance.
That’s the moment people come back for. It feels right every time, without second-guessing what’s inside or how it will make you feel. That is what defines an iconic beverage.
And that is standard Lotus Plant Power®.
Winning a PR%F Awards 2025 medal is more than a moment of recognition—it’s a powerful marketing opportunity waiting to be maximized. Now it’s time to leverage your win to boost brand visibility, increase sales, and strengthen industry credibility. From updating your packaging and website to crafting press releases and planning social campaigns, every step counts toward turning your victory into lasting business growth. This PR%F Awards checklist guides you through the essential postaward actions to celebrate, promote, and capitalize on your achievement—transforming your PR%F Awards honor into measurable market success.
So, you won a 2025 PR%F Awards Winning Medal, now what?
Enclosed is a brief marketing guide & check-list for brands that have won a 2025 PR%F Awards medal, focusing on “what to do next” after the big win.
Read on...
MARKETING YOUR MEDAL
q Put your PR%F Awards medal win on your website.
q Send out a press release about your win. PR%F Awards Executive Director Michele is available for personal quotes if you would like (optional).
q Add the award/medal and accolade to every employee’s email salutation and/or signature.
q Purchase medal stickers from the PR%F third-party vendor and place them on your spirits and wines. Or, if you use your own printer, send it to Michele for any high-res images you might need, and overall approval.
q Send the provided PR%F Awards letter to all potential business colleagues, current buyers, friends, and supporters.
q Use the medals/logo to create office signage (using the provided assets with no hefty licensing fee).
q Consider buying an ad in the upcoming winners edition to highlight your win to millions in the food & beverage industry. Contact Michele@proofawards.com for ad information.
WEBSITE & DIGITAL PRESENCE
q Add the award to your website homepage.
q Add the award to your awards or accolades page.
q Create a blog post or news article announcing the award.
q Update all social media bios to mention the award.
q Pin a post about your award at the top of each social platform.
MARKETING & PROMOTION:
q Ensure every employee is using the award/medal and accolade in their email signature.
q Create social media posts celebrating the award and tagging relevant organizations.
q Record a short video or testimonial about what the award means for your brand.
PRODUCT PACKAGING & PHYSICAL BRANDING:
q Purchase official medal stickers from the third-party vendor and apply to your beverages.
q If printing stickers yourself, send the image to PR%F for approval before use.
q Integrate the award into your bottle labels for future production runs (if applicable).
q Use medals/logo to create office or retail signage.
q Order shelf talkers featuring the award for retail and tasting rooms.
q Order posters or banners with the award for trade shows or partners.
PUBLIC RELATIONS & SALES
q Send the official PR%F Awards letter to all potential business colleagues, current spirits and wine buyers, and your existing retailers to show that they are selling a winning brand.
q Send the official PR%F Awards letter to all potential business colleagues, current spirits and wine buyers, and distributors.
q Notify distributors, sales reps, and partners so they can promote the award.
q Update sales decks, presentations, and pitch materials to highlight the award.
q Encourage the team to mention the award in client meetings, sales calls, and presentations.
q Send a personalized email or handwritten note to key clients and partners sharing the news.
INTERNAL & EXTERNAL ENGAGEMENT
q Celebrate the award internally with your team to boost morale.
q Consider hosting a small event or tasting to showcase your award-winning spirits and wines.
q Pitch the story to local media and community groups.
q Reach out to influencers or industry leaders to help share the achievement.
ORCUS VODKA:
When Design, Distillation, and Purpose Converge
In an increasingly crowded premium vodka category, it takes more than a beautiful bottle or a smooth finish to stand apart. ORCUS Vodka has done both—while anchoring the brand in something deeper. In 2025, that commitment was validated at the Proof Awards, where ORCUS earned Double Gold honors for both bottle design and taste, receiving an exceptional 97-point score. For a young brand, the achievement marked not a culmination, but a confirmation of intent.
ORCUS is owned by Wine and Spirits Inc. and is currently licensed for distribution in California, but its origins stretch far beyond regulatory milestones. The brand began with a question posed by founder David Shaw: What would a truly premium vodka look like if it were built from the ground up without shortcuts and carried a purpose beyond the glass?
A serial entrepreneur with experience across multiple industries, including fine wine importing, Shaw envisioned a spirit that married craftsmanship with philanthropy. Living along the Southern California coast, he frequently observed orca whales moving through nearby waters—powerful, intelligent, and
unmistakably precise. The orca (Orcinus orca), the apex predator of the ocean, became the brand’s natural ambassador and philosophical compass.
Finding a liquid worthy of that symbolism required looking beyond convention. Shaw’s search led him to Cognac, France, and to DDLT, a distillery known for its technical rigor and heritage. After visiting the facility with his cousin Allan and sharing the vision with the distillery’s owners, a months-long process of refinement began.
The initial approach followed the well-traveled path of many premium vodkas: five distillations using traditional column stills. The results were excellent but not exceptional. The breakthrough came with a decision that prioritized character over efficiency: introducing a sixth reduction carried out slowly in copper pot stills. The result was a vodka with uncommon texture remarkably smooth, impeccably balanced, and naturally gluten-free crafted from local, non-GMO white wheat and pristine spring water drawn from the French countryside.
That focus on precision extended beyond production and into design.
Created in the United States by designer Andre Masalski and produced by Saverglass in France, the ORCUS bottle balances sculptural presence with functional elegance. Its weight, clarity, and restraint communicate confidence without excess—an approach recognized by the Proof Awards jury with Double Gold distinction.
Importantly, the PR%F Awards recognition did not stand alone. In 2025, ORCUS also earned Silver Medals at the International Wine & Spirits Competition (IWSC) and the San Francisco World Spirits Competition, reinforcing the brand’s consistency across multiple respected judging panels. While the PR%F Awards Double Gold remains the defining milestone, the additional honors underscore ORCUS’s ability to perform at a high level under diverse evaluation standards.
From inception, ORCUS was designed to carry purpose beyond the glass. That vision led the team at ORCUS to identify Scripps Institution of Oceanography, one of the world’s leading marine research organizations, as its philanthropic beneficiary. Through a commitment of $1 from every bottle sold, ORCUS supports initiatives including the Scripps Polar Center and the Whale Acoustics Laboratory, where scientists study marine mammals to better
understand population health, behavioral patterns, and the effects of climate change and human activity.
Today, ORCUS Vodka is actively selling in California, with inventory in market and early retail engagement underway. Expansion into additional states is planned, with a focus on strategic distribution partners who value brand stewardship as much as growth. What distinguishes ORCUS is not only the quality of its vodka or the clarity of its design, but the discipline with which the brand has aligned craft, aesthetics, and impact.
The PR%F Award Double Gold recognition affirms what ORCUS set out to prove from the beginning: when intention guides every decision—from distillation to design to philanthropy— the result is a spirit built for longevity, not trend.
Wine and Spirits INC FDA Number: 18451274308 (Producer)
TTB FED Import Number CAI 23053
TTB FED Wholesale Number CA P 25519
ABC Import Number 12 628125 1
ABC Wholesale Number 18 628125
ORCUS VODKA CONTACTS
David Shaw Chief Executive Officer david.shaw@orcusvodka.com
Craig Lutes Sales Director craig.lutes@orcusvodka.com
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
THE DRINKABLE SPACE
THE KENTUCKY BOURBON COUNTRY AUCTION:
Get out your calendars and mark February 13th-15th because this is an event you wont want to miss! The Kentucky Bourbon County Auction or KBCA just announced their 12 Lots of Bourbon Event! From now up until the event in February, the KBCA will be revealing multiple high-end, renowned bourbons to be auctioned off at the event. The bourbons will include rare, “once in a lifetime” finds, and extremely special bottles. 12 Lots of bourbon is paying homage to American history as the country enters its 250th year. The first lot is a delectable Elijah Craig Whiskey, from one of the most famous Kentucky distilleries there is. From rare, delicious finds, to a beautiful sentiment to American whiskey, this is something you will want to partake in!
If you are participating in dry January, I have the perfect zeroproof cocktail for you! Medase is a line of zero-proof cocktails that promises to give you the same great taste as a regular cocktail, but with premium, organic certified ingredients. Co-founded by forever friends Monica Cornitcher and Inga Dyer, and Inspired by Inga’s battle with cancer, these friends wanted to offer a healthier alternative for friends when they get together. Live guilt-free and hangover free while still enjoying drinks with friends, on a date night, or for any celebration you want.
Visit https://www.medasecocktails.com/
POLITE SOCIETY:
Polite Society is excited to offer a brand new drink, debuting in January 2026! This shiny, new, female founded beverage is a non-alcoholic, dry Rhum. Rhum is a French style type of rum made directly from sugarcane, often resulting in a more earthy flavor. Inspired by the Rhum in the French Caribbean. By using traditional practices and making small batch quantities, this Rhum is delicious with a full, bold flavor. Perfect for any cocktail, but recommended to try as a Mai Tai or a Rum old Fashioned.
Visit https://drinkpolitesociety.com/
ADVICE FROM JOHN:
World Whiskey Society has recently announced a new edition to their holiday collection! A 16-year 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/
CHAMPAGNE LAURENTPERRIER HÉRITAGE:
Champagne Laurent-Perrier Héritage is the first champagne the ever be made using only premium wines. The wines that go into this champagne are heavily thought-out,ensuring that only the freshest, delicious, most
e industry. By Devin Woodrow
beautiful wines are selected. Because of this strict process, Champagne Laurent-Perrier Héritage bold and flavorful, with precious notes and a maturity thats hard to come by.
Best Day Brewing believes that “dry January is optional, but good beer isnt” and thats because they provide great, nonalcoholic beer in a variety of flavors. Best Day Brewing uses a new and innovative process that removes the alcohol from beer without raising the temerature allowing all of the unique and bold flavors to stay how they are naturally, resulting in a delicious beer that you could never tell was non-alcoholic. With multiple flavors including Kölsch, Dark Diamond, Yuzu Ginger Shandy, a Hazy IPA, Galaxy Ripple and more. With a variety of great, non-alcoholic flavors at a great price point ($13.99 a six pack) Best Day Brewing is a no brainer, especially for dry January!
Visit https://bestdaybrewing.com/
BARREL CRAFT BOURBON:
Barrel Bourbon is already giving us its first major bourbon release of the year; Barrel Bourbon New Year 2026. Kicking off the year right is this complex blend of different bourbons from different states and different age ranges that come together to create a beautiful balanced perfect whiskey. Barrel Craft handpicked these bourbons with exquisite taste in mind. Keeping the holiday spirit alive the New Year 2026 bourbon has notes of green apple, pomegranate and pumpkin pie. This is estimated to be a prominent bourbon of the next year as it is a perfect blend even experienced bourbon drinkers will not only enjoy, but get excited about.
Visit https://www.barrellbourbon.com/ newyear
LEBOWSKI’S KOOL-LUAH COFFEE LIQUEUR:
Jump into the new year with this delicious Coffee Liqueur! Very chill and delicious, Lebowski’s CoolLuah Coffee Liqueur is made with love in Colorado Springs and is brewed with Colombian Coffee and Premium Vodka making it different from the typical Rum Coffee Liqueur. Because of this it has a unique flavor profile and has a distinct quality of flavor. Mix with any classic cocktail or even drink over ice! Made with a classic family recipe, Kool-Luah is glutenfree, vegan, and free from all artificial ingredients, making it perfect for everyone!
Visit https://www.lebowskiskoolluah.com/
BASBAS:
Basbas is rooted in Hierbas tradition, the tradition of using herbs in Ibiza, Spain. Basbas is an herbal liqueur that uses a families’ 5 century old recipe using over a dozen wild, foraged herbs. Even though the recipe and practices of Bas bas have been known of and used for centuries, it is a very newly emerging market in the liquor world, especially taking off in North America and Europe. Basbas is lower in sugar and is more botanical forward than chemical forward (unlike most these days), and is made to be versatile and easily used in most drinks making it the perfect choice to enjoy your favorite cocktail, or just to enjoy neat or over ice. This versatility makes it perfect for both at home gatherings, or larger events.
Visit https://masbasbas.com/
SPACE DUST IPA BY ELYSIAN BREWING:
Elysian Brewing’s Space Dust Collection is growing! popular drink from the Space Dust Collection, a collection inspired by the Pop Rocks packaging from 1976, is the Space Dust IPA. This dangerously delicious beer is an India Pale Ale and combines the sweetness of candied grapefruit and mango with bold pine and a dry finish for a perfectly curated beverage. It has a medium body and comes in many sizes from bottles, cans and even kegs. Its ABV is 8.2 and IBU is 73 making this perfect for a fun night. In addition to already amazing beers, just in time for dry January is the Space Dust Collection’s newest member, Easy Dust IPA, a full flavored but Non-Alcoholic IPA continuing the theme of grapefruit and pine. This creates a subtle sweetness and bold flavor that does not compromise on taste despite being non-alcoholic.
Redesigning your drinking nights at home or out is the High Rise THC Infusion! Coming in two strengths, 5mg or 10mg THC, the High Rise THC Infusion is perfect for a more relaxing night in or a slightly chiller night out! High Rise THC Infusion has a bright lime flavor, with a smooth texture and most importantly no hemp aftertaste! Use it to make mocktails, or enjoy it on its own! Enjoy an alcohol free and therefore hangover free night while still having a buzzed night in or out with High Rise THC Infusion!
Aiming to create more elegant THC beverages that will change your cannabis experience, Hightails created Black Market a infused non-alcoholic beverage designed to elevate your get togethers or nights out without dealing with teh negative effects of alcohol. Enjoy on it’s own or in replacement of alcohol to create the perfect mocktails for any occasion. This is a more sophisticated alternative to most no-alcoholic beverages and still allows the consumer to have “an exquisite and carefully calibrated experience.
Just in time for those Summer beach days, Nowadays is now available in Ready-to-Drink form! With multiple different doses available, now experienced THC users and inexperienced users alike can both enjoy the same great flavors and everyone can find the buzz right for them! Still available in the classic bottle, making this brand perfect for higher class events and dinners as well. Be on the lookout for another new addition to the Nowadays family with their new lemonade, expected to come out this summer!
Visit https://trynowadays.com/
APOTHECA:
Started in 2019, Apotheca was created to provide a positive and trustworthy environment for people to purchase cannabis products, emphasizing product honesty and THC education. With a new wave of popularity for THC, especially in the food and beverage world, Apotheca wanted to enter the game creating their own THCP drinks. Going along with the honesty theme, Apotheca prides itself on clearly labeling each bottle with the THC content and ingredients! With a variety of flavors with no aftertaste everyone is sure to enjoy these drinks!
Visit https://www.apotheca.org/
CORNBREAD HEMP:
For the first time ever the number of daily cannabis users in the U.S. has surpassed the number of daily alcohol users. This shows the growth of the cannabis industry, not only in customer base, but in the need for new and exciting products. Cornbread Hemp is just that being that it is a delicious drink using pure THC seltzer! This new beverage comes in four exciting flavors; Blueberry Breeze, Raspberry Limeade, Peach Iced Tea and Salted Watermelon. While these flavors sound delectable, they are only 30 calories each and containonly 5g of sugar! Being made with .3% THC by weight, they are federally legal!
Visit https://www.cornbreadhemp.com/
Kaleidoscope
Kava and Mushroom beverages in the industry
Kaleidoscope
By Devin Woodrow
ICONIC TONIC- DO IT FLUID AND DOGGY SPRITZ:
Iconic Tonic is changing the game for non-alcoholic, functional beverages. Noticing that nonalcoholic drink trends are on the rise, especially with Gen Z, Iconic Tonic decided to participate in the fun and release two different brands of functional THC Beverages. Both Do It Fluid and Doggy Spritz are THC beverages sure to enhance your fun evening. In today’s day and age, finding a functional, good tasting fun time drink with low calories can be hard to come by, but thanks to Iconic Tonics, now you have two options! Beverages can come in larger or smaller can sizes with varying THC levels giving everyone more control over their buzz! With backing from Snoop Dog and delicious flavors to choose from including Cherry Limeade and Peaches n’ Honies, everyone can find something that is right for them!
Visit: https://drinkiconictonics.com/
5G POP:
Meet the newest, fizziest drink in the cannabis industry, 5G Pop, a variety of 100mg sodas with delightful flavors, and a touch of THC for a relaxing and calming effect. Available in 3 flavors, Orange, Berry Lemonade and Rootbeer, everyone is sure to find a flavor they love. Orange soda is deliciously poppy and tastes like freshly squeezed orange soda. Berry Lemonade brings the classic lemon flavor with a berry punch while rootbeer will have you feeling nostalgic! With 100mg of THC per can, each can has 10 servings, giving you more bang for your buck. The Root Beer flavor is sugar free, making this brand more health inclusive.
Visit: https://www.530grower.com/
ARTET:
Artet is a non-alcoholic, THC infused aperitif and spritz that wants to change cocktail culture and how we experience it. Wanting to experience classic and traditional cocktails and drinks, but without the traditional problems like dehydration and hangovers Artet is an herbal and infused NA beverage. Using hemp-derived Delta-9 THC, they provide a thoughtful alternative to alcohol and a more approachable drink to many different people. The flavor profile is perfect for creating your own cocktails and mixed drinks, however you would like. Available in a variety of flavors, and packaged in a beautiful bottle with a cocktail recipe, this is sure to inspire you!
Visit: https://artet.com/
BLOOMING BOTANICALS:
While Blooming Botanicals doesn’t sell ready to drink THC or CBD drinks, they create curated lists of CBD-infused drink recipes meant to help you stay refreshed and unwind this summer. They have a huge variety of drink options from a Lavender Lemonade Spritz to a CBD Pina Colada. They feature easy to make drinks that stay up to trends and the seasons, so at any time you can enjoy an easy, delicious, mood uplifting beverage. In their most recent edition they focus on beverages that will keep you happy and hydrated by the pool this summer!
It’s a great time to be in the spirits industry. Innovations and creativity are running wild, and consumers are drinking it in and drinking them up. Readyto-drink mixed beverages, cannabisinfused products (including whipped cream!), drinks for the health-conscious and the spending-conscious are exploding. Marketing and packaging innovations are drawing in new consumers and
reinvigorating Veteran ones.
“The possibilities are endless and the level of creativity we’re seeing in both the creation and the marketing of spirits these days is like nothing we’ve seen before,” said Michele Tell, co-founder of the PR%F Awards. “If it can be dreamed about, if it can be conceptualized, it’s being done or about to be done.”
So where is all this creativity and innovation coming from?
Who are the new-age leaders of the spirits world? Who’s driving the current era of consumer engagement? There’s no singular answer, but one thing is certain: an emerging and increasingly visible force in the industry is women.
Women-owned spirits an wine brands increase by 20% in the 2025 PR%F Awards.
“I was so pleased to see the quantum leap and increase in woman-owned and create spirits an wine brands,” Tell says. “No matter the category, you could find a woman’s influence.”
Just a few of the companies that stood out at PR%F and are women-owned or operated:
• This Girl Walks Into a Bar –Cofounded by sisters Jocelyn Catapano and Jordan Dunn – taking a Best of Show in the mixer category for its Bloody Mary Mix.
• Ba Booze – Co-founded by Katie Mamoud
• Señor Rio Tequila – Produced by Jalisco International Import, whose co-founder and CEO is Debbie Medina-Gach
• Uncle Nearest – Cofounded by CEO Fawn Weaver
• Mingle Cocktails / Mingle Mocktails – Founded by Laura Taylor
• Amass – Founded by Morgan McLachlan
And so many more…
So what does it take for a woman to stride into a traditionally male-dominated field like the liquor business and, well, kick ass?
“There is still a stigma in the alcohol industry, it’s been males in decision-making positions for so long, but it’s definitely changing,” says Ba Booze cofounder Katie Mamoud. “But once you show that you know what you’re doing, that you’re on top of it, that this isn’t just some hobby you’re pursuing, the doors begin to open pretty fast. The respect factor shifts because whenever someone can do more than just talk the talk, it brings legitimacy.”
Katie’s significant other, Trapper Perkins, is also her business partner in Ba Booze, and Katie often has had to deal with the assumption that it’s he, Trapper, calling the shots.
“In meeting with men who run bars or liquor stores, they’ll assume that Trapper is leading the way and we have to make clear that he’s helping me, not the other way around,” Katie says. “That Ba Booze was my
idea and I’m driving it forward.”
Those types of assumptions are something that Debbie MedinaGach can relate to. When she was first marketing Señor Rio by providing samples, customers would assume she was just a promo girl, not the founder and CEO.
“We are definitely breaking that glass ceiling in the liquor business and in a lot of other businesses,” says Debbie, who was enormously successful in real estate before devoting herself to Señor Rio. “It’s still male-dominated and very competitive but you see women making gains every day.”
Katie and Debbie both say they didn’t intentionally set out to be role models, that their business plans never included inspiring young women entrepreneurs, but the trails they’ve blazed do light the way for others.
“It’s important for women to know they’re not alone, that if they show up, know the business, ask questions, and of course work hard, they can make it,” Katie says. “It’s important to lean on others, to not buy into jealousy, give yourself some grace and learn.”
“Don’t ever give up,” Debbie adds. “Know that there is a seat at the table for you. Have a strategy, have a business plan,
and don’t be afraid to ask for support.”
For both women and, undoubtedly, for many others, the inspiration they provide lands close to home.
For Debbie, it’s for her specialneeds granddaughters, who form the motivation behind the We Care Crusade, a nonprofit Debbie started to assist others navigating the journey of children with special needs.
“If you have a purpose, if you feel in your heart of hearts that you can succeed and bring some good and some joy, what I call tequila smiles, then there’s plenty of reason for gratitude,” Debbie says. “I just believe you can’t give up.”
Katie knows that every triumph, every success, and every setback and disappointment is providing valuable lessons for her three children, especially her two daughters.
“My kids see me get knocked down, they see me cry, then they see me pick myself up and keep going, through the highs and lows, and it’s been really cool,” Katie says. “Nothing in life comes easy, but you can have it if you’re willing.”
PHIL BARANCHIK
Professional Judge, PR%F Awards (3rd Year)
Hospitality Veteran, Professional Music Warrior, and Brand Curator Manhattan Beach, CA | 310.714.6668 | philbaranchik@gmail.com
In the white hot crucible of hospitality, where one killer pour can ignite a dynasty, and one flat note can torch it, Phil Baranchik has spent two decades as the backstage warlord who turns mayhem into magic. Now in his third year as a professional judge for the PR%F Awards, Phil brings a war room palate and rock star instinct to the panel, scoring spirits, wines, RTDs, and infused beverages not just on flavor, but on their raw power to own shelves, crush bars, and electrify airline carts. He judges with the same fire that once drove him to headline California’s iconic Sunset Strip music venues, broker ROCK’N Vodka’s California invasion, and go undercover as Jon Taffer’s Recon on Bar Rescue (S6 E3: Weird Science, 2018). Because for Phil, every sip is a solo that demands a riot.
Phil’s hospitality rampage detonated at Sashi Sushi & Sake Lounge in Manhattan Beach California, the trailblazing outpost launched by Chef Masaharu Morimoto (Iron Chef America icon) and his sous-chef Makoto Okuwa, the duo who helped catapult celebrity chefs into the American mainstream after Japan’s Iron Chef phenomenon. As head server, trainer, and Sake Specialist, Phil crushed sales contests, forged training systems that turned rookies into closers, and immersed himself in sake mastery, pairing rare bottles with Morimoto’s & Makoto’s fusion fireworks. From there he stormed to Ebizo’s Skewer in Manhattan Beach as General Manager & Managing Partner, spiking profit margins 16% through extreme precision and vendor dominance. But his defining run came at The Strand House Manhattan Beach, where he was hand-picked to launch the oceanfront juggernaut under The Zislis Group. Personally generating $750K+ annually, Phil was instrumental in helping design the Culinary Masters Series, bringing 27 world-class chefs, including James Beard Outstanding Chef Nancy Silverton (Osteria Mozza), Iron Chef José Garces (Amada), Bocuse d’Or finalist Timothy Hollingsworth (formerly of The French Laundry), and James Beard Outstanding Chef Suzanne Goin (Lucques) into the kitchen for Sold Out, high-wire dinners. He collaborated directly with California’s Legendary Winemakers on pairings, orchestrated front and back-of-house chaos, and stared down Jon Taffer on national TV, emerging louder, sharper, and unbreakable.
Phil’s brand alchemy runs deeper still. As Brand Partnership Specialist for Rock & Brews, he engineers crosspromotions that fuse rock royalty with revenue rockets. He curated premium spirits and wines for Michael Politz of Food & Beverage Magazine at high-wattage celebrity golf outings and charity fundraisers starring Mike Tyson and Bobby Brown turning fairways and event spaces into flavor battlegrounds. In 2024, Phil launched Branch Entertainment Marketing, his own agency delivering monthly retainers for celebrity endorsement management, specialty cocktail creation, bottle signings, and elite activations. That same hustle powered his brokerage of ROCK’N Vodka’s California distribution deal via Amroth, followed by designing and executing Rick Nielsen bottlesigning events that turned tastings into full-throttle rock shows. Today, Phil sits on the Advisory Board of Three Chord Bourbon alongside Rock & Roll Hall of Famer Neil Giraldo, shaping the future of whiskey where craft meets culture. He still holds the key to helping place and launch new brands, the ultimate insider who brokers deals, opens doors, and turns unknowns into legends.
Yet Phil’s edge is pure Rock-N-Roll. A Professional Musician & warrior of 40 years, he founded NKD Records (1995) and Eyelash Factory (2010), coined & crafting “Modern Classic Rock” anthems under Baranchik Robson Music (ASCAP). From pioneering the X-Games era as a $3M territory Rollerblade representative to standing backstage with Sammy Hagar. Phil’s life is a riff that never resolves, always building, always closing.
As PR%F enters its 7th year, powered by Food & Beverage Magazine, judged exclusively by buyers with real purchasing muscle, and split between Masked/Taste (double-blind purity) and Unmasked/Design (total package marketability), Phil’s third-year seat is no accident. Grandson of a World War II Battle of the Bulge hero, Gen-X hustler who started with paper routes and drywall dust, Phil judges with the soul of a survivor and the swagger of a Frontman. For Phil, judging PR%F isn’t a gig, it’s a calling. Where every medal awarded echoes the thrill of a sold out show, or a perfectly timed pour. In the end, it’s about investing in experience, as Phil says: “Life is who you know…and the Respect you earn.” With his insider’s eye, Phil helps brands not just win awards, but conquer shelves, stages, and souls.
MICHAEL GIAMBRONE Founder Raise The Bar Host, Pouring Stories Podcast G@raisethebarlv.com
Ifirst got involved in “Bartending” out of necessity, when I had no other job skills besides: “is consistently able to lift 50 pounds or more”, and the desperation to do any dirty job... Spirits and the “Craft” side of things didn’t even register until I met Francesco LaFranconi and he showed me, and many others, how far a barman could take their craft!
If you asked me what area of beverage I have the most experience, education, or passion in... I suppose it would depend on what year you were asking about! I remember starting at my first serious whiskey bar, and I hated scotch! Ten months later I was annoying servers about the subtle differences between Islay peat and Campbeltown peat. after that, getting hired at Cut by Wolfgang, made me obsess over the cocktails and techniques of Japanese bartending. Five years later, I was slinging the Amaro Cart at Vetri Cucina, and teaching celebs about Grappa! Quick answer though, in 2026... Whiskey & Wine!
When I am evaluating any beverage, I find the characteristics that stand out most overall are: of course, is it delicious, but also does it taste like it should and does the flavor seem naturally derived as well as rich? Can It bring me anywhere in my mind with its aroma and hidden flavor? In a sea of well-crafted spirits that many people, put time, energy, blood, sweat, and tears into... It is never easy to decern.
When I think of new and exciting innovations going on right now, I can’t help but highlight those on the farming and development level, that are really starting to care about what they’re making, down to the nutrients in their soil and creating a plan for generations, not just making a profit in the present. In 2024 when I was judging for proof awards, and I heard Ian Somerhalder speak about regenerative agriculture he’s using with Brother’s Bond Bourbon, as well as legislation he was trying to get involved with, I was blown away and truly inspired.
If I had to give a piece of advice to emerging producers, it would be to always be sincere and to view their creation from the perspective of their ideal consumer’s needs. It’s how I’ve made my career. Serving any guest or client, is as simple as asking yourself, “if I was them right now, this moment, in that chair, what COULD I possibly want, God forbid need?”
As far as what’s coming for beverage in 2026... I see an even bigger push towards premium nonalcoholic beverage options. People are going to get creative with elixirs and concoctions until a brand finds a way for nonalcoholic spirits to that taste less like essential oils, glycerin, and water and more like what they’re imitating. In a world where the Z generation drinks thirty percent less alcohol, low abv and no abv beverages are going to surge!
CHRISTOPHER MILITELLO
Bar Manager Craft Creamery Speakeasy
Host, Pouring Stories Podcast Mixitello@gmail.com
My first job in the industry was at Radio City Pizza on Freemont Street in Las Vegas. It was a pizzeria with a bar and the owner was implementing a craft cocktail menu with various italian classics, aperitvos and amari. It was my first exposure to anything besides the shot and beer culture. The fact that I was able to enjoy drinking, having beverages with flavor i never experienced was exciting for me. Im very knowledgeable with anything Italian. I was the beverage director for Monzu Italian Oven and Bar for 8 years and we specialized in a 100% Italian Wine List, classic Italian cocktails and Amari. Ive also been to Italy a few times where the focus of my trip was visiting various bars, distilleries and vineyards to expand my knowledge on everything Italian. My family is also from Sicily, so learning more about my cultures food and beverage brings me more comfort.
I look for something that tastes like it should. When tasting an agave spirit, you should taste some roasted agave, when tasting a Rye whiskey we should get a spice element. There should be balance, but there also should be an high light that shines through telling you what you’re tasting.
I love when brands do things the way theyve been done for generations. Ancestral mezcal, Recipes that have been passed down through families. When you have the opportunity to taste something that hasnt changed over the years its almost like being able to taste history.
Keep it simple. Theres too many brands out there trying to overcomplicate their products and that just leaves the palate confused.
There’s a movement ive seen where quality sells. The guest wants something done right. The big productions aren’t selling as much anymore. People want something with a story.
Taste
GARRISON BROTHERS
Single Barrel Cask Strength
WHISKEY
BAREFOOT
Single
Rodeo Red Blend
D’USSÉ
COGNAC
EL TEQUILEÑO
Tequila Añejo Gran Reserva
TEQUILA
GIESEN 0% Riesling
BALDY’S MIXED-DRINKS
Horchata
WINTER RTD
WHIPPED FUSION
NOVELTY
Espresso Martini
SILVER WINNERS • CATEGORY: TASTE
SILVER WINNERS • CATEGORY: TASTE
SILVER WINNERS • CATEGORY: TASTE
Design
ITALIAN SPUMANTE
WINE DESIGN
Pizzolato
BRUT ROSÉ
Señor Rio EXTRA AÑEJO
SPIRITS DESIGN
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.
