The 8th Annual PR%F Awards is now accepting entries for its nationally recognized spirits, wine and beverage competition. The Las Vegas-based awards program judges products exclusively through active beverage buyers from airlines, cruise lines, hotels, casinos, restaurants, liquor stores, and retail chains.
Buyer-Driven Judging Format Unlike industry awards driven by expert panels alone, PR%F Awards emphasizes real-world purchasing perspective. Judges represent decision-makers across retail, hospitality, travel, entertainment, and on-premise venues who evaluate products based on shelf appeal, back bar performance, menu fit, and consumer viability.
Expanding Category Scope The competition now spans more than 400 categories, reflecting evolution in the broader beverage market. In addition to traditional spirits and wines, PR%F Awards now recognizes ready-to-drink beverages, non-alcoholic spirits and wines, functional beverages, water, soda, energy drinks, and ancillary categories including cocktail garnishes, salts, and sugars. Michele Tell, Co-Founder and Executive Director, said: "Over the past eight years, PR%F Awards has grown from a focused spirits and wine competition into a comprehensive, buyer-led platform that reflects the extraordinary innovation happening across the entire beverage industry. As categories have expanded-from traditional spirits and wines to RTDs, non-alcoholic spirits and wines, Better for You beverages, cocktail garnishes, salts and sugars-we have watched more brands discover that meaningful recognition can open meaningful doors. Our judges are active buyers who make purchasing decisions across retail, hospitality, travel, entertainment and on-premise programs, and many winning brands have gone on to find their way onto shelves, menus and into new markets. That is what makes PR%F Awards so rewarding: we are not simply handing out medals; we are helping connect exceptional products with the people positioned to champion them."
Dual Recognition Structure Each entry qualifies for two separate awards tracks: Double-Blind Tasting Awards and Bottle/Can Design Awards, providing brands two distinct validation opportunities under a single entry fee. Brands can enter at www.proofawards.com.
Why It Matters
For beverage operators and purchasing teams, PR%F Awards medal recognition carries weight because it comes from peers making real buying decisions. In a crowded marketplace where shelf space and menu real estate remain premium, third-party validation from established buyers can accelerate retailer conversations and distributor interest.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
