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To Be Honest Beverage Co. Wins Big at PR%F Awards: Leading Innovation in Alcohol-Free Spirits

Celebrating Excellence in Mindful Drinking Innovation


We’re incredibly proud to share that To Be Honest Beverage Co. was recognized at the 2024 PR%F Awards, one of the beverage industry's most respected competitions spotlighting excellence across categories from spirits to functional drinks.



Our flagship product, Focus, was honored for its sophisticated botanical profile, functional benefits, and commitment to supporting a more mindful, alcohol-free lifestyle.



PROOF Awards: Setting the Standard for Beverage Excellence


The PR%F Awards are among the most competitive in the beverage world, judged by seasoned professionals including:

  • Beverage buyers

  • Distributors

  • Hospitality experts

  • Influencers in the alcohol-free movement


Winners are evaluated on factors like: 

✔ Taste and complexity 

✔ Packaging and branding 

✔ Market relevance and innovation 

✔ Overall drinking experience


Focus stood out in a crowded field of entries, reinforcing that functional, alcohol-free spirits are not only trending—they’re reshaping the future of drinking.

Related: Discover the Benefits of Hemp-Infused Beverages.


Focus: Redefining Sophisticated Drinking Without Alcohol


Winning at PR%F affirms what we always believed when creating Focus: Mindful drinking can (and should) be sophisticated, flavorful, and functional.


Focus was designed for those who want:

  • Ritual without the consequences of alcohol

  • Relaxation without sedation

  • Sophistication without sugary fillers or compromise


Crafted with:

  • Premium botanicals like juniper, lavender, and citrus

  • Nano-emulsified hemp-derived CBD isolate for functional calm

  • Zero alcohol, zero THC, and a layered mouthfeel perfect for cocktail building


Focus provides everything you love about a traditional cocktail ritual—minus the alcohol and the aftermath.



The Power of Awards and Third Party Validation


Industry awards like the PR%F recognition matter because they:

✔ Establish third-party credibility 

✔ Signal trustworthiness to buyers, consumers, and hospitality leaders 

✔ Reinforce product quality and innovation


For To Be Honest Beverage Co., this award is more than a trophy. It’s a powerful validation of our mission to create alcohol-free alternatives that feel elevated, intentional, and inspiring.


What This Means for the Future of Mindful Drinking


The PR%F Awards highlight a broader cultural shift:

  • Non-alcoholic and functional beverages are here to stay.

  • Sophisticated zero-proof spirits are filling a growing consumer demand.

  • Consumers no longer accept that alcohol-free has to mean boring or juvenile.


Focus proves that you can create complex, intentional, botanical-rich drinks that satisfy the desire for presence, flavor, and relaxation—without needing alcohol.



Explore Focus: A New Ritual for Modern Drinkers


Want to experience the award-winning spirit for yourself? Focus is available now for:

  • Elegant zero-proof cocktails

  • Relaxed evening rituals

  • Social celebrations with mindful indulgence



Read the Full PROOF Awards Feature


To explore more about To Be Honest Beverage Co.’s recognition and see the full list of winners, visit the PR%F Awards 2024 Commemorative Issue.



FAQs


Q: What makes Focus award-worthy? A: Focus combines botanical complexity, hemp-derived relaxation benefits, and zero-proof sophistication—offering a unique drinking experience.


Q: Does Focus contain alcohol or THC? A: No. Focus is alcohol-free and made with hemp-derived CBD —promoting calmness without any psychoactive effects.


Q: Where can I purchase Focus? A: Focus is available online and at select retailers. Shop Focus online for delivery across the U.S. here.


 
 
 

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