What does it take for a new beverage brand to get discovered by the people who actually make purchasing decisions? In this episode of Pour Decisions, Dino Sarti sits down with Michele Tell, Co-Founder of Proof Awards and Proof the Magazine, to discuss how one of the industry's most unique beverage competitions helps connect emerging brands with the buyers who can change their trajectory. Unlike traditional competitions, Proof Awards brings together up to 200 beverage buyers from across the country to evaluate more than 1,500 products spanning spirits, RTDs, non-alcoholic beverages, energy drinks, coffee, tea, water, wine, and more. Michele shares what separates Proof Awards from every other competition, the beverage trends she's seeing firsthand, and why authentic brand-building still matters more than ever. Whether you're a founder, retailer, distributor, or beverage industry enthusiast, this conversation offers a behind-the-scenes look at how products get discovered and where the industry is headed next.