PR%F Awards 2021-Unmasked. Judges will first taste each brand “double blind” – so that a true taste and discovery of a brand can take place without label recognition. Then all brands will be revealed and evaluated. Our judging process is a group consensus, with expert buyers that specialize in key areas of expertise. Each brand is evaluated based upon a 100-point system so brands are not pinned or competing against other brands. It’s a brand against itself. And, we know you got what it takes.