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  • PROOF OF CONCEPT

    The stories behind the world’s most exceptional spirits.

Proof of Concept is a storytelling-driven podcast from The Tasting Alliance, the world’s leading authority on beverage alcohol competitions, celebrating the ideas and people behind Double Gold–winning spirits.

Grounded in the rigorous blind judging standards and global credibility of The Tasting Alliance competitions, the series explores what it truly means to earn Double Gold — an achievement that represents exceptional quality, consistency, and distinction in one of the most competitive industries in the world.

Hosted by Toby Blue and Jason Rabinowitz, Proof of Concept goes beyond the medal to uncover the journeys of founders and makers whose spirits have stood out at the highest level. Through candid conversations, each episode examines how bold ideas are refined through craft, risk, resilience, and relentless attention to quality.

Each installment features a Double Gold–recognized brand and the people behind it, offering an inside look at the defining decisions, challenges, and breakthroughs that transform an idea into an award-winning spirit.

Proof of Concept is for listeners who care not just about what wins — but why it wins.

EPISODE 1 FEATURING CHINOLA LAUNCHES MARCH 3

Proof of Concept Podcast

From grain to glass to gold. The ideas, craft, and conviction behind the world’s most exceptional spirits.

Meet the Hosts

Toby Blue

Toby Blue is an accomplished entrepreneur and executive whose career spans the entertainment, marketing, and beverage industries. He began his career in film, contributing to iconic projects such as Forrest Gump and Jurassic Park, before producing City of Angels for Warner Bros. He later co-founded Petrol Advertising, growing the agency from a three-person startup into a global firm of more than 120 employees. Toby has since held senior leadership roles including Chief Operating Officer for will.i.am, General Manager of EKOCYCLE with The Coca-Cola Company, and executive positions at i.am+ and 19York. Currently serving as Chairman and Chief Operating Officer of The Tasting Alliance, Toby leads advisory, media, innovation, and brand growth initiatives, helping connect the world’s most exceptional spirits with top tastemakers while carrying forward a legacy of craftsmanship, integrity, and excellence.

Why Proof of Concept

Why should I listen to another podcast? (Oops — did we say that out loud?)

The spirits industry is built on tradition, but it’s driven forward by people willing to take risks.

Proof of Concept goes beyond tasting notes and technical specs to uncover the human stories behind the bottle. Each episode dives into the personal journeys of founders and makers who have earned the highest honor in spirits judging: Double Gold.

These are conversations about:

  • Building something meaningful in a competitive industry

  • Balancing heritage with innovation

  • Taking risks and surviving the setbacks

  • Turning identity, culture, and place into something tangible

Whether you’re a founder, a spirits professional, or simply someone who appreciates a great story, Proof of Concept offers a rare look at what it truly takes to build an exceptional brand.

PODCAST EPISODES

Episode 1: Chinola

Releases March 3, 2026

In the debut episode of Proof of Concept, presented by The Tasting Alliance, hosts Toby Blue and Jason Rabinowitz sit down with Andrew Merinoff, founder and CEO of Chinola.

Andrew shares the journey behind creating the world’s first shelf-stable fresh fruit liqueur — from thousands of test batches and early setbacks to building a brand rooted in sustainability, community impact, and uncompromising craft in the Dominican Republic. The conversation explores what it takes to earn credibility in the spirits world, win over bartenders and judges alike, and grow thoughtfully without losing authenticity.

With multiple Double Gold and Platinum awards from the San Francisco World Spirits Competition, Chinola stands as proof that when passion meets persistence, an idea can become something truly exceptional.

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