Horseshoe Brand and Handsome Devil Join Hudson Valley Food & Beverage Alliance; Existing Member ErtelAlsop Creates New Proof 33 division

GOSHEN, N.Y. (Feb. 15, 2018) — Two area businesses – sauce manufacturer Horseshoe Brand and barbecued-meats producer Handsome Devil – have recently joined the joined the Hudson Valley Food & Beverage Alliance, the association which brings organizations in the region’s food and beverage industry together to forge strong partnerships while providing access to economic guidance and marketing resources.

Additionally, ErtelAlsop, an Alliance member and manufacturer of depth filtration media and filtration equipment serving the food and beverage industry among others, has expanded with the establishment of Proof 33, an online, e-commerce store serving the craft beverage market.

Horseshoe Brand of Rhinebeck crafts full-flavored hot sauces and barbecue sauces using only fresh, all-natural ingredients. Its sauces cover all levels of heat to satisfy a variety of tastes and applications while adding depth and flavor to favorite dishes. Horseshoe Brand currently produces nine hot sauces and two barbecue sauces, Original Barbecue and Hot Barbecue. Hot sauce flavors are Kiwi Jalapeno, Roasted Garlic, Peach, Habanero, Chipotle, Cajun, Mango Fatali, Maple Cayenne and XXXtra Hot. To learn more, visit:

Handsome Devil of Newburgh takes the great barbecue traditions of the past to create its own barbecue style, using the barbecue techniques of the Carolinas to Texas to make something distinctively unique.  Using all-natural meats and poultry, seasoned with proprietary rubs and smoked for hours, Handsome Devil’s menu is steeped in the tradition of blended smoke and flavor.  To learn more, visit:

Proof 33, the newly formed division of ErtelAlsop of Kingston, sells and distributes all the supplies a craft distillery, brewery or cidery may need, including: yeast and enzymes, botanicals, flavors, barrels and oak alternatives, filtration equipment, cleaning chemicals and laboratory equipment. To learn more, visit:

“Horseshoe Brand and Handsome Devil are examples of area companies successfully capitalizing on the public’s ever-increasing appetite for authentic barbecue experiences,” said Laurence P. Gottlieb, Hudson Valley Economic Development Corporation president and CEO. “And, we love seeing an existing Alliance member, Proof 33, expanding its services to meet the growing manufacturing demands from the region’s distilleries, breweries and cideries. We’re thrilled to have all these businesses as Alliance members.”

About the Hudson Valley Food & Beverage Alliance:

The Hudson Valley region boasts the most vibrant and growing base of food & beverage-related businesses in the nation. Alongside many well-known industry names and successful and growing industry players, the Food & Beverage Alliance brings organizations within the food and beverage industries together, helping area businesses forge strong partnerships. The Alliance provides access to economic guidance and marketing resources to businesses throughout the region.

About Hudson Valley Economic Development Corporation (HVEDC):

HVEDC is the leading economic development agency for the seven-county region of Westchester, Putnam, Dutchess, Rockland, Orange, Ulster and Sullivan counties. The public-private partnership markets the region as a prime business location to corporate executives, site selection consultants and real estate brokers. HVEDC helped start the organizational, branding and promotional effort for NY BioHud Valley, Hudson Valley 3D Printing, Hudson Valley EDs & MEDs, HVTalent, HVPLAY and the Hudson Valley Food & Beverage Alliance. To learn more, call 845-220-2244 or visit