Our story begins with a thirst for intoxicating spirits and an ambition to bring the very best of craft spirits to Asia; three ex-lawyers, and cocktail enthusiasts founding a boozy neighbourhood cocktail bar in Singapore.

28 HongKong Street opened in 2011, at the vanguard of the rise of Singapore as a global capital of modern cocktail culture, and was inspired by some of the great New York cocktails bars of the early 2000's; Milk and Honey, PDT, Employee's Only. Serving only the finest of craft independent brands, this renown bar created a ‘spirit’ movement with other bar owners in Singapore and so began a small distribution arm, which quickly grew.



Our Proof & Company glass, today, is an overflowing one. We blend a diverse portfolio, with notable bartenders and educators, customer-focused, and the Region’s most prominent hospitality partners to bring a disruptive approach to beverage distribution in APAC.

500+ extraordinary spirits, bar tools and glassware
50 independent brand partners
10,000+ hospitality partners
500+ retail partners
100+ team members across 5 offices

Our Proof Creative team are award-winning consultants that guide the development of new bars with their 20 Pillar Program, for clients across the world; delivering famous projects such as Manhattan Bar, Atlas and Raffles Hotel. We also continue to serve first-class cocktails (and service) at our beloved ’28’, the heartland of our business – a bar that is widely credited as one the most influential in Asia, and consistently listing in the World's 50 Best Bars.

What’s next for our evolving business, you’ll have to wait and see.



Proof & Company is also proudly pioneering sustainability within the hospitality industry through our ecoSPIRITS partner, the world's first low carbon, low waste spirits distribution technology.

We are invested in the creation of quality spirits with our sister company True Believers, which makes craft-quality spirits accessible to clients wishing to upgrade their house pouring programs via a line-up of proprietary brands with cred.

And are dedicated to excellence in beverage training with our partner JERRY, a SaaS-based platform for F&B professionals that is inspired by Jerry Thomas, the father of modern bartending.