EXPLORING THE INDUSTRY’S MOST CREATIVE JOB: HEAD OF ADVOCACY, PROOF CREATIVE
ASIA PACIFIC, 11 MAY – Could you be our new Head of Advocacy? Jason Williams is moving to new ventures and so we seek a new creative talent to spearhead this amazing consultancy arm, as Head of Advocacy Proof Creative.
As the Head of Advocacy for Proof & Company’s consultancy arm, Jason “Widge” Williams has one of the most exciting and dynamic roles in the beverage industry. From creating new bar concepts to working on hotel development projects, his job is never dull. In this interview, we dive into his daily routine, career trajectory, and what it takes to succeed as a hospitality consultant.
Jason Williams
What does an ‘average’ (actually, not so average) workday look like?
If I had to describe my role in just five words, I would say that it is stimulating, diverse, extraordinary, fulfilling, and creative. From collaborating with top hotel brands to developing cutting-edge beverage solutions, no two days are the same.
My role goes beyond just developing creative beverage solutions. I also work closely with property owners and VPs at leading hotel brands, providing insights on strategy, business development, and everything in between. On select high-value projects, I am involved in the entire process, from layouts and cocktail menus to music briefs and financials.
For the daily happenings, it can be anything from team whiteboard sessions on a new drinking ritual for a global hotel brand, to work on BOH layouts for a rooftop bar in Bangkok. As part of the 28 HongKong Street leadership team, I also dedicate time to working on the business strategy, marketing efforts and people management.
How did you land the gig and how has it changed over the years?
When I first landed the gig, I never imagined the amazing journey that lay ahead. I was given the opportunity to lead a bar and beverage consultancy embedded in our distribution business, a groundbreaking concept that our co-founders envisioned. With my transferable skills and experience in running beverage programs for a larger group in Sydney, I had the foundation to take the team to greater heights.
As the consultancy grew, so did our portfolio of clients and projects, giving me the chance to work on innovative and impactful initiatives that are constantly pushing the boundaries of what’s possible in the world of cocktails and spirits. From collaborating with leading hotel brands to working on new bar concepts and the ’20 Pillars’ on select high-value projects, my days are never dull.
Being part of the Proof Creative and advocacy arm has also allowed me to contribute to the broader conversation around the beverage industry and its future. As we continue to innovate and pioneer new approaches, I’m excited to see where this journey takes the business and how our expert Proof Creative team can continue to make a positive impact in the industry.
Atlas Bar, Singapore
Is there one stand-out project that defined your career to date?
Throughout my career, I’ve been fortunate enough to work on many incredible projects, but one in particular stands out as a defining moment for me: Atlas. Working on this project was a dream come true, and I’m grateful for the opportunity to collaborate with the owners and operating team to bring the concept to life.
It was an honour to be a part of creating such a special place, and it truly shaped my approach to cocktail and bar design. The experience reminded me of the importance of taking risks, pushing boundaries, and trusting your instincts to create something truly unique and unforgettable.
How do you balance creative vision with practical considerations, budget, timeline, and more?
My main focus is ensuring client relationships to ensure that we, as a team, have a solid understanding of the client’s goals and objectives, which enables us to design solutions that are not only creative but also realistic, achievable, and aligned with their budget and timeline. Balancing these factors can be challenging, but we believe it’s essential to deliver exceptional results that exceed expectations.
Proof Creative Team
How do you stay up to date with industry trends and incorporate new ideas and technologies into your work?
As a part of an integrated business such as Proof & Company (spirits distributor, bar operator, consultancy), we are exposed to varying sides of our industry. I believe that staying abreast of industry trends and incorporating new ideas and technologies into our work is essential to create truly innovative solutions.
This means attending conferences and events, networking with other industry professionals, and regularly learning from the best – we go to a lot of bars! Our consultancy also aims to elevate the hotel bar experience by incorporating more disruptive ideas in that space.
What are the essential qualities of a successful Head of Advocacy, and how do you cultivate these qualities in yourself and your team?
I believe the essential qualities of a successful Head of Advocacy include a passion for exceptional creative drinking experiences, a passion for our industry, big-picture thinking, great communication skills, confidence, creative outside-the-box thinking, and exceptional client relationship management.
I continue to cultivate these qualities in myself and my team by promoting a culture of innovation, creativity, and collaboration, and by fostering an environment where everyone feels empowered to share their ideas and opinions.
Any other thoughts?
As I look back on my incredible journey of the past 8 years with Proof & Company and engage in conversations with potential candidates for my succession, a question keeps lingering in my mind: “Why am I leaving this role?” The truth is, it’s not an easy decision. Living abroad has been an amazing adventure, filled with unforgettable experiences, lifelong friendships, and…finding my wife!
However, the time has come for me to return to Australia, where I can focus on pursuing my business endeavours. While I will dearly miss the incredible moments and contributions to one of the world’s finest drinks companies, I am excited to embrace the next chapter of my life.
FROM BEHIND THE BAR: AN EVOLUTION OF COCKTAIL BARS
ASIA PACIFIC, 10 MAY – Imagine yourself transported back to the 1920s, a time of prohibition, speakeasies, and bootlegging. Prohibition had just been introduced, and bartenders had to get creative with their drinks to satisfy their patrons’ thirst for alcohol. They started experimenting with new ingredients, creating complex cocktails that became the hallmark of the speakeasy. Fast forward to the present, cocktail bars have come a long way since those prohibition-era speakeasies. Nowadays, mixology is an art form, and the cocktail bar has transformed into an immersive experience that engages all your senses. From personalized menus to theatrical service, every element of the modern cocktail bar is designed to create a unique and unforgettable experience for guests.
Nadodi's Kuala Lumpur, Bar Lounge
In recent years, the cocktail bar has undergone quite a transformation. This was accompanied by a newfound admiration for bartenders, who began to be viewed as passionate creatives intent on delivering unique experiences for their patrons. These passionate mixologists and ‘bar chefs’ draw in new imbibers looking for exciting novel experiences. More than just creating concoctions that will thrill, bars are going beyond to offer special and bespoke services that exceed those of their typical menu.
According to Jason Williams, Head of Advocacy, we may begin to see a rise in hybrid venues that combine the traditional cocktail bar with other forms of businesses, such as restaurants and cafes. These venues comprising parts of a cocktail bar, wine bar, and cafe may soon emerge to create an all-encompassing experience for customers. Not just in terms of drinks, but in innovation as well. For example, Singapore’s Stay Gold Flamingo has become a place to spend a day as a cafe and an evening at a rock ‘n’ roll-inspired, sophisticated restaurant bar.
Creative Associate Dezmond Ho offers an analogy that captures the spirit of this unique development: “Like a well-stocked book collection which has something to suit every reader, venues with a variety of bar concepts and styles can satisfy different demographics and preferences. With so many creative and fun drinking rituals to choose from, it is definitely a great time to be a part of this culture.”
Stay Gold Flamingo's Cafe
Stay Gold Flamingo's Cocktail Bar
Going beyond, Bar Consultant Andy Loudon highlights how cocktail programming has gone up a level. Traditionally, the hospitality industry was known for allowing guests a glimpse into a venue, but now, this has evolved to be much more than just a peek. They are looking for a more individualised touch, like being part of the family.
Loudon adds, “Having tailored programming gives the venue a chance to provide guests with interactive and theatrical experiences, like trolley services, martinis made right at the table, and gueridon service.”
The following phase of evolution presents itself when conventional menus of merely listing drinks are shifted to more imaginative ones with cocktails involving stories, progressive drinks, and a multi-sensory experience. Just a printed list of cocktails might be enough for some settings, but to please today’s increasingly discerning cocktail connoisseurs, much more is required. Charlie Ainsbury, Senior Bar Consultant, states that a bar menu is not only a list of drinks but also an entrance into its concept and identity. This showmanship negates boredom, a vital component that allows bartenders to bring storytelling and accoutrements that warrant a return visit.
The Art of Mahjong Menu
Think origami cocktail lists, pop-up book-style menus, and hand-illustrated pages that invite guests on a visual journey. The integration of modern technology adds another layer of excitement, whether it is a QR code that shares a recipe with guests or an AR (Augmented Reality) experience that brings the bar’s surroundings to life. The menu should be a feast for the eyes and a thrilling experience that leaves a lasting impression.
Proof Creative has put this idea to use in their consultancy projects. At Bar Trigona, sustainability and origin of ingredients are paramount; they use local farmers to source the fruits used in their cocktails, and then employ every part of the fruit, from fermentation to including the seeds in the paper for patrons to take home and grow.
It is also no surprise that customers today anticipate sustainability in their drinks. To highlight this further, ecoSPIRITS has joined forces with Rosewood to develop a collection of low-waste cocktails, using sustainable and upcycled ingredients. The two companies have joined forces across many luxury properties around the world, including London, United Kingdom; Hamilton, Bermuda; and Phnom Penh, Cambodia.
Bar Trigona, Kuala Lumpur
ecoCOCKTAILS at Rosewood Hotels
The evolution of cocktail bars has truly been a journey filled with creativity, innovation, and transformation. What started as a humble place for working-class folks to enjoy a stiff drink has now become an immersive experience where mixology meets art, and customers can interact with bartenders to craft their own unique cocktails. The second golden age of fine drinking has ushered in personalized experiences and hybrid venues that combine traditional cocktail bars with other types of businesses, such as restaurants and coffee shops.
With sustainability and provenance being key considerations for many bars, the future looks bright for the cocktail industry. As new trends and technologies continue to emerge, we cannot wait to see what exciting new experiences cocktail bars will offer in the years to come. The only certainty is that the cocktail bar will continue to evolve, innovate, and surprise us.
PROOF CREATIVE CREATES AN UNFORGETTABLE EXPERIENCE AT ANIBA, SINGAPORE
SINGAPORE, 9 FEBRUARY – Aniba is the reinvention of the best food and drinks from around the world. It is a reinterpretation of Middle Eastern cuisine laced with European style by Chef Meir Adoni. With his inspiration sourced from his globetrotting adventures, each dish and drink is a voyage across seas and continents.
From the second you enter, be it for a light meal, an aperitif, an evening feast, a Sunday brunch, or a lively night of fun, the darkly-lit entryway will glisten and immediately immerse you in a captivating combination of traditional Middle Eastern touches and modernity. The journey continues into the cocktail lounge, restaurant, open kitchen and private room, each bathed in atmospheric lighting and decked out with rich wood accents. This one-of-a-kind venue will take you on a flavour expedition, traversing various continents and tasting delicious dishes and cocktails.
Chef Adoni has crafted a cuisine that is rooted in his North African heritage, yet fused with the innovative culinary methods of the Middle East. By melding classic dining with his traditional cooking practices, he has cultivated a culinary style that seamlessly bridges the gap between Eastern and Western flavours. This harmonious play is marked by a warmth that is sure to invigorate the soul.
Proof Creative started to work on the collection in 2022, with Senior Bar Consultant Bobby Carey and Bar Consultant Andrew Loudon at the helm. Their processes included concept development, bar functional layout, OS&E curation, spirit curation, drink development, brand guidelines, outreach and programming and pre-opening assistance and training.
Andrew Loudon
“It’s incredibly exciting to be a part of such a unique concept such as Aniba. Blending the synergy between culinary and cocktail programs is something that I am incredibly passionate about, while also creating fine dining and fine drinking experiences for guests.
With ‘Here I Come’, the cocktail menu concept, we seek to honor Chef Adoni’s culinary path – right from his heritage to the modern day techniques now used in his approach to food. Customers will have the opportunity to travel through his story as they savour the distinct flavours in each cocktail.“
King Pin
Songs of the Red Sea
Aniba’s ‘Here I Come’ cocktail menu, specially crafted to complement Chef Adoni’s multi-continental cuisine, comprises innovative drinks inspired by Far Eastern, North African, Mediterranean and Asian dishes. His devotion to perfecting each cocktail leads to him using the finest seasonal ingredients to mix up intriguing flavours, techniques, and styles, in an effort to pay homage to traditional and cutting-edge imbibing. Even the non-alcoholic drinks feature a selection of flavours from many countries and cultures, showcasing Chef Adoni’s multifaceted culinary approach. This is a celebration of true creative exploration.
The ‘Aniba Collection’ also boasts a range of the most unique spirits in Singapore. This ever-changing, living collection is exclusive to the venue and sure to captivate even the most experienced of spirit enthusiasts with an extensive selection of both old and new world spirits. The stunning wine selection includes a plethora of Kosher wines, with a particular focus on legendary wine houses of the Mediterranean.
At Aniba, guests can anticipate the unexpected – from food and beverage programs to operating hours. As the first fine-dining kosher restaurant in Singapore, they serve cuisine that abides by the Jewish Kashrut dietary laws and operates under rabbinical supervision. Their hours are tailored to Shabbat; they are closed from 5 pm on a Friday, open from 8 pm to 2 am on Saturdays and closed on Sundays and Mondays.
With a modern flair for Middle Eastern dining, a refined cocktail menu and an extensive range of spirits and wines, guests are guaranteed an all-day venue that meets all their needs. This immersive, upscale restaurant and bar promises to deliver an indulgent and unforgettable experience that transcends geographical boundaries.
ABOUT ANIBA
Aniba, the Hebrew phrase for ‘Here I Come’, is a reimagining of global cuisines, with a modern twist on Middle Eastern dishes. This extraordinary venture encompasses the concept of longing and was envisioned by celebrated Chef Meir Adoni, fuelled by his own wanderlust.
With the entrance to Aniba discreetly tucked away in Battery Road, one is sure to embark on a thrilling culinary adventure with Foragers, the group behind Miznon and North Miznon.
For more information, please visit Aniba.
HILTON APPOINTS PROOF CREATIVE TO CREATE UNFORGETTABLE EXPERIENCES FOR WALDORF ASTORIA HOTELS GLOBALLY
MCLEAN, Va., 17 November – With a focus on innovating and evolving for tomorrow’s traveller, Proof Creative, the award-winning bar and beverage consultancy of Proof & Company, Asia Pacific’s Leading Independent Spirits Company announced a partnership with Hilton, a global leader in hospitality, to reimagine the beverage experience across Waldorf Astoria Hotels & Resorts Peacock Alley locations around the world.
Proof Creative will work alongside Hilton’s Global Food & Beverage and Waldorf Astoria Brand teams to create a timeless and memorable beverage ritual and elevated bar concept that celebrates the iconic brand and its landmark hotels and resorts. This partnership also marks Proof Creative’s expansion into the U.S. market.
Adam Crocini
“At Hilton, we are focused on elevating food and beverage experiences for guests and pride ourselves on identifying partners that are both cutting-edge and industry-leading to bring the most innovative ideas to our collection of iconic bars around the world.
We’re excited to match the creativity and esteem of Proof Creative with the precision and passion of our beverage experts to create a new ritual and revitalized bar concept that’s both memorable and distinctly Waldorf Astoria.”
Jason Williams
“Proof Creative has had a significant influence on this ‘Second Golden Age of Fine Drinking’ through its thoughtful bar consulting throughout Asia Pacific. We’ve collaborated on some remarkable bar projects, iconic hotels, and some of the world’s best bars, however few can compare to the opportunity to work on such a prestigious hotel re-opening such as Waldorf Astoria, in NYC.
As enthusiastic students of cocktail history, we have long admired and studied The Old Waldorf Astoria Bar Book. We relish the opportunity to celebrate Waldorf tradition whilst evolving the brand’s experience with contemporary and engaging cocktail moments.”
This evolution of the brand experience, which is slated to be complete by early 2024, will reimagine the Peacock Alley guest experience and offerings. This includes a new, branded beverage ritual that presents a theatrical moment-in-time where guests engage with Peacock Alley and its luxurious storied past, as well as an elevated bar concept, inclusive of a review and refresh of Peacock Alley cocktail menus, glassware, lighting, ambience and more.
“Innovation in food and beverage has been at the core of Waldorf Astoria since the very beginning. The brand has been credited with the creation of hallmark dishes and cocktails which have become standards in the industry,” said Dino Michael, senior vice president and global category head, luxury brands, Hilton. “This new partnership also further captures our forward vision to bring only the best-in-class with offerings that leave an indelible mark in the hearts and minds of our guests.”
Waldorf Astoria Amsterdam
Waldorf Astoria Dubai Palm
The Waldorf Astoria brand began in New York City in 1893, redefining world-class hospitality excellence through the invention of 24-hour room service and daring culinary innovations of the times, including the Waldorf salad, Thousand Island dressing, red velvet cake, Robert “Bobby” Burns whiskey cocktail and the classic eggs Benedict. Today, the brand continues this tradition through distinctive dining experiences across the portfolio. From the Waldorf Astoria Maldives Ithaafushi, which features 11 unique dining concepts like Terra, where guests can dine among the treetops in one of seven bamboo nests, and The Rock, an intimate dining experience for 12 in a cave-like dining room built from Jordanian limestone to Waldorf Astoria Amsterdam, which offers innovative dishes combined with proud Dutch heritage. In addition, the brand plays host to several Michelin-starred restaurants and James Beard Award-winning chefs, working with the biggest culinary stars in the industry.
Waldorf Astoria Bangkok
At the heart of every Waldorf Astoria is a tribute to the original and iconic Peacock Alley — the grand corridor connecting the original New York Waldorf Hotel to its sister, The Astoria — where the glamorous gathered to see and be seen and where dreamers gathered for inspiration. Today, each distinctive Waldorf Astoria Hotel & Resort offers a sophisticated modern reflection of that first 300-foot marble Peacock Alley. Whether serving as a bar, lounge, café, terrace, or some creative combination of spaces, Peacock Alley brings people together, creating a connection to its grand heritage and luxurious storied past. Serving as a testament is The Waldorf Astoria Bar Book, published in 2016 by former bar manager Frank Caiafa from the Waldorf Astoria New York. The essential guide offers a read on the history, recipes, and how-to creations of the world’s greatest cocktails from the legendary Peacock Alley and the author’s own awarding-winning creations like the Cole Porter, an enhanced whiskey sour rendition named for the famous Waldorf Astoria resident himself.
To learn more, visit Stories.Hilton.com/WaldorfAstoria or Proof & Company. To start planning 2023 travel, visit Hilton.com.
ABOUT HILTON
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 7,000 properties and more than 1.1 million rooms, in 123 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune’s 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 146 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.
ABOUT WALDORF ASTORIA HOTELS & RESORTS
Waldorf Astoria Hotels & Resorts is a portfolio of more than 30 iconic properties that creates a unique sense of place with a relentless commitment to elegant service, one-of-a-kind experiences and culinary expertise in landmark destinations around the world. Inspired by their timeless environments and sincerely elegant service, Waldorf Astoria hotels deliver an effortless experience seamlessly, creating a true sense of place for guests through stunning architectural features, brand rituals, the famous Peacock Alley, refined art collections and elevated in-room amenities. In addition to the brand’s world-class hotel offerings, Waldorf Astoria boasts a global residential portfolio that provides the comfort of a private home combined with unsurpassed amenities and high-touch service. Waldorf Astoria is part of Hilton, a leading global hospitality company. Experience an unforgettable stay at Waldorf Astoria Hotels & Resorts by booking at waldorfastoria.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Waldorf Astoria Hotels & Resorts at stories.hilton.com/waldorfastoria, and follow the brand on Twitter, Instagram and Facebook.
FROM BEHIND THE BAR: WORD FROM WIDGE
ASIA PACIFIC, 13 OCTOBER – Not many people in our industry can say they have their face on a bottle of gin, yet the award-winning Australian bartender Jason ‘Widge’ Williams can. Having been around gin nearly his entire life, we tap into our Head of Advocacy’s love affair with all things gin and how his face landed on the packaging of one of Asia’s favourite craft gins.
A young 13-year-old Williams picked up the nickname ‘Widge’ when he first dipped his toes into the hospitality industry, washing dishes at a local pizza shop. The nickname stuck with him as he progressed through the bar industry, riding the wave of the early 2000s cocktail scene, falling in love with the creativity, history and social dynamism that great drinks could bring.
“There is something absolutely magical and rewarding when combining ingredients, and flavours and introducing guests to new drinking experiences,” Williams says.
Shaking and stirring his way into the world of extraordinary spirits, Williams won the Beefeater 24 Global Bartender Competition, which took him around the globe, exploring gin distilleries – and that was when he properly fell in love with the category.
“I’ve spent a decade visiting distilleries and I’ll never not miss the heady, spicy smell that just hits your nose once you’ve opened the distillery doors. It is hard to not love a genuinely handcrafted product. From the selection of natural ingredients, sourcing the best botanicals, and weighing by hand – it is extremely hard to totally automate or digitalise the gin business. It’s a hand-touched process, and you don’t get it in many other mainstream other spirits categories.”
To fall for gin is to embark upon a lengthy journey. Before collaboration was a norm in the spirits industry, Williams went on to open a gin speciality bar with 80 gins in Sydney, The Rook and was the first to collaborate with Four Pillars, one of the biggest Australian gin brands, in co-creating the Four Pillars Spiced Negroni Gin.
By now known as the ‘gin guy’, Williams further enhanced his reputation when he arrived in Singapore and was part of the team to launch the opulent ATLAS Bar with Proof & Company. Heavily focused on the art deco period, the bar celebrates gin with a carefully curated collection of over 1,300 gins including an Archie Rose Distilling Co. collaboration and a permanent St George’s Distillers ATLAS Orange Gin. From this point, Williams became a bonafide gin aficionado; running the Juniper Society and became the first person from Singapore to be inducted into the London Gin Guild. Not surprisingly, the title Master of Gin at ATLAS was bestowed to Williams.
So how did Widges Gin come about?
“Proof & Company was working on True Believers range of brands. The whole ethos of True Believers is to bring world-class spirits to the mainstream by promoting independent drinking, working with world-class distillers and being utterly transparent so that we can bring to drinkers a spirit valuable to the modern-day bartender at a competitive price point.
Spencer Fornhart, one of our founders, recognised my experience and reputation for gin education and advancement and tapped me to work on the developing of our gin to grace the bars of Asia Pacific. I was recruited into this new exciting product launch.”
“The first thing I thought of was, “What does the bartender actually need, especially when there are already a plethora of amazing gins?” This gin has to really work in a G&T and a dry gin martini.”
The botanical perspective was considered next. For this, he gravitated towards a classic backbone of juniper and dry herbs, but they loved the idea of elevated citrus. Williams loves that citrus element of gin in sour-family cocktails such as the White Lady and Aviation – both done with an orange liqueur. “Orange is also a very dominant character in a negroni and in a stirred cocktail like a Hanky Panky and has a lot of uses: tea, cleaners, repellent, cosmetics, cooking,” says Williams. “It’s like vanilla in the cocktail world. I then considered the things I love that will bring out the orange and juniper – cardamom”.
They took this brief to Langley in the UK and perfected the recipe — it was now a proper gin, with a big whack of orange and the firm suggestion of cardamom. Now, their gin just needed a brand.
“When Spencer unveiled the branding and mock-up – I swear, I was ambushed,” Williams says. “My first thought was that he was joking. I expected a couple of options and directions, but how surreal it was when I saw a caricature of my face and ‘Widges Gin’ on the label.
“Then again, knowing it was Spencer, it’s pretty set in stone,” laughs Williams.
Forhart explains that the nickname ‘Widge’ is unique and could be interpreted as old-world English, eccentric in kind of a way, fitting into the trend of quirky names from other gin brands. Today, the word ‘Widges’ is more than just a nickname.
As Williams collaborates with different gin brands in Proof Creative to create speciality gin bars and builds the line extension for True Believers, what’s left is his most ambitious gin idea to date: to create a gin with ingredients from the Antarctic.
“I personally adore gins that represent their places of origin. Like how Terai uses local spices sourced from Asia’s largest spice market to Vietnamese gins with ingredients foraged by native tribes in the countries’ jungle. The spiritual respect for spices and botanicals representing where they (the gins) come from is highly admirable. The layers from these gins will be sure to create the most iconic gin cocktails. I haven’t heard of a gin coming from the Antarctic and maybe there is something growing there that we can use in a gin!”
ABOUT WIDGES GIN
Widges London Dry Gin is a genuine London Dry Gin distilled by some of the world’s most experienced gin distillers at Langley Gin Distillery in England. Jason ‘Widge’ Williams developed this flavour profile with the craft bartender and the world’s greatest gin drinks in mind. The harmony of piney juniper, stewed coriander seed, cardamom and bright orange makes Widges Gin an elevated London Dry Gin beloved by bar folks.
For more information, please visit True Believers.
PROOF CREATIVE ANNOUNCES ITS FIRST MAJOR PROJECT IN EUROPE
GENEVA, 22 AUGUST – Geneva will be home to the first Proof Creative project in continental Europe with the opening of Silverback slated for spring of 2023.
Construction is underway on this highly anticipated venue, located inside a stunning 16th-century building in the Old Town of Geneva. The Old Town or “Vieille Ville”, is an ancient maze of cobblestone-lined streets and picturesque squares, filled with art galleries, and historical sights telling the stories of Geneva’s long and colourful history. Silverback is conveniently located in the heart of the historical centre, just a short stroll from the city’s central shopping district and just a stone’s throw from popular outdoor cafes and restaurants. This archaeological treasure is being restored and provides the interior backdrop to the dual-level bar.
Geneva's Old Town, Switzerland
Silverback will house a monumental back bar of spirits with a special focus on Scotch Whisky, Bourbon, Rye, and whiskies of the world including boutique bottlings found in non-traditional whisky-making countries such as Germany, Sweden and of course Switzerland. It will be supported by a sharp list of European wines, high-quality beers and an inspired offering of seasonal cocktails aimed to provide a cocktail for any palate.
“My dream for Silverback is to indulge clients in a unique atmosphere of historical significance whilst offering 500 fabulous whiskies as well as great live music,” says Jean Michel Aubry, the founder of the project. Director of Operations, Roderick Boerma, adds, “This will be a one-of-a-kind project housing an enormous amount of energy. The excitement of being able to do what you love in this historical venue is just incomparable.”
Charlie Ainsbury, Senior Bar Consultant at Proof Creative
“We can see this bar being the ambassador for fine, convivial drinking in Geneva. We want Silverback to be the go-to for anyone looking for a good time in Geneva. A place where the locals, as well as visitors, can freely pull up a barstool to talk to the friendly bartenders or take a cosy banquette and feel like they have their own little corner of Geneva.
Geneva has incredible potential to be a bar destination. It’s an international city with many global companies calling it home so the population is there. Its proximity to other great cocktail cities like Paris and Zurich as well as all its neighbouring countries makes it an ideal weekend destination too. We are very much looking forward to contributing to the F&B landscape here.”
The floor below, in the centuries-old cellars of the building, will house the darker, and seductive sibling of Silverback that will come alive with a revolving live music program featuring local and international musicians. The drinks offering of Silverback will be extended to the floor below with an additional focus on Champagne.
Silverback will share the ground floor of this magnificent edifice with two other venues; a bright, contemporary neighbourhood wine bar as well as a yet-to-be-named restaurant next door, occupying the final tenancy. This multi-venue building will cement itself as a must-visit destination for the city.
Silverback's Work in Progress
Proof Creative’s involvement began in late 2021 and will implement its renowned ’20 Pillar’ creative process which includes early conceptual development, bar functional layout, major equipment sourcing, OS&E curation, spirits curation, drinks development and pre-opening support and training.
The Proof Creative team is busy at work bringing Silverback to life so stay tuned for more on this next year.
28 HONGKONG STREET REUNITES FRIENDS TO CELEBRATE SINGAPORE'S ACHIEVEMENT IN ASIA'S 50 BEST BARS AWARDS
SINGAPORE, 29 APRIL – Singapore’s ever-changing cocktail scene has never been better thanks to its diversity, excellence and innovation, a fact reinforced by the 7th edition of Asia’s 50 Best Bars, held in Bangkok, Thailand on Thursday evening. Since its very first edition in 2016, an average of 10 Singapore bars appear on Asia’s 50 Best Bars list each year – which is no easy feat.
That’s in no small part thanks to the strength of the Singapore bar community. Despite the many difficulties the food and beverage industry has confronted during the pandemic, the Singapore bar community has been resilient, innovating, embracing new technologies, and facing these challenges together. Now, the easing of Covid-19 measures has sparked optimism and a sense of revival across the city.
To celebrate, 28 HongKong Street invited industry friends to watch the live stream reveal of Asia’s 50 Best Bars 2022 on 28 April, Thursday. The crowd cheered as Head Bartender, Elliot Pascoe, and Floor Manager, Nalini (Lin) Balasundaram called in live from the award ceremony at Bangkok’s Mandarin Oriental Hotel, alongside some of the brightest stars of the region.
“After two years of virtual screening, it feels just like old times when we were all together – determined to prove what we could do. It is moving how resilient our industry has been, in order to make this happen, but we never gave up hope that we would make it back stronger than ever, ” says Lin.
It was an emotional reunion which saw bartenders, bar owners and close friends reconnecting in anticipation and elation at what unfolded onscreen, with Singapore bars claiming 11 spots on Asia’s 50 Best Bars list. With special awards such as The Roku Industry Icon awarded to Nutmeg & Clove’s Colin Chia and MO Bar achieving the Nikka Highest Climber award after jumping 28 places over last year, Singapore’s bar scene has never been better.
28 HongKong Street landed at #49 on this year’s list, making it the sixth consecutive year that the bar has made a showing on the list, a reflection of how despite celebrating its 10th birthday last year, the bar continues to shape Singapore’s drinks culture and further grow its reputation as a global institution of fine drinking.
“The 28 team set out with the goal to bring something that was missing in Singapore – an institute dedicated entirely to fine drinking and education. And now, here we are today – still maintaining a position among many other fine contenders,” says Peart, “Everyone who comes through our doors is important to us, and we would like to thank you for all the support and love given to us.”
The night was about acknowledging the hard work our bar community has done to help make this industry what it is today and celebrating its achievements this year. A special mention goes out to Jigger & Pony, Singapore and COA, Hong Kong who were judged Asia’s Best Bar 2022 #2 and #1 respectively for the second consecutive year – breaking records with their outstanding performance and hospitality. From the 28 HongKong Street team, congratulations once again to all the winners who made it onto Asia’s 50 Best Bars 2022.
About Asia’s 50 Best Bars
Asia’s 50 Best Bars is the first regional event of The World’s 50 Best Bars brand, created in 2016 with the purpose of showcasing the best and most innovative talent in the drinks industry in this region. The annual ranking is based on the votes of the Asia’s 50 Best Bars Academy, comprising the most knowledgeable and travelled members of the bar industry, drinks media and mixology experts from across Asia. Asia’s 50 Best Bar is owned and organised by William Reed, the group behind The World’s 50 Best Restaurants and its regional offshots.
Learn more by visiting their website at https://www.worlds50bestbars.com/
About 28 HongKong Street
Hidden behind an unassuming 1960’s shophouse façade, 28HKS is a word-of-mouth venue for people who might appreciate the kind of venue that we enjoy ourselves: relaxing at the beginning, growing a tad louder as the night goes on. The drinks focus’ is on artisanal spirits and American-style craft cocktails. The food is gussied up American comfort food made from scratch for sharing.
You can visit the venue from 6:00 pm to 12:00 am, Monday to Thursday, and 6:00 pm to 2:00 am, Friday to Saturday. You can follow the journey on Instagram.
SULLIVANS COVE, NAMED ‘CRAFT PRODUCER OF THE YEAR’ AT THE WORLD WHISKIES AWARDS 2022
AUSTRALIA, 14 APRIL – Sullivans Cove Distillery in Hobart, Tasmania, has won many awards for their quintessential small-batch luxury whisky in the past few years. Now the distillery is celebrating once again after taking home a number of awards in the Rest Of The World category at the World Whiskies Awards 2022. The result comes after last year’s prestigious claim by American Oak Old & Rare (HH0108) for Best Australian Single Cask Single Malt (13 – 20 years) in 2021.
The World Whiskies Awards 2022 ceremony has finally returned to London for an in-person event after two years – and what an event. Held at the Honourable Artillery Company in London on 24 March 2022, the industry’s finest gathered to celebrate the global winners of the 2022 Icons of Whisky and World Whiskies Awards, as well as honouring the latest inductees to the illustrious Whisky Magazine Hall of Fame.
Among this year’s winners, Sullivans Cove has been named ‘Icons of Whisky Craft Producer of the Year’. The award is a recognition of the team’s hard work and focused attention to every detail of the whisky-making process, allowing them to craft single cask whisky of the highest standard.
Sullivans Cove Distillery
In addition to winning this title, they were able to bring home two other prestigious awards with Distillery Manager of the Year going to Heather Tillotts and Visitor Attraction Manager of the Year going to Ally Bhana. To top it off, Sullivans Cove Old & Rare 19-year-old American Oak ex-Bourbon release (HH0609) won category winner for Best Australian Single Cask Single Malt.
Heather Tillotts
Ally Bhana
American Oak Old & Rare HH0609
When the panel of esteemed judges came together to validate Sullivan Cove Distillery’s craft for extraordinary spirits, it was an unequivocal victory for all those who have worked tirelessly behind the scenes. A simple glance at the list of awards proudly displayed by Sullivans Cove Distillery is a great achievement for the Australian whisky industry and reflects how the region has quickly climbed the ranks in this globally competitive whiskey market.
As the global whisky industry is still navigating through the difficulties and the occasional bump in the road, there’s no doubt that everyone who works in this field loves what they do and strives for nothing less than perfection.
ABOUT SULLIVANS COVE DISTILLERY
Sullivans Cove Distillery is Australia’s premier craft producer of single malt whisky. Founded on the shores of Sullivans Cove in Hobart, Tasmania in 1994, Sullivans Cove is one of Australia’s longest-running whisky distilleries of the modern craft era. Sullivans Cove is also Australia’s most awarded whisky, having won three “World’s Best” titles at the World Whiskies Awards in 2014, 2018 and 2019 and many, many other accolades both locally and globally. Sullivans Cove Distillery produces full-flavoured, rustic, hand-made single malt whiskies from 100% Tasmanian ingredients. Allowed to mature over many years in the unique Tasmanian climate in hand-selected, full sized casks, Sullivans Cove whiskies are unrushed, each unique cask allowed to express its own individual character and quality.
For more information, please visit sullivanscove
28 HONGKONG STREET ANNOUNCED YEAR-LONG PARTNERSHIP WITH AWARE SINGAPORE
SINGAPORE, 22 MARCH 2022 – This month, to celebrate women’s growing empowerment in the bar industry, 28 HongKong Street has announced its year-long partnership with AWARE Singapore, the premier organisation advocating gender equality across Singapore. Founded in 1985, the Association of Women for Action and Research continue to champion the right of all individuals to have an equitable say in education, employment, and opportunity.
28 HongKong Street is celebrating women throughout March by spotlighting three barrier-breaking alumni: Charmaine Thio, Desiree Silva, and Jessica ‘Hutch’ Hutchinson. Each of these luminaries have called 28 HongKong Street home at one point in their careers, returning to curate a list of four cocktails available at 28 HongKong Street for the month of March, with 10 percent of the drinks’ sales donated to AWARE, Singapore.
Left to Right: Jessica ‘Hutch’ Hutchinson, Charmaine Thio, Desiree Silva
A pioneer of 28 HongKong Street, Desiree Silva (known affectionately as Dezzy), ran the floor with grace and confidence as floor manager. Today, Desiree is the co-owner of Sago House, which debuted at number 49 on Asia’s 50 Best Bars in 2021, and at number 63 on The World’s 50 Best Bars 2021. Silva and her co-owners built Sago House from scratch, and courageously opened the bar during Singapore’s lockdown phase. Despite the challenging conditions, their entrepreneurial mindset and passion enabled them not just to survive, but to thrive. That success allowed them to open Low Tide, a tiki-inspired bar serving up tropical cocktails and food with a local twist — all within a year of opening Sago House.
Charmaine Thio’s journey at 28 HongKong Street began in 2015 where she started out as a barback and worked her way up to become head bartender. Since then, she has embarked on a new adventure as the regional brand ambassador of Hendrick’s Gin.
Jessica ‘Hutch’ Hutchinson, Co-founder of No Sleep Club
Jessica ‘Hutch’ Hutchinson spent four years at 28 HongKong Street, working her way up from part-timer to front of house manager before becoming a personal spirits advisor for EC Proof. After leaving EC Proof, Hutch co-founded No Sleep Club in 2019, a venue that focuses on coffee and cocktails alongside some of the tastiest dishes in Singapore. With such a carefully curated menu and great hospitality, No Sleep Club landed at number 8 on Asia’s 50 Best Bars 2021 and at number 26 on The World’s 50 Best Bars 2021.
“I think it’s incredible that the AWARE is pairing up with venues that are inclusive in hiring and staffing, and also ensuring that their venues are inclusive and a safe space — especially for nightlife, which is a predominantly male-centred universe.”
AWARE is a non-for-profit organisation, and 28 HongKong Street is honoured to contribute to this charity that actively supports UN anti-discrimination declarations regarding sexual harassment, gender discrimination, age opportunity awareness, and strengthening the laws, policy, and mindsets pertaining towards the lives of women.
“We just wanted to give something back to the community and strive in all aspects to make it an industry we can truly be proud of,” says Christopher Peart, General Manager of the celebrated Singapore cocktail bar.
After March and through the rest of this year, each month will see 28 HongKong Street collaborating with a different cocktail bar from around the world. Our global friends who embrace diversity and support the cause will be creating a special cocktail exclusive for 28 HongKong Street, with those proceeds being donated to AWARE.
So come by, have some cocktails, and celebrate the great work done by AWARE.
About AWARE
AWARE is the leading women’s rights and gender equality group in Singapore. The non-profit organisation works to identify and eliminate the gender barriers through research and advocacy, education and training, and support services.
Since its formation in 1985, AWARE has carried out research into numerous issues affecting women, including workplace sexual harassment, poverty of older women, and Singapore’s compliance with UN anti-gender discrimination standards. Their CARE services provides case management, counselling, legal advice, Befriending and other assistance to women in need.
Learn more by visiting their website at https://www.aware.org.sg/
About 28 HongKong Street
Hidden behind an unassuming 1960’s shophouse façade, 28HKS is a word-of-mouth venue for people who might appreciate the kind of venue that we enjoy ourselves: relaxing at the beginning, growing a tad louder as the night goes on. The drinks focus’ is on artisanal spirits and American-style craft cocktails. The food is gussied up American comfort food made from scratch for sharing.
You can visit the venue from 5:00pm to 10:30pm, Monday to Saturday. You can follow the journey on Instagram.
CELEBRATING INTERNATIONAL WOMEN'S DAY WITH WOMEN IN PROOF & COMPANY
ASIA PACIFIC, 8 MARCH 2022 – “There is no limit to what we, as women, can accomplish,” said Michelle Obama. Bartenders, bar managers, beverage directors, creators, distillers and ambassadors – whether it be by remembering how women are some of the most influential and powerful individuals we know, or just how they inspire us with their passion, creativity and unbridled dedication to their craft in the drinks and hospitality industry, we are honoured to have them in our lives and taking the time to really celebrate them.
To mark International Women’s Day, we sat down with four Proof’s women as they shared their love for the industry and even, tips for future generations.
Elaine Hardiman
Favourite Cocktail: Negroni – thanks to 28 HongKong Street
Favourite Past times: Bike-riding with her toddler in tow and hosting friends for dinner.
Best Proof Moment: To see her finance team come through it together and be stronger after the toughest two years in any of our personal and professional lives.
Born in Kuala Lumpur but moved to Melbourne at a young age, Elaine Hardiman considers herself a proud Aussie with an international background. Even with extensive experience in the fashion and retail industry, she had a smooth transition into the F&B industry when she joined Proof. “Of course, it also helps that I had studied many of our products closely over the years as I visited cocktails bars from New York to Shoreditch to Lan Kwai Fong,” she quipped.
“As quoted from one of the most inspirational female leaders, “Motivation comes from working on things we care about. It also comes from working with people we care about.” Proof has been and always will continue to be a great place to build a career. The business I joined 4 years ago compared to the business today is so different and yet has retained the same ingredient that made me want to join in the first place, a thirst to be the best in the industry!”
Jordan Ashleigh
Favourite Cocktail: Vieux Carre
Favourite Past times: Keeping fit through bouldering, hiking, yoga and kickboxing. She’s also a Reformer Pilates instructor on the side.
Best Proof Moment: As a fellow lover of travelling, she loved visiting our brand partners’ distilleries and exploring their local cities.
From humble beginnings in Far North Queensland (the rum state), Jordan Ashleigh found her love of bartending and the hospitality industry when she moved to the United Kingdom in 2015. From masterclasses, local competitions, and bartending across the country, our bubbly and energetic member immersed herself in the cocktail country before joining Proof in 2018.
A huge believer in trying everything to find what you are good at (and not good at), our Brand Manager for Proof’s Australia & New Zealand shares her favourite quote from Paulo Coelho, “Accept what life offers you and try to drink from every cup. All wines should be tasted; some should only be sipped, but with others, drink the whole bottle.”
Trisha Chan
Favourite Cocktail: French 75
Favourite Past times: Tennis, exploring new cities during her travels, and experimenting with recipes, especially desserts and cocktails.
Best Proof Moment: Stepping into the office on my first day and being welcomed to the warm and passionate members of Proof & Company.
Having worked in technology and healthcare companies in the Silicon Valley, joining the Hospitality and Spirits Industry was the last place Trisha Chan thought she would ever be. “My time at Proof has been an amazing journey so far because I realized that my legal skills are easily transferrable from industry to industry and even align with my personal interests which makes it even more fun!”
When asked what advice would she offer to her younger self and future generations, “I know it sounds cliché, but don’t give up on your dreams or goals. Always be curious – you never know where life will take you or what opportunities are around the corner!”
Eve Guo
Favourite Cocktail: Old Fashioned
Favourite Past times: Levelling up in her yoga practices, swimming, and discovering cultures when travelling
Best Proof Moment: Being able to learn and grow everyday in this thriving and vibrant culture.
From Chang Chun, Jilin Province in China, Eve Guo envisioned a career where everyone is able to develop professionally and personally, an industry that is all about diversity and opportunity. And she found this in the hospitality industry – from the Novotel in Bangkok, Club Med in Phuket, and Wynn Palace in Macau to her current role as Sales Manager in Proof & Company.
“A career in the hospitality industry is all about passion and learning. You would need to venture out of your comfort zone and transform every experience as a new opportunity to develop yourself better.”