PROOF & COMPANY PIONEERS ‘SMARTKIOSK’ TECHNOLOGY IN SINGAPORE


SINGAPORE, 19 SEPTEMBER – Proof & Company, one of Asia Pacific’s leading independent spirits distributors, is the world’s first to pioneer the new patent-pending SmartKioskTM technology for ecoSPIRITS in partnership with DFI Retail Group. This new innovation represents the next step in ecoSPIRITS’ Intelligent CircularTM roadmap and marks its first foray into circular packaging solutions for the retail channel; making sustainable reuse of branded spirits bottles available to consumers.

ecoSPIRITs SmartKIOSK at Cold Storage, Tanglin Mall

Proof & Company, ecoSPIRITS’ licensed operator for Singapore, Hongkong SAR, China, Australia and New Zealand, is the first partner in the world to own and operate a fleet of SmartKiosk across the Region. Partnering with DFI Retail Group for the Singapore launch, Proof & Company has deployed the first SmartKiosk in CS Fresh, Tanglin Mall, Singapore, with four more locations pinned for launch later this year.

The new CS Fresh SmartKiosk will offer Singapore’s shoppers access to sustainable refills of a selection of craft spirit brands, including gins from the island’s own Brass Lion Distillery. Other spirits available will include Tried & True Straight Wheat Vodka, Widges Gin, Mackintosh Blended Malt Scotch Whisky and Los Arcos Destilado de Agave. By placing their bottle under an intelligent pouring system with brand authentication through a novel Verified Sustainable RefillTM feature and using a touch screen, customers can accurately refill with their favourite spirits. Each sustainable refill offers significant environmental benefits, eliminating an average of 550g of carbon emissions and more than 700g of single-use packaging waste. Consumers will also save up to 20 per cent over the same spirit in single-use packaging formats.

Brandon Grusd, General Manager, Southeast Asia

“Proof & Company is proud to be the very first operator of the SmartKiosk technology globally. Having first pioneered ecoSPIRITS in the on-premise channel back in 2018, it’s a natural fit for our growing network of retailers across Asia Pacific. It also provides a wonderful opportunity for our brand partners, such as Brass Lion Distillery and True Believers, to be at the forefront of consumer innovation. DFI and CS Fresh should be commended for their sustainability leadership in pioneering such a unique shopper experience.”

This technology debut with Singapore’s leading premium grocer aligns with the city state’s Singapore Green Plan 2030, which commits to reducing landfill waste per capita per day by 30% by 2030. As part of their collaboration, for each refill purchased, ecoSPIRITS, Proof & Company and DFI will jointly plant one tree in the CS Fresh Forest under the ecoSPIRITS’ Forest Program.

Paul Gabie, CEO, ecoSPIRITS

“Circular retail for spirits and wine presents enormous opportunities and equally great challenges. Retail purchases make up the largest volume segment for our industry and the largest source of single-use glass waste. As such, it is incumbent upon all of us to find more sustainable ways to serve consumers. Helping shoppers adapt to novel consumption patterns is not easy, but in the face of global waste and climate crisis, adaptation is a must. Together with trailblazing partners like Proof & Company and DFI Retail Group, we can build a future beyond single-use packaging.”

Additional SmartKiosks will be deployed in ecoSPIRITS markets around the world in the coming months. For more information on Proof & Company and its leading Asia Pacific spirits distribution platform, please contact info@proofandcompany.com.

High-res image selects are available to download here.


ecoSPIRITS is a circular economy technology company that has developed the world’s first low carbon, low waste distribution technology for premium spirits and wine. Our patent-pending closed loop system nearly eliminates all packaging waste in the supply chain. By dramatically reducing packaging and transport, ecoSPIRITS provides both a powerful cost advantage and a transformative carbon footprint reduction. Founded in Singapore in 2018, the ecoSPIRITS technology is now available in 11 countries and 30 cities across the Asia Pacific. Europe and the Americas. More than 1,000 leading bars, restaurants and hotels have adopted the technology, including Michelin-starred restaurants, World’s 50 Best and Asia’s 50 Best bars and iconic hotels. ecoSPIRITS is now rapidly building a global network of closed loop services, with coverage in 18 countries worldwide by late 2022. Together with our brand partners, importers, distributors, wholesalers and venues, we are already making a difference. Each year, ecoSPIRITS and our partners eliminate hundreds of tons of single-use glass waste, plant tens of thousands of trees, and inspire others to change.

For more information, please visit www.ecospirits.com or follow @ecospirits.global on Instagram.

ABOUT THE NEW SMARTKIOSK 1.0S

The new SmartKiosk 1.0S is an intelligent circular retail technology that makes secure, sustainable reuse of branded spirits bottles possible for the first time. Wifi-enabled and powered by ecoSPIRITS’ cloud-based CircularONETM software platform, each SmartKiosk 1.0S is equipped with a large high-definition touchscreen, bottle, and brand authentication through a novel Verified Sustainable RefillTM feature, and fast, accurate refills using ecoSPIRITS’ existing SmartPourTM technology. As an extension of ecoSPIRITS’ existing portfolio of closed-loop technologies, the SmartKiosk enables retailers to leverage existing ecoTOTETM distribution in their local market and offer a scalable, cost-effective refill solution to consumers.

Each SmartKiosk 1.0S unit supports sustainable refill for a range of six spirit products, supported by a two-level merchandising display for branded refill bottles and a rear cabinet for convenient restocking of ecoTOTEs.  SmartKiosks feature a Microsoft Windows CE-based operating system and live content and data powered by the CircularONE software platform. This software integrates a range of intelligent features possible, including a large 125cm touch screen display, NFC-based bottle authentication via Verified Sustainable Refill, and fast, accurate dispense using the proven SmartPour system. Kiosks also feature programmable dispense volumes, stainless steel drip trays and locking wheels for ease of handling.


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.



PROOF & COMPANY WELCOMES AMARO LUCANO, A PARTNERSHIP BRINGING NEW MEANING TO ‘BITTER SWEET’


SINGAPORE & HONG KONG, 28 JULY – The advocate of extraordinary spirits, Proof & Company, continues to enrich their portfolio with a new spirit partner Amaro Lucano, a beloved Italian brand which boasts a herbaceous array of premium liqueurs.

Mancino Vermouth Secco and Amaro Lucano

The exclusive agreement was cultivated off the back of the Mancino Vermouth and Amaro Lucano merger (2021) in recognition of the Proof & Company relationship with Giancarlo Mancino and the distributor’s efforts and brand growth in the APAC region, with a key focus on the on-trade luxury market.

Of the new partnership, Paul Broadbent, CEO Proof & Company says, “The Vena family live and breathe the Lucano brand, and their timeless statement, “What more could you want from life?” resonates with Proof & Company’s passion in being “advocates for extraordinary spirits”. This is a wonderful partnership and we look forward to taking Lucano to more bars, restaurants and retailers across Singapore, Hong Kong and then China.”

Amaro Lucano 1894 (28% vol) consists of a meticulous (and family secret) blend of more than 30 specially selected herbs, characterising its strong and delicately balanced flavour. The herbaceous mix provides an aroma of pine, lavender and citrus notes, gentian bitterness, a balanced sweetness, spearmint freshness and mild spice upon sip. The versatility and fragrant nature of this bitter, before only known as an Italian aperitivo and (more often) digestivo, is fast trending in the cocktail scene, with bartenders introducing the spirit into classics with a twist or new bitter-sweet concoctions.

“Through our partnership with Proof & Company, we look forward to strengthening our presence in Asia, as well as sharing the brand story with the incredible bar industry and consumer communities,” said Leonardo Vena, CEO and family owner of Amaro Lucano.

Amaro Lucano on 28 HongKong Street's Back Bar

Amaro Lucano Highball, 28 HongKong Street

28 HongKong Street, a pioneer in the Singapore cocktail movement, and advocate of the brand has already introduced Amaro Lucano into their cocktail offering.

“Amaro liqueurs offer the modern bartender a delicious opportunity to introduce guests to a wonderful myriad of herbal, floral and fruit flavours. The bold, medicinal profile of these traditional liqueurs means they are great to sip on, or to use as a base in a highball or spritz.

Meanwhile, the complexity of amari means they are great to use as an accent in classic cocktails, and the wide range of flavours and aromas make amaro products like Amaro Lucano perfect for signature, original cocktails.” Jason Williams, Head of Advocacy APAC explains.

Official Amaro Partner at Asia's 50 Best Bars 2022

Rich in taste and in history; The Amaro Lucano story begins in Pisticci, at the end of the 1800s. It was here in this small Lucanian town in the province of Matera, where Pasquale Vena, a confectioner with a passion for herbology set out to create the perfect liqueur.

In 1894, after much trial and error, and many concoctions of different herbal combinations he finally found the ideal blend that would become Amaro Lucano – a now secret recipe of more than 30 carefully selected herbs, that has been passed down from Vena generation to generation.

Proof & Company will be distributing three Amaro Lucano spirits, all of which are gluten-free; the Amaro Lucano classic, the Anniversario, a prestigious version to celebrate the company’s 120 years, and the Essenza a new blend which set out to bring the amaro closer to the world of oenology and refined for 12 months in oak barriques used to age Italian Grappa.

In the spirit of Amaro Lucano, “Cosa Vuoi di piú dalla vita?” (what more could you want from life?)


ABOUT AMARO LUCANO

A story made of passion and authenticity enclosed in the secret recipe of Cavalier Pasquale Vena. Amaro Lucano is the result of tradition, quality, knowledge and ideas improved through innovation: these are the values of the Vena family, now in its fourth generation, that make Amaro Lucano one of the most important companies in the spirit market since 1894.

In 2021, the company receives the coveted “Historic Trademark of National Interest” certification, showcasing the recognition of national excellence through the value of their products that have been part of the history of Italy for years.

For more information, please visit Amaro Lucano.


CITADELLE GIN PUSHES BOUNDARIES WITH THE RELEASE OF VIVE LE CORNICHON FROM "LES EXCENTRIQUES" COLLECTION


ASIA PACIFIC, 4 APRIL – Citadelle Gin, the pioneering brand behind the craft gin movement in France, has officially unveiled its Citadelle Vive Le Cornichon in the brand new limited edition series last week. The first edition in their Les Excentriques collection was launched with partner bars all across the globe, including 28 HongKong Street, Singapore and Union Electric Bar & Rooftop Gin Garden, Australia.

Given that gin is known not only for its bright juniper bursts but also for its citrusy, herbaceous flavours and floral botanicals, one might think a pickle-flavoured gin hitting bars on April 1 might be an April Fool’s joke. But this savoury gin is just another brainchild of Alexandre Gabriel and the team at Citadelle Gin as part of a continuing effort to push the boundaries of what a gin can be.

Vive Le Cornichon Launch Party at 28 HongKong Street

Created in 1996, Citadelle Gin remains unquestionably a distillery that seeks innovation when it comes to both technique and ingredients. Their latest gin release is a creative masterpiece of using an unusual ingredient to achieve the innovative flavour, in this case, the cornichon.

Vive Le Cornichon (translated as long live pickles) honours the ingredient and defies the traditional sweet, fruity gin expressions, with its pickle-like notes and a palate of voluptuous, vinegary flavour. The first of the “Les Excentriques” collection is infused with 100% French hand-picked pickles from Maison Marc, a brand well known to the lovers of French terroir.

Cultivated, herbicides-free cornichons with no preservatives by Maison Marc

This ultra-limited edition dry gin was naturally developed in the new Citadelle distillery designed by Alexandre Gabriel and entirely constructed by the château’s in-house teams. As gin drinkers are becoming increasingly adventurous with more varieties available in the market, Citadelle took advantage of this enormous freedom to play with the versatile spirit and create a unique delight.

Similar to their other extraordinary spirits, Vive Le Cornichon has also been distilled using the patented process of gradual infusion of juniper berries and 19 other botanicals, this time with the saline flavours of the cornichon redefining the juniper-based spirit. It will certainly be exciting to see Vive Le Cornichon being a natural match to savoury cocktails such as a Gibson or a Dirty Martini at the hands of imaginative personalities at bars.

Citadelle Gin has truly been an innovator in its category with its range now comprising five extraordinary expressions, each bringing a whole new story to life with their respective flavour combinations. Vive Le Cornichon embodies all that is fun and innovative about Citadelle – it stands out from other gins in terms of taste and style, while still being recognisable as part of the Citadelle family. With this unprecedented expression, Alexandre Gabriel is once again pushing against the limits of creativity and experimentation with his teams. His mantra “Impossible is not Ferrand” has never sounded more true.


ABOUT CITADELLE GIN 

Citadelle Gin is a brand of Maison Ferrand, located in the southwestern region of Cognac, more precisely at the Château de Bonbonnet where Citadelle Gin was created in 1996. Citadelle is the pioneer of French gin. Alexandre Gabriel developed and patented the first ever progressive infusion process, which consists of infusing each botanical in succession to preserve its organoleptic quality and capture the ultimate flavor. The result of this painstaking technique is original and elegant, subtle and balanced. The Citadelle range, a darling of bartenders everywhere, includes four expressions: Original, Reserve, Old Tom and the Extrême limited editions. A fifth is now available with Jardin d’été. Citadelle is very proud of its creations and rewarded with numerous medals from major international competitions.

For more information, please visit Citadelle Gin.

ABOUT MAISON FERRAND

Maison Ferrand is owned by Alexandre Gabriel, Cellar Master and creator of fine spirits. Based in Cognac, Maison Ferrand produces Ferrand Cognac according to ancestral techniques stretching back 10 generations; Plantation Rum, celebrating the world’s finest rum terroirs; and Citadelle Gin, gin de château. Alexandre’s passion for exploring ancient techniques and developing new ones through constant experimentation has made him a true font of knowledge. He is always looking for new experiences and opportunities to share his discoveries. In 2017, the American Distilling Institute presented him with its highest distinction for his remarkable contribution to the world of spirits.

Read more about Maison Ferrand here.


PROOF & COMPANY UNVEILS NEW CONSULTANCY BRAND, ‘PROOF CREATIVE’ AND ITS AWARD WINNING ‘20 PILLAR PLAN’


SINGAPORE, 22 NOVEMBER 2021 – Proof Creative, the globally acclaimed consultancy arm of Proof & Company, is launching its new brand and identity, and for the first time publicising its 20 Pillar Plan approach to launching world class bars. Developed over 10 years while creating some of Asia’s most famous drinking destinations, this creative framework has proven to be both useful and successful when developing and opening bar concepts. Now, in a spirit of collaboration, Proof Creative is sharing this with the global bar industry. This ongoing advocacy and knowledge-sharing represent what Proof & Company stands for: adding value to our partners, providing expertise to our bar communities, and building trust as Asia Pacific’s leading independent spirit’s company.

The seeds of Proof Creative were planted 10 years ago when co-founders Spencer Forhart and Paul Gabie created Singapore bar 28 HongKong Street. The bar’s success spurred the creation of independent spirits company Proof & Company, which quickly became renowned and respected for providing ad hoc, organic advice to bars, restaurants, clubs, hotels, and individual bartenders. Proof Creative was born in 2014. During the development of Manhattan at The Regent Hotel Singapore, a dedicated team of Spirits Evangelists was recruited as in-house spirits experts, bartenders and beverage creatives. In 2015, Jason Williams took the reins to lead the team through to its current configuration.

28 HongKong Street

Jason Williams, Creative Director at Proof & Company

During the development of Manhattan, a ‘Golden Thread’ mentality was adopted: a holistic approach to working on bar programs, it is an ethos and guiding principle that is still at the core of Proof Creative’s work today. Proof Creative recognised that the guest experience and a bar’s concept are not defined by the drink alone and purposeful, creative thought must be put into all elements of the bar experience to get the best outcome. This was the origin of the 20 Pillar Plan.

There is no scientific formula or algorithm to create a world class bar, but Proof Creative has found their 20 Pillar Plan approach to be the best way to develop venues and guide the allocation of time and resources. This framework has been applied to bars around the world, and encompasses concept, drinks, food, team, service, technology, brand, ecology, ambiance, collateral, layout, interior design and more. Proof Creative uses this framework to weave the ‘Golden Thread’ each aspect of the guest experience.

Union, The Opposite House, Beijing

Although Proof Creative is known for large-scale, luxury hotel openings, its team of consultants across Asia Pacific continue to work with small and medium-sized independent operators on a complimentary ad hoc basis. More than 100 projects of all shapes and sizes have been completed, and Proof Creative’s mission remains the same: to assist bar operators with their concept, their drinks, their team and anything in between.

Below is a small selection of some of the more high-profile projects opened by Proof Creative through the years, with the 20 Pillar Plan framework.

Manhattan, The Regent Singapore (2014)

A 1920s and 1930s-inspired grand New York hotel lobby bar. An immersive, albeit fantasised New York bar experience. The cocktails, food and menus are all themed around New York, situated in a glamorous interior design that evokes The Great Gatsby. With a world first in-venue barrel rickhouse holding the worlds largest cocktail ageing room, Manhattan is one of Proof Creative’s first substantial projects, and the start of a long collaboration between Proof and its owners.

The Pontiac, Hong Kong (2015)

One of the most fun, most inclusive and socially aware bars in Asia. A rock and roll party bar, with a neighbourhood vibe and well-crafted drinks, The Pontiac is a case study of curating an experience, not just a drink. Here, attention to detail was given to the music, the team and the brand. The Pontiac is one of the first projects to come from the Hong Kong-based Proof Creative team.

ATLAS, Singapore (2016)

Probably the most photographed bar in recent years, this is truly a one of a kind. ATLAS, with its dramatic interiors and vast selection of spirits is truly a grand European lobby bar. ATLAS is a celebration of the culinary, beverage and social arts of the art deco era. Proof Creative worked closely with the owners on bringing this family business and legacy to life.

Bar Trigona, Four Seasons Kuala Lumpur (2017)

A contemporary, luxury hotel bar with a golden thread of sustainability and hyper-locality throughout the food, beverage and entire program. Twice awarded Most Sustainable Bar in Asia, the team have a bee hive adoption program, and menus that can be planted to grow leaf vegetables. Proof Creative conceptualised the bar, named the venue and everything in between.

MO Bar, Mandarin Oriental Singapore (2018)

Overlooking Marina Bay, MO Bar has some of the best hospitality in the world — and they have the awards to prove it. The cocktail list is a whimsical yet sophisticated journey of collaboration around Asia, focused on using modern techniques to incorporate local ingredients. Proof Creative worked on this existing global brand but created something unique for South East Asia.

ARGO, Four Seasons Hong Kong (2021)

A luxurious, contemporary neo-classical hotel bar that explores and celebrates the ‘Future of Luxury Drinking’ and contains the ‘World’s Most Innovative Spirits List’. ARGO is a boundary-pushing yet glamorous bar experience that has opened to much acclaim. A long lead time project for Proof Creative, ARGO was an opportunity to create something special with long-term partners, Four Seasons.

A list of Proof Creative’s recent accolades

  • World’s 50 Best Bars 2020 × 4
  • Asia’s 50 Best Bars 2021 × 8
  • World’s Best Cocktail List Winner 2020
  • Sustainable Bar Award, Asia Winner, 2020
  • Art of Hospitality Award, Asia Winner, 2020
  • International Cocktail Bar of the Year Winner, 2014, 2019
  • International Hotel Bar of the Year Winner, 2019
  • Worlds Best Spirits Selection, 2019
  • World’s Best Bar Finalist, 2019 x 2
  • Best International Bar Team, 2015

Bobby Carey, Senior Bar Consultant, SEA

Charlie Ainsbury, Senior Bar Consultant, ANZ

Tom Egerton, Senior Creative Consultant, Greater China

Chris Lowder, Senior Bar Consultant

Ethan Liu, Senior Bar Consultant

Mimi Lorandova, Senior Bar Consultant

At the heart of our award-winning consultancy is the talented individuals that have done the work: the concept development, the cocktail lists, the training, putting together playlists, designing uniforms, and putting together P&Ls. We’ve been fortunate to have some amazing people work with us.

In the spirit of collaboration, you can now read and adopt the 20 Pillar Plan approach for yourself — click here to view it in full.

For further discussion, advice, or inquiries regarding what we do, send Proof Creative an email at proofcreative@proofandcompany.com



PROOF & COMPANY’S NEW LOOK LEADERSHIP TEAM ANNOUNCED, BUILDING FOR A POST PANDEMIC RECOVERY IN APAC


SINGAPORE, 18 October 2021 – Since commencing his new role as CEO of Proof & Company in April, Paul Broadbent has been focused on building the best team to guide the rapidly expanding drinks company in Asia into its next phase of growth. As part of this growth strategy, three key appointments have been made in the past month adding to two prior appointments in Trisha Chan (General Counsel) and Damian Kaehler (General Manager – Australasia), who joined Proof & Company earlier in the year.

In a commitment to strengthen the company’s brand building reputation, Proof & Company has appointed Vienna Thompson into the newly created role of Head of Marketing.

Vienna is a seasoned brand, communications and marketing professional with over 15 years’ experience in APAC. She prides herself on a non-traditional career trajectory that has spanned agencies, consultancies and in-house roles across multiple industries, thus bringing a different perspective to the drinks and consultancy business.

Based in the Singapore headquarters, Vienna will lead an expanding marketing team across APAC, building not only the Proof & Company brand but the 50+ extraordinary spirits brands within the portfolio with a focus on consumer and brand experience executions across the Proof & Company markets.

Vienna Thompson, Head of Marketing

“Proof is an intoxicating (shameless pun) business for a brand marketer; with an entrepreneurial and creative foundation, portfolio of exciting partner brands, passionate people, spirited community… and I’m thrilled to join the newly formed leadership team tasked to evolve an already cool, highly regarded brand. The opportunities, and fine drinking occasions, are endless.”

In Proof & Company China, Craig Aldous has been appointed as the General Manager, replacing Chris Lowder who exited the business in July after a month-long transition between the two. Craig brings a wealth of knowledge in doing business in China with 10 years with Elders China as CEO and more recently CEO of Woolworths China (including Summergate Wine and Spirits). One of the largest wine importers in China, Summergate employed 400 staff and represented over 80 brands of wines and spirits.

During his time with Woolworths China, Craig developed a customer-centric culture within the organisation, following the mantra, “If your job is not to serve the customer then it is to support those people who are serving the customer”.

Craig Aldous, General Manager, China

“China is a challenging market but presents opportunities for premium brands – which Proof & Company has in abundance! I’m excited about the portfolio and the calibre of partners we work with in the region, as well as the visionary initiatives the company is taking to promote environmental sustainability through its ecoSPIRITS program.”

The third and most recent appointment is that of Brandon Grusd as General Manager of the Southeast Asia region based in Singapore. Grusd’s history before Proof & Company includes three years with Maritime & Mercantile International with headquarters in Dubai, UAE and spanning 16 other geographies, through which he undertook a variety of roles in different sectors, including; Head of Spirit Education, Non Alcoholic Category Management for International Markets & FMCG, Head of New Product Innovation & Onboarding, Category and Brand Management for Speciality Products, Corporate Social Responsibility Leader and Advocate and most recently WSET L3 Educator.

Prior to his time with Maritime & Mercantile International, Brandon held a senior role in Dubai as Group Operations Manager, responsible for the management and growth of consultancy project teams throughout the region and abroad – experience which is crucial for the work that Proof Creative does in Singapore and globally.  Brandon will now relocate to Singapore with his family to drive the market that started it all for Proof & Company 10 years ago.

Brandon Grusd, General Manager, South East Asia

“I have been impressed with the growth, innovation and urgency of Proof & Company from afar for some time now and I could not be more excited to be joining the team in Singapore. They have effectively expanded through this pandemic by cultivating strong partnerships while maintaining notoriety in the APAC region. I will look to further build team capabilities, driving forward our consumer and brand building focus areas and continue to deliver and grow award winning concepts and distribution through our network.“

Proof & Company continues their expansion in APAC under the leadership of Broadbent, with a simple strategy to reach more customers, more often.  Taking premium craft spirits to more regions of Asia and more accounts, especially the retail channel in all markets, has driven the growth of the business, even during challenging trading periods in the region.

Paul Broadbent, CEO, Proof & Company

“Each of these appointments have a proven track record in strong leadership which resulted in improved financial performance, increased satisfaction from brand owners and stakeholders, and higher engagement scores from their people, which were all the qualities I was seeking while building out this new leadership group.”



PROOF & COMPANY’S JERRY JOINS ALLARA GLOBAL TO FORM PREMIUM HOSPITALITY RESOURCE


SYDNEY, 23 September 2021 – Proof & Company and Allara Global jointly announced today Allara’s acquisition of JERRY Global with a commitment to continue to develop & integrate the solution. As part of the acquisition, Nicole Smith – JERRY Chief Education Officer, will join Allara Global as Education Lead, JERRY working under Aaron Johnson – Allara Global General Manager.

Under the terms of the acquisition, the two parties will collaborate in other areas including content development and new customer acquisition. Proof & Company will have access to and continue to use JERRY in its work with hundreds of hospitality operators across Asia Pacific for at least two years.

JERRY beverage e-learning joins Allara Global stables, delivering a 400+ online course library to the hospitality industry

Paul Broadbent, CEO, Proof & Company

“The JERRY training program is one of the many layers to Proof & Company that has helped drive our vision to champion the second golden age of drinking in our markets and elevate beverage programs throughout the industry. Many talented people have contributed to the JERRY journey, starting with Nicole and including contributors from around the world.

From all of us at Proof & Company, thank you to everyone who has contributed to JERRY’s impact on hospitality professionals around the world. We look forward to partnering with Allara as they drive JERRY’s growth over the coming years.”

Andrew Lewis, CEO, Allara Learning & Allara Global

“Allara Learning started from a deep passion for hospitality and seeing a gap in the market for quality training that would meet the ever-changing landscape, one that demanded integrated bespoke training within the workplace. This blended learning approach – online, face-to-face and workplace – became the model of success for our clients. We launched Allara Global, our eLearning platform, to provide dedicated support for the fast-growing online arm of the business.

Our trainers and mixologists all know and love the JERRY product and thus we jumped at the opportunity to collaborate with Proof & Co. We warmly welcome Nicole Smith into the extended Allara family and look forward to working together.”

Aaron Johnson, General Manager, Allara Global

“This strategic acquisition is part of our ongoing commitment to add depth to our rapidly expanding content library and provide additional value to our hospitality clients throughout Australasia and beyond.

This is another fantastic step forward in the continued evolution of Allara Global and we are incredibly excited at having JERRY join us for this journey.”

Nicole Smith, Education Lead – JERRY, Allara Global

“Never before has the need for holistic online education been so great. The industry-leading beverage and hospitality learning platform, JERRY, has joined forces with Allara Global to meet this challenge. Allara Global, brings over 10 years of experience delivering hospitality, leadership and retail management. Together, they will provide the most comprehensive training program in the hospitality space.”

Allara plans to migrate JERRY content and learner base into their learning management system in due course, but for now the focus is on getting JERRY into the hands of the hospitality industry in a post-covid environment. Tangibly, this means providing free access to existing JERRY clients until January 2022.  For more information or to sign up, please contact info@jerry.global


About Allara Global

Allara Global provides end-to-end eLearning solutions to empower businesses with a set of tools to meet their staff training needs. From induction, onboarding and upskilling to workplace safety and compliance; they provide scalable expert training with the aim to help businesses build better teams, an engaged workforce, and profitable operations. Allara Global’s eLearning complements the industry expertise of their sister company, Allara Learning, to create engaging world-class content.

https://allaraglobal.com

 

About Allara Learning

Founded in 2009, Allara Learning is a leading Australian national vocational education and training provider offering training solutions to the industry including Nationally Recognised Qualifications, short courses and JobReady employment programs. With a focus on hospitality, leadership and retail management training; Allara’s mission is to make a real difference to businesses whilst providing the learner with education and training to enable career growth. Clients include Accor, Merivale, Solotel, Howard Smith Wharves and Compass Group. In March 2021 Allara Learning launched two live training venues in Brisbane, Australia – Leonards Bar & Bistro and Dawn.

http://allaralearning.com.au

 

About JERRY

Established by Proof & Company in 2018 and based in Singapore, JERRY is one of the industry’s leading modern beverage learning resources, with over 8,000 learners in 44 countries who have earned JERRY Certificates. Backed by a library of more than 200 online courses across a range of beverage subjects, JERRY offers five levels of certification programs to beverage and hospitality professionals. JERRY also offers bespoke learning environments to large hospitality operators, including Four Seasons Hotels & Resorts, Starbucks and Accor Hospitality Group.

https://jerry.global