PROOF & COMPANY WELCOMES RON MATUSALEM RUM TO IT’S PORTFOLIO OF EXTRAORDINARY SPIRITS
ASIA PACIFIC, 5 OCTOBER – Proof & Company is proud to announce the latest addition to its portfolio of premium craft spirit brands: Ron Matusalem, ‘pioneers in the art of timeless good taste’. This exciting partnership, which begins with exclusive distribution in the Singapore market, reflects Proof & Company’s commitment to offering the bar industry, retail, and other channel partners the finest spirits from around the world.
Founded in 1872 in Santiago de Cuba, Ron Matusalem Rum boasts a remarkable 150-year history of rum-making excellence. As a family-owned business now in its fifth generation, the brand has preserved its legacy of craftsmanship, innovation, and quality for over a century.
One of the secrets behind Ron Matusalem’s exceptional flavour is its unique Solera aging process, derived from a Spanish tradition of the making of Sherry wines and brandy. This process imparts a softness and depth of flavour that sets the brand apart, making it a preferred choice amongst those who appreciate the finer qualities of rum in more than 70 countries.
In recognition of its exceptional quality, Ron Matusalem received prestigious accolades at the Drinks International Awards 2023, ranking #4 in the Top Trending Rum category and #8 in the Bestselling Rum category.
Furthermore, Ron Matusalem Rum is delighted to support the new golden age in cocktails by partnering with The World’s 50 Best Bars as an Official Sponsor. This collaboration supports Ron Matusalem Rum’s commitment to elevating cocktail culture and celebrating the artistry of mixology.
“We are thrilled to introduce Ron Matusalem Rum to our portfolio,” said Paul Broadbent, CEO of Proof & Company. “Ron Matusalem Rum’s storied heritage, family legacy, and dedication to innovation perfectly complements our daily pursuit to provide our customers with extraordinary spirits.”
Yoze Torres, Global CEO of Ron Matusalem, confirms: “Celebrating 150 years of history as an independent family brand with presence in over 70 countries means being at the forefront, leading the way in such an exciting segment as rum, and with the clear objective of offering products of the highest quality. To achieve this position of leadership, it is crucial to have strategic partners. In this context, we are very pleased to announce our collaboration with Proof and Company in Singapore, which aims to enhance our closeness to our consumers and influencers.”
JULIA XIANG APPOINTED AS GENERAL MANAGER, PROOF & COMPANY GREATER CHINA
CHINA, 19 SEPTEMBER – Proof & Company proudly announces the appointment of Julia Xiang as the new General Manager of Greater China. Julia brings a wealth of experience, a proven ability to deliver outstanding business results, and a strategic vision that aligns seamlessly with our Proof & Company business objectives. Her dynamic leadership and deep industry knowledge are set to propel this market to new heights.
In her role, Julia will report to Paul Broadbent, Chief Executive Officer, managing a growing local team and responsible for executing an aggressive multi-year business plan to expand Proof & Company’s regional presence.
“Since joining the business as the General Manager of our second largest market China, Julia Xiang has had an immediate impact on driving our continued growth ambitions in this important region. Her vast experience in liquor and distribution in Asia, coupled with her exceptional leadership qualities means our business there is in a great position to drive the craft spirits category growth in China in the coming years.”
In previous roles, most recently serving on the senior leadership team at Coravin Inc. and Campari Group, Julia was responsible for driving growth in volume and value across the key categories of her territory. During this tenure, Julia adeptly navigated significant challenges posed by the pandemic and successfully steered her teams towards accelerated online sales strategies. Her commitment to exceeding annual budgets and key metrics while nurturing new channel sales leads will undoubtedly catalyse sustainable growth for the region.
“I am excited to be joining such a passionate, innovative family that enables our clients and spirits lovers to extend the ways they serve, enjoy and explore craft spirits. In the past few weeks, I have been developing a team where every individual could reach their full potential through innovative and inclusive leadership, meanwhile exploring new brands and portfolio to our customers with more robust category strategies in line with local market trends.
I look forward to guiding Proof & Company China through this next phase of aggressive growth in APAC. By strengthening our partnerships with National Key Accounts, including international hotel groups, on-trade chains, catering groups, and more, we aim to drive positive change and foster growth. Our commitment to excellence and a customer-centric approach will be at the forefront of our strategy.”
PROOF & COMPANY PRESENTS 28 HONGKONG STREET’S NEW HEAD BARTENDER
SINGAPORE, 11 SEPTEMBER – 28 HongKong Street has been on an incredible journey, climbing from #49 to an impressive #24 in the latest Asia’s 50 Best Bars Awards. Adding a dash of excitement to this beloved local hotspot, Proof & Company is thrilled to introduce its newest head bartender, Tamaryn Cooper. As the newest member of the family, Tamaryn brings her unique flair and infectious enthusiasm to this renowned establishment.
Amidst the clinking glasses and the buzz of patrons, we sat down with Tamaryn to talk about her journey, next steps, and the recent recognition that has sent waves of excitement through the bar.
Let’s start by getting to know you a little better. Could you tell us more about yourself and your journey in the world of mixology?
I’m a unique blend myself – half Thai and half British, and I spent my formative years in Indonesia. My journey in the industry began eight years ago, and it’s taken me from the United Kingdom to Thailand and now Singapore.
Over the last four years, I’ve been sharpening my bartending skills and creativity. I’ve been fortunate to work in diverse settings, soaking up different cultures and environments, including over 20 guest shifts that added spice to my experiences. My most recent gig was as Head Bartender & Manager at Asia Today in bustling Bangkok, Thailand.
Now, I’m pumped to be part of 28 HongKong Street, adding my passion and expertise to this respected spot. Oh, and my friends always tease me for my go-to catchphrase, ‘let’s get this bread.'”
Can you share with us what it’s been like for you since starting at 28 HongKong Street?
Life at 28 HongKong Street has been nothing short of rewarding. The dynamic bar environment, mingling with a diverse crowd of industry pros and guests, and soaking in Singapore’s rich cultural tapestry have been a wellspring of inspiration for crafting drinks.
A typical day often starts early, managing orders and coordinating with suppliers to ensure we have all we need. As evening approaches, it’s full steam ahead, preparing for the exciting moments of service. After the hustle and bustle, our team gathers for some post-service camaraderie during clean-up. Whether we’re still at work or enjoying some drinks together outside, these moments are invaluable.
I was fortunate enough to join the team during the Asia’s 50 Best Bars Award ceremony, which was a particularly exciting time. Our remarkable climb in the rankings from the previous year is truly significant. Receiving praise and recognition from friends and industry pros is humbling and incredibly motivating. This isn’t merely a moment of pride; it’s a motivator that inspires all of us to set our sights higher.
It’s clear that the team plays a pivotal role in growth. Can you tell us more about how the team contributes to the overall atmosphere at the bar?
Absolutely, the team is at the heart of it all, setting the tone for our service. Guests don’t just come for drinks; they come for hospitality and an experience. It starts with us, the folks behind the bar.
We’re dedicated to ensuring that every guest leaves not just with a great drink but also with wonderful memories of their time at 28 Hong Kong Street. Our shared commitment to excellence and passion for hospitality defines our venue and keeps guests coming back for more. We’re the ones who create that welcoming, comfortable, and fun atmosphere.
What excites you the most about your role as the new Head Bartender?
Through my journey, I’ve met incredible people from all corners of the world. Their guidance and support have shaped my path. As the Head Bartender, I’m committed to creating a work environment where everyone feels supported and inspired to do their best. I want to be a mentor and a positive influence on our tight-knit team.
Beyond just a job, I see 28 HongKong Street as a place for learning and skill development, a platform to build a fulfilling career. Personally, I’m eager to see the growth of our young and energetic team. We’ve got exciting events and guest shifts lined up in the coming months. And the new menu? Well, that’s a collective effort we’re all enthusiastic about. Stay tuned to our socials for more updates!
PROOF & COMPANY WELCOMES WAUBS HARBOUR DISTILLERY TO OUR PORTFOLIO
AUSTRALIA, 23 AUGUST – With Proof & Company’s ongoing commitment to broadening the spectrum of extraordinary spirit brands within the Australian market, we are excited to unveil our partnership with Waubs Harbour Distillery in Tasmania. It brings us immense joy to undertake the distribution of their exquisite collection of single malt whiskies throughout Australia.
Founded by brothers Tim and Rob Polmear and Tim’s wife Bec, Waubs Harbour Distillery is the result of Rob using his extensive distilling experience to create a whisky using ‘the best equipment in the perfect location’. The team now creates maritime Tasmanian single malt whisky, that is made, matured and bottled just metres from the ocean on the far east coast of Tasmania, Australia.
Waubs Harbour Distillery joins the Proof & Company portfolio of premium brands that include Ferrand Cognac, Plantation Rum, Never Never Distilling Co Gin, The Everleigh Bottling Co., Mancino Vermouth, Arquitecto Tequila and more. The new partnership is described as ‘the perfect pairing of two independent, passionate and strategically run businesses’.
Damian Kaehler, General Manager, Proof & Company, Australia, said: “I am proud to welcome Waubs Harbour to the Proof & Company family. Their dedication to producing an exceptional maritime single malt whisky, rooted deeply in the rich provenance of Tasmania, perfectly aligns with our commitment to craft and quality.
It’s a testament to their courage and meticulous approach that they’ve harnessed the rugged beauty of Tasmania, distilling not just whisky, but the very essence of its origin. Here’s to celebrating what makes Tasmanian whisky rare, premium, and unparalleled.”
The Waubs Harbour Distillery team is also excited about the new partnership, “Waubs Harbour is thrilled to be partnering with a well-respected company that has similar high standards to our own. We look forward to building Waubs Harbour together domestically in Australia and beyond.”
The Waubs Harbour Distillery range of single malts comprises Original Single Malt Whisky, Port Storm Single Malt Whisky, and Founder’s Reserve Single Malt Whisky, with all now available to any bar, hospitality venue, or bottle shop through your local Proof & Company representative.
ABOUT WAUBS HARBOUR DISTILLERY
Sparked by a vision conceived during a fireside conversation, Tim Polmear’s question, “If you could make whisky your way, using the best equipment in the perfect location, how would you do it?” started the creation of Waubs Harbour Whisky in 2017.
Guided by this reverence, Waubs Harbour Distillery discovered the perfect location – an aged oyster hatchery on Tasmania’s eastern coastline, nestled at the ocean’s edge. This choice resonated harmoniously with the distillery’s vision of provenance. This vision is now actualized in the form of a truly maritime Tasmanian single malt whisky, designed to thrive in the wild embrace of coastal surroundings. Every drop crafted at Waubs Harbour Distillery carries an intention – an intention to create an authentically distinctive character that mirrors the coastal embrace of its surroundings.
For more information, please visit Waubs Harbour Distillery
PROOF & COMPANY AND MARRIOTT INTERNATIONAL FORGE STRATEGIC SPIRITS PARTNERSHIP IN CHINA
CHINA, 17 JULY – Proof & Company, one of Asia Pacific’s leading independent spirits companies, announces a partnership with Marriott International, as their “Strategic Spirits Partner”. The partnership will place Proof & Company as a major player in the premium spirits offering at select hotels across the mainland and SARs. With a strong emphasis on ecoSPIRITS – the low carbon, low waste distribution technology for premium spirits pioneered by Proof & Company – the partnership will also raise sustainability efforts in the Marriott International hotels across the region.
“We are very pleased to start this meaningful partnership with Proof & Company. Based on Marriott Bonvoy’s extensive F&B portfolio, the partnership underscores our commitment to continuously refining each detail of our offerings. It also enables us to introduce more ways to reduce our carbon footprint, which is a testimony of our long-standing ambition to practice sustainability in every aspect.”
Kickstarting the partnership, Proof and Company CEO Paul Broadbent delivered a key speech at the 2023 Marriott International Greater China Food and Beverage Conference in Sanya on Hainan Island in mid-April. As well as supplying the range for the hotel group’s new spirits programme, Proof & Company will also provide consultancy on drinks concepts and experiences, spirits education and training via Proof Creative, their award-winning team of drinks evangelists.
“We’re thrilled to be partnering with this iconic hotel chain across different cities in China,” said Paul Broadbent, CEO of Proof & Company, “not only because it allows us to harness our extensive logistics and supply network to support their spirits offering, but also because it engages our award-winning ‘Proof Creative’ team with their hotels to elevate the beverage experience. We can’t wait to get started and are particularly excited to be embedding the ecoSPIRITS technology into such a large platform, helping to reduce waste and carbon emissions, something we are all striving to achieve in today’s world.”
The new partnership marks a major strategic expansion in Proof and Company’s hospitality spirits distribution in the Greater China market and officially began at the start of this month.
ABOUT MARRIOTT INTERNATIONAL
Marriott International, Inc. (NASDAQ: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of more than 8,500 properties under 31 leading brands spanning 138 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy®, its highly awarded travel program.
For more information, please visit Marriott.
PROOF & COMPANY WARMLY WELCOMES THE EVERLEIGH BOTTLING CO.
AUSTRALIA, 1 JUNE– As Proof & Company continues to expand our portfolio of extraordinary spirit brands to service the Australian market, we proudly announce our partnership with The Everleigh Bottling Co. This new collaboration brings together two independent, passionate, and creative businesses in a perfect pairing.
The Everleigh Bottling Co. is part of the Made in the Shade group that unites a number of Melbourne-based venues and brands, owned and operated by Michael and Zara Madrusan. The duo are long-standing members of the hospitality industry who have significantly elevated the service and drinking experience in Australia, with establishments like The Everleigh, Bar Margaux, Heartbreaker, Connie’s Pizza, Everleigh Bottling Co., and Navy Strength Ice Co.
“We are excited about our new partnership with Proof & Company. It was very important for us to work with a partner who has a deep connection with the drinks and hospitality industry. We have long admired the work they have done with luxury brands and look forward to this new partnership coming to life,” says Michael and Zara Madrusan.
Damian Kaehler, General Manager of Proof & Company Australia, warmly welcomes The Everleigh Bottling Co. into our portfolio of premium products, including Plantation Rum, Never Never Distilling Co., Sullivans Cove Whisky, Mancino Vermouth, Arquitecto Tequila, and Widges Gin.
“We are honoured to partner with The Everleigh Bottling Co. and warmly welcome them into our portfolio for distribution. Michael and Zara are passionate individuals who have significantly impacted our industry. They have successfully curated an extraordinary suite of brands that brings the bar to your home. Their story has deep synergies with Proof and Company; we’re of the same DNA and look forward to what’s to come from this partnership.”
Drawing inspiration from their renowned cocktail bar, The Everleigh, each cocktail crafted by The Everleigh Bottling Co. undergoes meticulous hand-crafting and bottling with the same spirits and attention to detail that has earned the venue its global reputation. The premium products embody the old-world elegance of classic cocktail culture, seamlessly transitioning from bar to bottle. Ideal for bars, hospitality venues, and bottle shops, these offerings enhance any setting. Proof & Company and The Everleigh Bottling Co. strive to provide well-constructed cocktails for all occasions, including at-home enjoyment in both on-premise and off-premise settings.
From June 1st, 2023, Proof & Company offers an exquisite selection of Classic Cocktails, including Martini, Manhattan, Negroni, and Old Fashioned, along with the light and lively Sparkling Cocktails featuring Americano, Fruit Cup, French 75, Palomita, Guava Margarita, and Bellini. Additionally, a Non-alcoholic range comprising Bellini, Guava Margarita, and the soon-to-be-released Non-alcoholic Venetian Spritz will be available. For more information and to order, please reach out to your local Proof & Company representative.
ABOUT THE EVERLEIGH BOTTLING CO.
Founded by hospitality stalwarts Michael and Zara Madrusan, The Everleigh Bottling Co. is part of Melbourne’s Made in the Shade group which includes The Everleigh, Heartbreaker, Bar Margaux, Connie’s Italian Diner and Navy Strength Ice Co.
Setting the bar for fine drinking in Australia since 2011 and pioneering bottled cocktails since 2015, The Everleigh Bottling Co. can be found in major and independent retailers, boutique and five-star hotels, arts venues, airport lounges, on tap at large-scale arenas and in the home bars of the most discerning drinkers across the country. Inheriting their name, recipes and ethos from the internationally-renowned cocktail bar, The Everleigh in Melbourne, every cocktail is hand-made and bottled with the same spirits and distinctive attention to detail which settled her a reputation as one of the best bars in the world.
For more information, please visit The Everleigh Bottling Co.
CANEROCK JAMAICAN SPICED RUM MADE WAVES IN AUSTRALIA
AUSTRALIA, 7 JUNE – Maison Ferrand, one of the world’s premier boutique producers of fine spirits, has come together with Proof & Company, an acclaimed distributor in Asia Pacific, to launch their latest creation in Australia: Canerock Jamaican Spiced Rum. The introduction to Canerock was a series of engaging activities, highlighting the brand’s heritage, unique spice profile, and commitment to environmental conservation.
The festivities commenced with an exciting cocktail competition held on Friday, May 26th. Participating bars were challenged to craft original Canerock drinks, drawing inspiration from the brand’s rich history. A panel of esteemed judges from Proof & Company meticulously evaluated each creation, ensuring that the cocktails aligned with Canerock’s essence of savouring life and taking it slow. The judging panel, embodying the spirit of unity akin to the Caribbean islands, travelled through the city and connected the competing bars in a memorable journey.
After careful consideration, Callum McKay from Bar Brutus emerged as the winner of the Canerock Cocktail Competition with his sensational creation, “Turtle-y Tiki.” This winning drink combines the bold palate of Canerock Jamaican Spiced Rum with the refreshing notes of Aperol, puréed mango, puréed yuzu, lime, and a pinch of salt. The cocktail is garnished with a seriously busy mint sprig, adding a visually striking element to the presentation. In addition, Mitchell Blanch Cobbler West End secured the runner-up position with his delightful creation, “Coco Bongo.” This cocktail artfully blends Canerock Jamaican Spiced Rum, wattleseed-infused Mr Black, coconut Xucca, and charred orange oleo, delivering a harmonious fusion of flavours.
The week-long celebration culminated in the grand official launch event held at Jungle Bar in Brisbane. This exclusive gathering saw an impressive number of cocktails, served to delight the senses of over 60 esteemed guests. As a special tribute to World Turtle Day, Proof & Company pledged to donate one dollar to the Sea Turtle Foundation of Australia for every bottle of Canerock Jamaican Spiced Rum sold. The collective effort and support resulted in a meaningful donation of $6,000, a testament to the commitment of Proof & Company in contributing to the well-being of these flippered friends.
“I am delighted to announce the introduction of Canerock to the Australian Market,” states Pia Lehman, Senior Brand Manager (ANZ). “With its rich character, inspired by the lush landscapes of Jamaica, Canerock is a perfect match for Australia’s zest for life and love for diverse rum spirits. As a brand, we are excited to join Australia’s extraordinary rum culture and bring a slice of Jamaica’s sunshine to your glasses. Here’s to creating #slowandsteady moments that celebrate the vibrant spirit of Canerock.”
Canerock is, at its core, an ode to its birthplace: Jamaica. Crafted using traditional methods and harnessing the expertise of the two famous distilleries of the island – Long Pond and Clarendon, both well-known for their immense knowledge in Jamaican rums that have been passed on for generations, Canerock Jamaican Spiced Rum find the perfect equilibrium between subtlety and potency. It is a blend of rums distilled in both pot and column stills, incorporating high-ester rums that have been aged between five to ten years.
Canerock’s distinct character is derived from three essential elements: its legacy of savoir-faire, superior ingredients, and patience. These values have inspired its turtle icon: a symbol of resilience and unhurried progress. In accordance, Canerock aims to encourage the art of slowing down and savouring every moment. Each element of the experience has been carefully constructed, from the beech wood bottle adorned with a turtle carving, to the natural cork stopper, to the sublime liquid.
After three long years of experiments and more than 90 tests, the optimal ingredients for emphasizing the unique personality of the rum were identified: vanilla beans from Madagascar, fresh coconuts from the Caribbean, and a pinch of Jamaican ginger. Every aromatic is steeped separately to make sure it produces its finest aromas, before being combined with the rum. As opposed to other synthetically flavoured rums, Canerock uses only carefully selected natural spices, individually infused to make sure that the full spectrum of its scent is extracted before blending.
“We are ecstatic to launch Canerock with Proof & Company in the Asia-Pacific region! After spending three years researching the ideal combination of ingredients, this spiced rum was created to honour the terroir of Jamaica. It contains a blend of aged rums from Long Pond and Clarendon, finished in ex-Pedro Ximénez sherry casks.
We were committed to utilizing only natural spices instead of synthetic flavours (which are frequently used in most spiced rums nowadays). We chose ingredients like the rare and highly valued vanilla, Caribbean-grown coconut for a hint of richness and texture, and Jamaican wild ginger from Wait-a-Bit village. The result is Canerock – a balanced, flavourful spirit, perfect for spicing up your rum game this year,” Maylis Berger, Asia-Pacific Senior Brand Manager, Maison Ferrand shares.
Now available in Australia and New Zealand and coming soon to Singapore this year. For more information on Canerock and the ordering process, please contact your respective sales representative to get that taste of adventure.
ABOUT MAISON FERRAND
Maison Ferrand is the result of the encounter in 1989 between Alexandre Gabriel and one of the oldest winegrowing families in the Cognac region. Alexandre Gabriel’s intention was to breathe new life into Maison Ferrand and make it the world’s best cognac. He wanted to maintain age-old, craft-based production methods which were worlds apart from mass production techniques and sought to bring back to market the true expression of Grande Champagne’s – known as Cognac’s finest region – great terroir.
Alexandre Gabriel then continued with a mission to preserve age-old, craft production methods that capture the true expression of the spirit, and a commitment to revisit the classics while advancing innovation. Today, consumers around the globe appreciate the company’s fine spirits brands, which are distributed in more than 89 countries in some of the world’s most prestigious outlets.
For more information, please visit Maison Ferrand and Canerock Jamaican Spiced Rum.
PROUD TO WELCOME NEW INVESTOR, BLUEBELL GROUP
ASIA PACIFIC, 3 MAY – Proof & Company is excited to announce its partnership with Bluebell Group, Asia’s premier omnichannel brand distributor and operator with over 150 luxury brands including Moschino, Manolo Blahnik, Bvlgari Fragrance and more.
The inherent synergies between Bluebell Group and Proof & Company create new opportunities for both companies to strengthen market positioning and further expansion across Asia. Bluebell Group’s stake will allow it to expand its offering in the spirits category with access to our diverse portfolio of products, educators and disruptive approach to beverage distribution. We will gain access to Bluebell’s broad customer base, wide distribution footprint and operational know-how across ten Asian markets.
“Sharing similar values as brand curators focused on delivering luxurious products and experiences to Asian consumers, we are thrilled to be an investor in Proof & Company. This partnership will allow us to offer our customers a wider range of premium spirits and hospitality, while also opening our extensive network of customers and retail expertise across Asia to Proof & Company.”
As a pioneer in the industry, our commitment to sustainability aligns perfectly with Bluebell Group’s vision for the future, showcasing their shared dedication to positive change and the highest standards of quality and service. With a combined focus on excellence, innovation, and customer satisfaction, both companies are well-positioned to make a lasting impact in the spirits industry. Through this collaboration, we look forward to continuing its legacy of working with extraordinary brands, delivering unparalleled experiences, and further expanding its presence throughout the Asia Pacific and beyond.
“We couldn’t be more excited about the new partnership with Bluebell Group. They bring a wealth of experience and talent in the Asia market for luxury goods and their company culture and aspirations are aligned with ours. For a long time we have admired what they do in the region and now we get to strategically collaborate and grow together.”
ABOUT BLUEBELL GROUP
Bluebell Group has pioneered building successful brands in Asia since 1954. As Asia’s partner of choice, Bluebell Group is present in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macau SAR, Singapore, Malaysia, Cambodia and Australia. The Group’s distribution network includes flagship stores, shop-in-shops, counters, its own multi-brand concepts, as well as a highly selective wholesale network, together with both direct e-commerce and marketplaces, covering both domestic and Travel Retail. The Group operates across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, and Tobacco. A family-owned group, Bluebell Group today has over 3,800 staff, 650 points-of-sale, and US$2b in turnover.
For more information, please visit Bluebell Group.
PROOF & COMPANY WELCOMES AWARD-WINNING N.I.P GIN BRAND
HONG KONG, 14 MARCH – Proof & Company is excited to announce its new partnership with Hong Kong’s multiple gold-award-winning gin, N.I.P Gin. N.I.P Rare Dry Gin is a premium craft gin made from 21 carefully selected botanicals that showcase the city’s rich heritage and diverse flavours. The brand was created to embody the “Hong Kong Spirit,” showcasing the founders’ belief that anything is possible through resilience, faith, and daring to take that giant step, even without tradition or exclusive privilege. Co-founders Nic Law and Jeremy Li have created a line of award-winning gin varieties that have received numerous prestigious accolades, including the crowning achievement of a Gold medal at the Global Gin Masters of the Drinks Business.
Our General Manager of Proof & Company Hong Kong, Adrian Chung, and Nic Law, co-founder of N.I.P Gin, discussed how the partnership came about and their vision for N.I.P.
How did the partnership between N.I.P Gin and Proof & Company come about?
Nic Law: It’s the first time that N.I.P has partnered up with a distributor since its launch, despite numerous approaches and queries over the past three years. We believe that it is important, as a new brand, for us to present the brand and tell the story by ourselves from the ground up, as we know first-hand how difficult it was to start a distillery in Hong Kong. The challenges we faced during the COVID-19 pandemic only reinforced this belief, as resources were scarce and survival was difficult.
However, as we enter a new year, we’re excited to work with Proof & Company and see what opportunities they can bring to the table. Collaborating with industry experts is a significant milestone for our brand, and we’re optimistic about the potential for a breakthrough year in 2023 and beyond.
Adrian Chung: We have always been drawn to provenance, craft, and community. We love the idea of having a local Hong Kong Gin that has all of these qualities. More than that, I really believe that we can add a lot of value to the brand. N.I.P all about getting down and dirty, involved and showing people that everyone can do great things. We are big advocates of that and we want to keep that identity. Just like us, they’re engaged in hands-on production and that’s an ideal starting point for taking them to the next level and becoming a leading brand in the region. Sometimes, it’s easy to spot a perfect fit and this is certainly one of those cases.
What is the overall vision for N.I.P Gin and how do you envision Proof & Company supporting this?
Nic Law: N.I.P, or “Not Important Persons”, is a brand that strives to inspire people to strive for the extraordinary and defy the odds, no matter their background or status. The vision of N.I.P is to show the various facets of Hong Kong, such as its culture, spirit, and ingredients, to the people of Hong Kong and, eventually, the rest of the world.
N.I.P Gin has always been in search of a distributor that can embody our brand identity, both in its local and global markets. Considering Proof & Company’s substantial exposure to both the Hong Kong and international market, especially in the Asia Pacific area, we believe they can help to take the brand to a whole new level through long-term collaboration and present the flavours of Hong Kong globally.
Adrian Chung: By joining forces with N.I.P Gin, Proof & Company Hong Kong can proudly offer our clients the first-ever local Hong Kong Gin in our collection, which is a momentous accomplishment. We have always been devoted to recognising local craftsmanship and granting our customers access to extraordinary spirits.
Fortunately, we also have established an excellent network within our community, which enables us to extend support to those in need. We are thrilled to invite NIP to join our family and be a part of this thriving network. The partnership aims to create renewed energy and excitement within the industry and to make a positive impact on the community by fostering strong relationships with like-minded partners.
Moreover, we are proud of our tight-knit network which allows us to help those in need. We are thrilled to welcome N.I.P Gin to our family and be part of this thriving community. We truly believe our partnership will spark new enthusiasm within the industry and have a positive effect on the community by fostering positive relationships with our shared vision.
Where can we expect N.I.P Gin to be distributed in the Asia Pacific?
Adrian Chung: We plan to build N.I.P Gin into a force to be reckoned with in Hong Kong. Our primary focus right now is to establish N.I.P Gin as a dominant brand in Hong Kong and to integrate it with the local drinking culture. We want to create a connection between the brand and its customers that goes beyond just drinking. Once we achieve this, we plan to expand our presence in other markets, starting with Mainland China due to its proximity and connection to Hong Kong. Drinking is always a great way to bring people together, I think that’s a good place to start.
At Proof & Company, we are committed to supporting local craft and quality products, and N.I.P Gin is no exception. Our partnership with ecoSPIRITS allows us to offer our customers a more sustainable and affordable way to enjoy N.I.P Gin. If our friends and partners want to use N.I.P Gin on ecoSPIRITS, then it’s twice the love! We believe that high quality doesn’t always come with a high price tag, and ecoSPIRITS offers a unique combination of sustainability, affordability, and excellent spirits. By providing our customers with this sustainable format, we hope to make N.I.P Gin more accessible to everyone who wants to experience its exceptional quality.
Driven by quality and dedicated to celebrating the true Hong Kong spirit, N.I.P Gin is determined to become one of the most recognised and sought-after brands in the region. You can already find N.I.P Gin in Hong Kong – and soon in other places too. Contact our Proof team to discover something truly unique and extraordinary.
ABOUT N.I.P. Distilling
Created by two “not-important-persons”, N.I.P. represents a value that the brand firmly believes in – through grit, belief and persistence, anyone can achieve their dreams and passion as long as one is willing to take that leap of faith, even in a place like Hong Kong where a conforming mindset dominates. This also lays the background for the story of their founders, who came from humble backgrounds and set out to pursue their passion in creating the first true Hong Kong spirit – their own interpretation of a gin that was truly made in Hong Kong which integrates the flavours and tradition of the city with the traditional techniques of gin distillation.
For more information, please visit N.I.P Distilling
SUSTAINABILITY AT THE HEART OF DIPLOMÁTICO RUM
ASIA PACIFIC, 22 NOVEMBER – The sustainability campaign is starting to take hold of the craft cocktail industry as one of the main subjects within this new contemporary culture. As rum is one of the most scrutinised spirits, the industry is evolving into one which is implementing and practising sustainable operations. Within the last years, Diplomático Rum started on a mission to emerge as leaders beyond the bar by tackling key sustainability issues, people, processes, and the environment.
In fact, the Venezuelan brand recently designed the “Distilled Consciously” program, which shows their commitment to prioritize doing business more responsibly, getting people involved in their projects, and making positive changes for the next generation of passionate rum-makers.
The process of manufacturing rum can be detrimental to the environment in various ways, from the careless disposal of sugarcane vinasse to the absence of proper recycling. However, what unites the industry is a growing focus on sustainability, and today, distillers are slowly recognising the significance of the relationship between rum and the environment.
A field that has been gaining traction in the industry is distillery’s waste processing research, and Diplomático Rum started zeroing in on slashing energy consumption, conserving precious water resources, and upcycling by-products. Leveraging an internal recycling system that recycles 100% of solid and liquid waste – including vinasse – the process transforms this liquid waste into organic fertilizer that feeds the cultivation of over 1,000 hectares of sugarcane cultivated by 26 family-owned farms in their vicinity. In addition to reducing fuel costs by 48% with their cogeneration technology and water usage by 50% thanks to energy-saving processes, Diplomático Rum also recycles nearly 270 tons of solid garbage per year through their recycling centre.
“Our main focus is on minimizing the environmental impact of each and every one of our operations and taking it one step further by committing to our surroundings beyond the distillery.” explains Mariela Ballesteros, Head of Corporate Communications at DUSA “With over 16,000 trees planted since 1992 through an active reforestation program, the Diplomático Rum brand actively contributes to increasing biodiversity and leaving a green footprint.”
Diplomático Rum has received multiple international awards and recognitions that show it is remaining faithful to its family values: responsibility, integrity, and preservation of the environment. And advocacy has always been an integral component of the elaboration of Diplomático Rum.
This value is reflected in their movement of inspiring customers and bar folks alike to participate in activities and raise environmental consciousness. Through collaborations with NGOs and other partners through monthly local beach cleanups and investing in local communities projects, it is this continuous dedication that makes them “The Heart of Rum”.
“As a family business, we consider our people to be our best asset. Our commitment is to direct all our social investment to improve the life quality of our workers as well as of the local community with special focus on health care.”
Social initiatives were also launched worldwide to fight against food waste with its partners, distributors, and consumers’ support. For example, the pilot program “USA Project Leftover,” where food is directed to those in need instead of wasting it. The goal is to get at least 39,000 pounds of food from at least 100 restaurants to give to people in need. Furthermore, Diplomático Rum was a crucial part of “Canada Zero Waste” Working with Second Harvest, the country’s largest food rescue organization, on their latest campaign, “Donate the Difference”.
“Our sustainability program is the result of the engagement and voluntary commitment of all our employees, partners and distributors who share the Diplomátic Rum values and beyond all genuinely understand the importance of protecting our natural and Human Resources,” José Rafael Ballesteros, CEO of Diplomático Rum shares.
Ever evolving, producers are starting to answer the question: How does one sustainably make high-quality Rum? While the act of drinking cocktails will never reconcile itself completely with the environment, brands such as Diplomático Rum are seeking better decisions and innovations to limit the global impact.
ABOUT DIPLOMÁTICO RUM
Diplomático Rum is passionately crafted by Maestros Roneros, using their expertise in combining modern and traditional distillation methods to produce exceptional rums for demanding palates. Every drop is infused with a rich and treasured heritage that comes from the heart and reaches out to yours. In 2018, Diplomático was awarded Wine Enthusiast’s prestigious “Spirit Brand of the Year,” the first-ever rum to win in this category. Having produced top-quality spirits since 1959, Diplomático’s distillery combines traditional methods with modern technology to produce the finest of rums.
For more information, please visit Ron Diplomático.