HUSK DISTILLERS JOINS FORCES WITH ECOSPIRITS FOR SUSTAINABLE NATIONWIDE DISTRIBUTION
AUSTRALIA, 26 JULY – We are thrilled to announce our partnership with ecoSPIRITS to introduce Husk Distillers’ portfolio in the ecoTOTE™ format across Australia. Recently integrated into the Proof & Company family, Husk Distillers is renowned for its farm-to-bottle ethos and unwavering commitment to sustainability, producing iconic Australian brands such as Ink Gin and Husk Rum.
In collaboration with The Melbourne Distilling Co., located in Melbourne’s western suburbs, we are highlighting our shared commitment to sustainability and the use of Australian-made ingredients. This partnership is a significant milestone in our strategy to expand the ecoSPIRITS program both nationally and internationally. As a 100% Australian-owned company, The Melbourne Distilling Co. will serve as our co-packing partner, helping to package spirits in ecoTOTE™, including the inaugural batch from Husk Distillers. Starting in early July, these ecoTOTE™ will be distributed to a wide range of on-trade venues nationwide.
Nestled in Northern New South Wales near the Gold Coast, Husk Distillers has garnered acclaim for producing Australia’s first cane juice rum. By cultivating the necessary crops locally and adhering to sustainable production methods, the distillery demonstrates a steadfast commitment to the land. Husk Distillers embodies a philosophy of full-circle distilling, integrating several eco-friendly initiatives into their operations. These initiatives include capturing and reusing rainwater, utilising solar power, and implementing robust waste reduction measures.
Furthering this commitment, Husk Distillers proudly introduces their portfolio in the ecoTOTE™ 3.0, a revolutionary packaging solution designed to enhance sustainability while ensuring product integrity. Initially available for their first product, Ink Dry Gin, the packaging will also be used for their range of small-batch rums, including Husk Rare Blend, Husk Pure Cane, Husk Coconut Rum, and Husk Bam Bam Spiced Rum.
The ecoTOTE™ 3.0 is a shock-resistant, ergonomic container tailored for security and ease of handling, especially in back-of-house environments. It is safer and more convenient than traditional cardboard cases of glass bottles, minimising the risk of breakage and associated hazards. A key feature is its tamper-resistant, serialised sealing system, which eliminates the risk of contamination and ensures product integrity. Additionally, a cloud-based location tracking system supports supply chain transparency and accountability.
Most importantly, it stands out as a fully reusable packaging solution that dramatically minimises waste. Once emptied at the venue, the ecoTOTE™ will be sent back to Husk Distillers for refilling. Over its lifespan, which exceeds 100 use cycles, each ecoTOTE™ can replace up to 1,000 single-use glass bottles. This innovative approach marks a significant advancement in the quest to lessen the environmental footprint of spirits production and distribution.
Harriet Messenger, General Manager of Marketing and Hospitality, Husk Distillers
“ecoSPIRITS fits beautifully with our business. We already bulk supply to bars, but the ecoSPIRITS system is a much better, neater and more sustainable system because the packaging is designed to be reusable. We look at all areas of our business and try to minimise the output of waste, and ecoSPIRITS fits in perfectly with this. I think it will really resonate with our customers as well, because it is so well aligned with our existing production processes and our brand values.”
Daniel Donnelly, Senior Brand Manager for Husk Distillers at Proof & Company
“We now have a team of seven on the road in Australia and it’s our number one focus across all our brands, with ecoSPIRITS playing a big part in this. There is a huge amount of pressure on the industry to try to find cheaper, more efficient and more sustainable ways of doing business. By delivering Husk brands in ecoTOTE™, we’re not only making a positive impact on the environment but also offering a more economical way to serve drinks. It’s a perfect alignment with our goals, and we’re excited about the potential this holds for the future.”
James Wynn-Williams, Sales Manager - Asia Pacific, ecoSPIRITS
“I am really excited to see these sustainable and much-loved brands go into ecoTOTE™ format so that people across Australia can enjoy low waste drinks made with Husk Distillers’ spirits. This producer is a great fit with Proof & Company’s ethos and its brands sit well within Proof’s portfolio, while also aligning well with the ecoSPIRITS closed loop system. We are confident this will be a successful partnership all round.”
About Husk Distillers
Husk Distillers makes hand-crafted rum in small batches from the finest quality, freshly crushed cane juice sustainably grown, harvested, aged and bottled at Husk Farm Distillery. As Australia’s first agricultural rum distillery, we are developing this style of rum with a “farm to bottle” philosophy, using sugar cane grown 100% on our farm. Our volcanic soil, sub-tropical climate and local cane varieties combine each harvest to create something unique. The terroir of the Caldera Coast is reflected in every dram of Husk Rum.
For more information, please visit www.huskdistillers.com
About ecoSPIRITS
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. Their patent-pending closed-loop system nearly eliminates all packaging waste in the supply chain. By dramatically reducing packaging and transport, ecoSPIRITS provides a transformative carbon footprint reduction. Founded in Singapore in 2018, the ecoSPIRITS technology is now available in 27 countries across Asia Pacific, Europe, and the Americas. Nearly 3,000 leading bars, restaurants, hotels, and retailers have adopted the technology. ecoSPIRITS is now rapidly building a global network of closed loop service, with coverage to grow worldwide in 2024. Together with brand partners, importers, distributors, wholesalers, venues, and retailers, they are already making a difference. Each year, ecoSPIRITS and partners are eliminating hundreds of tons of single use glass waste, planting tens of thousands of trees, and inspiring others to change.
For more information, please visit https://ecospirits.global/
DR-INK TO 28 HONGKONG STREET'S NEW TATTOO-INSPIRED COCKTAIL MENU
SINGAPORE, 28 JUNE – Step into 28 HongKong Street, where our favourite team is stirring up more than just world-class cocktails. This season, they unveil their latest masterpiece: the DR-INK! cocktail menu, an homage to the art form that adorns the skin of 99% of their beloved team members – tattoos.
The essence of DR-INK! lies in its clever wordplay that intertwines DRINK, their renowned cocktail craftsmanship, with INK, a symbol of the team’s canvases of self-expression. Local tattoo artists have left their mark on the menu, creating a spectacular fusion of art and mixology. We sat down with Lukas Kaufmann, General Manager of 28 HongKong Street, and Tamaryn Cooper, Head Bartender, to delve into this groundbreaking collaboration.
Lukas Kaufmann, General Manager
Tamaryn Cooper, Head Bartender
We’re excited! Will you spill the beans on what got the party started for this menu shake-up?
Kaufmann: It all started with wanting our menu to reflect the evolution of 28 HongKong Street. We’ve got this young, energetic crew, all about pushing boundaries and exploring what’s next. We were brainstorming new concepts, throwing around wild ideas, when Tamaryn hit us with ‘tattoos’. With almost the whole team inked up, it felt right; it’s a big part of who we are.
Cooper: We also wanted to bring a piece of Singapore’s vibrant art scene to our customers’ glasses. So, we reached out to talented tattoo artists and said, “Let’s make art you can drink.” And, wow, did they deliver! Their artwork didn’t just inspire our cocktail creations; it became an intrinsic part of our menu’s DNA, a celebration of our community, and our love for spirited craftsmanship.
How did the collaboration with local artists influence the final lineup of drinks? Can you give us a taste of how it all came together?
Cooper: Our goal was clear. We wanted to infuse the menu with a taste of Singapore, echoing its architectural marvels, rich cuisine, and dynamic streets, all while tipping our hats to our American roots. The intention was for the drink designs to capture the spirit of tattoo artistry, characterised by its bold strokes, detailed motifs, and the kind of appeal that draws you in.
Take our “Sip & Slide” cocktail, for example. Honest Bob Tattoo spotlighted the iconic Toa Payoh Dragon Playground. This drink, made with Mancino Bianco Vermouth and Scrappy’s Orange bitters, offers a taste of the community spirit of Singapore’s transformation during the 70s and 80s.
Kaufmann: Oh, and the “River City Paloma” by Ocean Tattoo – it’s a real gem. Their design celebrates our local icons, the otters, by embracing their lively escapades into urban spaces. To complement this, we selected Los Siete Misterios Doba-Yej Mezcal for the cocktail, reflecting a spirited, refreshing, and whimsical approach that mirrors Singapore’s dynamic city life blended seamlessly with its serene waterways.
Midnight Mirage, created with Mitcher's US*1 Single Barrel Straight Rye and Mitchter’s Small Batch Bourbon
Burung Bathikan, made with Mancino Vermouth Sakura
There’s a buzz that the menu captures the essence of 28 while adding a twist of modernity and sophistication. How did you strike that balance?
Kaufmann: That was the challenge! 28 has always had a unique vibe – casual yet refined, playful yet polished. In changing the menu, we were committed to preserving that distinctive ’28 essence’ that our guests have come to love, all the while venturing a bit further to add another layer of creativity and enjoyment. When we decided to update the menu, our goal was to keep that ’28 essence’ our guests love while adding fresh layers of creativity and enjoyment.
And guess what? We’ve even added a salad to the mix! Now you can enjoy Large Sashimi-Grade Oysters with our 28 HKS Cocktail Sauce or a Burrata and Avocado Salad with a killer Matcha Miso Dressing. We’re catering to what our customers want – health-conscious light bites. Don’t worry, favourites like Mac & Cheese Balls and Brussels & Bacon are here to stay. And for those with a sweet tooth, our Doughnut accompanied by Toffee Cream, Brownie Crumbs, and Handcrafted Old Fashioned Vanilla Ice Cream will be your new obsession.
Cooper: Exactly. People are always looking for something new and something interesting but at the end of the day, we always go back to what we know and what we are comfortable with. We’ve preserved a selection of the ’28 Classics’ – those timeless favourites that have cemented their place in the hearts of our regulars. This strategic mix caters to both the thrill of discovery and the warmth of nostalgia, embodying what 28 truly represents – unparalleled experiences complemented by extraordinary cocktails, a cool team and great vibes & bites.
Before we wrap up, what’s your personal favourite cocktail on the menu, and why? And any funny tattoo tales?
Cooper: We all have this ongoing love affair with Monster Energy drink—it’s pretty much our team’s fuel. So, we thought, why not bring that vibe into our cocktail menu? We mix it up with Tried & True Vodka and Monster Energy Ultra Paradise Air. It’s vibrant, it’s punchy, and honestly, it’s like an insider joke turned into a menu favourite.
Now when it comes to tattoos, our team is pretty inked up. It’s almost like a badge of honour around here. Except for Sarang—she’s still on the fence about getting her first one. But give it time, I’m sure she’ll join the club.
Kaufmann: Tamaryn is our tattoo queen, with Yvonne and I not far behind. A few of us, including Dan, Tamaryn, Lukas, and Chef Mel, even sport those bold ‘job stoppers’, basically any visible tattoo that can’t be hidden with a formal suit. And Shaina is quickly catching up with her first two pieces in just a few months.
But here’s a fun one: Tamaryn has this tattoo that reads “no more shots”, which, ironically, only fuels our insistence on offering her just one more shot. Then there’s Lin, who took her love for the team to the next level with a tiny ‘28’ logo tattoo on her ankle. You can definitely spot a 28 alumni from their 28 tattoos. It’s little moments and stories like these that really make our team feel more like a family.
28 HongKong Street's New Food Items
Featuring an impressive lineup of 32 cocktails, each meticulously crafted and adorned with captivating tattoo designs, this menu promises an exhilarating exploration of taste and art. Mark your calendars for DR-INK! and be part of the exclusive launch of this vibrant cocktail experience at 28 HongKong Street.
Welcome to DR-INK!, where each sip tells a story.
PROOF CREATIVE MARVELS IN THE DEBUT OF ARTYZEN SINGAPORE ON ORCHARD
SINGAPORE, 18 JUNE – Proof Creative is thrilled to unveil the grand unveiling of Artyzen Singapore, an eye-catching flagship that embodies the vibrant essence of Orchard Road. This gem occupies a historic spot that was once a garden villa belonging to renowned botanist Tan Hoon Siang back in the 1940s, transforming it into a vivid tapestry of culture with every turn. From the always welcoming Café Quenino in the leafy lobby to the upscale Restaurant Quenino on the fourth floor offering a curated tasting menu by Chef Victor Liong, topped off with a Rooftop Garden that boasts an infinity pool and sweeping views, Artyzen Hospitality Group’s debut in Singapore aims to awe and inspire.
The hotel combines flawless design, warm hospitality, and mouth-watering dishes and drinks influenced by the local flora and flavours, seamlessly blending its rich heritage with a contemporary indulgence. Dreamt up by the renowned architecture firm ONG&ONG, known for projects like M Social Singapore and the Renaissance Bali Nusa Dua Resort, and in collaboration with the creative minds at Nic Graham & Associates, the hotel features 142 stylish rooms and suites. The team weaves a rich narrative of Singapore’s identity through lush vertical gardens, elegant archways, boldly designed spaces, tranquil spa facilities, charming terraces, and elevators adorned with shophouse-themed art by the local talent, Terence Tan.
Dazzling design by ONG&ONG and Nic Graham & Associates
Café Quenino, which translates to ‘little one’ in Malaccan Creole Portuguese, is a vibrant, all-day ode to Orchard Road. It breathes life into the area’s rich history and unique charm with its inviting ambiance, diverse menu, and creative drinks. And steering this gifted crew are Beverage Manager Gary Mandabon, Senior Mixologist Sathya Selan, General Manager Jeff Crowe, and Director of Restaurants & Bars Derrick Lim. Their outstanding beverage offerings come to life with the support of the Proof Creative team, spearheaded by Andy Loudon and Karen Fu.
“At Artyzen Singapore, we bring people together through the flavours of our city. Our cocktails showcase Singapore’s bounty, using local ingredients to create unique, low-ABV libations perfect for conversation. The cozy atmosphere allows guests to unwind and connect over a truly wonderful, shared experience,” remarks Mandabon.
Miss Joaquim
Pedas Pedas
A tribute to the Vanda Miss Joaquim orchid, Singapore’s national flower, the bar’s signature cocktail blends Brass Lion Dry Gin with apricot, yuzu, lemongrass, orange blossom, and egg white. It’s part of a drink menu honoring local heritage, with selections like Kamcheng Cheers, Pedas Pedas, and Pushcart Punch, nodding to the art and vendors of the Emerald Hill area. The food menu also dazzles, offering inventive takes on classics such as Scallop Otak Dumplings and Chicken Kapitan Curry Pot Pie.
Crowe adds with a personal reflection, “Artyzen Singapore is unique, and I mean that in a good way! Coming out of the pandemic I think all of us were looking for places that are comfortable but have life (to them). By that I mean friendly people and an atmosphere filled with colours and patterns – not psychedelic pinks and neon blues – but something interesting and comforting. Artyzen Singapore is all those things. Small enough to feel intimate, close to the action without being overwhelmed by it, and a place you want to bring your friends.”
“Artyzen Singapore spotlights what makes Orchard special, intersecting its past livelihood into the reimagined present in a versatile space perfect for any time: gathering with friends, solo retreat, a tasty meal, spectacular views,” observes Fu.
Pushcart Punch
Kamcheng Cheers
Whether you’re seeking a spot for work, leisure, or celebration, this collaboration between Proof Creative and Artyzen Hospitality Group offers a refined experience accompanied by refreshing beverages that showcase the vibrant flavors, authentic Peranakan ingredients, and the rich floral essence of Singapore. Step into this treasure located at 9 Cuscaden Road, a place where tradition blends with modernity, offering a truly memorable experience rich in local allure and sophisticated luxury.
ABOUT ARTYZEN SINGAPORE
Inspired by Singapore’s culture, colours, and flavours, Artyzen Singapore is a modern lifestyle hotel for luxury travellers. This iconic heritage landmark was once the sprawling tropical garden mansion named “Villa Marie” by the great-grandson of Singapore’s well-known philanthropist, the late Mr Tan Tock Seng. Embracing this unique heritage, Artyzen Singapore offers 142 spacious rooms & suites — all with balconies, ceiling fans, and luxurious bathrooms. Located in the heart of the city, Artyzen Singapore is just a stone’s throw from the bustling Orchard Road and major embassies; and steps away from Singapore Botanic Gardens, the first UNESCO Heritage Site in Singapore.
For more information, please visit Artyzen Singapore.
PROOF CREATIVE CELEBRATES A DECADE OF EXCELLENCE & NEWLY APPOINTED LEADER
ASIA PACIFIC, 9 MAY – This year marks a significant milestone for Proof Creative, the trailblazing beverage consultancy based in Singapore. As it celebrates its 10th anniversary, the company reflects on a decade of redefining the hospitality industry with innovative concepts and award-winning project executions.
As it celebrates this decade-long journey, Proof Creative is thrilled to announce the appointment of Bobby Carey as the new Creative Director. Having been a senior consultant with the team since 2019, Bobby has been instrumental in leading multiple award-winning projects, including the Virtu Four Seasons in Tokyo and the MO BAR at the Mandarin Oriental Singapore. His track record of innovative strategy and operational leadership positions him as the ideal successor to continue the legacy of excellence that Proof Creative is known for.
“Bobby’s fresh perspective and innovative approach are exactly what Proof Creative needs as we enter our next decade,” said Paul Broadbent, current CEO of Proof & Company. “His dynamic leadership will undoubtedly propel us forward, ensuring our continued presence at the forefront of the global beverage industry.”
Bobby Carey, Creative Director of Proof Creative
Virtu Four Seasons, Tokyo
Congratulations on your recent appointment as the Creative Director at Proof Creative! What are you most looking forward to in this leadership role, and how do you plan to make a unique impact in the world of beverage consultancy with your distinctive approach or expertise?
The most thrilling aspect of leading Proof Creative as the new Creative Director is the prospect of contributing to and enhancing the company’s illustrious tradition of excellence. This role offers an exciting platform to not only uphold the high standards set by predecessors like Paul Gabie and Jason Williams, but also propel the consultancy into new realms of creativity and innovation.
In terms of my personal contribution, I bring to the table a holistic approach that marries artistic creativity with strategic insight. My goal is to embed a unique story into each project, drawing on a wide range of cultural inspirations and cutting-edge trends to craft compelling and memorable experiences that resonate with our clients and their audiences. Leadership-wise, I aim to cultivate an environment of collaboration, inclusivity, and drive for results. My vision for Proof Creative is to establish an environment where everyone feels engaged, valued, and excited to produce their finest work, propelling us towards shared achievements and success.
How would you describe the collaborative dynamics within the Proof Creative team today, and how does it contribute to the success of your projects?
At the core of Proof Creative’s ethos is a deeply embedded culture of collaboration, which is crucial to our methodology and success. Our team operates as a cohesive, dynamic, and flexible unit with a base in Singapore and extensions in Australia, allowing us to effectively tackle projects across diverse global locales, from New York to New Zealand. This geographic diversity enriches our perspective and enables us to stay ahead of international trends and opportunities.
We’ve been fortunate to count industry icons like David Cordoba, Mimi Schofield, Joe Alessandroni, and Zdenek Kastanek among our team members, along with a host of other remarkable talents whose impacts have been fundamental, though too numerous to detail individually. Through a culture that promotes open communication, energetic brainstorming, and a unanimous pursuit of excellence, Proof Creative thrives.
With Proof Creative celebrating its 10th anniversary, what are the key milestones or achievements for the company in the coming years?
Central to our mission is the ambitious goal of redefining the global hospitality landscape through relentless innovation, comprehensive education programs, and an unyielding pursuit of excellence. As Proof Creative charts its course for the future, we aim to expand our global footprint, deepen collaborations with luxury hotel brands, and continuously push the boundaries of beverage consultancy innovation. We are steadfast in our commitment to evolving into a truly global consultancy, with recently established footholds in Turkey, Saudi Arabia, mainland China and Europe.
But our vision extends beyond geographical expansion. We remain resolute in our dedication to nurturing the next generation of industry talent. Through robust education and mentorship initiatives, we seek to cultivate a pipeline of skilled professionals who embody our values of creativity, excellence, and integrity.
Current & Previous Proof Creative Members
Proof Creative was founded by Paul Gabie, who set the stage for a new era in hospitality consultancy with a focus on creativity and strategic innovation. The consultancy’s journey began with its first venture, the Manhattan Bar project, which coincidentally is also celebrating its tenth anniversary. Now located within Conrad Singapore, Manhattan Bar has become a landmark in the world of fine drinking, known for its sophisticated atmosphere and a menu that features meticulously crafted cocktails. This project was just the beginning of what would become a decade-long path of pioneering achievements in the beverage sector.
In 2015, Proof Creative welcomed Jason Williams as its Creative Director, a pivotal appointment that propelled its projects forward until his departure in 2023. Williams, acclaimed for his visionary approach and profound industry acumen, played an instrumental role in steering Proof Creative through numerous successful years. His leadership extended to high-profile ventures, including the iconic Raffles Long Bar in Singapore. Under Williams’ guidance, Proof Creative expanded its portfolio with an array of noteworthy projects across the globe. Among these was the establishment of the Atlas Bar in Singapore, which garnered international acclaim for its grand Art Deco-inspired interiors and extensive gin collection. Furthermore, Williams spearheaded the consultancy’s decade-long partnership with multiple luxury hotel brands worldwide. This collaboration entailed the creation and revitalization of signature bars and bespoke cocktail menus, elevating the beverage offerings at prestigious locations globally and solidifying Proof Creative’s reputation as a trailblazer in global hospitality innovations.
Manhattan Bar, Conrad Singapore
Atlas Bar, Singapore
With a decade of remarkable accomplishments fueling our momentum and a future ripe with opportunity, Proof Creative remains at the forefront of setting the standard for excellence in the beverage consultancy arena.
PROOF CREATIVE BLENDS MUSIC & MIXOLOGY FOR THE TIMBER HOUSE'S COCKTAIL MENU
SOUTH KOREA, 18 APRIL – Proof Creative and The Timber House at Park Hyatt Seoul proudly unveil ‘The Jukebox’ a captivating cocktail menu that weaves together the storied past of jukeboxes and the vibrant palette of Korean flavours. Housed within The Timber House, known for its homage to traditional Korean Hanok architecture, ‘The Jukebox’ provides an exquisite setting for its symphonic and mixological exploration.
The inspiration behind ‘The Jukebox’ springs from Proof Creative’s ambition to transcend conventional cocktail offerings through a multisensory journey deeply rooted in the profound histories of music and sound. This bold endeavour seeks to take patrons on an unmatched exploratory adventure, celebrating the intertwined evolution of music technology and sound.
The Timber House, Park Hyatt Seoul
Structured to reflect the developmental stages of the jukebox, the menu progresses from the Gramophone era to the Turntable age, culminating in the High Fidelity sound period. Each section commemorates pivotal milestones in musical and cocktail innovation, with a dedicated emphasis on incorporating indigenous Korean liquors and flavours in a strikingly novel fashion. ‘The Jukebox’ prides itself on using local ingredients and inventive presentations to forge connections with guests through stories as diverse as the selections on a jukebox, all while drawing deeply from Korea’s vibrant culture and history.
Continuing the thematic journey, the ‘Juke Joints’ section showcases an array of martinis and highballs enriched with robust, woodsy spirits and intriguing flavours like timber, cedar, and sandalwood. This part of the menu captures the spirited essence of historic juke joints. Following this, the ‘Bass & Treble’ section invites guests to explore Korea’s rich alcoholic heritage with tastings of local gin, whisky, apple brandy, and the iconic Soju, thoughtfully paired with traditional Korean snacks for a comprehensive flavour experience that connects drinkers to Korea’s lively past and present.
Innovation Flight
Speed Selector
At the helm of this creative endeavour is the renowned local head bartender, Shin Tae-Hwan. With a distinguished career that includes stints at prestigious venues such as Tippling Club in Singapore and Charles H in Seoul, both members of the World’s 50 Best Bars list, Shin is perfectly positioned to redefine the cocktail experience. Under Shin’s expert guidance, ‘The Jukebox’ menu harmoniously blends the dynamic and vibrant spirit of Seoul, all while paying homage to the rich cultural and distilling heritage of Korea.
When discussing what excites him the most about the novel cocktails featured in ‘The Jukebox’ menu and their reflection of The Timber House’s unique character, Shin remarked, “The menu’s name encapsulates the identity of The Timber House, celebrating the confluence of music, food, and drink. This fusion, deeply embedded in our concept, enabled us to craft offerings we’re truly proud of. Despite bar culture’s Western roots, our aim was to infuse it with a distinctly Korean flavour, and I’m pleased to say we’ve achieved that.”
The Timber House Lounge
The Timber House DJ Booth
Discussing the partnership with Proof Creative, Shin emphasized the importance of the strong trust and mutual vision that marked their collaboration. Led by Andy, the Proof Creative team brought a profound knowledge of beverages and a remarkable understanding of Korean ingredients to the table. Their collective vision and creative direction played a critical role in translating the conceptual nuances into reality.
Looking ahead, Shin envisions ‘The Jukebox’ casting The Timber House as a beacon for unparalleled cocktails and redefining bar bites with imaginative pairings crafted by their talented culinary team. This synthesis of Korean-influenced cocktails with music, food, and drinks is set to captivate both locals and travellers.
This collaboration between Proof Creative and The Timber House not only showcases the rich tapestry of Korean bartending but also firmly positions it in the limelight on the international stage, heralding a new era for the global cocktail scene.
ABOUT THE TIMBER HOUSE, PARK HYATT SEOUL
Nestled within the lower level of Park Hyatt Seoul, The Timber House stands as one of Seoul’s premier hotel bars, renowned for its exceptional live music and diverse drink selection. Enhanced by elegant lighting and opulent furnishings, The Timber House exudes an ambiance that strikes the perfect balance between cozy romanticism and sophisticated refinement, making it an ideal choice for both intimate date nights and impressive business dinners. Adding to its allure are the captivating live performances by talented vocalists, enriching the nighttime experience from Monday through Saturday.
For more information, please visit Park Hyatt Seoul.
PROOF & COMPANY JOINS THE FARM TO BOTTLE MOVEMENT IN NEW PARTNERSHIP WITH HUSK DISTILLERS
AUSTRALIA, 28 MARCH – As advocates of extraordinary spirits, Proof & Company proudly expands its Australian portfolio through a strategic partnership with Husk Distillers, Australia’s very first cane juice rum distillery. Nestled in the lush Northern Rivers of New South Wales near the town of Tumbulgum, Husk epitomises the “farm to bottle” ethos, making Husk an ideal fit for Proof & Company’s mission to elevate local spirits.
Husk Rum Range
As of 1st May, Proof & Company proudly assumes exclusive distributorship for Husk’s esteemed range of spirits, including their diverse and unique Australian rums and the iconic Ink Gin. Leveraging Proof & Company’s expansive network and brand-building capabilities, this partnership will capitalise on Husk’s unwavering commitment to excellence and innovation in craft spirit distillation.
“We’re thrilled to be partnering with Husk Distillers and cannot wait to bring their exciting portfolio to our markets across APAC. As someone who grew up in the Tweed Valley, mere steps away from the distillery, this place holds profound significance for me with fond memories of the region’s vibrant sugar cane production, it’s such a special place,” says Damian Kaehler, General Manager of Proof & Company Australasia.
“Paul and Mandy have built two amazing brands in Ink Gin and Husk Rum, both representing the very best of the local area and we can’t wait to cultivate their story in our markets. Their ethos tightly aligns with ours, with independent craft distilling and sustainability, from farm to bottle, the introduction of their portfolio into the ecoSPIRITS programme will further support this mission.”
Paul Messenger, Founder & CEO of Husk Distillers
“Starting life in a small shed at Husk Farm in 2012 it took more than 3 years before we were ready to offer our first bottles of Ink Gin for sale in June 2015. Later that year we released our first barrel of Husk rum. Since then, we’ve sold over a million bottles and now, after almost 9 years distributing our brands, we are thrilled to be partnering with Proof & Company to share our story and our liquid, enriching consumer experiences and elevating social occasions across the country. We are very impressed with the Proof & Company team and business model, and we share a passion and belief that together we can make great things happen.”
At the core of Husk Distillers’ narrative lies the pursuit for authenticity and distinction, driven by founder Paul Messenger’s transformative Caribbean expedition in 2009. Amidst the lush landscapes, the bars and distilleries of Martinique, Messenger encountered rhum agricole – a revelation that would inspire a new style of Australian rum. The raw, terroir-driven ethos of fresh cane juice rum has driven Husk on a pioneering journey in Australian rum production that continues to this day. Embracing the essence of their Northern Rivers volcanic terroir, Husk introduced a groundbreaking approach, crafting rum from freshly pressed cane juice grown on their own farm. This commitment to place, quality and authenticity is ultimately reflected in the Australian Cultivated Rum (ACR) mark, a geographic rules-based accreditation pioneered by Husk to protect and promote pure, single-estate Australian cane juice rums in a manner similar to the European system of Geographic Indicators.
In a parallel pursuit of innovation and a spirit of rebellion, Messenger’s exploration of exotic botanicals led to a serendipitous encounter with a curious flower. What followed was three years of experiments in a farm shed that culminated in the launch of the world’s first butterfly pea infused gin winning the 2016 Australian Drinks Industry Award for Best Innovation in Spirits and inspiring a colour revolution in the gin category.
Husk Distillery, Northern New South Wales
Ink Gin Range
Husk Farm
Now, as Husk Distillers joins forces with Proof & Company, a new chapter unfolds in both brands’ narrative. Together, they aspire to elevate the Australian spirits landscape, sharing Husk’s exceptional portfolio of farm-to-bottle spirits with enthusiasts across the Asia Pacific region. With Husk, Proof & Company is poised to enrich consumer experiences and cultivate a deeper appreciation for Australia’s extraordinary spirits.
ABOUT HUSK DISTILLERS
Husk Distillers is renowned as Australia’s first and foremost farm-to-bottle rum distillery and has become the country’s largest rum exporter. For over 12 years, Husk has led the charge in pioneering a distinctive style of Australian rum. Situated amidst the stunning 150-acre Messenger-Perkins family farm in the historic Tweed Valley of Northern New South Wales, Husk Farm serves as the perfect backdrop for the creation of this new style of Australian rum.
Utilising freshly harvested sugar cane grown and milled on-site, Husk Rum embodies sustainability and strives to encapsulate the unique terroir of the region within each bottle. Every year, the elements of geology, soil, water and climate culminate in a seasonal harvest of single estate sugar cane to yield a diverse selection of Australian sipping and mixing rums that are guaranteed to challenge your perception of rum.
In addition to their acclaimed rum offerings, Husk Distillers also produce the multi-award-winning Ink Gin. Ink Gin seeks to capture the essence of nature in every bottle, reflecting Husk’s commitment to excellence and innovation.
For more information, please visit Husk Distillers.
PROOF CREATIVE UNVEILS THE OPULENT QURA IN HONG KONG
HONG KONG, 16 JANUARY – The anticipation has been building, and the moment has finally arrived – Qura, a haven for connoisseurs of the world’s rarest and most exquisite spirits, has opened its doors in the heart of Hong Kong. This opulent and elegant venue promises a unique experience that marries vintage spirits, luxurious comfort, and a relaxed, residential-style atmosphere.
The Spirit Collection: A Journey through Time
At the heart of Qura lies a collection of spirits that tells a story of time, dedication, and exceptional craftsmanship. This curated selection of rare and vintage bottles has been expertly sourced from across the globe, with a meticulous focus on quality and provenance. Each bottle represents a piece of history, offering a glimpse into the world of spirits like no other.
In consultation with the Qura team, Proof Creative and Proof & Company (Hong Kong) embarked on a journey that spanned continents and crossed oceans to assemble a remarkable spirit collection. Scouring hidden corners and specialist distributors, seeking out treasures that would elevate the experience of spirit enthusiasts. The result is an assembly of spirits that include everything from vintage whiskies to aged rums and unique liqueurs, all waiting to be discovered by those with a keen eye for these unique gems.
Creating an Atmosphere of Elegance and Comfort
What sets Qura apart isn’t just its unrivaled collection but also its commitment to creating a refined yet comfortable ambiance. This venue aims to make guests feel as if they have stepped into a luxurious residence rather than a traditional bar.
Upon entering, guests are transported to a living room that exudes elegance and sophistication. The carefully chosen furnishings and decor create an inviting space where guests can relax and begin their journey through the world of exceptional spirits.
Moving through this expansive venue, guests will notice an intriguing design feature that lends an air of intimacy to the spacious surroundings. Despite the grandeur of the venue, it masterfully crafts distinct pockets of privacy, ensuring that every corner tells a unique story and that no guest ever feels lost in a crowd. This thoughtful layout creates an atmosphere where you would never think that Qura can host up to 120 people at full capacity.
As visitors move through the venue, they are greeted by a stunning bar counter that showcases the extensive spirit collection. The panoramic view of the Hong Kong skyline from the bar counter adds to the sense of grandeur and exclusivity. The dining room offers a perfect setting for indulging in fine cuisine paired with rare spirits. The carefully crafted menu complements the spirit collection, providing an experience that transcends ordinary dining.
For those who appreciate the art of cigar pairing, the cigar room at Qura is a sanctuary. It’s a place where guests can enjoy a fine cigar alongside their chosen spirit, creating moments of pure relaxation.
An Experience that Transcends Ordinary Dining and Drinking
The official opening of Qura marks the beginning of a new era for spirit aficionados in Hong Kong. A haven where timeless spirits converge with modern comfort, and where history seamlessly intertwines with luxury. With its unparalleled collection and residential-style ambiance, Qura aspires to be the go-to destination for those who savor the finer nuances of life.
ABOUT QURA BAR, REGENT HONG KONG
A feast for the senses with rare spirits and majestic views at Regent Hong Kong. Unforgettable evenings begin and end at Qura Bar with an eclectic sensory journey through a cosy lounge, a stunning bar, and an intimate cigar haven. Blending the glamour of a bygone era with Art Deco and vintage accents, Qura Bar is home to a curated collection of exceptional drinks, rare spirits, classic culinary delights, and electrifying harbour views.
For more information, please visit Regent Hong Kong.
PROOF & COMPANY PRESENTS 28 HONGKONG STREET’S NEW GENERAL MANAGER
SINGAPORE, 12 DECEMBER – In the ever-evolving tapestry of Singapore’s vibrant cocktail scene, 28 HongKong Street stands as a hallowed institution, a crucible that shapes the industry’s trailblazers. The latest torchbearer to step into the limelight is none other than the dynamic Lukas Kaufmann, assuming the mantle of General Manager. A move that promises not only to uphold the cherished tradition of ‘late nights and nice ice’ but to chart a thrilling course for this iconic watering hole.
Paul Broadbent, CEO of Proof & Company, echoes the sentiments of anticipation, “We have long celebrated that 28 HongKong Street is a breeding ground for talent – you don’t have to look hard to see 28 HongKong Street alumni doing great things in the industry both near and afar. Today we are proud to continue this legacy and announce that the stewardship of 28 HongKong Street will be under the leadership of Lukas Kaufmann – we’re excited to see how he continues to evolve this beloved late-night haunt.”
We sat down with the man himself and delved into Kaufmann’s world to unravel the excitement and strategies that accompany his role as the new maestro of 28 HongKong Street.
Congratulations on your role! What excites you about taking on the GM role?
Undoubtedly, leading the iconic 28 HongKong Street as the General Manager is an opportunity that fills me with excitement. It’s a chance to not only take on a new role but to shape the future of this institution, cementing its legacy as a leader in the industry. I’m thrilled at the prospect of leading a team that embodies the values of the establishment, which has become synonymous with the unparalleled experience that we offer.
With several years under your belt at 28 HongKong Street, what standout memory defines your journey?
Having spent several years at 28 HongKong Street, I can confidently say that my journey has been nothing short of spectacular. As a senior bartender and later, a bar captain, I have had the privilege of crafting cocktails and orchestrating operations, all of which have been integral in weaving a tapestry of memories. My experience at this illustrious institution has been multifaceted, encompassing both the artistry of mixology and the intricacies of management.
However, what truly makes my journey unforgettable are the amazing people I’ve met along the way. Collaborating with exceptionally talented individuals who have gone on to achieve remarkable success has been an incredible source of inspiration, and I am grateful to count them as friends.
How do you envision propelling the iconic 28 HongKong Street’s concept of “late nights and nice ice”, teasing us with some strategies or initiatives you have in store?
As someone who has worked across various roles at 28 HongKong Street, I’ve learned that innovation, adaptability, and a deep understanding of our patrons are crucial for success. Now, with the dynamic and talented team at 28, I am enthusiastic about sharing these insights.
My commitment remains unwavering—to meticulously preserve and advance this legacy, positioning 28 HongKong Street as one of Singapore’s well-loved cocktail bars on the global stage. As an institution that has made an indelible mark on the cocktail landscape for over a decade, we must continue to evolve to meet the ever-changing preferences of our patrons. Our global recognition and numerous accolades attest to our prominence in the industry, and we are committed to elevating standards, delivering unforgettable experiences, and crafting impeccable drinks. We will also focus on nurturing our distinctive culture and fostering emerging talents for ongoing success.
In the spirit of getting to know you better, if you had to encapsulate yourself in just three words, what would they be?
While it’s undoubtedly a challenge to encapsulate who I am in just three words, I’d like to think that those who know me would describe me as energetic, loyal, and compassionate. I guess I’m just someone who values genuine connections, thrives on creativity, and embraces the joy of creating memorable experiences.
Whether it’s shaking up a new cocktail concoction, fostering a warm and inviting atmosphere at 28 HongKong Street, or simply engaging in heartfelt conversations with patrons and team members alike, I aim to bring a touch of authenticity and positivity to every aspect of what we do. After all, the magic of a great cocktail is not just in the mix but in the shared moments and stories it inspires.
As we approach the end of 2023, can you give us a glimpse into the exciting events and plans you have in store to wrap up the year at our beloved late-night haunt?
As we bid farewell to 2023, we’re gearing up for a grand finale. Expect a series of standout events, including Thanksgiving, Naughty Orphan Christmas, and the 28 New Year’s Eve Party, among others. It’s our way of closing the year with a bang and setting the stage for an even more spectacular 2024.
Stay updated with our social media and newsletter for all the cool happenings. Looking forward to welcoming everyone to 28HKS for some late nights, nice ice, and perhaps a few surprises along the way! Cheers!
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.
Ron Matusalem Gran Reserve 15 Years Old
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.”
Ron Matusalem Gran Reserve 15 Years Old
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.
Paul Broadbent
“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.
Julia Xiang
“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.”