PROOF & COMPANY CELEBRATES THE TERRIOR OF RUTHERGLEN WITH MORRIS WHISKY
ASIA PACIFIC, 15 JANUARY – Morris Whisky, crafted in regional Victoria, Australia, is debuting in Singapore and New Zealand through an exclusive partnership with Proof & Company. This collaboration brings together the rich heritage of Morris Whisky, renowned for its use of 100% locally sourced ingredients and unique finishing in barrels that have once held Morris fortified wine, with Proof & Company’s reach and expertise in the Asia Pacific Region.
Since 1859, the Morris family has been producing award-winning fortified wines from their home in Rutherglen Victoria, earning their reputation as one of the world’s most respected fortified wine producers. Spanning six generations, their craftsmanship is deeply rooted in tradition. Now, they bring this expertise to the world of whisky, crafting Australian Single Malts using 100% locally sourced ingredients and maturing in family-owned ex-red wine barrels and finishing in barrels that once held Morris award-winning fortified wines. This unique process imparts depth, richness, and complexity typically associated with longer-aged whiskies.
The creation of Morris Whisky is the result of a collaboration between the Morris family and a team of esteemed whisky experts. Head Distiller Darren Peck, with over 25 years of experience in the drinks industry, has played a key role in shaping this distinct whisky style. Working closely with a team of experts; John McDougall and Dr Jim Swan, Peck has crafted a whisky that honours the rich winemaking heritage of the Rutherglen region while embracing its unique climate.
Darren Peck, Head Distiller of Morris Whisky
“We are creating a unique Morris Whisky style that speaks to our home in Rutherglen. Made with Australian barley malted at the family brewery and pure, filtered water from the Snowy Mountains, Morris Whisky reflects not only the world-class fortified barrels but also its regional Victorian provenance,” explains Peck.
The current Morris Whisky range includes the Australian Single Malt Signature Whisky and Australian Single Malt Muscat Barrel Whisky. The Signature expression is finished in a blend of barrels that have held Morris fortifieds, while the Muscat variant is finished in barrels that have previously held some of the world’s most acclaimed Muscat fortified wines. These barrels are all prepared by hand at their private cooperage to a specific method, which imparts the unique Morris of Rutherglen flavour profile. Coupled with the local climate of hot summer days and cool nights, these conditions are perfect for aging and creating the distinctive Morris Whisky taste.
In addition, at the heart of Morris Whisky’s distillation process is a meticulously restored hybrid copper pot and column still, originally installed in the early 1930s. This still, which once produced base spirits for Morris’ fortified wines, has been brought back to life and aptly named Aurora—an homage to Sleeping Beauty’s awakening after decades of slumber.
Paul Broadbent, CEO of Proof & Company
“We are excited to be partnering with Morris Whisky,” says Paul Broadbent, CEO of Proof & Company. “Their dedication to quality and tradition, paired with their innovative approach to whisky making, makes them a perfect fit for the markets, trade partners and customers we serve.”
Morris Whisky’s launch in Singapore and New Zealand is a natural step for the brand, aligning with the growing interest in craft spirits in both markets. The whisky market in both regions has seen steady growth in recent years. Morris Whisky aims to tap into this demand by offering a product that combines quality, heritage, and a uniquely Australian story.
The Australian Single Malt Signature and Muscat Barrel Whisky will be available in Singapore and New Zealand from this month. Contact your respective CRM to pre-order / order today.
ABOUT MORRIS AUSTRALIAN SINGLE MALT WHISKY
Established in 1859, the Morris family winery is one of the most acclaimed fortified producers in the world. Craftsmanship in blending, aging and creating world-class fortified wine has been passed down over six generations of the family, making the distillery perfectly positioned to create extraordinarily flavoured Australian single malt whisky. Located in the Rutherglen region of Northeast Victoria, Australia, the distillery boasts the Snowy Mountains to its east. This natural source provides the purest water all year-round and allows the truest flavours and characters of the whisky to shine.
The Morris Whisky range currently consists of Australian Single Malt Signature Whisky and Australian Single Malt Muscat Barrel Whisky with future releases planned. The extraordinary flavour comes from access to American and French oak wine barrels which are carefully selected from family-owned wineries in the Barossa and Coonawarra regions of Australia. These barrels are all prepared by hand at their private cooperage to a customised shaving and toasting method for optimal maturation. Coupled with the local climate of hot summer days and cool nights, these conditions are perfect for aging single malt. The whisky is then finished in a combination of Morris of Rutherglen barrels, some of which have held the world’s most highly awarded fortified wine to create the unique and distinctive Morris Whisky flavour profile.
For more information visit: www.morrisofrutherglen.com
PROOF CREATIVE REDEFINES HUTONG CULTURE WITH TIAO十条 AT MANDARIN ORIENTAL
BEIJING, 12 NOVEMBER – Step into the heart of Beijing’s heritage with Proof Creative’s latest project at the Mandarin Oriental’s new location in Qianmen: TIAO十条. Nestled within the city’s iconic hutongs, this bar offers guests a modern twist on Beijing’s past. Created in collaboration with Mandarin Oriental and Proof & Company, TIAO十条 celebrates the charm of Beijing’s historic alleyways while bringing a world-class drinking experience to the capital.
TIAO十条, Mandarin Oriental Qianmen
Beijing’s Cultural Tapestry: The Timeless Charm of Hutongs
In the heart of Beijing lies a network of alleys that have served as the city’s cultural and architectural foundation for centuries—the hutongs. These narrow alleyways, known for their distinctive architecture and siheyuan courtyard homes, hold a special place in Beijing’s heritage. Each hutong carries the spirit of the past, fostering a lifestyle centred around community, family bonds, and shared history. To walk through these alleys is to experience Beijing’s identity, shaped by generations who built lives in close-knit neighbourhoods that echo with stories from bygone eras.
One of the most notable hutongs is Caochang Shitiao, a 225-meter stretch originally used for straw storage, or “Caochang” in Chinese. This historic alley is now preserved as one of Beijing’s 25 Historical and Cultural Preservation Blocks, epitomising the beauty and communal spirit that make hutongs so beloved. For locals, the hutongs are not only a link to the past but a living celebration of Beijing’s architectural and social heritage.
Mandarin Oriental’s TIAO十条: A Toast to Beijing’s Golden Era & Heritage
In this storied landscape, the newly opened Mandarin Oriental in Qianmen seamlessly integrates the elegance of modern luxury with the authenticity of old Beijing. Nestled within the hutongs, the hotel offers guests an immersive experience that bridges the past with the present. Visitors are welcomed to experience Mandarin Oriental’s sophistication while being surrounded by the essence of Beijing’s most iconic neighbourhoods.
TIAO十条, Mandarin Oriental Qianmen
It is within this setting that TIAO十条, a bar conceptualised by Proof Creative, finds its home. Drawing deeply from the legacy of the hutongs and the allure of early 20th-century Western hotels, TIAO十条 pays homage to Beijing’s living heritage. Named after the surrounding alleyways, specifically the 10th Lane of Caochang Hutong, TIAO十条 captures the essence of community, tradition, and connection.
With a refined cocktail culture that blends tradition with modern sophistication, TIAO十条 embodies the spirit of the hutongs. Its thoughtfully crafted ambiance fuses Beijing’s historical charm with the elegance of a world-class drinking destination, inviting guests to savour a genuine taste of heritage.
Eye Of The Ocean 海眼
Trans-Mongolian Rail 蒙古纵贯铁路
TIAO十条: A Cultural Crossroad of Flavors
The ambiance of TIAO十条 and its innovative cocktail program pay homage to a pivotal era when Western influences began weaving their way into Beijing’s rich cultural fabric. Each cocktail tells a story, blending local ingredients with global spirits in ways that are both inventive and deeply connected to Beijing’s heritage. Signature drinks combine flavours like Chinese Osmanthus wine and Baijiu with refined international counterparts, such as aged rum and Cognac, creating a unique tasting experience that reflects the cultural crossroad of early 20th-century Beijing.
At TIAO十条, communal drinks are presented in beautifully crafted ceramic vessels inspired by traditional Chinese plum wine jars, evoking the visual charm of the hutongs while enhancing the sensory journey. Adding a layer of playful nostalgia, the bar incorporates traditional Chinese games, such as cricket fights and bean bag toss, which harken back to the leisurely pastimes of old Beijing. Local folklore and legends are also woven into the menu, with cocktails inspired by ancient tales, capturing the essence of Beijing’s storytelling tradition.
Cricket Fight 斗蛐蛐儿
Quicksilver 水银
The food menu at TIAO十条 offers a creative reinterpretation of Beijing’s beloved street foods, elevating familiar flavours with refined techniques and modern twists. Each dish thoughtfully bridges the rich culinary traditions of Beijing with international influences, creating a unique fusion that enhances the bar’s innovative cocktail offerings.
More Than a Bar: A Hub for Beijing’s Cocktail Community
At TIAO十条, Proof Creative and Mandarin Oriental have created more than just a place to drink—they’ve crafted an immersive experience that brings the rich history of Qianmen to life. In the luxurious embrace of Mandarin Oriental, TIAO十条 is also proof that Beijing’s heritage can thrive in the modern world, offering a shared space where the community can celebrate the city’s timeless traditions and dynamic future with each sip and every story shared.
ABOUT MANDARIN ORIENTAL QIANMEN
Located in the heart of a traditional hutong neighbourhood inside the Beijing Central Axis, the capital’s key cultural artery, Mandarin Oriental Qianmen, Beijing is a remarkable, unique property of just 42 courtyard houses. Intimately connected to the city, its expansive, luxurious accommodations feature exquisite oriental aesthetics and represent the pinnacle of Chinese hospitality. With refined wellness and immersive culinary experiences and a distinguished event setting, contemporary luxury, sumptuous heritage, art and nature combine, just steps from The Forbidden City, Qianmen and The Temple of Heaven.
Mandarin Oriental Hotel Group is the award-winning owner and operator of some of the world’s most luxurious hotels, resorts and residences. Having grown from its Asian roots into a global brand, the Group now operates 40 hotels, 12 residences and 23 exclusive homes in 26 countries and territories, with each property reflecting the Group’s oriental heritage, local culture and unique design. Mandarin Oriental has a strong pipeline of hotels and residences under development, and is a member of the Jardine Matheson Group.
For more information, please visit Mandarin Oriental.
JONATHAN PRICE JOINS PROOF & COMPANY AS EXECUTIVE CHAIRMAN OF BOARD
ASIA PACIFIC, 29 OCTOBER – We are thrilled to announce that Jonathan Price has joined Proof & Company as its new Executive Chairman of the Board. With over 40 years of experience as a seasoned consumer and brand expert, Price brings a wealth of knowledge across international retail businesses, franchising, wholesale and distribution, as well as private equity and venture capital.
Throughout his career, Price has led various business units globally and served on numerous corporate boards. With over 25 years in Asia, Jonathon’s key roles include Consumer Senior Advisor to TPG Capital, overseeing portfolio companies in Japan, Thailand, Myanmar, India, Australia, China, and Indonesia. He also led franchise operations for Marks & Spencer, was Managing Director for Asia Pacific at The Body Shop, and served as Senior Advisor to Lyra Ventures, a venture capital firm focused on early-stage consumer startups. His strategic leadership and expertise in navigating multinational operations make him a valuable addition to our Board.
Jonathan Price
“I am thrilled to join such an extraordinary business, renowned for its brand reputation and commitment to excellence. There is immense potential ahead, and I am excited to be part of the journey as we enter the next phase of development and growth. I am confident that together we will unlock new opportunities and further solidify our leadership in the industry.“
Price will collaborate closely with Chief Executive Officer Paul Broadbent to drive both short- and long-term strategies for business growth, market expansion, and portfolio development. His extensive expertise and proven success in cultivating global partnerships will be essential as we continue to strengthen our presence and deliver exceptional value to our clients and stakeholders.
Paul Broadbent
“We are delighted to welcome Jonathan to the team and look forward to working with him as we move into the new year. His extensive experience in FMCG and retail across Asia brings valuable insights that will further enhance the strength and capabilities of our team. Jonathan’s proven track record in driving growth and his strategic approach to business development will be instrumental as we continue to expand and innovate. We are confident that his expertise will help us achieve our goals and deliver even greater value to all of our stakeholders.”
PROOF & COMPANY EMBRACES THE TRAVELLING SPIRIT OF THE IRISH BY WELCOMING LOST IRISH WHISKEY
ASIA PACIFIC, 12 SEPTEMBER – With a steadfast commitment to expanding the horizon of exceptional whiskies across the Asia Pacific, Proof & Company proudly introduces Lost Irish, a modern Irish whiskey inspired by a wanderlust for world travel, adventure and the many stories of the Irish community touring across the globe.
Founded by childhood friends Neil Sands and Tim Herlihy from Termonfeckin, Ireland, Lost Irish is a fusion of Sands’ creative entrepreneurial spirit and Herlihy’s extensive decade-long experience in Irish whiskey as an ambassador and author. Their passion for travel and love for Ireland culminate in this distinctive expression.
Tim Herlihy (Left) & Neils Sands (Right), Founders of Lost Irish
Herlihy proudly says, “The idea for Lost Irish stems from all my adventures around the world. While the category continues to grow, it is now primed to evolve into something that is a true reflection of modern Ireland.”
“After many years exploring how the world sees Ireland and how the Irish influence the world, we realised we were ready to bring something unique to life. We’re eager to share a more accurate view and reflection of Ireland with bartenders and drinkers around the world”.
This exciting partnership brings together a like-minded vision: a fusion of expert craftsmanship, innovation, and a shared commitment to redefining the narrative of Irish whiskey on a global scale. Proof & Company’s dedication to curating extraordinary spirits aligns seamlessly with Lost Irish’s mission to offer a distinctive and modern expression of Irish whiskey.
With Proof & Company’s extensive reach and influence, Lost Irish is poised to make waves in new territories, capturing the attention of discerning drinkers and enthusiasts.
Paul Broadbent, CEO of Proof & Company
“It took an afternoon with Tim at Dead Rabbit in NYC, where we first met, to appreciate their mission to offer a distinctive and modern expression of Irish whiskey. This aligns perfectly with our dedication to curating an extraordinary spirit portfolio, with particular passion for the evolving world whiskey category. We’re thrilled to bring this delicious whiskey to our markets and take customers on the wanderlust journey,” says Paul Broadbent, CEO of Proof & Company (with a Lost Irish wee one in hand).
Lost Irish stands out through its global influence, drawing casks from six continents—Asia, Africa, Europe, North America, Oceania, and South America. This inclusive approach enriches the whiskey with diverse flavours, blending grain, malt, and pot still styles to create an extraordinary profile. The grain imparts a light, sweet, and floral essence, the malt adds depth with richness and fruitiness, while the pot still style contributes a creamy mouthfeel with a subtle hint of peppery spice. Amid its adventurous spirit and worldwide inspiration, Lost Irish remains firmly anchored in Ireland’s triple distillation tradition, ensuring a universally acclaimed smoothness that distinguishes it from other whiskies.
As Lost Irish embarks on this exciting journey with Proof & Company, the stage is set for a new chapter in the world of premium spirits. Together, they will explore uncharted territories, introduce Lost Irish to diverse markets, and share the spirit of adventure and creativity that defines this exceptional whiskey.
Lost Irish will launch in Singapore this month, and roll into other key markets in the coming weeks – reach out to your friendly Proof & Company representatives to order or pre-order stock today.
ABOUT LOST IRISH WHISKEY
Lost Irish, conceived by childhood friends Neil Sands and Tim Herlihy from Termonfeckin, Ireland, melds Sands’ entrepreneurial acumen with Herlihy’s extensive whiskey expertise. Their joint venture epitomizes their love for travel and their homeland.
Crafted from six casks sourced across six continents, Lost Irish embodies Ireland’s global influence, resulting in a whiskey with unparalleled richness and complexity. Remaining true to tradition, Lost Irish adheres to Ireland’s triple distillation process, ensuring its signature smoothness. Crafted in collaboration with a global whiskey expert, Lost Irish is a testament to creativity, originality, and reverence for Irish whiskey heritage.
For more information, please visit Lost Irish.
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.