PROUD TO WELCOME NEW INVESTOR, BLUEBELL GROUP


ASIA PACIFIC, 3 MAY – Proof & Company is excited to announce its partnership with Bluebell Group, Asia’s premier omnichannel brand distributor and operator with over 150 luxury brands including Moschino, Manolo Blahnik, Bvlgari Fragrance and more.

The inherent synergies between Bluebell Group and Proof & Company create new opportunities for both companies to strengthen market positioning and further expansion across Asia. Bluebell Group’s stake will allow it to expand its offering in the spirits category with access to our diverse portfolio of products, educators and disruptive approach to beverage distribution. We will gain access to Bluebell’s broad customer base, wide distribution footprint and operational know-how across ten Asian markets.

Ashley Micklewright

“Sharing similar values as brand curators focused on delivering luxurious products and experiences to Asian consumers, we are thrilled to be an investor in Proof & Company. This partnership will allow us to offer our customers a wider range of premium spirits and hospitality, while also opening our extensive network of customers and retail expertise across Asia to Proof & Company.”

As a pioneer in the industry, our commitment to sustainability aligns perfectly with Bluebell Group’s vision for the future, showcasing their shared dedication to positive change and the highest standards of quality and service. With a combined focus on excellence, innovation, and customer satisfaction, both companies are well-positioned to make a lasting impact in the spirits industry. Through this collaboration, we look forward to continuing its legacy of working with extraordinary brands, delivering unparalleled experiences, and further expanding its presence throughout the Asia Pacific and beyond.

Paul Broadbent

“We couldn’t be more excited about the new partnership with Bluebell Group. They bring a wealth of experience and talent in the Asia market for luxury goods and their company culture and aspirations are aligned with ours. For a long time we have admired what they do in the region and now we get to strategically collaborate and grow together.”


ABOUT BLUEBELL GROUP

Bluebell Group has pioneered building successful brands in Asia since 1954. As Asia’s partner of choice, Bluebell Group is present in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macau SAR, Singapore, Malaysia, Cambodia and Australia. The Group’s distribution network includes flagship stores, shop-in-shops, counters, its own multi-brand concepts, as well as a highly selective wholesale network, together with both direct e-commerce and marketplaces, covering both domestic and Travel Retail. The Group operates across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, and Tobacco. A family-owned group, Bluebell Group today has over 3,800 staff, 650 points-of-sale, and US$2b in turnover.

For more information, please visit Bluebell Group.


PROOF & COMPANY WELCOMES AWARD-WINNING N.I.P GIN BRAND


HONG KONG, 14 MARCH Proof & Company is excited to announce its new partnership with Hong Kong’s multiple gold-award-winning gin, N.I.P Gin. N.I.P Rare Dry Gin is a premium craft gin made from 21 carefully selected botanicals that showcase the city’s rich heritage and diverse flavours. The brand was created to embody the “Hong Kong Spirit,” showcasing the founders’ belief that anything is possible through resilience, faith, and daring to take that giant step, even without tradition or exclusive privilege. Co-founders Nic Law and Jeremy Li have created a line of award-winning gin varieties that have received numerous prestigious accolades, including the crowning achievement of a Gold medal at the Global Gin Masters of the Drinks Business. 

Our General Manager of Proof & Company Hong Kong, Adrian Chung, and Nic Law, co-founder of N.I.P Gin, discussed how the partnership came about and their vision for N.I.P. 

N.I.P Rare Dry Gin

How did the partnership between N.I.P Gin and Proof & Company come about?

Nic Law: It’s the first time that N.I.P has partnered up with a distributor since its launch, despite numerous approaches and queries over the past three years. We believe that it is important, as a new brand, for us to present the brand and tell the story by ourselves from the ground up, as we know first-hand how difficult it was to start a distillery in Hong Kong. The challenges we faced during the COVID-19 pandemic only reinforced this belief, as resources were scarce and survival was difficult.

However, as we enter a new year, we’re excited to work with Proof & Company and see what opportunities they can bring to the table. Collaborating with industry experts is a significant milestone for our brand, and we’re optimistic about the potential for a breakthrough year in 2023 and beyond.

Adrian Chung: We have always been drawn to provenance, craft, and community. We love the idea of having a local Hong Kong Gin that has all of these qualities. More than that, I really believe that we can add a lot of value to the brand. N.I.P all about getting down and dirty, involved and showing people that everyone can do great things. We are big advocates of that and we want to keep that identity. Just like us, they’re engaged in hands-on production and that’s an ideal starting point for taking them to the next level and becoming a leading brand in the region. Sometimes, it’s easy to spot a perfect fit and this is certainly one of those cases.

N.I.P Distilling

What is the overall vision for N.I.P Gin and how do you envision Proof & Company supporting this?

Nic Law: N.I.P, or “Not Important Persons”, is a brand that strives to inspire people to strive for the extraordinary and defy the odds, no matter their background or status. The vision of N.I.P is to show the various facets of Hong Kong, such as its culture, spirit, and ingredients, to the people of Hong Kong and, eventually, the rest of the world.

N.I.P Gin has always been in search of a distributor that can embody our brand identity, both in its local and global markets. Considering Proof & Company’s substantial exposure to both the Hong Kong and international market, especially in the Asia Pacific area, we believe they can help to take the brand to a whole new level through long-term collaboration and present the flavours of Hong Kong globally.

Adrian Chung: By joining forces with N.I.P Gin, Proof & Company Hong Kong can proudly offer our clients the first-ever local Hong Kong Gin in our collection, which is a momentous accomplishment. We have always been devoted to recognising local craftsmanship and granting our customers access to extraordinary spirits.

Fortunately, we also have established an excellent network within our community, which enables us to extend support to those in need. We are thrilled to invite NIP to join our family and be a part of this thriving network. The partnership aims to create renewed energy and excitement within the industry and to make a positive impact on the community by fostering strong relationships with like-minded partners.

Moreover, we are proud of our tight-knit network which allows us to help those in need. We are thrilled to welcome N.I.P Gin to our family and be part of this thriving community. We truly believe our partnership will spark new enthusiasm within the industry and have a positive effect on the community by fostering positive relationships with our shared vision.

Nic Law & Jeremy Li

Sandeep Kumar & Nic Law

Where can we expect N.I.P Gin to be distributed in the Asia Pacific?

Adrian Chung: We plan to build N.I.P Gin into a force to be reckoned with in Hong Kong. Our primary focus right now is to establish N.I.P Gin as a dominant brand in Hong Kong and to integrate it with the local drinking culture. We want to create a connection between the brand and its customers that goes beyond just drinking. Once we achieve this, we plan to expand our presence in other markets, starting with Mainland China due to its proximity and connection to Hong Kong. Drinking is always a great way to bring people together, I think that’s a good place to start.

At Proof & Company, we are committed to supporting local craft and quality products, and N.I.P Gin is no exception. Our partnership with ecoSPIRITS allows us to offer our customers a more sustainable and affordable way to enjoy N.I.P Gin. If our friends and partners want to use N.I.P Gin on ecoSPIRITS, then it’s twice the love! We believe that high quality doesn’t always come with a high price tag, and ecoSPIRITS offers a unique combination of sustainability, affordability, and excellent spirits. By providing our customers with this sustainable format, we hope to make N.I.P Gin more accessible to everyone who wants to experience its exceptional quality.

Driven by quality and dedicated to celebrating the true Hong Kong spirit, N.I.P Gin is determined to become one of the most recognised and sought-after brands in the region. You can already find N.I.P Gin in Hong Kong – and soon in other places too. Contact our Proof team to discover something truly unique and extraordinary.


ABOUT N.I.P. Distilling

Created by two “not-important-persons”, N.I.P. represents a value that the brand firmly believes in – through grit, belief and persistence, anyone can achieve their dreams and passion as long as one is willing to take that leap of faith, even in a place like Hong Kong where a conforming mindset dominates.  This also lays the background for the story of their founders, who came from humble backgrounds and set out to pursue their passion in creating the first true Hong Kong spirit – their own interpretation of a gin that was truly made in Hong Kong which integrates the flavours and tradition of the city with the traditional techniques of gin distillation.

For more information, please visit N.I.P Distilling


HILTON APPOINTS PROOF CREATIVE TO CREATE UNFORGETTABLE EXPERIENCES FOR WALDORF ASTORIA HOTELS GLOBALLY


MCLEAN, Va., 17 November – With a focus on innovating and evolving for tomorrow’s traveller, Proof Creative, the award-winning bar and beverage consultancy of Proof & Company, Asia Pacific’s Leading Independent Spirits Company announced a partnership with Hilton, a global leader in hospitality, to reimagine the beverage experience across Waldorf Astoria Hotels & Resorts Peacock Alley locations around the world.

Proof Creative will work alongside Hilton’s Global Food & Beverage and Waldorf Astoria Brand teams to create a timeless and memorable beverage ritual and elevated bar concept that celebrates the iconic brand and its landmark hotels and resorts. This partnership also marks Proof Creative’s expansion into the U.S. market.

Adam Crocini

“At Hilton, we are focused on elevating food and beverage experiences for guests and pride ourselves on identifying partners that are both cutting-edge and industry-leading to bring the most innovative ideas to our collection of iconic bars around the world.

We’re excited to match the creativity and esteem of Proof Creative with the precision and passion of our beverage experts to create a new ritual and revitalized bar concept that’s both memorable and distinctly Waldorf Astoria.”

Jason Williams

“Proof Creative has had a significant influence on this ‘Second Golden Age of Fine Drinking’ through its thoughtful bar consulting throughout Asia Pacific. We’ve collaborated on some remarkable bar projects, iconic hotels, and some of the world’s best bars, however few can compare to the opportunity to work on such a prestigious hotel re-opening such as Waldorf Astoria, in NYC.

As enthusiastic students of cocktail history, we have long admired and studied The Old Waldorf Astoria Bar Book. We relish the opportunity to celebrate Waldorf tradition whilst evolving the brand’s experience with contemporary and engaging cocktail moments.”

This evolution of the brand experience, which is slated to be complete by early 2024, will reimagine the Peacock Alley guest experience and offerings. This includes a new, branded beverage ritual that presents a theatrical moment-in-time where guests engage with Peacock Alley and its luxurious storied past, as well as an elevated bar concept, inclusive of a review and refresh of Peacock Alley cocktail menus, glassware, lighting, ambience and more.

“Innovation in food and beverage has been at the core of Waldorf Astoria since the very beginning. The brand has been credited with the creation of hallmark dishes and cocktails which have become standards in the industry,” said Dino Michael, senior vice president and global category head, luxury brands, Hilton. “This new partnership also further captures our forward vision to bring only the best-in-class with offerings that leave an indelible mark in the hearts and minds of our guests.”

Waldorf Astoria Amsterdam

Waldorf Astoria Dubai Palm

The Waldorf Astoria brand began in New York City in 1893, redefining world-class hospitality excellence through the invention of 24-hour room service and daring culinary innovations of the times, including the Waldorf salad, Thousand Island dressing, red velvet cake, Robert “Bobby” Burns whiskey cocktail and the classic eggs Benedict. Today, the brand continues this tradition through distinctive dining experiences across the portfolio. From the Waldorf Astoria Maldives Ithaafushi, which features 11 unique dining concepts like Terra, where guests can dine among the treetops in one of seven bamboo nests, and The Rock, an intimate dining experience for 12 in a cave-like dining room built from Jordanian limestone to Waldorf Astoria Amsterdam, which offers innovative dishes combined with proud Dutch heritage. In addition, the brand plays host to several Michelin-starred restaurants and James Beard Award-winning chefs, working with the biggest culinary stars in the industry.

Waldorf Astoria Bangkok

At the heart of every Waldorf Astoria is a tribute to the original and iconic Peacock Alley — the grand corridor connecting the original New York Waldorf Hotel to its sister, The Astoria — where the glamorous gathered to see and be seen and where dreamers gathered for inspiration. Today, each distinctive Waldorf Astoria Hotel & Resort offers a sophisticated modern reflection of that first 300-foot marble Peacock Alley. Whether serving as a bar, lounge, café, terrace, or some creative combination of spaces, Peacock Alley brings people together, creating a connection to its grand heritage and luxurious storied past. Serving as a testament is The Waldorf Astoria Bar Book, published in 2016 by former bar manager Frank Caiafa from the Waldorf Astoria New York. The essential guide offers a read on the history, recipes, and how-to creations of the world’s greatest cocktails from the legendary Peacock Alley and the author’s own awarding-winning creations like the Cole Porter, an enhanced whiskey sour rendition named for the famous Waldorf Astoria resident himself.

To learn more, visit Stories.Hilton.com/WaldorfAstoria or Proof & Company. To start planning 2023 travel, visit Hilton.com.


ABOUT HILTON

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 18 world-class brands comprising more than 7,000 properties and more than 1.1 million rooms, in 123 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune’s 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for five consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 146 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on FacebookTwitterLinkedInInstagram and YouTube.

 

ABOUT WALDORF ASTORIA HOTELS & RESORTS

Waldorf Astoria Hotels & Resorts is a portfolio of more than 30 iconic properties that creates a unique sense of place with a relentless commitment to elegant service, one-of-a-kind experiences and culinary expertise in landmark destinations around the world. Inspired by their timeless environments and sincerely elegant service, Waldorf Astoria hotels deliver an effortless experience seamlessly, creating a true sense of place for guests through stunning architectural features, brand rituals, the famous Peacock Alley, refined art collections and elevated in-room amenities. In addition to the brand’s world-class hotel offerings, Waldorf Astoria boasts a global residential portfolio that provides the comfort of a private home combined with unsurpassed amenities and high-touch service. Waldorf Astoria is part of Hilton, a leading global hospitality company. Experience an unforgettable stay at Waldorf Astoria Hotels & Resorts by booking at waldorfastoria.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Waldorf Astoria Hotels & Resorts at stories.hilton.com/waldorfastoria, and follow the brand on Twitter, Instagram and Facebook.


PROOF & COMPANY CELEBRATES THE LAUNCH OF ROOTS ECO DRY GIN IN AUSTRALIA & NEW ZEALAND


AUSTRALIA & NEW ZEALAND, 1 NOVEMBER – Award-winning Marlborough-based distillery, Elemental Distillers, has partnered with Proof & Company, one of Asia Pacific’s leading independent spirits distributors, and ecoSPIRITS™ to launch their latest premium dry gin in Australia & New Zealand — Roots Eco.

Roots Eco Dry Gin is created with two things in mind; an amazing yet affordable juniper-forward dry gin that can compete against any house pour and carry a strong sustainability message. Distilled on the estate at Elemental Distillers Ltd with 43% and from 6 core botanicals, it boasts all the hallmarks of its predecessor: herbal aromatics; fresh juniper taste; crisp citrus notes. With an easily accessible price point, Root’s Eco Dry Gin is guaranteed to be popular amongst bars or venues that want to offer sustainable drinks without sacrificing quality and flavours.

Ben Leggett, Director and Distiller of Elemental Distillers

“Elemental Distillers is built around belief in delivering premium spirits with full transparency and sustainability. By being able to partner Roots Dry Gin through the ecoSPIRITS distribution technology, we’ve not only decreased our environmental impact, but allowed bars and restaurants to operate more sustainably, while retaining access to a locally made product at an affordable price.”

Crafted to represent the style and character of award-winning Roots Marlborough Dry Gin, Roots Eco will be available exclusively for bars and venues in a 4.5L ecoTOTE™. Empty pre-labelled bottles will be supplied complimentary to be refilled when the supply is running low – making it simple to establish a routine of sustainable drinking plan.

Dan King, Commercial Manager, Proof & Company (New Zealand)

“Proof & Company and ecoSPIRITS are proud to be partnering with Elemental Distillers to bring a low waste, low carbon, low cost, high quality, locally produced house pour gin to the hospitality venues of Aotearoa. Elemental’s dedication to sustainability and quality is a perfect fit with the ecoSPIRITS closed loop packaging technology.”

Proof & Company also distributes Roots Marlborough Dry Gin which has received multiple international awards, including Double Gold at the SIP Awards 2022 and the Trophy for Best Overall Gin at the NZ Spirits Awards 2021. For more information on Roots and the ordering process, please contact your respective Australia and New Zealand Proof Representatives.


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

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

ABOUT ROOTS DRY GIN

Produced in the heart of New Zealand’s internationally recognised wine region, Elemental Distillers is a Marlborough-based craft distillery, founded by Ben Leggett and Simon Kelly. Bringing decades of combined international drinks experience, Ben and Simon believe in delivering premium craft spirits and liqueurs with complete transparency of all ingredients, processes and production, from the root – to cup.

Elemental Distillers delivered Roots Marlborough Dry Gin, a bold juniper-forward gin with only six core botanicals. Most sourced directly in New Zealand, from either wild, organic, native or family-owned farms and co-operatives. ROOTS Dry Gin is produced entirely onsite at their very own bespoke container distillery; resulting an a quality crisp and robust ‘London Dry’ style gin.

For more information, please visit Elemental Distillers.


PROOF & COMPANY PIONEERS ‘SMARTKIOSK’ TECHNOLOGY IN SINGAPORE


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

ecoSPIRITs SmartKIOSK at Cold Storage, Tanglin Mall

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

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

Brandon Grusd, General Manager, Southeast Asia

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

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

Paul Gabie, CEO, ecoSPIRITS

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

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

High-res image selects are available to download here.


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

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

ABOUT THE NEW SMARTKIOSK 1.0S

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

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


PROOF CREATIVE ANNOUNCES ITS FIRST MAJOR PROJECT IN EUROPE


GENEVA, 22 AUGUST – Geneva will be home to the first Proof Creative project in continental Europe with the opening of Silverback slated for spring of 2023.

Construction is underway on this highly anticipated venue, located inside a stunning 16th-century building in the Old Town of Geneva. The Old Town or “Vieille Ville”, is an ancient maze of cobblestone-lined streets and picturesque squares, filled with art galleries, and historical sights telling the stories of Geneva’s long and colourful history. Silverback is conveniently located in the heart of the historical centre, just a short stroll from the city’s central shopping district and just a stone’s throw from popular outdoor cafes and restaurants. This archaeological treasure is being restored and provides the interior backdrop to the dual-level bar.

Geneva's Old Town, Switzerland

Silverback will house a monumental back bar of spirits with a special focus on Scotch Whisky, Bourbon, Rye, and whiskies of the world including boutique bottlings found in non-traditional whisky-making countries such as Germany, Sweden and of course Switzerland. It will be supported by a sharp list of European wines, high-quality beers and an inspired offering of seasonal cocktails aimed to provide a cocktail for any palate.

“My dream for Silverback is to indulge clients in a unique atmosphere of historical significance whilst offering 500 fabulous whiskies as well as great live music,” says Jean Michel Aubry, the founder of the project. Director of Operations, Roderick Boerma, adds, “This will be a one-of-a-kind project housing an enormous amount of energy. The excitement of being able to do what you love in this historical venue is just incomparable.”

Charlie Ainsbury, Senior Bar Consultant at Proof Creative

“We can see this bar being the ambassador for fine, convivial drinking in Geneva. We want Silverback to be the go-to for anyone looking for a good time in Geneva. A place where the locals, as well as visitors, can freely pull up a barstool to talk to the friendly bartenders or take a cosy banquette and feel like they have their own little corner of Geneva.

Geneva has incredible potential to be a bar destination. It’s an international city with many global companies calling it home so the population is there. Its proximity to other great cocktail cities like Paris and Zurich as well as all its neighbouring countries makes it an ideal weekend destination too. We are very much looking forward to contributing to the F&B landscape here.”

The floor below, in the centuries-old cellars of the building, will house the darker, and seductive sibling of Silverback that will come alive with a revolving live music program featuring local and international musicians. The drinks offering of Silverback will be extended to the floor below with an additional focus on Champagne.

Silverback will share the ground floor of this magnificent edifice with two other venues; a bright, contemporary neighbourhood wine bar as well as a yet-to-be-named restaurant next door, occupying the final tenancy. This multi-venue building will cement itself as a must-visit destination for the city.

Silverback's Work in Progress

Proof Creative’s involvement began in late 2021 and will implement its renowned ’20 Pillar’ creative process which includes early conceptual development, bar functional layout, major equipment sourcing, OS&E curation, spirits curation, drinks development and pre-opening support and training.

The Proof Creative team is busy at work bringing Silverback to life so stay tuned for more on this next year.



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


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

Mancino Vermouth Secco and Amaro Lucano

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

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

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

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

Amaro Lucano on 28 HongKong Street's Back Bar

Amaro Lucano Highball, 28 HongKong Street

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

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

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

Official Amaro Partner at Asia's 50 Best Bars 2022

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

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

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

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


ABOUT AMARO LUCANO

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

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

For more information, please visit Amaro Lucano.


SULLIVANS COVE, NAMED ‘CRAFT PRODUCER OF THE YEAR’ AT THE WORLD WHISKIES AWARDS 2022


AUSTRALIA, 14 APRIL – Sullivans Cove Distillery in Hobart, Tasmania, has won many awards for their quintessential small-batch luxury whisky in the past few years. Now the distillery is celebrating once again after taking home a number of awards in the Rest Of The World category at the World Whiskies Awards 2022. The result comes after last year’s prestigious claim by American Oak Old & Rare (HH0108) for Best Australian Single Cask Single Malt (13 – 20 years) in 2021.

The World Whiskies Awards 2022 ceremony has finally returned to London for an in-person event after two years – and what an event. Held at the Honourable Artillery Company in London on 24 March 2022, the industry’s finest gathered to celebrate the global winners of the 2022 Icons of Whisky and World Whiskies Awards, as well as honouring the latest inductees to the illustrious Whisky Magazine Hall of Fame.

Among this year’s winners, Sullivans Cove has been named ‘Icons of Whisky Craft Producer of the Year’. The award is a recognition of the team’s hard work and focused attention to every detail of the whisky-making process, allowing them to craft single cask whisky of the highest standard.

Sullivans Cove Distillery

In addition to winning this title, they were able to bring home two other prestigious awards with Distillery Manager of the Year going to Heather Tillotts and Visitor Attraction Manager of the Year going to Ally Bhana. To top it off, Sullivans Cove Old & Rare 19-year-old American Oak ex-Bourbon release (HH0609) won category winner for Best Australian Single Cask Single Malt.

Heather Tillotts

Ally Bhana

American Oak Old & Rare HH0609

When the panel of esteemed judges came together to validate Sullivan Cove Distillery’s craft for extraordinary spirits, it was an unequivocal victory for all those who have worked tirelessly behind the scenes. A simple glance at the list of awards proudly displayed by Sullivans Cove Distillery is a great achievement for the Australian whisky industry and reflects how the region has quickly climbed the ranks in this globally competitive whiskey market.

As the global whisky industry is still navigating through the difficulties and the occasional bump in the road, there’s no doubt that everyone who works in this field loves what they do and strives for nothing less than perfection.


ABOUT SULLIVANS COVE DISTILLERY

Sullivans Cove Distillery is Australia’s premier craft producer of single malt whisky. Founded on the shores of Sullivans Cove in Hobart, Tasmania in 1994, Sullivans Cove is one of Australia’s longest-running whisky distilleries of the modern craft era. Sullivans Cove is also Australia’s most awarded whisky, having won three “World’s Best” titles at the World Whiskies Awards in 2014, 2018 and 2019 and many, many other accolades both locally and globally. Sullivans Cove Distillery produces full-flavoured, rustic, hand-made single malt whiskies from 100% Tasmanian ingredients. Allowed to mature over many years in the unique Tasmanian climate in hand-selected, full sized casks, Sullivans Cove whiskies are unrushed, each unique cask allowed to express its own individual character and quality.

For more information, please visit sullivanscove


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


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

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

Vive Le Cornichon Launch Party at 28 HongKong Street

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

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

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

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

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

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


ABOUT CITADELLE GIN 

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

For more information, please visit Citadelle Gin.

ABOUT MAISON FERRAND

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

Read more about Maison Ferrand here.


28 HONGKONG STREET ANNOUNCED YEAR-LONG PARTNERSHIP WITH AWARE SINGAPORE


SINGAPORE, 22 MARCH 2022 – This month, to celebrate women’s growing empowerment in the bar industry, 28 HongKong Street has announced its year-long partnership with AWARE Singapore, the premier organisation advocating gender equality across Singapore. Founded in 1985, the Association of Women for Action and Research continue to champion the right of all individuals to have an equitable say in education, employment, and opportunity.

28 HongKong Street is celebrating women throughout March by spotlighting three barrier-breaking alumni: Charmaine Thio, Desiree Silva, and Jessica ‘Hutch’ Hutchinson. Each of these luminaries have called 28 HongKong Street home at one point in their careers, returning to curate a list of four cocktails available at 28 HongKong Street for the month of March, with 10 percent of the drinks’ sales donated to AWARE, Singapore.

Left to Right: Jessica ‘Hutch’ Hutchinson, Charmaine Thio, Desiree Silva

A pioneer of 28 HongKong Street, Desiree Silva (known affectionately as Dezzy), ran the floor with grace and confidence as floor manager. Today, Desiree is the co-owner of Sago House, which debuted at number 49 on Asia’s 50 Best Bars in 2021, and at number 63 on The World’s 50 Best Bars 2021. Silva and her co-owners built Sago House from scratch, and courageously opened the bar during Singapore’s lockdown phase. Despite the challenging conditions, their entrepreneurial mindset and passion enabled them not just to survive, but to thrive. That success allowed them to open Low Tide, a tiki-inspired bar serving up tropical cocktails and food with a local twist — all within a year of opening Sago House.

Charmaine Thio’s journey at 28 HongKong Street began in 2015 where she started out as a barback and worked her way up to become head bartender. Since then, she has embarked on a new adventure as the regional brand ambassador of Hendrick’s Gin.

Jessica ‘Hutch’ Hutchinson, Co-founder of No Sleep Club

Jessica ‘Hutch’ Hutchinson spent four years at 28 HongKong Street, working her way up from part-timer to front of house manager before becoming a personal spirits advisor for EC Proof. After leaving EC Proof, Hutch co-founded No Sleep Club in 2019, a venue that focuses on coffee and cocktails alongside some of the tastiest dishes in Singapore. With such a carefully curated menu and great hospitality, No Sleep Club landed at number 8 on Asia’s 50 Best Bars 2021 and at number 26 on The World’s 50 Best Bars 2021.

“I think it’s incredible that the AWARE is pairing up with venues that are inclusive in hiring and staffing, and also ensuring that their venues are inclusive and a safe space — especially for nightlife, which is a predominantly male-centred universe.”

AWARE is a non-for-profit organisation, and 28 HongKong Street is honoured to contribute to this charity that actively supports UN anti-discrimination declarations regarding sexual harassment, gender discrimination, age opportunity awareness, and strengthening the laws, policy, and mindsets pertaining towards the lives of women.

“We just wanted to give something back to the community and strive in all aspects to make it an industry we can truly be proud of,” says Christopher Peart, General Manager of the celebrated Singapore cocktail bar.

After March and through the rest of this year, each month will see 28 HongKong Street collaborating with a different cocktail bar from around the world. Our global friends who embrace diversity and support the cause will be creating a special cocktail exclusive for 28 HongKong Street, with those proceeds being donated to AWARE.

So come by, have some cocktails, and celebrate the great work done by AWARE.


About AWARE

AWARE is the leading women’s rights and gender equality group in Singapore. The non-profit organisation works to identify and eliminate the gender barriers through research and advocacy, education and training, and support services.

Since its formation in 1985, AWARE has carried out research into numerous issues affecting women, including workplace sexual harassment, poverty of older women, and Singapore’s compliance with UN anti-gender discrimination standards. Their CARE services provides case management, counselling, legal advice, Befriending and other assistance to women in need.

Learn more by visiting their website at https://www.aware.org.sg/

About 28 HongKong Street

Hidden behind an unassuming 1960’s shophouse façade, 28HKS is a word-of-mouth venue for people who might appreciate the kind of venue that we enjoy ourselves: relaxing at the beginning, growing a tad louder as the night goes on. The drinks focus’ is on artisanal spirits and American-style craft cocktails. The food is gussied up American comfort food made from scratch for sharing.

You can visit the venue from 5:00pm to 10:30pm, Monday to Saturday. You can follow the journey on Instagram.