OPEN LETTER: WHAT WE'VE LEARNED FROM 2020
Dear Spirits & Hospitality Community,
Back in May, we shared our first open letter, titled Let’s Come Back Stronger, Together. In the months since, our markets across Asia Pacific have seen the worst of the COVID-19 crisis subside, yet had to persevere through serial local lockdowns, alcohol sales curfews, and social distancing restrictions at every turn. In short, a rollercoaster of hope and despair. Yet, here we are on the 31st of December – still standing, certainly wiser, and unexpectedly optimistic about the future.
The 28 HongKong Street team in November 2020. Still together, still strong. Photo Credit: ensofphotography for 28 HongKong Street
So, what has 2020 taught us?
Hospitality is resilient. We – as individuals, as teams, as communities and as an industry – are stronger than we thought. We can adapt more quickly than we believed possible. We can do more to help each other through challenge than we have done in the past. This resilience has been on display all year and across the globe. It can give us comfort for the road ahead.
People are still drinking. If anything, this once-in-a-hundred-year moment has confirmed the value we all place on a good drink, either at home or in a favourite bar or restaurant. Globally, spirits sales have been surprisingly resilient, even if the impact of the crisis has been unevenly distributed. When the pandemic finally subsides, this industry is coming back stronger.
How we serve them is changing. 2020 threw much of what we thought we knew about the industry into a cocktail shaker. How brands and venues reach their audience changed overnight. Home consumption, craft RTD serves, direct-to-consumer channels, online venue marketing, bottled cocktails from bars. Nascent trends became forces of change, and many are here to stay.
This year has been hard. We would be remiss not to mark the toll this year has taken on the industry, and all of us. We have collectively lost millions of jobs, thousands of great venues, and a measure of stability that we previously took for granted. The cost of the crisis has fallen unevenly, most notably on hospitality venues and professionals. We cannot forget this.
Next year will be hard, at least to start. 2021 brings the promise of recovery, but also of continued uncertainty. The first half of the year – at a minimum – will challenge us all. Some markets, such as New Zealand and China, are on the road to recovery. Others, such as Hong Kong SAR and Thailand, remain in the depths of the crisis. Our best hope lies in the lessons of 2020. Plan carefully, adapt quickly, embrace new ideas and take care of each other.
We’re in this together. For all of us at Proof & Company, the unprecedented sense of togetherness, which we wrote about back in May, remains the defining characteristic of 2020. This coming together of the spirits and hospitality industry – brands, suppliers, bars, restaurants, hotels and retailers – is the most powerful tool we take with us into 2021. Let’s all work to make it permanent.
New ideas and the embrace of change offer a pathway to recovery in 2021. Photo Credit: Rum Diary Melbourne
That leaves us at the final task of 2020: a simple, heartfelt thank you. To our team members, our brand partners, our business partners, our clients, our governments and our communities for the remarkable support they have given Proof & Company over the course of this extraordinary year. We are humbled and grateful for everything you have done in the difficult moments. We only hope that Proof & Company has been able to return the favour.
Whatever 2021 has in store, we will be stronger, together.
Spencer Forhart
Paul Gabie
SULLIVANS COVE TEAMS UP WITH PROOF & COMPANY TO EXPAND ASIA PACIFIC FOOTPRINT
MELBOURNE 29 October 2020 – Starting this month, acclaimed Tasmanian distillery Sullivans Cove has partnered with Proof & Company to expand the footprint for their extraordinary spirits. Under this new partnership, Proof & Company will take over distribution of Sullivans Cove spirits in their Australian home market as well as the broader Asia Pacific region.
The new partnership between Sullivans Cove and Proof & Company is a natural fit given both companies’ commitment to championing craft, quality and independence in the Asia Pacific spirits landscape. Proof & Company will now offer the Sullivans Cove portfolio of award-winning spirits to its client base of more than 3,000 leading bars, restaurants, hotels and retailers in Australia, New Zealand, Singapore, Hong Kong and China.
Proof & Company’s award-winning drinks consultancy, Proof Creative, will also work closely with the Sullivans Cove team to bring Australian whisky to some of the region’s most high-profile bar openings. Although the new distribution partnership will help raise the profile of the distillery and Tasmanian spirits around the region, Sullivans Cove’s limited stock availability and very high demand remains. As such, stock will remain on strict allocation.
“We’re thrilled to be partnering with Proof & Company for distribution of our products in Australia and throughout the Asia Pacific region,” says Sullivans Cove Brand Manager, Fred Siggins. “Our focus has always been on quality over quantity, so it was important for us to partner with a distributor who understands that and isn’t just going by the numbers. As a small team, we’re never able to spend as much time out in the venues as we would like, so we’re excited that our customers in every state and every country in the region will have access to local knowledge and understanding through the Proof & Company team, and we look forward to building closer relationships, hosting brilliant events and offering better service than ever through this partnership.”
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. As 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 has been fundamental in the development of the Australian spirits landscape by becoming one of the world’s most awarded whiskies and one of a small number of local spirits producers to gain notoriety outside of Australia.
Pure Tasmanian rainwater, some of the cleanest in the world
The Sullivans Cove Distillery, Tasmania, Australia
Sullivans Cove Distillery is the true embodiment of craft spirits, producing 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 barrel allowed to express its own individual character and quality.
The majority of Sullivans Cove whiskies are aged in full-sized American oak ex-bourbon or French oak ex-tawny casks. All Sullivans Cove whiskies are allowed a long maturation period in the unique Tasmanian climate – typically between 9 and 18 years. Many of these casks will be hand-selected at the peak of their character and quality to be bottled completely unblended as Sullivans Cove’s flagship single cask whiskies, while others will be carefully married together to create Sullivans Cove’s small-batch vatted Double Cask expression.
Beyond whisky, Sullivans Cove also collaborate with the thriving Tasmanian wine industry in the Huon Valley, using a 100% Tasmanian grapes to produce both single cask and vatted expressions of some of Australia’s most intriguing and complex brandies.
Sullivans Cove Double Cask Tasmanian Whisky
Winner of Best Australian Single Malt at the World Whiskies Awards 2018, the Double Cask is aged in a combination of French and American oak casks, displaying rich complexity and length. Non-chill filtered and additive free, this expression is bottled at 45% ABV (90 Proof).
Sullivans Cove American Oak Single Bourbon Cask
The distillery’s most awarded expression and Australia’s most awarded whisky, American Oak Single Bourbon Cask is the defining style of Sullivan Cove, with malty notes of caramel and vanilla on a foundation of pronounced oak. Bottled at approximately 47.5% ABV (95 Proof), each bottling single cask bottling is unique, allowing the individual character of every cask to shine through.
Sullivans Cove French Oak Single Tawny Cask
The French Oak Single Tawny Cask has undisputedly put Australian whisky on the global map since winning World’s Best Single Malt at The World Whiskies Awards 2014 and then World’s Best Single Malt Single Cask in 2019. Aged in 300-litre Australian tawny fortified wine casks and bottled at approximately 47.5% ABV (95 Proof), each unique single cask expresses notes of rich dried fruit, Christmas spice, chocolate and fine European oak tannins.
The team behind Sullivans Cove is well-known and well-loved in the industry. The distillery is helmed by Head Distiller Heather Tillott and Production Manager Kirsten Laurie. Brand strategy and advocacy is led by Brand Manager Fred Siggins with Sam Cumming in the role of Sales Manager, both long-time bar and beverage professionals. The small team is made up of 20 staff in total across production, cellar door, bottling, logistics and administration, with all aspects of Sullivans Cove production and business based out of their facility in Hobart. Open to visitors seven days a week and for in-depth tours and tastings by booking, Sullivans Cove Distillery is a must-see for any Tasmanian-bound whisky lover.
“In recent years, Proof & Company has made a major commitment to championing leading local and regional spirits producers,” notes Paul Broadbent, Proof & Company’s General Manager, Australia & New Zealand, “The partnership with the wonderful Sullivans Cove team builds on that commitment. We look forward to sharing their exceptional portfolio with our clients across Asia Pacific.”
About Sullivans Cove
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
PROOF CREATIVE CELEBRATES THE OPENING OF VIRTÙ AT THE NEW FOUR SEASONS HOTEL TOKYO AT OTEMACHI
TOKYO 12 October 2020 – In a city famous for its glamorous hotels and high-rise bars, a luxurious new hotel, Four Seasons Hotel Tokyo at Otemachi, made its sparkling debut on 1st September. Nestled on the 39th floor of the new hotel, VIRTÙ is a destination hotel bar that celebrates the long, intersecting history of two capitals, Paris and Tokyo. Opened in collaboration with Proof Creative and the renowned Japanese Design Studio Spin, VIRTÙ offers French-inspired drinking and spectacular views of the bright megapolis that is modern Tokyo.
The golden thread at VIRTÙ is Paris’ and Tokyo’s common position as global capitals of style, now and throughout recent history. As a result, VIRTÙ is a celebration of the potent cultural influence of these two cities, spanning the arts, music, fashion, design, people and architecture. The name ‘VIRTÙ’ signifies the virtues of humankind and their influence on drinking etiquettes.
French-Japanese elegance 39 floors above Tokyo
The gorgeous setting is courtesy of the award-winning team at Spin and centers on a main room with seating for 78 guests, an intimate crescent bar and a unique communal long table that spans the length of the room, inviting guests to interact in a family-style setting. The design fuses French art deco patterns and materials with Japanese textiles and craftsmanship.
Warm hues, soft fabrics and a distinctive checkered backbar at VIRTÙ
The arrival at VIRTÙ marked by an entrance library, home to a working collection of books by the world’s most prominent food and beverage authors. This collection supplemented with hand-picked cocktail artefacts and antiques, each with their own drinking story to tell. Tucked in a hidden walkway behind the library is the Spirits Chambers, which house a collection of the world’s finest French brandies as well as barrels and demijohns of spirits ageing experiments by the VIRTÙ bar team.
The entrance library at VIRTÙ
A wall of French Cognac in the Spirits Chamber
The bar and beverage program at VIRTÙ is led by respected Head Bartender Joshua Perez, an American known for his work at a series of legendary New York City cocktail institutions, including Booker & Dax, Experimental Cocktail Club and Milk & Honey. Fluent in Japanese, Perez was drawn by the prospect of returning to Japan to oversee a flagship hotel bar in a culture for which he has a deep appreciation.
Under Perez’s stewardship, guests can expect irreverent and detailed Japanese drinking rituals infused with classic French sensibility. Cocktails at VIRTÙ revolve around seven human virtues: Mercy, Loyalty, Justice, Honesty, Honour, Respect, and Bravery. The interlinking of drinking etiquettes and the strong social code of Japanese culture is purposeful, providing guests an intuitive guide when selecting a cocktail.
Notes Perez, “We’ve taken each virtue to represent a different style or category of cocktail to guide guests along. We start with ‘Mercy’ being low ABV aperitif-style cocktails, ‘Respect’ are spirit-forward, and we end on ‘Bravery’ with more experimental and esoteric drinks. The cocktails combine minimal Japanese styling, fresh local produce, with epitome French flavours, liqueurs and fine aged spirits.
The Takara Cocktail
The Champs de Lavende Cocktail
In collaboration with Tokyo’s YYG brewery, the VIRTÙ team have developed ‘Saison de Tokyo,’ a traditional French-style farmhouse ale. The craft beer is made exclusively for Four Seasons Hotel Tokyo at Otemachi and brewed in the YYG brewery in the Yoyogi district.
As is fitting, the food at VIRTÙ highlights the culinary traditions of these two culinary capitals. The bar menu is provided by the neighboring est restaurant, helmed by acclaimed Michelin Star chef Guillaume Bracaval and plays on French cuisine with endemic Japanese ingredients. One of our favourites is the Gyu Katsu Sando, a decadent wagyu beef sandwich on house-made toasted milk bun with VIRTÙ ‘bulldog’ sauce.
The aural direction aligns with the French and Japanese influence, drawing on influential French and Japanese musicians from the 1940s through present day. All expertly curated by the musical styling experts Bellosound.
The opening of the new hotel and its elegant food and beverage offerings has been led by Regional Vice President and General Manager Andrew De Brito, along with Hotel Manager Anthony Tschudin. “Four Seasons Tokyo at Otemachi is in the perfect spot for guests to experience the best of Tokyo as we bring a freshness to the city,” notes De Brito, “In Japan, the art of hospitality is known as omotenashi; here at Four Seasons, it is how we take care of our guests every day.”
VIRTÙ is a project three years in the making and the latest in a long series of collaborations between Proof Creative and Four Seasons Hotels & Resorts, dating back to the opening of Manhattan Bar in 2014 and including the acclaimed Caprice Bar in Hong Kong, Charles H. in Seoul and Bar Trigona in Kuala Lumpur. VIRTÙ development work was led by Spirits Evangelist Bobby Carey, with support from Creative Director Jason Williams and Creative Project Coordinator Jonathan Teo.
“Four Seasons Asia has developed a reputation for beverage excellence, and we have every confidence that VIRTÙ and Four Seasons Hotel Tokyo at Otemachi are another step in that journey. It has been an honour to collaborate with Andrew, Anthony, Joshua and their entire team on this latest Four Seasons landmark opening,” notes Carey.
VIRTÙ is now open to the public. For reservations, point your cursor to https://www.fourseasons.com/otemachi/dining/restaurants/virtu/ or restaurant.otemachi@fourseasons.com. Catch all the latest news on Instagram and Facebook.
ABOUT FOUR SEASONS HOTEL TOKYO AT OTEMACHI
In a city fuelled by boundless energy and defined by intriguing contrasts, Four Seasons Hotel Tokyo at Otemachi delivers next-generation luxury experiences with inimitable style. Soaring above the heart of the capital and offering expansive Imperial Palace views, Four Seasons puts you at centre stage, from sky-high gourmet meals on our rooftop terrace to gala business and social events at Tokyo’s best address.
For more information, please visit:
www.fourseasons.com/otemachi/
ABOUT DESIGN STUDIO SPIN
Design Studio Spin based in Tokyo are a distinguished interior design company serving for clients around the world who seek for the highest quality. Multiple award-winning creators of stunning Food & Beverage spaces, their high-profile work can be experienced throughout the globe. They have previously worked closely with the Four Seasons at their Tianjin, St Petersburg, Bali, Cairo and Hong Kong Properties
For more information, please visit:
www.ds-spin.com
PROOF CREATIVE COLLABORATES WITH SIAM@SIAM DESIGN HOTEL TO OPEN PARADISE LOST IN BANGKOK
BANGKOK 11 September 2020 – In a city renowned for its rooftop bars, this week marked the opening of a new standard bearer for open air drinking: Paradise Lost at the Siam@Siam Design Hotel. A neo-tropical bar and social habitat, Paradise Lost is a signature project for the team at Siam@Siam.
As the name foreshadows, Paradise Lost is inspired by a post-apocalyptic world, one in which climate change and environmental trauma have banished lush, tropical biosystems to the hazy reaches of distant memory. The only hope for resurrection lies in sustainable and thoughtful living.
Led by Managing Director Khun Pranai Phornprapha and General Manager Justin Swart, Paradise Lost is more than two years in the making. In collaboration with Proof Creative and award-winning Australian designers MASH, the Siam@Siam team developed a multi-level, maze-like venue with 360-degree views of the Bangkok skyline. Featuring three distinct bars, stunning wraparound ledges, a multitude of hideaways for guests, bold neon lighting, and liberal dashes of neo-tropical colour, Paradise Lost is all about escapism.
“We always wanted to create something very conceptual, a hidden sanctuary which allows us to spread the message about sustainability,” notes Phornprapha, “We would like for our visitors to feel like they’ve entered another world and hope that both locals and tourists will enjoy our unique twist on the modern bar experience.”
The drinks program at Paradise Lost is managed by Head Bartender and ‘Good Times Guide’ Gabriel Lowe. Lowe is the creator of Black Bear in Bogotá and a former bar manager at Locanda, Black Cat and The Battery in San Francisco. He was listed in Zagat’s 30 Under 30, honouring up-and-coming food and drink talents of the San Francisco Bay Area.
Gabriel Lowe, Head Bartender and ‘Good Times Guide’ at Paradise Lost
Upcycled drinks coasters from salvaged plastics by BOPE in Chiang Mai
Paradise Lost is also a proud partner venue for ecoSPIRITS, the world’s first low-carbon, low-waste spirits distribution technology. Through this partnership, nearly every cocktail served in the venue saves 150g of carbon emissions and supports reforestation through the planting of Paradise Lost geo-tagged trees in the endangered Kalimantan rainforest area in Borneo, Indonesia.
Sustainable doesn’t mean there is a deficit of fun or flavour. Drinks at Paradise Lost are as bold and delightful as the interiors. The cocktail menu plays homage to disaster manuals of pre-apocalypse times, offering guests a step-by-step guide to making the most of their moment. Lowe says, “Every drink is a miniature vacation, a moment of escape and enjoyment in a world where reality can be all too weighty.”
The WWW (What We Worship) Cocktail
Drinks such as the WWW (What We Worship), a play on the colours and flavours of Bangkok and Thailand. A colourful combination of low-carbon Tried & True Straight Wheat Vodka, blended with Rinomato Aperitivo and Rinomato Americano; bolstered with native citrus and local passionfruit. WWW is a drink that evokes the venue: vivid, bold and uncompromising.
The Invisible Garden Cocktail
Drinks feature world-class spirits, a new standard for Bangkok’s rooftop bars, as well as surprising and thoughtful local flavours. The Invisible Garden Cocktail is a spin on the classic Bloody Mary, featuring low-carbon Widges Gin, clarified tomato, celery, Thai peppers & lemon, salt and some heat from Scrappy’s Firewater Tincture - with a Thai chili dust rim.
The focus on quality, sustainable sourcing flows throughout the other drinks categories too, including the venue’s bespoke Paradise Pilsner, a tropical- leaning light and dry refresher with subtle sour mango nuances created in collaboration with the Rise of Civilization brewery in Saigon, Vietnam.
Food at Paradise Lost is just as thoughtful and colourful. Sitting above the hotel’s award-winning creative Thai restaurant, TAAN, and sharing a kitchen, the Paradise Lost food menu adopts its sister restaurant’s celebration of Thailand’s food artisans and their unique ingredients. One of the highlights is the Prawn Steak Roll, native fried prawn heads, layered with sour chili cream, onion marmalade & a burst of citrus, on a toasted butter bun.
The Native Prawn Steak Roll
With a rotating list of DJs and performance artists, Paradise Lost promises to be a beacon of escape, hospitality and positive energy in the Bangkok skyline. Just what 2020 needs, we suppose.
Paradise Lost is open to the public from 6 September 2020. For reservations, make your way to paradiselostbkk.com/ or info@paradiselostbangkok.com. Follow along on Instagram or Facebook.
ABOUT SIAM@SIAM
Established in 2007, Siam@Siam Design Hotels takes inspiration from the diverse and colourful neighbourhoods that surround its properties in Bangkok and Pattaya. Believing that exceptional hospitality goes hand in hand with cutting-edge design, nightlife, and culinary experiences, the hotel group boasts a growing portfolio of bars, restaurants and public spaces. Siam@Siam Bangkok is home to Paradise Lost, a bold and creative rooftop cocktail bar, as well as TAAN, a modern Thai fine-dining restaurant, and Chim Chim, a vibrant all-day diner (coming late 2020).
For more information, please visit:
www.siamatsiam.com
ABOUT MASH
Mash is an interdisciplinary design studio creating spaces and brands that ultimately help their clients achieve hospitality success. Coining the phrase ‘Art-itechture’ Dom Roberts the founder has created an emporium of innovation blurring the lines between interior design, branding and artistic endeavour. They are designers and brand-creators, bringing wonder and imagination to their clients’ venues. Their clients hail from all around this small world of ours. With projects completed in Sydney, Melbourne, Hong Kong and Bangkok to name a few. They are currently working on new endeavours in Tokyo and London. Mash is inspired to create holistic spaces where harmony between all the parts come together to create a complete venue experience. Founder Dom Roberts believes interior design and branding must co-exist and work together to enhance and create truely amazing hospitality venues.
Their work has won multiple accolades including D&AD Awards in London and Graphis Awards in New York. Their work has also been displayed in the San Francisco Museum of Modern Art (SFMoMA).
For more information, please visit:
www.mashdesign.com.au
TERAI INDIA DRY GIN LAUNCHES IN COLLABORATION WITH THE PROOF CREATIVE TEAM
SINGAPORE 3 August 2020 – The modern era of craft distilling has well and truly arrived in India, home to one of the world’s largest spirits markets. This month marks the launch of an extraordinary new offering: TERAI India Dry Gin from the India Craft Spirit Co. in Behror, Rajasthan.
Inspired by the Indian region of ‘Terai,’ which is a strip of fertile marshland running along the foothills of the Himalayas, TERAI is carefully crafted to pay homage to these notions of being lush, bountiful and fresh. The Swarups, the family behind the India Craft Spirit Co., have a history of agriculture in the region dating back to the 1700s and opened one of the first distilleries in India in 1958. TERAI India Dry Gin is their first contribution to India’s new era of distilling.
The verdant Himalayan foothills in India
Best known for its signature bar projects, the Proof Creative team worked closely with Shekhar Swarup, the founder, over two years in the development of the gin itself, the visitor experience at the distillery, and the storytelling and launch plans. The assignment? Develop an emblematic gin that sets a new benchmark for India craft spirits and one that can hold its own in the Second Golden Age of fine drinking.
“Our commitment over the last two years has been driven by a devotion to our land, our experience in agriculture and distillation, a spirit of craft and the love of a good drink! We are immensely proud of how this journey has shaped TERAI India Dry Gin and are delighted at its launch,” says Shekhar.
TERAI India Dry Gin is a modern interpretation of a traditional London Dry gin, the result of countless recipe trials drawing on India’s rich botanical and spice offering and testing in some of Asia’s best bars. The final recipe showcases 11 botanicals – juniper berries, tulsi (or holy basil), coriander, fennel, lemon peel, orange peel, lavender, rose, almond, angelica and orris root. Many are sourced from Asia’s largest spice market Khari Baoli in New Delhi.
TERAI’s commitment to craftsmanship exemplifies the best qualities of modern independent spirits. The gin is produced in a purpose-built distillery, using traditional one-shot distillation in the country’s first copper pot still from Carl GmbH. The neutral spirit at the heart of TERAI is produced from rice at a neighbouring distillery owned by the Swarup family. The glass bottle draws inspiration from pillars in ancient Indian architecture, and each stopper is handmade in the traditional style of India’s Channapatna craft. On the label an intricate representation of the botanicals has been illustrated in the design of vintage Indian coins.
“This is a world class gin,” notes Jason Williams, Proof Creative Director and Master of Gin at ATLAS Singapore, “Shekhar and the Swarup family should be rightly proud of their new addition to the global spirits landscape. With the launch of TERAI, and other quality India craft gins, the world of gin has come full circle to its historical roots in India. We could not be more delighted to have played a role in TERAI’s development.”
The TERAI botanical mix gives the gin a bold, dry spice profile, while the tulsi, a signature botanical, and the more floral elements add freshness and vibrancy. As a modern London Dry Gin, TERAI India Dry Gin works beautifully in a classic G&T with fresh lemon and mint or in a classic Southside cocktail.
TERAI India Dry Gin is available in New Delhi starting this month and will soon be available across India. A launch in overseas markets are planned for later in the year.
About India Craft Spirit Co.
India Craft Spirit Co. is an initiative undertaken by Globus Spirits Ltd. one of India’s leading grain distillers. Within this initiative, Shekhar Swarup, Founder, aspires to create contemporary spirits inspired by Indian produce and culture. Shekhar is a 4th generation distiller and part of the Swarup family which has been involved in agriculture in India since the 1700s. The family has been part of the burgeoning spirits industry of India with the family’s first distillery that was established in 1958. India Craft Spirit Co. has established its own small-batch craft distillery in Rajasthan and TERAI India Dry Gin is its first offering.
BRASS LION DISTILLERY PARTNERS WITH PROOF & COMPANY TO EXPAND IN ITS SINGAPORE HOME MARKET
SINGAPORE 13 July 2020 – Brass Lion Distillery, Singapore’s leading craft spirits producer, has appointed Proof & Company as their distribution partner in the city state. This announcement brings together two home-grown champions of independents spirits and cocktail culture. “Local is a big part of the future of fine drinking. Across our Asia Pacific markets, Proof & Company is committed to championing the very best of local and regional distilling – and Brass Lion certainly fits the bill.” says Richelle South, Proof & Company’s Commercial Director, Singapore. “We look forward to working closely with Jamie, Kino and the entire team to continue Brass Lion’s rise as the benchmark distillery in this cocktail and spirits-loving city.” Founded in 2018 by Jamie Koh, after a six-year journey of development, Brass Lion Distillery is Singapore’s first full-fledged micro distillery. Notes Jamie, “I first conceptualised the idea of a Singaporean distillery producing uniquely Singaporean spirits back in 2012. We believe Singapore is the perfect place to create a holistic distillery experience, given how the cocktail and spirits scene here has matured in recent years. At Brass Lion Distillery, we place a strong focus on the quality of our product.”
The heart of the 4,000-square-foot standalone distillery is the ground floor, where small batch spirits are produced in a hand-crafted 150-litre copper still, then hand-labelled and hand-bottled. The distillery also features an urban herb garden, which features an assortment of herbs like lemongrass, rosemary, peppermint and kaffir lime leaves, specifically cultivated for use in the distillery and the second-floor tasting room. The second floor of the distillery is also home to a retail corner, spirits research lab. The tasting room, serves iterations of gin-based cocktails and light bites that pair well with these drinks. Tours and workshops run on a regular basis, allowing spirits lovers to learn more about the art of distilling and customise their very own bottle of gin. Brass Lion’s flagship spirit, the Singapore Dry Gin, is a tropical and distinctly Singaporean gin that evokes the island’s sense of place. Crafted in the New World-style, gin draws inspiration from the region’s centuries-old spice trade, which brought a plethora of Asian herbs and spices to the island. The flagship dry gin is complemented by the Butterfly Pea Gin, which is a floral spirit infused with butterfly pea flowers and lavender. Butterfly pea flowers, a staple in local Peranakan cuisine, gives the gin its deep blue hue. With the addition of tonic or citrus, the gin morphs from a deep blue into a vibrant indigo. The distillery’s other current release is the Pahit Pink Gin, a classic pink gin with a local, historical twist. First popularised by the British Royal Navy as a remedy for sea sickness in colonial Malaya, a mix of gin and bitters became known in the Straits region as Gin Pahit (or bitter gin). This blend of Singapore Dry Gin and Brass Lion Singapore Bitters is a warm, full-bodied spiced gin.
Kino Soh, Brand Ambassador for Brass Lion Distillery, “I am delighted to now work with the Proof & Company to spread Singapore pride in the trade. Please do come spend time with us through the distillery experience and more!”
Jamie Koh, Founder & CEO, Brass Lion Distillery
Kino Soh, Brand Ambassador, Brass Lion Distillery
About Brass Lion Distillery
Launched in 2018, Brass Lion Distillery is Singapore’s first full-fledged micro-distillery offering a selection of high-quality craft spirits using local ingredients. Inspired by the flourishing spice trade that made Singapore a trading hub in the 19th century, Brass Lion Distillery uses familiar Southeast Asian botanicals to create distinctive spirit creations that reflect Singapore’s heritage as a cultural melting pot. The debut offering is the Brass Lion Singapore Dry Gin, featuring 22 botanicals, with strong Asian influence, including pomelo peel, tangerine peel, kaffir lime leaves, galangal, lemongrass, chrysanthemum and torch ginger flower. Distilled using a traditional 150-litre copper pot still, the gin presents floral and citrusy notes with a full-bodied mouth-feel. The distillery also houses a herb garden, a R&D lab and a tasting room with drinks that take inspiration from the gin’s various botanicals. Tours and workshops are also available for participants to sign-up and learn more about the art of distilling and customising their very own bottle of gin.
For more information, please visit www.brassliondistillery.com
Brass Lion is now available for Singapore trade customers through Proof & Company’s B2B Portal or email office@proofandcompany.com to place an order. Consumers can purchase Brass Lion at EC Proof and other leading Singapore online retailers.
PROOF & COMPANY CHINA PARTNERS WITH LIBER WINES
SHANGHAI 20 May 2020 – Proof & Company China has formed a strategic partnership with LIBER, Ltd. that combines Proof & Company’s rapidly growing national distribution platform with LIBER China’s extensive private client and corporate network to expand the sales capacities of both groups. This partnership also allows Proof & Company clients to access LIBER’s portfolio of crafted wines and champagnes across China.
This three-year exclusive partnership builds on a multi-year relationship between Proof & Company and Stéphane Moreau, Co-Founder of LIBER. In 2019, Stephane was appointed as Senior Advisor, China for Proof & Company. In this role, he is a member of the group’s advisory board.
“While Proof & Company is not a wine company, we benefit greatly from a strong partner in this adjacent category. As we launch the ecoSPIRITS offering of pouring craft spirits, it is also wonderful to have an exceptional champagne to complement our craft spirits lineup,” says Christopher Lowder, General Manager, China. “The LIBER team also maintain an excellent network of luxury corporate clients, and we have been able to successfully collaborate in supplying these clients with some of our premium spirits products such as Ferrand Cognacs and single-cask Scotch whiskies.”
Jean-Marie Pratt from the LIBER x Proof & Company team serves Presidents Xi and Macron in Shanghai in 2019
LIBER manages an exclusive portfolio of fine wines mainly from Rhône Valley, Burgundy, Bordeaux and Champagne. Their wine portfolio features premium, terroir-driven brands such as Billecart-Salmon, Nicolas Rossignol, Confuron-Cotetido, Jasmin and Gerin. LIBER’s team in Mainland China includes wine industry veterans Queenie Xia and Jean-Marie Pratt, both of whom serve as national ambassadors for these high-quality brands in China’s luxury hotels, gastronomic restaurants and networks of private and corporate clients. In addition to Mainland China, both Proof & Company and LIBER have distribution operations in Hong Kong and Macau, where they similarly collaborate through shared offerings to both on-premise and private clients.
Billecart Salmon in Mareuil-sur-Aÿ, France
“The partnership between LIBER and Proof & Company is truly the result of a common vision, shared values and a strong will to build together a platform to develop a customer-centric strategy for our independent crafted wines and spirits. I also feel extremely proud to be a Senior Advisor for our group operation in Mainland China, which is a major priority for both companies,” notes Stéphane Moreau.
The partnership in China allows the combined salesforce to access a broader base of clients, which bolsters opportunities while streamlining operational costs. Both measures will help the partners strengthen their financial position and service quality during the recovery from the COVID-19 pandemic.
About LIBER, Ltd.
LIBER, founded by Connor McClay, Bertrand Carquillat and Stéphane Moreau, is an independent privately-owned company dedicated to crafted wines, champagnes and spirits. LIBER operates in Greater China with a team of dedicated professionals who live and work by their shared values: Passion, Respect, Integrity and Accountability. LIBER activities are structured around four divisions, each focusing on specific customer needs: Distribution, Servicing, Consulting and Open Market Sourcing.
For more information, please visit www.liberwines.com
OPEN LETTER: LET'S COME BACK STRONGER, TOGETHER
SINGAPORE, 13 May 2020
To Our Industry Community,
For the first time in nearly nine years, the Edison lightbulb above the entrance at 28 HongKong Street in Singapore is dark. That simple, welcoming symbol of hospitality will stay dark until at least 1 June, when Singapore’s “circuit breaker” lockdown is tentatively scheduled to be lifted.
28 HongKong Street, the cocktail bar where the Proof & Company journey started in 2011
These past 12 weeks have been the most difficult that all of us at Proof & Company have seen in our lifetimes in the hospitality business. COVID-19 has been devastating for the bar, restaurant and hotel industry in Asia Pacific. It has brought about a level of stress regarding the present and uncertainty about the future that can be difficult to grasp. Many of the clients who have supported us for years are hurting even more than we are.
This pandemic has forced all of us to make painful decisions. At Proof & Company, no decisions have been more painful than parting ways with beloved team members who had such bright futures with us. Through it all, our approach to the crisis has been straightforward: to minimise the impact of COVID-19 on our team, our clients, our brand partners and our shared future.
And yet we count ourselves amongst the fortunate. Something extraordinary has emerged from this crisis in recent weeks: an unprecedented sense of togetherness. All across the region, the industry is coming together in remarkable and unexpected ways. If we are all lucky, these changes will strengthen our industry for years to come.
To our team, the sacrifices we are making together are difficult, but they are making the difference. To our warehousing and delivery teams, who have worked through the lockdowns across the region, thank you. You are part of an army of essential workers who are keeping economies on life support. Your continued belief in our mission, your dedication to our clients and your positive spirit inspire us.
To our clients, the bars, restaurants, hotels, wholesalers and retailers of Asia Pacific, you are the frontline in this crisis and you are being hit the hardest. As you pivot to new business models overnight, you are sharing your learnings with peers and competitors alike. Look up Hope + Sesame in Guangzhou, China and their excellent online COVID recovery content. You won’t regret it. On our side, we are doing everything we can to be there for you – by extending credit terms, by helping you launch bottled cocktail programs, and by supporting local COVID-19 industry relief initiatives like #lovetowuhan. Is there more we can do to help? Please reach out.
To our global bar family, your perseverance, creativity and tireless energy in the face of historic adversity inspire us every day. Your camaraderie is of benefit to us all. Nearly 2,000 of you have signed up for our complimentary COVID-19 JERRY beverage learning, looking to sharpen skills and knowledge during the lockdowns so you can take even better care of guests when the good times return. We cannot wait to see you over the bar when they do.
To our brand partners, almost without exception, you have asked a simple question, “How can we help?” You have extended payment terms, air freighted shipments to avoid stock outs, and generally had our collective backs. Your support ensures that we can serve our clients without interruption, as they navigate this difficult period. We will not forget it. We are proud to represent you.
To our regional governments, your COVID-19 support for small- and medium-sized enterprises, such as the JobKeeper program in Australia, is giving everyone a fighting chance – and saving countless jobs. We are fortunate to have such capable, action-oriented government leadership. Asia Pacific was hit first, and hit hard, but it will do its part to help lead the world out of this crisis.
To our shareholders, you have always believed in the Proof & Company vision. Your steadfast support, particularly in a crisis of this scale, puts us in a stronger position to help our teams, our clients and our hospitality communities.
This togetherness translates into resilience. As hospitality venues in China, Hong Kong and, soon, New Zealand reopen, this resilience is on full display. It gives us all hope.
A busy service at 28 HongKong Street in happier times
We now have every confidence that we – as a community, as an industry, and as a company – will beat COVID-19. Yes, the post-COVID world will be different. Hospitality will be different, possibly for a long time to come. The road back will take time, and there will no doubt be setbacks along the way. Like you, we are using this time to reflect, to absorb the lessons we are being taught, and to adapt to the new normal that will follow.
More than anything, we are grateful to be a part of this community. It may be amongst the hardest hit, but it is also the most unified. The light outside 28 HongKong Street will most certainly come back on in due time.
When it does, let’s come back stronger, together.
Spencer Forhart Chairman I Paul Gabie Chief Executive Officer
DIPLOMÁTICO RUM JOINS PROOF & COMPANY AUSTRALIA, EXPANDS NATIONAL RETAIL FOOTPRINT
MELBOURNE 30 September 2019 – Commencing 1 October 2019, Diplomático Rum has appointed Proof & Company as their distributor in the Australian market. The acquisition builds on a seven-year partnership between the two companies in key Asia domestic markets and travel retail across Asia Pacific. “We could not be more excited to bring this delicious liquid to the Australian bartender and consumer. We aim to build on Diplomático’s strong foundation here and develop it into a household name for lovers of rum and quality dark spirits alike,” says Paul Broadbent, Proof & Company General Manager, Australia & New Zealand. Australia remains Diplomático’s most important Asia Pacific market. In keeping with this status, both companies are expanding their investment in Diplomático’s development. Sai Hamsala, Diplomático’s Melbourne-based Asia Pacific Brand Ambassador, will now be joined by Kate Mansour, in the newly created role of National Brand Manager, Australia for Diplomático. Mansour joins Proof & Company Australia and Diplomático with a wealth of spirits industry brand and marketing experience, including at Brown-Forman, where she helped oversee the growth of Woodford Reserve Bourbon and other premium brands in Australia.
‘It is a privilege to join Proof & Company and Diplomático to oversee the Australia market for this exceptional rum. I am looking forward to rolling up my sleeves and getting involved in the entrepreneurial culture that both companies are renowned for,” notes Mansour. In her new role, Mansour will be responsible for rolling out the “Heart of Rum” program across the country, with a focus on getting liquid on lips of this award-winning rum.
Diplomático is one of the fastest growing premium rums in Australia. Starting in late 2019, Coles Liquor Group will make Diplomático available in Liquorland, Vintage Cellars and First Choice Liquor Market locations. This builds on an existing nationwide presence with EDG Group through Dan Murphy’s and BWS stores and with independent liquor retailers. Through Hamasala’s work over recent years, Diplomático also has a strong presence in leading bars and restaurants, which will see continued focus from the expanded team.
“Diplomático have been present in Australia for the last nine years thanks to the exceptional work carried out by the Baranows Emporium team. We are thankful for their work in building this foundation. Moving forward, we are excited to take Australia to the next level, from good to great, with the talented and passionate team at Proof & Company,” notes Alfonso Castillo, Diplomático Asia Pacific Marketing Manager.
About Diplomático Rum
Diplomático is a super-premium rum from Venezuela. In 2018, Diplomático was awarded Wine Enthusiast’s prestigious “Spirit Brand of the Year,” the first-ever rum to win in this category. The Diplomático distillery is located at the foot of the Andes Mountains and is a family-owned brand inspired by the character of Don Juan Nieto Melendez, whose portrait is illustrated on its labels. Having produced top-quality spirits since 1959, Diplomático’s distillery combines traditional methods with modern technology to produce the finest of rums. The production area boasts great conditions for sugar cane and rum production including fertile lands, abundant water and a Caribbean climate. The team of award-winning Master Blenders works diligently to create unique and complex rums. The product range consists of the Tradition Range: Planas (aged up to 6 years), Mantuano (aged up to 8 years) and Reserva Exclusiva (aged up to 12 years), the Prestige Range: Single Vintage and Ambassador, both aged 12 years and finished in Spanish sherry casks for one and two years respectively, and a Special Edition: The Distillery Collection, featuring a Single Batch Kettle rum, a Single Barbet column rum and a Pot Still rum. For more information, please visit www.rondiplomatico.com.
URBANBAR LAUNCHES ASIA BARWARE HUB AND ONLINE STORE IN COLLABORATION WITH PROOF & COMPANY
SINGAPORE, 19 August 2019 – UrbanBar, a leading United Kingdom designer of premium bar tools and glassware, has launched a Singapore-based stock hub and online store (www.urbanbar.sg) to serve the rapidly growing Asia cocktail and bar scene. This premium barware hub, which will be operated in collaboration with Proof & Company, is the first of its kind in the region.
“We have witnessed the increase in premium cocktail bars, spirits distribution and premium drinks culture across Asia.” notes Nick Andrews, “After a number of years building our position in the region, we are now extremely pleased to be working with the team at Proof & Company to offer our full range online and direct to a number of Asian countries. We are stocking and supplying Asia from Asia.”
By holding UrbanBar stocks in Singapore, and allowing consumers and trade clients to purchase online for the first time, UrbanBar and Proof & Company will be able to reduce prices, shorten lead time for orders, and offer improved customer service and support. With the launch of the new store, online ordering and shipping service will be open to customers in Singapore, China, Hong Kong SAR, Macau SAR, Malaysia, Thailand, Vietnam and South Korea. Trade clients of Proof & Company in Singapore will also be able to order UrbanBar items through the new Proof & Company online trade portal.
“The dramatic rise of Asia’s cocktail scene means the demand for proper tools, glassware and other accessories of the Second Golden Age – oak barrels for cocktail ageing, for instance – has never been greater,” notes Bobby Carey, Spirits Evangelist at Proof & Company “We find that trade clients, in particular, have suffered due to the lack of premium options available locally and the long lead times for overseas orders. We are excited to be able to finally address these two challenges through this expanded collaboration with UrbanBar.”
To celebrate the launch of the new online store, customers who register and place their first order by 30 September 2019 can use code SAVE5 for a special 5% launch discount.
About UrbanBar
Urban Bar is a leading United Kingdom-based designer and producer of luxury barware and glassware. They have been developing products for almost forty years and continue to develop and learn new techniques that enables them to produce cutting edge items and keep pace with the evolution of mixology and drinking culture. They do not release an item unless they are entirely confident in its design, functionality, quality and proud enough to allow it to carry their name. For more information, please visit www.urbanbar.com.