SINGAPORE, 10 May 2019  Building on its integration of Neat Spirits Australia in September 2018, Proof & Company, one of Asia Pacific’s leading independent spirits companies, is making a significant investment in expanding its platform and capabilities in New Zealand.

In April 2019, Neat Spirits New Zealand completed its integration into Proof & Company, and now operates under a unified banner as Proof & Company New Zealand. This integration marks another step in Proof & Company’s drive to create an Asia Pacific-wide platform for independent spirit brands.

Proof & Company will significantly expand its team in New Zealand over the course of 2019 under the leadership of General Manager Paul Broadbent, who oversees both Proof Australia and Proof New Zealand from the company’s Melbourne-based regional headquarters.

The official launch of Proof New Zealand has also seen the introduction of Proof & Company’s acclaimed creative team services in New Zealand. This award-winning support for hotels, bars, restaurants and retailers will be overseen by Creative Director Jason William and Sydney-based Spirits Evangelist, Charlie Ainsbury. The Spirits Evangelists on Proof & Company’s creative team provide bar development, training and education for clients and act as ambassadors for Proof & Company’s portfolio of independent spirit brands.

This weekend, you can catch Charlie and Jason at the official after party of Highball Spirits Festival in Wellington, where CGR Merchants is also hosting  a 28 Hong Kong Street takeover. Guests can expect 28 HongKong cocktail classics, and the high energy atmosphere of this iconic Singapore cocktail bar.

As part of the integration, Proof New Zealand has also officially launched JERRY, Proof & Company’s online beverage learning platform. This modern beverage education solution, the first of its kind globally, soft launched in Asia in early 2018 and is now used by leading hospitality operators around the world.

“New Zealand was where the Neat Spirits journey all began back in 2012,” notes Broadbent, “The New Zealand independent spirits scene is really starting to blossom and we are keen to contribute to its growth by expanding our team and portfolio, supporting education for hospitality  professionals through JERRY and helping to elevate guest experiences through our creative services.”

“We are committed to building a world-class platform for independent spirits across key markets in Asia Pacific. This next step in New Zealand is a natural one, given our successful investment in Neat Spirits in Australia in 2018,” notes Proof & Company CEO, Paul Gabie, “New Zealand consumers and the local bar community are committed to so many of the principles that define ‘independent’ for us, including craft, provenance, and sustainability. We look forward to building on the great work of the Neat Spirits New Zealand team.”

Proof & Company and Neat Spirits were both founded in 2012 to champion importation, distribution and marketing of independent spirits brands in key Asia Pacific markets. With the integration of Neat Spirits New Zealand, Proof & Company has completed its full acquisition and integration of Neat Spirits.


SINGAPORE, 10 April 2019 Six months after re-branding Neat Spirits Australia as Proof & Company, the independent spirits company has made two leadership appointments to capitalise on the extraordinary growth it is experiencing in its Australian and Asia Pacific markets.

 Starting 1 April, Paul Broadbent has been appointed as the group’s new General Manager, Australia & New Zealand. Since joining Proof & Company from Bacardi Australia in early 2018, Paul has helped to lead Proof Australia through a period of rapid growth, with distribution volumes expanding more than 250% in the past 18 months. National retail and travel retail channel partners helped drive much of this growth, with Australian consumers continuing to embrace independent spirits for entertaining at home in ever greater numbers. Star performers in Proof Australia’s spirits portfolio have included Citadelle Gin, Plantation Pineapple Rum, Lark Whiskies, Forty Spotted Gin and the newly crowned “World’s Best Classic Gin” by Adelaide’s own Never Never Distilling Company. This expanded distribution footprint has been complemented by the launch of Proof & Company’s creative services and JERRY online beverage learning platform in late 2018.

 “There is an exciting energy across the Proof & Company markets right now, much of it coming from our great brand and channel partners. We have momentum on our side, and I am looking forward to leading the charge for independent spirits in the highly competitive Australian and New Zealand marketplaces,” notes Broadbent.

 As part of these investments in Proof Australia, Dan Walker, formerly General Manager, Australia & New Zealand, will relocate to Singapore with his young family and take on the newly-created role of Chief Operating Officer for all Asia Pacific markets. In this senior operations role, he will oversee brand partnerships, procurement, warehousing and local fulfilment operations in all eight Proof & Company markets.

“The growth we are experiencing across our portfolio requires continued investments in people, technology and facilities. With this new role, I will be able to focus on delivering the best possible service to our brand partners and channel clients, notes Walker, “Brand building and radical customer focus remain cornerstones of the Proof & Company mission. I am delighted to be appointed as the guardian of our continued commitment to these core principles.”


SINGAPORE, 1 April 2019  Following two successful years of distribution collaboration with Sarment Wine for the China market, Proof & Company has established a wholly-owned subsidiary in China to focus exclusively on spirits distribution. Commencing today, all Proof & Company distribution in China will be managed by the new Proof & Company Spirits (Shanghai) Limited. With this transition, the Proof & Company portfolio of independent spirits, craft cocktail ingredients and premium barware be distributed directly by Proof China. 

As part of this transition, Proof China is expanding its market team and has appointed Christopher Lowder as its first General Manager, China. Fluent in Mandarin, Chris has spent the past two years as a Spirit Evangelist on the acclaimed Proof & Company creative team, working with luxury hotels, cocktails bars and other clients across China. Previously, Chris’ hospitality career included stints with Four Seasons Hotels & Resorts and Nomad Hotel in New York, where the bars he helped establish and lead were ranked World No. 64 and World No. 4 respectively in 2018.  

“Independent spirits and cocktail culture are flourishing in China at a rate that’s globally unparalleled,” notes Lowder, “We are thrilled to contribute to this industry here by continuing to expand our team and portfolio, supporting education for hospitality  professionals through online learning and helping to elevate guest experiences through our creative services.”  

In order to expand its independent spirits distribution, Proof China has opened a Shenzhen office, which will support Shenzhen, Guangzhou, Xiamen, Fuzhou, and Hainan to tap into the booming market for fine spirits in South China.  

Proof China’s portfolio will also continue to expand in 2019, with upcoming launches of the Los Danzantes and Alipus portfolio of craft mezcals, Jason Crawley’s line of Simple Syrup Co. craft cocktail syrups, and additional brands from Proof & Company’s APAC-wide portfolio. Existing China distribution of Citadelle Gin, Plantation Rum, Ferrand Cognac, Diplomatico Rum, St. George Spirits, Rebel Yell American Whiskies, That Boutique-y Whisky Company, and East Imperial Superior Mixers will also be further developed.  

In the third quarter of 2019, Proof China will officially launch JERRY, Proof & Company’s online beverage learning platform, in Mandarin. This modern beverage education solution will also be one of the first platforms to be available in Mandarin in China. JERRY is currently used by leading hospitality groups around the world to develop their staff and enhance the beverage guest experience. 

“We are humbled by the response from the hospitality community in China over the past two years. As we turn the corner to the 2020s, watch out – China will play an ever more prominent role in this Second Golden Age of fine in drinking,” notes Proof & Company CEO, Paul Gabie, “We are grateful for the collaboration with the talented team at Sarment Wine over the past two years and wish them very well in their continued drive to spread appreciation for fine wine and spirits in this all important market. We will continue to find opportunities to work together as two independent platforms.” 


SINGAPORE, 30 JULY 2018  Building on its strategic investment in Neat Spirits Australia in 2017, Proof & Company, Asia Pacific’s leading independent spirits company, has now further expanded the teams there, nearly doubling headcount since the start of 2018. In September 2018, Neat Spirits Australia will also complete its integration into Proof & Company and will operate under a unified banner as Proof & Company Australia.

As part of this new chapter, Dan Walker, founder of Neat Spirits, has taken on a widened role of General Manager for Australia. In May this year, Paul Broadbent joined the group in a Melbourne-based Creative Director, Retail role, overseeing off-trade in Australia and travel retail across Asia Pacific. Paul joined from Bacardi Martini Australia, where he spent the past 13 years working in a multitude of management roles.

“Premium and craft is front and center globally right now, and this is evident in Australia, and quickly taking root in Asia,” says Paul Broadbent. “This means the exciting growth of new brands for consumers to discover and enjoy.”

This month also sees Charlie Ainsbury join Proof & Company’s acclaimed creative team as a Sydney-based Spirits Evangelist. In this role, he will provide bar concept and beverage development, training and education to clients and act as a brand ambassador for Proof & Company’s portfolio of independent spirit brands. After getting his start at Sydney institution Bayswater Brasserie, he most recently co-created and co-owned This Must Be the Place, a finalist for World’s Best International Cocktail Bar in 2016.

Once the integration of Neat Spirits is complete, Jason Williams, Proof & Company’s Creative Director, will work closely with Charlie and begin splitting his time between Asia and Australia in a homecoming of sorts. Another of Australia’s most respected bartenders, Jason has overseen bar projects and client services for Proof & Company across Asia Pacific over the past four years, including the world-renowned ATLAS Bar in Singapore and Charles H. in Seoul.

Dan Walker notes, “We are excited to be welcoming both Paul and Charlie to the Neat x Proof family and are equally excited about formally joining the Proof & Company platform. We look forward to integrating the complete Proof & Company model into our Australia operations and to support our clients in ways not seen before in this part of the world.”

“By completing our acquisition of Neat Spirits, we can further invest in the strong team, brand portfolio and customer service that Dan Walker and the Neat Spirits team have become known for,” said Proof & Company CEO, Paul Gabie. “This integration means some exciting things will be announced in the months ahead. The goal is always the same: to continually find better ways to serve our clients, brand partners, and the broader industry in this second golden age of drinking.”

Proof & Company and Neat Spirits were both founded in 2012, and both focus on the importation, distribution and marketing of independent spirits brands. Among numerous other brands, the two companies share distribution of Maison Ferrand’s Citadelle Gin, Plantation Rums, and Pierre Ferrand Cognacs, as well as Mancino Vermouth and Los Danzantes Mezcal. The companies’ collaboration will offer select spirit brands a single distribution platform spanning the Asia Pacific region. Together the two companies currently offer distribution in Australia, New Zealand, Singapore, Hong Kong, Macau, China, Malaysia, Thailand, and Cambodia.