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.