SINGAPORE, 24 May 2019 – After the successful re-launch of Diplomático Rum in Mainland China together in 2018, Diplomático and Proof & Company are expanding their partnership in Asia Pacific to cover travel retail across the region and are jointly appointing Peter Chua as a Singapore-based brand ambassador to support Diplomático’s Asia markets.

In late 2017, after five years of partnership in Singapore and Hong Kong, the two companies extended their collaboration to cover Mainland China. Under Proof China’s active management, China has developed into one of Diplomático’s fastest growing Asia Pacific markets.

“Asia’s growing prestige and international exposure in the F&B industry provides an exceptional platform for independent brands such as Diplomático,” mentioned Alfonso Castillo, Diplomático Asia Pacific Marketing Manager. “We’re thrilled to have Peter joining the team as it will bring all his experience, knowledge and networking allowing us to increase our reach and attention on the region.”

In early 2019, Diplomático appointed Proof & Company to manage a number of key travel locations in Asia Pacific. Travel retailers, long a major force in the region, are now embracing craft and independent spirits like never before, driven by rapidly changing consumer tastes, cocktail culture and the spread of Second Golden Age of fine drinking.

“Travel retail has traditionally been about offering spirits at an unparalleled value. Today’s traveling drinkers are considering a wider range of factors in their spirits purchases: craftsmanship, regionality, sustainability, and even health and wellness,” notes Tom Hogan, General Manager, Regional Asia for Proof & Company, “We have worked closely with Diplomatico for years now. As a family-owned producer, they live the values of quality and independence that we are passionate about. Their rums are a truly perfect fit for this new era in travel retail.”

Diplomático’s award-winning rums are now available in 7 travel retail gateways around the region, including Auckland, Melbourne and Sydney airports. In the second half of 2019, this footprint will expand to more than 15 Asia Pacific gateways, positioning Diplomático as a regional leader independent spirits in the travel retail channel.

To support the rapid growth Diplomatico is enjoying in the region, the two companies have appointed Peter Chua as a Diplomatico Brand Ambassador, with a focus on Diplomatico’s Asia markets, including Proof & Company’s markets of Singapore, China, Hong Kong and Malaysia. In this role, he joins a brand team that includes Sai Hamsala, Diplomático’s Melbourne-based Brand Ambassador. Both will be working in enhancing the brand’s education and presence in the 17 countries where Diplomático is already available in Asia Pacific, part of a reach over 80 countries globally.

Peter is one of Singapore’s most loved, and most awarded, bartenders, having been with Proof & Company for almost 8 years. He was on the founding team of 28 HongKong Street in 2011, and is currently the Head Bartender of Junior Singapore, Asia’s only pocket bar with rotating concepts. Peter’s international success includes representing Singapore in the Diplomático World Tournament, Diageo World Class and Bacardi Legacy global finals. Peter also earned his Bachelor of Hospitality from the University of Nevada, Las Vegas in 2013.

Noted Peter, “Diplomático was the first craft rum I tasted that got me interested in that spirit category. Having worked closely with them for the last 6 years now, officially joining the family feels like an inevitable progression. More so, I am excited to be able to share the appreciation for Diplomático throughout the rest of Asia!”

Peter will retain a bartender residency at Junior, so long-time guests and fans of Diplomático will be able to catch him there on a weekly basis, when he is not traveling around the region spreading love for the “heart of rum.”