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.”