Retail in Asia

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Bluebell Group invests in spirits distributor Proof & Company

Asia’s leading omnichannel brand distributor and operator, Bluebell Group, has announced its investment in independent spirits brand curator and distributor, Proof & Company.

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One of Asia Pacific’s leading independent spirits companies, Proof & Company works with a team of highly regarded bartenders and educators, and the region’s leading hospitality clients. From offices in Singapore, Hong Kong, Shanghai, Beijing, Melbourne, Sydney, Adelaide, Auckland and Christchurch, Proof & Company manages the exclusive distribution of a portfolio of more than 1,000 products from distilleries worldwide, independent spirits, craft cocktails ingredients, and premium bar tools and glassware.

Bluebell Group’s president and chief executive officer, Ashley Micklewright, said in a statement: “Sharing similar values as brand curators focused on delivering luxurious products and experiences to Asian consumers, we are thrilled to be an investor in Proof & Company. This partnership will allow us to offer our customers a wider range of premium spirits and hospitality, while also opening our extensive network of customers and retail expertise across Asia to Proof & Company.”

The investment will create opportunities for Bluebell Group and Proof & Company to strengthen their market position in Asia. Bluebell Group’s stake expands its offering in the spirits category with access to Proof & Company’s diverse portfolio of products, educators and disruptive approach to beverage distribution in APAC.

Proof & Company, meanwhile, will gain access to Bluebell’s broad customer base, distribution footprint and operational know-how across ten Asian markets.

Proof & Company was the first distributor to pioneer the ecoSPIRITS technology, which strives to reduce packaging waste in the premium spirits supply chain.

“We couldn’t be more excited about the new partnership with Bluebell Group. They bring a wealth of experience and talent in the Asia market for luxury goods and their company culture and aspirations are aligned with ours. For a long time we have admired what they do in the region and now we get to strategically collaborate and grow together,” said Proof & Company chief executive officer Paul Broadbent.

Retail in Asia is part of the Bluebell Group.