April 2023 – Asia’s leading omnichannel brand distributor and operator, Bluebell Group, announced its investment in independent spirits brand curator and distributor, Proof & Company. The inherent synergies between the Bluebell Group and Proof & Company will create new opportunities for both companies to strengthen their market position and expand their businesses in Asia. The Group’s stake will allow it to expand 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 will gain access to Bluebell’s broad customer base, wide distribution footprint and operational know-how across ten Asian markets.
This partnership marks a significant milestone for Proof & Company’s market expansion in Asia. Proof & Company has a proven track record of working with some of the world’s most iconic spirit brands, and their portfolio includes more than 1,000 products from distilleries worldwide, and an extensive range of premium cocktail ingredients and bar tools that are used by some of the world’s best bars and restaurants. They were also the first distributor to pioneer the ecoSPIRITS technology which strives to reduce packaging waste in the premium spirits supply chain and in turn the carbon footprint of the industry.
Bluebell Group’s President & CEO, Ashley Micklewright, commented on the strategic alliance, “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.”
“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.” says CEO of Proof & Company, Paul Broadbent, CEO.
ABOUT BLUEBELL GROUP
Bluebell Group has pioneered building successful brands in Asia since 1954. As Asia’s partner of choice, Bluebell Group is present in Japan, South Korea, Mainland China, Hong Kong SAR, Taiwan, Macau SAR, Singapore, Malaysia, Cambodia and Australia.
The Group’s distribution network includes flagship stores, shop-in-shops, counters, its own multi- brand concepts, as well as a highly selective wholesale network, together with both direct e- commerce and marketplaces, covering both domestic and Travel Retail. The Group operates across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, and Tobacco.
A family-owned group, Bluebell Group today has over 3,800 staff, 650 points-of-sale, US$2b in turnover.
www.bluebellgroup.com
ABOUT PROOF & COMPANY
Proof & Company is one of Asia Pacific’s leading independent spirits companies, merging a disruptive approach to independent spirits distribution with a team of highly regarded bartenders and educators, a customer-focused mindset, 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 independent spirits, craft cocktails ingredients, and premium bar tools and glassware. For more information, please visit www.proofandcompany.com or follow @proofandcompany on Instagram.
ABOUT PROOF CREATIVE
Proof Creative are ambassadors for the Second Golden Age of Fine Drinking. An award-winning team of Senior Bar Consultants who create and define enduring bar concepts, memorable drinks and extraordinary experiences using a proprietary 20 Pillar framework. Providing expertise, education, community building and storytelling within the cocktail and spirits community globally. Together they guide the development of bars for clients; projects which have been ranked in the World’s 50 Best Bars list, including Proof & Company’s own cocktail bar, 28 HongKong Street in Singapore. Proof Creative is the consultancy vertical of Proof & Company.
PRESS CONTACTS
Bluebell Group
Anne Geronimi