About Us

Drinks, Sales & Marketing


Building brands & exciting products

Are you looking to grow your brand?

Since 2010, we’ve built an exceptional business model to ensure we’re always at the forefront of the industry. Alcoholic or non-alcoholic, we’re primed and ready to progress your brand, through powerful marketing, effective sales and nationwide distribution.

We develop brands using our expert knowledge of the on-trade, elevating them to be as exciting and appealing as possible. We do this through our skilled UK wide sales team, and our brilliant in-house marketing team.

This company structure allows us to be flexible and fast-moving. Plus, we have established relationships with over 110 wholesalers, national and regional, so your product will quickly be in all the best hands. We also have established relationships in the off-trade with listings in each of the major supermarkets.

100% uplift in on-trade volumes

Mr Black joined Proof in 2018 with an outstanding reputation in the world’s best bars & super premium on-trade, however, they wanted to rapidly increase distribution in the UK. Proof have achieved 100%+ uplift in on-trade volumes between 2019-2021 & are expecting to double that figure again this year. Proof were also able to secure Mr Black a listing with Waitrose, as well as massively increase their e-commerce sales ivy improving their PPC management. 

“Proof Drinks are the real deal. We’ve worked with 20+ distributors around the world in the last 10 years – Proof Drinks are one of the best.” – Tom Baker, Owner


Taking Aviation Gin into Major Retail

Aviation joined Proof Drinks with the key objective of gaining major retail listings. Proof were able to achieve this with 3 x major retailers listings with Tesco, Sainsbury’s & Morrisons.

“When we were looking for a U.K. distributor for Aviation American Gin the leadership group drew a strict criteria of what the brand required in such a key market. This list included strong relationships with key people across all segments of the drinks industry, a sales team with a can do attitude and a marketing department capable of taking our brand plans and replicating them in their market. Proof ticked all these boxes and more! Over the last three years Aviations growth in the U.K. has had a steep upwards trajectory and a large amount of credit for this is owed to Proof Drinks. They have gone above and beyond, supporting us in our growth aspirations in the U.K. and delivering on all forecasted projections. I can’t recommend Proof more highly, for any brand looking to grow their product in the U.K. Proof are a must, they’re a great distributor but more importantly a fantastic partner.” – Gareth Williams, International Brands Director.


Growing Heaven Hill Brands

Heaven Hill own the largest single site Bourbon distillery which is still family owned & operated. They are second largest holder of ageing American Whiskey which has allowed them to produce some of the most awarded, well known & best selling American Whiskey’s in the world. 

Since adding the brand to our portfolio we have managed to increase sales through on-trade, e-commerce, cash & carry & indie & specialist retail channels.

“Proof is a proven brand builder across various product categories providing dedicated market knowledge, having a deep understanding of our range of brand priorities, and formulating and executing creative programming.” – Max Shapira, Owner of Heaven Hill Brands