Entering Mid-Strength Spirits with Quarter Proof

Quarter Proof, the UK’s largest Mid-Strength Spirits brand, is proud to announce its official partnership with leading drinks distributor Proof Drinks. This exciting collaboration marks a major milestone for the growing category of Mid-Strength Spirits and positions Quarter Proof for accelerated national expansion across all channels. 

Crafted at 15% ABV, Quarter Proof’s range offers a unique alternative to full-strength and non-alcoholic options – delivering full flavour with a more balanced approach to alcohol. The brand’s lineup includes a Blanco Agave Spirit, Three Grain Spirit, and London Dry Spirit – each designed for the modern drinker who values both taste and moderation. 

Quarter Proof’s Blanco Agave Spirit shines in its signature serve, the Middy Margarita – a refreshing, perfectly balanced cocktail at only 7% ABV, ideal for sipping and enjoying lighter occasions without compromising on flavour. 

 The lower ABV profile opens up new and relatively untapped occasions for spirits consumption, such as lunch and afternoon trade, providing operators with an exciting opportunity to drive incremental revenue streams beyond traditional evening hours. 

Already listed in top UK venues including Soho House, Sexy Fish, Swingers, ETM Group, Drake & Morgan, Big Mamma Group and Incipio, Quarter Proof enters the Proof Drinks portfolio with significant momentum. Its addition complements Proof Drinks’ existing offering, slotting seamlessly between their full-strength and non-alcoholic ranges to offer customers and consumers a truly complete portfolio. 

Quarter Proof’s mission aligns with the growing movement toward mindful drinking and trends like “zebra-striping” – where consumers alternate between alcoholic and non-alcoholic drinks for a more balanced night out. As drinking habits continue to evolve, the brand is well-positioned to lead the mid-strength space in both product innovation and social impact. 

“We are delighted to be joining the Proof Drinks portfolio as their Mid-Strength Spirits brand,” said Rohan Radhakrishnan, Co-Founder of Quarter Proof. “This is a pivotal moment for us and for the category, and with their guidance and expertise, we’re confident we can elevate the presence of Mid-Strength spirits and cocktails across the UK.” 

Fabian Clark, Co-Founder of Quarter Proof, added: “Partnering with Proof Drinks is validation for what we have built to date, but we know we are only just getting started. We cannot wait to see where this journey will take us under their stewardship.” 

John Vider, Managing Director at Proof Drinks, commented:
“We’ve been watching the rise of moderation and mindful drinking with great interest, and Quarter Proof fills a clear gap in the market. Their product quality, brand ethos, and momentum make them a perfect fit for our portfolio. We’re excited to help take them to the next level and lead the charge in this fast-emerging category.” 

Quarter Proof’s commitment extends beyond quality and innovation – the brand is proudly B Corp Certified and a 1% for the Planet member, donating 1% of annual revenue to environmental causes. This purpose-led approach resonates with today’s conscious consumers and partners alike. 

As UK consumers continue to seek more mindful ways to enjoy their favourite drinks – without compromising on flavour or experience – Quarter Proof and Proof Drinks are perfectly placed to lead the charge in supporting a new, more balanced way to drink. 

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