Proof Drinks brands are present in 96% of the UK’s top cocktail bars


UK spirits distributor Proof Drinks now has a presence in 48 of the UK’s top 50 cocktail bars, selected by industry experts and published by B2B publisher Top 50 Cocktail Bars.

the Lost Explorer Espadin is used in the mezcal iteration of Deano Moncrieffe’s signature Mirror Margarita

The Lost Explorer Espadin is used in the mezcal iteration of Hacha’s signature Mirror Margarita

The Proof Drinks portfolio includes world renowned brands such as Compass Box Whisky, Mr Black Spirits, Elijah Craig, Rittenhouse Rye Whiskey and Evan Williams, as well as fast growing brands Cazcabel Tequila, The Lost Explorer Mezcal and non-alcoholic spirits” innovative”. Lyres brand.

In July, Lyre’s won Best New Alcohol or Cocktail Ingredient at the annual Tales of the Cocktail (TOTC) festival in New Orleans for its Italian orange “spirit.” It is the first non-alcoholic “spirit” to receive this accolade, considered “one of the most important awards” in the global bar calendar.

The brand, which offers a range of 16 alcohol-free “spirits”, including an alcohol-free “whisky”, two bottlings of agave and the world’s “first alcohol-free baijiu”, as well as five ready-to-drink (RTD) canned cocktails, is offered as a non-alcoholic option in bars. This includes Lab 22 in Cardiff, which was named the best bar in the UK this year by 50 Top Cocktail Bars, and Mother Mercy’s in Newcastle upon Tyne, where patrons are offered the full cocktail menu in non-alcoholic format using Lyre’s wallet.



Meanwhile, at London’s Lyaness, which this year was crowned the world’s best bar by the TOTC, Compass Box Artist Blend features in the Lo-Fi Hard Shake found in the bar’s British Cookbook menu. The blended whisky, which is a tribute to Edinburgh and the artists who live there, is blended with Amazake grass, fermented coconut and lemon.

Mr Black Spirits is the coffee liqueur of choice at many of the UK’s top cocktail bars, including Artesian and Swift in London, Public in Sheffield and the prestigious Scarfes Bar in Rosewood London, where the brand ambassador recently hosted a masterclass highlighting the versatility of the caffeinated spirit. .

Mr Black’s global ambassador Martin Hudak led a team of guests at the Scarfes Bar in February

Heaven Hill’s whiskey brands can be found in a number of well-known bars across the UK.

Elijah Craig and Evan Williams Black are stocked at London’s creative basement bar Cocktail Trading Company, while Edinburgh’s Italian-inspired bar Hey Palu serves Rittenhouse and Mellow Corn.

Meanwhile, at Leeds-based jazz and blues bar The Domino, Evan Williams Black features in the Afternoon Chai cocktail alongside apricot liqueur, chai syrup, fresh lemon juice and brewed Yorkshire tea cold, while Elijah Craig Bourbon is the star spirit in his Peaches & Cream Serve, which is mixed with peach appetizer, bitters and cream soda.

A number of top UK bars, including Blind Pig in London and Smoking Aces in Bournemouth, are currently participating in the Heaven Hill Embassy scheme, an activation which engages with major whiskey venues to help promote Heaven Hill Distillery and its brands through consumer education, menu development and sales.

The return of the mouth trade was a significant factor in Cazcabel Tequila becoming the first Proof Drinks brand to reach 100,000 case sales. The brand’s range, which includes blanco and reposado expressions alongside coffee, coconut and honey, is on the menu at Callooh Callay and Disrepute in London, and Gungho in Brighton. The brand also celebrated Margarita Week at Lab 22 with a specialty menu showcasing the collection.

Elsewhere in Proof Drinks’ agave portfolio, The Lost Explorer Mezcal celebrated being the most awarded mezcal of 2021, helping the distributor secure trade listings across the UK.

Oaxacan artisanal mezcal offers expressions Espadín, Tobalà and Salmiana, the latter having been crowned Master of Taste in The spirits business‘ Tequila & Mezcal Masters 2021. Mezcals are available to order on menus at Hedonist in Leeds, Sexy Fish, Kol, Los Mochis, Lab22, Decimo Bar at The Standard and London’s specialty agaveria Hacha, where the Lost Explorer Espadin is used in the mezcal iteration of Deano Moncrieffe’s signature Mirror Margarita.

Sheyan Patel, Commercial Director of The Lost Explorer Mezcal, said, “The breadth of Proof Drinks offerings has been a key driver of our approach in 2020. Our market distribution has grown significantly thanks to the Proof sales team.

“What has been particularly pleasing is not only the quality of the new listings, but also the fact that the listings are on a national basis. Recently, the innovative addition of the Proof Drinks activation team has been crucial in helping us increase the sell-through rate through the training and engagement of the bar team.

A spokesperson for Proof Drinks added: “We are delighted that the best bars in the UK continue to choose Proof Drinks brands, it is a testament to the quality of the products produced by our partner brands and the relationships that our sales team tied with them. bar teams.

“We also continued to build our on-site advocacy team, which now includes some of the category’s leading educators, so we can deliver the best activations, rewards programs and education to our customers.”


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