True Believers Spirits, a Proof & Company brand, is taking its range global with its sights set on broader distribution beyond its current Asia-Pacific markets.
Over the last two year, True Believers Spirits have successfully served as the official launch partner of the ecoSPIRITS low-carbon, low-waste distribution system.
The Proof & Company board of directors has appointed Dan Walker as CEO of True Believers. Walker will take charge of True Believers’ bottling in Melbourne, with the original office remaining in Singapore.
“Having the opportunity to focus exclusively on developing this fantastic portfolio of spirits is a dream come true for me,” Walker said.
“The team has already proven the viability of these brands within the Proof & Company distribution markets, so I know the brands work. I feel privileged to take over such a strong portfolio and to lead such a talented team.
“We’re excited to get out there and get building on the great work already achieved in Asia-Pacific,” he said.
Walker co-founded and led Proof & Company’s Australian and New Zealand subsidiaries in 2012 under the Neat Spirits banner, joining the Proof & Company team when it acquired Neat Spirits in 2018. Then he served as COO of Proof & Company in Singapore, tasked with scaling its operational capacity across Asia-Pacific including navigating operations during the COVID-19 pandemic.
International Sales at True Believers will be led by one of Proof & Company’s earliest team members, Zdenek Kastanek. Based in Miami, Kastenek will lead the push into Europe and America, while launching in the UK, France, Germany and California in the coming quarter.
Conceived by Proof & Company co-founder Spencer Forhart as an innovation unit within the Proof & Company group, True Believers offers a range of craft spirits that bridges the gap between economical pouring brands and super premium craft spirits.
True Believers has released four spirits brands, including Tried & True Straight Wheat Vodka, Widges London Dry Gin, Arquitecto Blanco Tequila and Mackintosh Blended Malt Whisky. Additional brands in further categories are expected to launch over the next two years.
Each of the True Believers brands was developed individually to serve as a versatile archetype of its category, suitable for cocktails and sipping. The spirits are produced with authentic craft values by highly regarded distillers. No additives are used in any of the brands and the team strives to steer away from gimmickry and questionable production practices.
The range is price-positioned to be accessible to pouring programs for better bars and available in the ecoSPIRITS low-carbon, low-waste spirits distribution system.