UK: Proof Drinks adds The Artisan Drinks Company to portfolio

Proof Drinks, the London-based beverage distributor, has expanded its premium offering through a strategic partnership with soft drinks firm The Artisan Drinks Company.

The deal brings Artisan’s full range of premium mixers and its new line of functional soft drinks into the Proof Drinks portfolio. Founded by artist Alan Walsh and mixologist Mikey Enright, The Artisan Drinks Company is known for its design-led branding and 200ml “perfect serve” can format. Its product line includes Pink Citrus Tonic, Barrel Smoked Cola, Agave Lemon Tonic, and Fiery Ginger Beer, alongside vitamin- and electrolyte-enriched soft drinks.

John Vider, managing director at Proof Drinks, commented: “We are delighted to welcome The Artisan Drinks Company into the Proof Drinks portfolio. Their commitment to innovation, quality and bold creative expression aligns perfectly with our values”.

Steve Cooper, co-founder at The Artisan Drinks Company, added: “Partnering with Proof Drinks opens up unlimited perfect-serve possibilities with our premium mixers and its alcoholic and non-alcoholic range, while also offering Proof customers our new functional soft drinks”.

The move follows Proof Drinks’ recent efforts to diversify into modern drinking categories, including its recent distribution partnership for Quarter Proof, a UK mid-strength spirits brand. Proof Drinks’ portfolio also includes brands such as Cazcabel Tequila, Lyre’s non-alcoholic spirits, and Finlandia vodka.

Source: Proof Drinks / FoodBev Media / Scottish Local Retailer / Scottish Licensed Trade News