Proof & Company’s brand innovation unit, True Believers Spirits, is going global and has appointed Dan Walker as its new CEO.

Over the last two years, the True Believers craft spirits range has proven itself across Proof & Company’s Asia-Pacific markets, served as the official launch partner of the ecoSpirits low-carbon, low-waste distribution system, and now has its sights set on broader distribution beyond its home markets.

Walker will spearhead the initiative and will build True Believers from Melbourne with all bottling for the region taking place there, while True Believers will maintain its origin office in Singapore. He will report directly to the board of directors.

Walker said: “Having the opportunity to focus exclusively on developing this fantastic portfolio of spirits is a dream come true for me. 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.”

Walker co-founded and led Proof & Company’s Australian and New Zealand subsidiaries in 2012 under the Neat Spirits banner and joined the Proof & Company team when it acquired Neat Spirits in 2018. After acquisition, he served as COO of Proof & Company based 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 headed up by Zdenek Kastanek from Miami, who will lead the push into Europe and the Americas, launching in the United Kingdom, France, Germany and California in the coming quarter.

To date, 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.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

Leave a comment

Your email address will not be published. Required fields are marked *