Maverick and Proof swap team members

UK-based Maverick Drinks and Singapore’s Proof & Company are to embark on an industry-first ‘distributor exchange’ to share their best practice ideas.

Senior members of the Maverick Drinks and Proof & Company teams will swap places

Senior members from each team will travel to the other to “discover what makes each of them successful”.

Adam Dobson, global commercial manager of Maverick Drinks, and a senior member of the Proof & Company team will aim to get a better understanding of distributor-led initiatives that are gaining traction with local partners.

Michael Vachon, co-founder and head of brand development at Maverick Drinks, said: “We’ve long admired the work that Proof & Company do in Asia and how they’ve completely shaken up the market for craft spirits in that part of the world.

“They’re very strong in some areas we have yet to develop, and we’ve managed to succeed in a more mature craft spirits market than Singapore, so I’m excited to see what we can learn from each other.”

Paul Gabie, co-founder and CEO at Proof & Company, added: “In an industry that is still dominated by large players and big brands, this exchange is a wonderful opportunity for two teams small in stature but big in passion to collaborate and learn from each other.”

Maverick Drinks launched its Forward Drinking campaign last year, which encourages the drinks industry to rethink some of its approaches and highlights progressive initiatives.