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Proof Drinks welcomes Hi-Spirits founder on board

Beverage brand owner and distributor Proof Drinks has appointed Hi-Spirits founder and former chairman Jeremy Hill as managing director.

L-R: Proof Drinks directors Paul Ferguson, Jeremy Hill and James McDermott

Hill has also taken an equity stake in proof Drinks, and joins founders James McDermott and Paul Ferguson on the senior management team.

Proof Drinks was established in 2010 and owns brands such as Cazcabel Tequila and Cut Rum, while also handling distribution of labels such as coca leaf liqueur Agwa De Bolivia.

Hill said: “The fact that we have such a diverse portfolio of brands enables us to have interesting conversations with both existing and potential customers across the on-trade and off-trade.

“Proof has demonstrated that it is able to create and grow its own brands too, at the same time as adding value for its partners.

“Cazcabel is already a category leader in terms of its growth rate, while the recent launch of Cut Rum shows that Proof can create differentiated products even in the most competitive categories. As I’ve always maintained, innovation is the lifeblood of the drinks sector and that will continue to be our focus.”

Proof Drinks has grown sales of its Cazcabel Tequila brand to 40,000 cases annually in four years.

McDermott added: “We’re very proud of what Proof Drinks has achieved so far. We’ve seen double-digit sales growth each year, have always made profit and now employ 20 people.

“The opportunity to bring knowledge and experience into play alongside our own will be invaluable as we continue to grow.”

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