SB meets… Rob Hollands, Proofworks

The CEO of Proofworks chats about the company’s plans to lead digitalisation in the drinks sector, and the benefits of connecting every aspect of production.

What is Proofworks?

Proofworks is a UK and Swiss-based technology innovation company focused on digitalising the drinks industry.

We have created a platform to connect all stages of the spirits supply chain, from digitising distillery operations and production to providing consumers with new opportunities to own, trade and interact with products and brands.

Which services do you provide?

As well as helping brands and organisations navigate new technologies, we have two key products that are interlinked and underpinned by blockchain technology.

Our Proofworks platform enables distilleries, warehouses, and brokers to digitalise every aspect of production and all of their assets. This allows for the tracking of production and operations from raw ingredients, recipes, energy, and water consumption to the advanced monitoring of maturation and the ongoing storage and ownership of assets, such as casks.

And Metacask is the world’s first NFT spirits marketplace, a direct-to-consumer sales channel that reimagines how users can own and trade rare casks and bottles.

Why should companies choose Proofworks?

Our technology offers simple, scalable solutions to guide brands on their digital-transformation journey. We prioritise intuitive solutions with quick onboarding, connecting all aspects of the spirits supply chain. Our platform frees up time by replacing unverified data from manual input with the rich data that comes from digitalisation. The transition from analogue to ‘connected distillery’ is transformative.

What are your biggest challenges?

Our team strives to identify the areas in a business where technology can have the greatest impact and address real user challenges. Like many technologies, initial implementations are frequently met with mixed opinions. Thankfully, that sentiment has become far more positive over the past few years due to increased awareness, education, and many ‘real-world’ examples of blockchain in action that show its value.

What are CaskPassport and BottlePassport?

CaskPassport and BottlePassport are features of our platform that aim to address the challenges of investment fraud, counterfeits and expanded product information through digital deeds and NFTs. They also prepare for regulation and initiatives such as the deposit return scheme and digital product passports.

Currently, control and ownership of casks are mainly managed through paper-based transactions and spreadsheets, which can often lead to errors. With Proofworks, each cask and bottle is assigned a unique digital identity, and is linked through technologies like NFC or QR Code, with an unchangeable record of the physical asset stored on the blockchain.

What new products are you planning to launch in the near future?

Our team is working on some exciting initiatives, including internet-of-things connectivity. This technology is bringing distillers a new level of data and insights through sensors for monitoring environmental factors such as temperature and humidity, and allowing automation of warehouse operations.

What are your long-term plans for Proofworks?

Our focus is on unlocking the opportunities that technology offers while maintaining a deep understanding, respect and passion for the spirits industry and its heritage. By embracing cutting-edge technology and nurturing our respect for spirits’ history, we aim to create a future where technology and tradition work together to elevate the industry to new heights of efficiency, transparency, and storytelling. When we get this right we’ll shape the future of the spirits sector for good.