Quarter Proof drives growth with £1.3m investment
Mid-strength ‘spirits’ producer Quarter Proof has closed a £1.3 million (US$1.74m) funding round that will enable it to accelerate its expansion plans in the UK, US and other key international markets.
Co-founded by Rohan Radhakrishnan and Fabian Clark, Quarter Proof launched in 2021 with the aim of creating a ‘modern alternative’ to traditional full-strength spirits.
The company’s portfolio features London Dry ‘Spirit’, which aims to be an alternative to gin, Blanco Agave ‘Spirit’, which is described as a ‘Tequila’ alternative, and Three Grain ‘Spirit’, which represents a mid-strength version of vodka. All rest at 15% ABV.
The brand says its expressions offer the same ritual and flavour as their full-strength counterparts, but with a fraction of the alcohol, calories and sugar, thus ensuring a ‘better for you drinking experience on body and mind’.
The latest funding round has seen investment from ‘industry-aligned’ angels and consumer sector veterans.
The funds will go towards expanding the company’s growth, with further distribution across North America being the brand’s primary objective.
Implementation of bold marketing campaigns and further building of Quarter Proof’s portfolio of mid-strength ‘spirits’ and products will also be a priority.
“This raise marks an important milestone for Quarter Proof, and is true validation for the brand and speaks to the future potential of the mid-strength spirits category,” said Radhakrishnan. “We note that globally consumers are demanding more mindful ways to enjoy a drink. We’re proud to be leading that charge with products that deliver the full flavour and experience – at a fraction of the strength.”
With a growing global movement towards the conscious consumption of alcohol, Quarter Proof says it is well positioned to capitalise on the desire for social connection, but with a mindful, modern twist.
Clark added: “We’ve always believed that moderation should be aspirational, not compromising. This funding gives us the necessary capitalisation to continue to grow Quarter Proof globally, with the ambition to become the go-to brand for drinkers who want balance without having to abstain altogether.”
As part of its global growth strategy, the company is finalising key partnerships in Scandinavia, Europe, the Middle East, Australia and Asia.
Quarter Proof is currently available in Germany via Amazon, in the US through Total Wine & More, and in Canada via the LCBO, alongside its home market in the UK.
The on-trade has also adopted the brand, with hotels, bars and restaurants across Miami and New York said to be pioneering the mid-strength category with Quarter Proof.
Last year, Quarter Proof rebranded and adapted its products due to labelling guidelines.
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