Maverick Drinks and Proof & Company, one of Asia Pacific’s leading independent spirits companies, are engaging in a world-first distributor exchange, with each sending senior management figures to the other for a full week to share best practice and discover what makes each of them successful.
The initiative is the first of its kind in the industry, and represents both Maverick Drinks and Proof & Company’s commitment to championing craft spirits.
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.
– Michael Vachon: head of brand development for Maverick Drinks
Maverick Drinks is an inspiration for our own work in a very different part of the world.
There is a great deal that we can learn from Michael and the team, especially in off-trade development and brand management. 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.
– Paul Gabie: Proof & Company co-founder and CEO
During their respective trips, Adam Dobson, global commercial manager of Maverick Drinks and a senior member of the Proof & Company team will immerse themselves in the local industry to gain a greater understanding of distributor-led initiatives that are breaking the mould and gaining traction with local partners.
In July 2017, Maverick Drinks launched its #ForwardDrinking campaign to highlight progressive initiatives in the industry and showcase some of their own. This distributor exchange is another step forward for knowledge sharing with a like-minded business in a different part of the world, helping to bring the global spirits community just a little bit closer.
This philosophy, coupled with the strength of the Maverick Drinks portfolio, played a substantial role in Maverick Drinks being named Spirits Distributor of the Year for the third time in four years at the 2017 International Wine & Spirit Competition.