Quarter Proof, the UK’s largest mid-strength spirits brand, has announced a partnership with leading drinks distributor Proof Drinks.
The collaboration is said to mark ‘a major milestone’ for the mid-strength spirits category by positioning Quarter Proof for ‘accelerated national expansion’ across all channels.
Crafted at 15% ABV, Quarter Proof’s range offers a middle-ground alternative between full-strength spirits and non-alcoholic options.
The brand’s lineup includes a Blanco Agave Spirit, Three Grain Spirit, and London Dry Spirit, each designed to appeal to ‘the modern drinker who values both taste and moderation.’
That Blanco Agave Spirit’s signature serve, the Middy Margarita, is described as a perfectly balanced cocktail at only 7% ABV, ideal for sipping and enjoying on lighter occasions, without compromising on flavour.
Quarter Proof reckon the lower ABV profile opens up new and untapped occasions for spirits consumption, such as lunch and afternoon trade, providing operators with an opportunity to drive revenue streams beyond traditional evening hours.
Already listed in UK venues including Soho House, Sexy Fish, Swingers, ETM Group, Drake & Morgan, Big Mamma Group and Incipio, Quarter Proof enters the Proof Drinks portfolio with ‘significant momentum’.
“We are delighted to be joining the Proof Drinks portfolio as their mid-strength spirits brand,” said co-founder Rohan Radhakrishnan. “This is a pivotal moment for us and for the category, and with their guidance and expertise, we’re confident we can elevate the presence of mid-strength spirits and cocktails across the UK.”
His fellow co-founder, Fabian Clark, added: “Partnering with Proof Drinks is validation for what we have built to date, but we know we are only just getting started. We cannot wait to see where this journey will take us under their stewardship.”
Managing director at Proof Drinks, John Vider, commented: “We’ve been watching the rise of moderation and mindful drinking with great interest, and Quarter Proof fills a clear gap in the market.
“Their product quality, brand ethos, and momentum make them a perfect fit for our portfolio. We’re excited to help take them to the next level and lead the charge in this fast-emerging category.”
