introducing a new brand the proof is in

introducing a new brand the proof is in

the company proof is a new Canadian spirits company. ownership is 100% Canadian. the products have been designed from the ground up to address consumer concerns with spirits and exceed expectations with regards to quality, design and experience.

our story My great great grandfather, William Milerius Magrath immigrated from Dublin, Ireland to Toronto, Canada in June of 1874 at age 42, bringing with him, his wife and six children. Two of his sons, my great grandfather, William Atkinson Sadlier Magrath and brother James Lawson Magrath finished their schooling in Toronto and then moved to Saskatchewan, bringing their Irish heritage and love of whisky with them. As part of the first fifty founding families of Yorkton Saskatchewan, the brothers opened the only general store in town. Here, they were known to sneak a wee dram behind the counter with their closest customers. Today, not only do I share my ancestors entrepreneurial spirit, but I have inherited my great grandfather s passion for whisky. Which is why, keeping with tradition, I have created proof whisky, a blended spirit made from the grains of Saskatchewan, aged in that same Irish style. I think the Magrath brothers would have been proud. Michael Riley

proof s creator Michael Riley, owner of proof craft spirits. has been an industry professional for the past 15 years. Michael spent several years at Molson s and Seagram s, working with such brands as Crown Royal and Chivas Regal, before becoming Director of Spirits and Travel Retail for the LCBO (the largest purchaser of beverage alcohol in the world). Here, Michael was inducted into the exclusive Keepers of the Quaich Society in 2008 in honor of his contribution to the Scotch Whisky Industry. He was guest speaker at many prestigious world spirits events, a judge on the tasting panel of a few very notable cocktail competitions, and has sourced hundreds of luxury spirits from around the globe. In 2009, Michael created the proof family of spirits: proof whisky, proof rum and proof vodka. With these, he has created an artisanal line of luxury craft spirits. In Whisky Magazine s 2011 World Whisky Awards proof whisky was named one of the best Canadian whiskies in the world. Jim Murray also rated proof whisky higher than other well know Canadian whiskies. In proof whisky s first year of sales it rose to the #2 Deluxe Canadian Whisky in Ontario. One of my favourite activities is to do in-store consumer tastings and cocktail demonstrations. There is nothing he enjoys more than to talk whisky with enthusiasts as well as newcomers to the category. I currently lives in Toronto, Canada with his wife and two children. Perhaps one day his own kids will carry on the whisky tradition.

the brand proof was created to fill a gap in the spirits category; a cool and hip complete product line. the brand is inspired by the Art Deco period when spirits and cocktails were the alcohol of choice. all products are marketed under one brand name. the bottle and label have been designed to reflect the heritage of spirits but in a contemporary style. the brand promise is authentic affordable luxury.

the packaging this bottle is reminiscent of the original bottles used for spirits. today, it is synonymous with deluxe and luxury products. this bottle will ensure proof projects a premium image while allowing reference to the original spirits used in cocktails. Every bottle has a necktag with a signature cocktail recipe designed for each of our spirits which changes monthly/seasonally

the family the labels are sophisticated and fashionable, with a hip young edge. the colour of each label reflects the target gender, while not alienating the other: vodka being more female whisky being more male rum being gender neutral proof packaging was awarded a Gold Award by the IAPHC and is a finalist in the Design Edge competition (judging June 2011)

the whisky our urban whisky is created using two grains: Canadian wheat and rye aged for a minimum of 6 years thus creating the smoothest Canadian whisky. we are the only whisky made from primarily wheat. proof whisky was on the short list for Best Canadian Blended Whisky in Whisky Magazines 2011 World Whisky Awards and was awarded a Gold medal in The Fifty Best Canadian Whisky competition.

the target audience we researched LDA to 35 year old consumers not only for what they want from a spirits brand but how they want it presented: these consumers make up the lion s share of the on-premise and home consumption for spirits. these groups represent the largest opportunity in the Spirits category for growth. they are the early adopters of new brands and are interested in cocktails. they want premium products that they are proud to serve. most importantly they want an authentic, relevant brand.

the website

the website

social media our weekly blog the proof is in.. features our Thursty Thursday drink as well as entertaining ideas, promoting stores, products, recipes and tasting events. It has been visited by over 115,000 people from 10 countries, with the United States representing 35% of our followers. Target 25-34. http://www.proofbrands.net Instagram is a favourite immediate connection to our followers. We share cocktails and our followers share with us their experiences. our facebook page is a place to connect with consumers and have them share recipes and events. We also use this page to feature our retailers and proof programing. Target 25-34. we use twitter to disseminate our weekly Thursty Thursday cocktail, tastings and up to the minute news and features at on-premise accounts. Target 19-24.

our blog

what people are saying about proof whisky Billy Munnelly Canada s Other Great Drink 4 th Jan. 11 I d like to start the year with a recommendation for Canada s other great drink. Rye. Have to admit I m more of a Scotch fan but a little distilled prairie rye and wheat caught my fancy over the Holidays. It is less sweet than most, with the toasty warm feeling of Cognac. The science-lab shaped bottle added a little fun. Have fun with your own bottle of Proof. Neat, and at room temperature, worked for me.

summary proof spirits address all of the consumer wants in spirit products. proof constantly receives inquiries regarding availability in the US. the brand appeals to them as they feel more comfortable purchasing a spirit from a brand they know and trust in different sets. proof is a premium product that provides entertaining solutions and usage recommendations.