Best Bars (2022), 10 x Asia’s 50 Best Bars, World’s Best Spirits Selection (2019), World’s Best Hotel Bar (2019), World’s Best Cocktail List (2020), and many more.
Following 10 years of launching some of the world’s best hotel bars across the Asia Pacific, and hot on the heels of the newly-announced global partnership with Waldorf Astoria Hotels & Resorts, Proof Creative has set its sights on the world of beverages in 5-Star Australian hotels.
As leading influencers of what has been described as ‘the Second Golden Age of Fine Drinking’, Proof Creative has had an indelible impact on the Asia Pacific region in recent years, with a slew of awards including 4 x World’s 50
From its Melbourne HQ, Proof Creative works holistically across all aspects of the bar experience, including initial concept creation, brand development, functional layout, master beverage lists and signature cocktails. The team of leading bartenders and consultants come with a combined 150 years of experience, which allows them to deliver unmatched service.
Proof & Company, specifically its award-winning F&B consultancy Proof Creative, is embarking on a quest to elevate and define the Australian hotel cocktail bar. Working with global brands, Proof Creative brings creative, fun and delicious drinking experiences to life.
From historical hotspots to thriving inner-city havens, Proof Creative can transform any hotel bar.
The cocktail menu of Aster Bar plucks inspiration from drinks found at the world’s best hotel bars, feeding into the overall vibe of the beauty and riches of Sydney.
This venue will be a beacon to the world of fine drinking here in Tasmania, joining a collection of the world’s most notable hospitality experiences. Working alongside the team to develop the overall concept, atmosphere and drinks menu, including all bar equipment and accessories, before leading industry training sessions to ensure a high level of luxury service.
“To work on not one, but two bar concepts in the building was a challenge we relished in, especially collaborating with many other disciplines such as construction, interior design, brand and marketing,” Charlie Ainsbury, Senior Bar Consultant at Proof And Company says.
To see the Treasury come to life in that sun-drenched heritage backdrop is nothing short of magical and will cement itself as an iconic hotel bar location. Housed inside a heritage building from the late 1800s, The Tasman, A Luxury Collection Hotel, the idea was for this space to become a beacon of fine drinking for the local Tasmanian community. I am confident that its cocktail bar Aster, high up on level 32, will enter into the canon of the world’s great hotel bars.
Proof Creative was appointed during the refurbishment and repositioning stage of the project to develop venue and beverage concepts, functional bar layout and much more.
More recently, Proof Creative finalised a project with Sky Bar, Melbourne, establishing their renewed take on modern Australian fine dining. Proof Creative supported the sourcing of native ingredients to live across the cocktail menu, as well as liaising with local ceramicists to produce custom vessels for signature serves, building on the exclusive in-house experience.
“This project truly marks the beginning of Australia’s renaissance of fine drinking in hotel bars.” “Our vision is for Mary Mary to enchant both locals and travellers in the know, guided by the passion and expertise of Charlie and Proof Creative,” Stephen Morahan, General Manager for The Tasman, A Luxury Collection Hotel says.
The Treasury holds a vault of carefully curated links to the past and present, with 170-year-old heritage sandstone alcoves and earthy brick archways.
Proof Creative also has worked across InterContinental Sydney’s once-in-a-lifetime restoration and relaunch of Aster Bar and The Treasury.
Launching in December of 2021, Mary Mary is a beautiful; example of modern luxury drinking in an Australian context. Situated on the 32nd floor, Aster is a stunning rooftop bar with 270-degree views of Sydney Harbour, the Opera House, the Harbour Bridge and more.
What an incredible opportunity to be a part of InterContinental Sydney’s new era.
From research, concept creation, architect support and bar design; it has been an absolute pleasure to work with the Proof Creative team who understood the project brief clearly and provided advice and support at every stage to bring the bars to life, with a vision to launch two of Sydney’s best hotel bars.
Proof Creative continually breaks the mould… and it works.
With many more impressive hotel partnerships locked in for 2023, Proof Creative is excited to continue paving the way forward for the hotel bar industry in Australia.
“We put creative and critical thinking to every detail of a bar, which is part of the reason Proof Creative is one of the most well-regarded creative consulting teams in the global bar industry,” Jason Williams, Creative Director at Proof & Company says.
“I cannot speak highly enough of the Proof Creative team, particularly on the level of engagement throughout the entire journey, from the beginning through to hands-on pre and post-opening training and support – it’s been a pleasure to work together,” Jennifer Brown, General Manager of the InterContinental Sydney says.
From their focus on well-crafted, premium spirits, a pioneering stance on sustainability, and the world’s most awarded bar and beverage consultancy Proof & Company is on its way to becoming the region’s most trusted partner for the hospitality industry.
Hotels don’t always know the bar world, but we do and we bring that expertise and spirit of collaboration to work with our clients.
Additionally, Proof Creative facilitated pre and post-opening training and support for bar staff. The entire InterContinental bar experience – from looks to menus to cocktails to customer service – has been touched by the Proof Creative team.
We have had remarkable success by using our secret sauce, a 20 Pillar Plan framework that defines everything from the overarching bar concept to the fine details throughout the offerings.
Written by: Jill Walsh
