Less than a year after announcing their expansion beyond Asian-Pacific markets, True Believers launches in the US starting with Florida, California and NYC – with hospitality veteran Chris Hopkins guiding the growth.
In partnership with ecoSPIRITS, the low carbon, low waste global distribution system and technology, True Believers will be bringing its affordable, purpose-driven and sustainable craft spirits to bartenders across America.
To lead the US launch True Believers has brought on award-winning hospitality veteran Chris Hopkins and his company Drinx+ to lead US growth Chris will play a critical role in connecting the TRUE portfolio with national distributors, wholesalers and venues as well as building a national sales team to represent the brands.
“We are very excited to have formed a partnership with someone of Chris’s calibre and background,” says Dan Walker, True Believers CEO. “Most of our team, including myself, come from a hospitality background. Our brands were designed for bartenders, by bartenders and Chris’s experience makes this partnership a perfect fit.”
Chris brings over 20 years of industry experience to True Believers. Most recently, he worked with Bacardi USA as the National Accounts Senior Portfolio Ambassador. Prior to that Chris worked and curated drinks programs with some of the world’s biggest and most respected hospitality groups, including the Wynn Las Vegas, Cosmopolitan Las Vegas, Soho House and more.
“It’s very rare that true craft cocktail professionals create a spirit portfolio. It’s an exciting and unique opportunity to bring these brands to the US market and I’m genuinely excited about how they are going to be received by the trade,” says Hopkins.
Industry veteran and current True Believers international sales director Zdenek Kastanek will be supporting Chris and his team in a dual role as Managing Director USA for ecoSPIRITS and in his new role as Global Educator and Business Development Manager for True Believers from July 2022 onwards.
We created these brands to be quality craft spirits for industry professionals,” says Kastanek. True Believers will be some of the first brands to launch using the ecoSPIRITS technology in the USA which is scheduled to kick off in September. This will allow us to bring true craft products to the house pour market and we can’t wait to see how bartenders react.”
Park Street has signed on as the exclusive importation partner for the True Believers portfolio, which includes Tried & True Vodka, Widges Gin, Mackintosh Blended Malt Whisky and Arquitecto Tequila. Each is available now through Park St in California, Florida and NYC. La Travesia Joven Mezcal will follow in September and the ecoSPIRITS exclusive, Los Arcos Destilado de Agave, will launch in July.
True Believers was conceived as an innovation unit within the Proof & Company group. Its aim is to offer a range of craft spirits that bridges the gap between economical pouring brands, which often fall short in meeting modern consumer preferences for craft credibility, and super premium craft spirits, which are generally priced out of reach for house pouring programs.
To date, True Believers has released four spirits brands, including Tried & True Straight Wheat Vodka, Widges London Dry Gin, Arquitecto Blanco Tequila and Mackintosh Blended Malt Whisky. Los Arcos Destilado de Agave and La Travesia Mezcal will launch in July and September respectively.
Each of the True Believers brands was developed individually to serve as a versatile archetype of its category, suitable for cocktails and sipping alike. The spirits themselves are produced with authentic craft values by highly-regarded distillers. No additives are used in any of the brands and the team strives to steer away from gimmickry and questionable production practices. The range is price-positioned to be accessible to pouring programs in premium venues and available in the ecoSPIRITS low-carbon, low-waste spirits distribution system.
For media enquires please contact Luke Sanderson at luke.sanderson@truebelievers.global