Liquid Mix, Paramount Liquor and Liquid Specialty Beverages wholesalers have joined to form Australia’s largest independent on-premise drinks specialist. 100Proof will act as a one-stop drinks solution for the channel, delivering extensive product ranging, marketing support, staff training and other tools to over 5,000 restaurants, bars and hotels nationwide.

“We have built on our long experience of working together and shared values in delivering a trusted, credible on-premise wholesaler network, where transparency and honesty are key motivators to customer relationships,” Director of Liquid Mix, Paul Murphy said. “Because the three companies forming 100Proof have specialised in the on-premise, there is a deep understanding of the different types of venues that make up the category. We have created an offer tailored to those needs to ultimately enhance the overall drinking experience for the people that visit and enjoy these venues around Australia every day.”

The company will be led by Duncan Baldwin as General Manager, while Murphy and other Directors Mark Rowe (Paramount Liquor) and Darren Terlich (Liquid Specialty Beverages) will bring over 70 years’ combined experience to 100Proof.

The company will act as a layer on top of the existing businesses and its aim will be to act as more of an advisor than a regular wholesaler, built on personalised relationships and tailored solutions.

“The growth of small bars in Australia has brought a new energy and dynamism to the bar and restaurant culture,” says Baldwin. “Customers are not looking for the standard fair. They want a personalised approach that acknowledges their differences and help to make their venue be successful and stand out from the crowd. All venue owners and managers want to deal with people who share their passion for the bar and restaurant industry and who understand how different running a bar is to running a bottle shop.”

Except for national accounts, business will continue as usual in terms of the customer and supplier contact with Liquid Mix, Paramount Liquor and Liquid Specialty Beverages.

Image: 100Proof Directors (L-R) – Duncan Baldwin (GM 100Proof), Ben Murphy (Liquid Mix WA), Leigh Rowe (Paramount Liquor VIC & NSW), Mark Rowe (Director, Paramount Liquor VIC & NSW), Paul Murphy (Director, Liquid Mix WA), Darren Terlich (Director, Liquid Specialty Beverages QLD), Sean Murphy (Liquid Mix WA), Nathan Rowe (Paramount Liquor VIC & NSW).