Non-alcoholic-cocktail start-up Noot Drinks Co has appointed Proof Drinks as its namesake RTD brand’s distributor in the UK.
Proof’s remit will include rolling out the brand to both the on- and off-premise channels in the market. Noot Drinks owners described the UK as “a key strategic market as the brand continues its international growth”.
The brand was launched last year in the US, where Noot Drinks handles its own distribution rather than using a third party.
Noot was founded in Australia in 2020 by brothers Kieron and Christian Barton, and Gareth Whittle – the trio behind cider brand Rekorderlig, which is now owned by Molson Coors Beverage Co. The Noot range is infused with nootropics and adaptogens such as green oat, lemon balm and green tea, and includes twists on classic cocktails like the Limoncello Spritz, Negroni Spritz and Watermelon Marg.
“We’re thrilled to be partnering with Proof Drinks to bring Noot to the UK, introducing more consumers to a non-alcoholic, mood-boosting range of cocktails that deliver on taste, occasion and ritual,” said Whittle. “Our goal has always been simple – to make drinks that spark joy.”
Last year, Diageo assigned the UK distribution of its Philippines rum brand Don Papa to Proof Drinks.
