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Quarter Proof, a pioneering player in the mid-strength spirits market, has successfully closed a $1.5 million funding round aimed at accelerating its global expansion efforts.

Co-founded in 2021 by Rohan Radhakrishnan and Fabian Clark, the brand is positioned to meet the growing consumer demand for lower-alcohol alternatives while maintaining the flavour and experience associated with traditional spirits.

The investment will primarily target growth in key markets including the UK, US and Germany, where Quarter Proof has already established a presence through partnerships with notable retailers and venues such as Whole Foods, Soho House Group and Total Wine & More.

The brand’s offerings, which include a London Dry Spirit, Blanco Agave Spirit and a Three Grain Spirit, are all crafted at a moderate 15% ABV, catering to consumers seeking a balance between enjoyment and moderation.

The funding round attracted participation from industry-focused angel investors and veterans in the consumer sector, reflecting confidence in Quarter Proof’s potential within the evolving alcoholic beverage landscape.

The company plans to use the new capital to enhance distribution channels across North America, implement targeted marketing campaigns and expand its product portfolio through new product development.

“This raise marks an important milestone for Quarter Proof and is true validation for the brand and speaks to the future potential of the Mid-Strength spirits category,” said Radhakrishnan.

He continued: “We note that globally consumers are demanding more mindful ways to enjoy a drink. We’re proud to be leading that charge with products that deliver the full flavour and experience – at a fraction of the strength.”

“We’ve always believed that moderation should be aspirational, not compromising,” added Clark. “This funding gives us the necessary capitalisation to continue to grow Quarter Proof globally, with the ambition to become the go-to brand for drinkers who want balance without having to abstain altogether.”

This strategic focus comes at a time when the alcohol industry is witnessing a marked shift towards conscious consumption, driven by health-conscious consumers looking for alternatives that allow for social enjoyment without the drawbacks of traditional spirits.

In addition to its current markets, Quarter Proof is finalising partnerships in Scandinavia, Europe, the Middle East, Australia and Asia, as part of its broader global growth strategy.

This expansion is indicative of a larger trend within the beverage industry, where brands are increasingly adapting to the preferences of modern consumers who prioritise both social connection and health.