Proofworks becomes Proof 8

London-based digitalisation platform Proofworks has changed its name to Proof 8, refreshed its branding, and made two senior hires.

Stuart Maxwell has joined Proof 8 as head of product. His focus will be on developing a customer-first product strategy that aligns specifically with the spirit industry’s needs.

He previously spent a decade at William Grant & Sons, working in spirits operations roles from technical process innovation to liquid supply. He most recently led maturation.

The firm has also welcomed Alastair Cruickshank as head of sales. He brings 20 years of sales experience in the software and technology space and will act as a link between customers and the product team.

The firm said Maxwell and Cruickshank’s expertise will be ‘crucial’ as the company evolves to meet rising global demand for its distillery and warehousing solutions.

Proof 8 currently offers its services in the UK and Ireland but aims to expand to the US and Asia this year.

Rob Hollands, CEO of Proof 8, said: “The move to Proof 8 represents a strong step forward for us as we innovate and grow.

“We’re seeing increased demand for our platform, especially in the wake of Warehousekeepers and Owners of Warehoused Goods Regulations (WOWGR) reform in the UK, increasing administrative challenges, and rising operational costs.

“Our commitment remains as steadfast as ever: to transform the spirits industry through digitalisation, bring greater operational efficiency and transparency to spirits supply chains, and unlock new forms of digital ownership.

“We’re building solutions with direct insights from the distilleries and warehouses we serve, which has given us an in-depth understanding of the complex challenges they face.

“Alastair and Stuart joining the team further strengthens our ability to deliver on our promise of developing a best-in-class solution that optimises the entire spirits journey. They will play a key role in shaping the future of our business and ensuring that we remain at the forefront of the industry’s digital transformation.”