It’s been almost a decade since we first came together as the Insights division for Bibendum Wine. We’ve come a long way since then, building a team with experience working for many different brands; our backgrounds span the hospitality sector, research agencies and drinks distribution. In 2020, we launched PROOF to broaden our reach and empower more drinks businesses with the insight to make impactful commercial decisions.

PROOF - the alcohol content in our drinks, the beating heart of our industry. We have our finger on the pulse when it comes to the latest trends in alcoholic drinks.


PROOF - the evidence we need to make those crucial commercial decisions. Our insights are always underpinned by data yet practical to implement.


To future-PROOF your business - the reason we’re here. We thrive on providing our clients with the insights to exceed consumer expectations, now and in the future.

Applying a deeper understanding of the drinks landscape
Taking both a localised and global view
Ensuring consumers are at the heart of everything we do
Whether we’re talking about drinks categories or hospitality venues, these principles drive our thinking and shape our approach.


Passionate, data driven and creative.
Our team of come from a variety of backgrounds,
driving diverse thinking and creative solutions.

James Scott
Managing Director

James joined the hospitality industry in 2003. Drawn to hospitality by a passion for helping consumers find products they enjoy and the best places to enjoy them in, James has built & led award-winning Insight teams for 3 different companies, before being invited to form PROOF in 2019.

Alice Goody
Research & Insight Manager

Alice has worked in research and insights for six years, with experience spanning retail analysis and research project management prior to joining the team in 2018. Alice combines market and consumer knowledge to advise on ranging, pricing and innovation.

Jon Campbell-Ratcliffe
Data & Analytics

Jon worked in hospitality across 6 years’ study, which culminated in a Masters degree in Neuroscience and Language. After holding numerous front-line roles Jon stepped back into drinks supply, applying his analytical training to Commercial Finance and Quantitative Analyst roles.

Alex Beattie
Senior Insight Analyst

Our resident Aberdonian, Alex studied International Hospitality Management at University and has worked within the hospitality industry for almost a decade. His passion for wine led him to Bibendum in 2016 and his passion for analysis then led him to PROOF.

Tilly De Silva
Research Lead

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After graduating with a degree in Psychology, Tilly started her Market Research career testing new product and content for Hasbro and eventually led their in-house qualitative research function. With 5 years of experience and a passion for qual methods, she joined the PROOF team in 2021.

Cameron Nicol
insight analyst

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Cameron has worked with F&B clients for over 5 years. After completing a Masters in Finance in 2015, Cameron worked in Marketing Strategy and Brand Activation before managing data driven sales projects. This culminated in a data science diploma prior to joining PROOF.

Geoff Hill
Senior BI Developer

After gaining a degree in Artificial Intelligence, Geoff has gained over 25 years IT experience, now specialising in Business Intelligence and databases. During this time, he has worked in many industries, including manufacturing, insurance and telecoms before joining the team in 2018.

Jaya Ajitha
Data Visualisation Analyst

Jayalekshmi has over 8 years’ experience in data-related roles ranging from Data Management, Data Analysis and BI. She joined Bibendum in 2019 after 7 years' in the Education sector and has a degree in Electronics & Communication Engineering along with an MBA in IT & Management.

Zach Telling
Business Analyst

Zach graduated with a degree in Economics and Finance in 2015. After working at PaddyPower he decided to pursue his passion for data and the analysis of data to inform business decisions, which brought him to Bibendum Wine & PROOF where he has been since March 2019.

Ian McKenzie
Sales Account Manager - LOCAL

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An International Marketing graduate, Ian’s roots in hospitality led to sales, marketing & management roles in the travel, luxury food & brewing industries (and an appreciation for good food & drink, well served). Ian is currently helping our on-trade adjust to changing & challenging times via LOCAL.







Contact Us

Hopefully you’ve seen all the PROOF you need that we can help elevate a business like yours.
Send us your brief – we’d love to hear from you.
UK Office
109a Regents Park Road
Mon. – Fri. 8AM – 6PM