Queensland-based non-alcoholic spirits producer, Barnes and Brown Distilling Co., has launched into the Southeast Asian market through an exclusive partnership with Zero Proof Collective, a new alcohol-free distribution and brand building company in Singapore.
With the global shift toward moderation and mindful consumption, demand for premium non-alcoholic alternatives continues to grow across key markets.
Founded in 2022 on the Gold Coast, Barnes and Brown has positioned itself at the intersection of craftsmanship and the rapidly expanding mindful drinking movement, developing a portfolio of non-all alternatives that emulate the structure and sensory depth of classic categories such as gin, tequila, and bourbon.
The product formulation is approached as a ground-up reinvention, with Barnes and Brown collaborating with food scientists to reconstruct mouthfeel, aroma, and flavour layering. Now the company is ready to take its products to the international stage.
Barnes and Brown co-founder, Tim Brown, said the partnership marks an exciting milestone for the company as it expands its footprint across Asia.
“Singapore’s vibrant bar scene and growing community of conscious consumers are embracing premium non-alcoholic options that don’t sacrifice flavour or sophistication,” said Brown.
“We’re thrilled to collaborate with a passionate partner who shares our vision for elevating the non-alcoholic experience while championing quality craftsmanship and mindful enjoyment.”
Zero Proof Collective, incorporated in October 2025 and officially launched in February 2026, will be the exclusive distributor for Barnes and Brown’s products in Southeast Asia.
Food & Drink Business spoke with Zero Proof Collective co-founder and director, Spencer Campbell, about the decision to kickstart a new company with Barnes and Brown as the lead brand.
“Barnes & Brown is our first distribution deal and currently our only brand. That said, it's not my first involvement in the spirits industry – I have a background in another spirits business, which informed the decision to establish Zero Proof Collective as a focused, dedicated vehicle for the non-alcoholic spirits category rather than a general distribution house,” said Campbell.
“We identified Barnes & Brown as the right brand, established the company specifically around them, and our intention is to remain firmly focused on building that brand properly in Southeast Asia before considering anything else. If other non-alcoholic spirits opportunities present themselves down the line, we'd consider them – but only in a complementary rather than competing sense, and not at the expense of the work we're doing with Barnes & Brown.”
Campbell met the Barnes and Brown team at the FHA Trade Show in Singapore in April 2025, which the company was supported by Austrade to attend. The meeting led to partnership, building up the distribution infrastructure and getting product on the ground by early 2026.
“Distilling represents a new wave of distillation thinking – one that challenges the traditional role of alcohol while preserving the ritual, complexity, and cultural weight of spirits,” said Campbell.
“What distinguishes Barnes and Brown in an increasingly competitive field is its insistence on parity with traditional spirits – not just in taste, but in occasion and perception. Its products are designed to sit confidently within cocktail programs and on back bars, appealing as much to bartenders and hospitality professionals as to end consumers seeking moderation rather than abstinence.”
Zero Proof Collective will manage distribution, marketing, and brand activation for Barnes and Brown products across Southeast Asian markets, including Singapore, Malaysia, Thailand, and Vietnam, with Singapore serving as the launchpad for the brand’s regional expansion.
“The model for each market will be to work with established local distributors who understand their respective regulatory environments, trade relationships, and consumer landscapes,” said Campbell.
“We think that's the right approach for a lean, focused operation entering markets with very different dynamics.”
Zero Proof Collective is working with Enterprise Singapore, the government agency dedicated to supporting local companies in internationalising.
“Tapping into their grants and market development programmes gives us a significant amount of flexibility in how we approach and resource that regional expansion,” said Campbell.
“On the Australian side, Trade and Investment Queensland have been actively working with Barnes and Brown to support the brand's international promotion, which creates a strong bilateral framework as we build out the Southeast Asia strategy together.”
The company will introduce Barnes and Brown across select retailers, bars, restaurants, hotels, and online channels throughout Singapore.
“In terms of channel strategy, we're pursuing both wholesale/hospitality and consumer-facing retail simultaneously. In Singapore, we're actively building partnerships with premium hotels, restaurants, clubs and bars,” said Campbell.
“At the same time, we're developing our retail and e-commerce presence in parallel and are already live with sales on Lazada with Shopee and Amazon in the works subject to approval. The two channels reinforce each other: on-trade visibility drives consumer awareness, and retail availability gives consumers a way to continue the relationship at home.”
Barnes and Brown products now available in Singapore include:
- Lady Juniper Gin
- Miss Agave Tequila
- Southern Belle Bourbon
- Signorina Valentina Aperitif
- Additional offerings including white rum, triple sec, vermouth, and ready-to-drink Negroni cans
The range is also available in select retailers across Australia, and online at barnesandbrown.co.
