Less than a year after announcing their expansion beyond Asian-Pacific markets, True Believers launches in the US starting with Florida, California and NYC – with hospitality veteran Chris Hopkins guiding the growth.

Sustainability: the avoidance of the depletion of natural resources in order to maintain an ecological balance.

On Trade spirits have been packaged for decades to create a theatre that tells a story, but most of that packaging went straight to the bin 5 minutes after delivery. If it can’t be reused, recycled, or composted then it should be redesigned, it’s great to see brands like True Believers taking risks to deliver exactly that. Now when we have several first distillers taking full responsibility over its packaging, the bar community would love to see more brands adopting this thinking.