Proxies

The term "Wine Proxies" was coined by Charlie Friedmann, who co-founded the brand alongside Cole Pearsall, Allan Mai, Scott Friedmann, and a trained winemaker, beginning in a small production facility. The blending process draws on a library of hundreds of housemade ingredients, including bitters, tinctures, vinegars, and infusions. Verjus from carefully selected Niagara wine grapes provides bite, body, and length, while premium teas sourced from around the world contribute texture and depth. Wood, hops, floral ingredients, and umami-rich vegetables build tannin, aromatics, and structure; fruit extracts and spices complete each blend. The drinks are produced in small batches with expert blending and extensive testing, and contain around 40% juice.

The blends are specifically designed for food pairing, and the drinks are intended to be served in wine glasses. Proxies has worked with a roster of collaborators, including Michelin-starred chef Dominique Crenn, sommelier and restaurateur André Hueston Mack, and chef Sean Brock. The range is sommelier-approved and has been placed in some very high-end restaurants.

Since starting in a small production facility, Proxies has created over 60 varieties, maintaining five available year-round and releasing three new ones each month. A new core line launched in November 2022, and the brand is preparing to relocate to a larger facility in Guelph, Ontario. Proxies has sold over 500,000 bottles to more than 100,000 customers. The drinks are built for those who want something sophisticated when not drinking alcohol, and are available direct-to-consumer throughout the United States and Canada, as well as in select wine shops and restaurants across North America.