Strategic advisory for founders, operators, and investors navigating capital formation, capital markets, M&A, and growth needs in the beverage sector.
Operators. Investors. One advisory language.
Institutional expertise. Real market insight. Focused on beverage transactions and capital solutions across operators, brands, and investors.
What clients say about working with Proof Capital.
"Joe brings an uncommon combination of strategic insight, financial expertise, and real-world beverage experience. His creative approach to financing helped Still Austin navigate complex challenges and capitalize on opportunities that have fueled our growth. If I were building or investing in a whiskey company today, Joe would be one of my first calls."
"Over nearly two decades, Joe has been a trusted advisor through multiple stages of our growth. He doesn’t just understand finance — he understands how our business operates and what it takes to create long-term value. That perspective has made him an invaluable partner whenever we’re making important strategic decisions."
"Very few advisors understand both how banks underwrite credit and how beverage distributors operate. Joe does, and that unique perspective made all the difference. He challenged conventional thinking, negotiated meaningful flexibility into our credit facility, and the outcome exceeded our expectations."
"Joe has a rare ability to simplify complex situations and develop practical solutions that move businesses forward. He brings strategic thinking, deep industry expertise, and genuine partnership — exactly the type of advisor you want at the table when decisions matter most."
Proof Capital operates at the intersection of institutional finance and the beverage industry — providing the strategic guidance, capital solutions, and operational insight that most advisors can only offer one at a time.
Proof Capital produces proprietary market research and industry analysis across the U.S. beverage, beverage alcohol, and Irish whiskey markets — providing clients with unique insights into capital flows, market trends, and emerging opportunities. Explore our latest market intelligence.
The US total beverage alcohol market is navigating extended volatility — post-COVID normalization, selective capital markets, and shifting consumer behavior creating both headwinds and opportunity across categories.
Today's Irish whiskey market is defined by two diverging trends. Global growth contrasts with a softer U.S. market, while younger inventories are correcting even as mature whiskey remains scarce. Proof Capital's research explores these dynamics and the opportunities they create.
Joe Goode founded Proof Capital to sit at the intersection of institutional finance and the beverage sector — where most advisors speak one language, but the best outcomes require both. With over 16 years across Wells Fargo, BMO Harris, and Truist, he has originated, structured, and closed more than $3 billion in transactions including leveraged and asset-based financings, recapitalizations, equity raises, and M&A.
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