Proof is a modern and flexible bar concept, designed to focus on fresh, high quality food alongside a superior, spirits-led, drinks menu.
The concept will be rolled out initially at MAG’s East Midlands Airport in the summer, but is designed to then be introduced at its other UK airports, Manchester and London Stansted.
The move signals the continuation of a strategy by MAG to offer more of its own products to its passengers, from the car park right through to the departure gate.
MAG’s strategy of building its own brand and operations in the food and beverage space is unique among major UK airports.
Proof will be operated by the MAG lounges team, who are also behind the group’s successful Escape and 1903 Lounge concepts, with seven lounges in the UK and four currently open in the USA.
The catering and bar operation for MAG’s UK Escape Lounges was also all brought in house last year, giving MAG end-to-end control of the operation of its airport lounges.
Each Proof bar will be numbered, with the number denoting the year in which the host airport commenced commercial flight operations.
The first bar at East Midlands will, therefore, be called Proof 65.
The venue will ‘nod’ towards the local history of the airport and area, and will also feature the work of local artists on its walls.
Beth Brewster, executive vice president, lounges, MAG, said: “MAG is innovative in the UK in establishing its own in-house food and beverage product.
“Ultimately, we are trying to give our passengers the best possible choice of environment as they spend time in our terminals, whether that’s at an airport lounge, at a MAG-operated bar, or at one of our fantastic partner brand restaurant, bars and coffee shops.”