Proof is 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 this summer, but is designed to then be introduced at its other UK airports, Manchester and London Stansted.
Beth Brewster, executive vice president of Lounges at 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."
MAG also has a substantial property business. The Group is owned by both public and private shareholders, including Manchester City Council (35.5%).
The move signals the continuation of MAG's plan to offer more of its products to passengers, during all stages of the airport experience.
MAG says its 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 Escape and 1903 Lounge concepts, operating seven lounges in the UK.
The catering and bar operation for MAG’s UK Escape Lounges was also all brought in-house last year.
Each Proof bar will be numbered, with the figure 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.
Proof 65 at East Midlands Airport will feature a varied menu of small plates, with Mediterranean flavours fused with regional ingredients. Its drinks menu will feature 15 different gins.