Procera strikes up partnership with Axiom brands to drive UK growth

Africa’s preeminent ultra-premium spirits producer Procera Gin has joined forces with leading specialist importer Axiom Brands to accelerate growth in the UK on- and off-trade. The Kenya-based, sustainability-focused gin brand Procera is thrilled to announce this exciting new partnership as it seeks to build on impressive growth and further grow its presence in prestige on- and off-trade accounts.

Axiom takes on responsibility for Procera Gin’s import and UK sales with immediate effect and will also provide brand building and strategic support. The new deal supersedes all import and brand support from previous distribution arrangements. 

Procera Gin was founded in 2018 with a vision to share the best of Africa with the world. It is the only gin brand to use African Juniperus Procera – a varietal only found in the Southern Hemisphere at high altitudes. By picking and distilling the berries fresh, a rarity in modern gin production, and through its use of 11 African botanicals, Procera offers an earthy, nutty yet bright flavour profile, representative of its terroir and birthplace. 

Sustainability is of utmost importance to Procera, which operates with the ethos that doing the right thing creates better gin. The distillery has planted 10,000 Procera trees in the Kenyan Highlands since its launch, utilises recycled, hand-blown glass bottles, and collaborates with local farmers and artisans. Every business decision starts and ends with an evaluation of quality, longevity, and flavour. 

Procera joins Axiom’s dynamic product portfolio, which includes Mezcal Amores, Casa Dragones Tequila, Ron Abuelo Rum and Irish whiskey brand J.J. Corry. Axiom have burst to prominence in the UK distribution market, boasting a proven track record of establishing brands such as Balthazar Vermouth and whiskies WhistlePig and Starward on both a domestic and global level. Their glowing reputation was the reason that Axiom was Procera’s first choice when seeking a trailblazing, creative and focused import partner.  

“We are delighted to partner with Axiom Brands, an independent, family-owned company which shares our values and is deeply immersed in UK drinks culture,” says Guy Brennan, Procera Gin brand co-founder.

“We’ve already found that the story behind Procera has resonated strongly with gin lovers in the UK, and we’re delighted to see where working with the team at Axiom can take us next.”

Ian Bayliss, Axiom Brands owner, added: “We’re always looking to work with founder-led luxury brands with strong values and incredible provenance, and we’re delighted to partner with Procera as the team looks to its next stage of growth.”

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