African-distilled Procera Gin has announced that it has signed with Empire Merchants, New York’s premier wine and spirits distributor, to manage distribution for the ultra-premium gin throughout the state. The deal, which moves distribution from PM Spirits to Empire Merchants, took effect January 1.
Founded in 2018, Procera is crafted from a sugar cane base and is the world’s first to use Juniperus Procera — a juniper variety that is indigenous to the highlands of Kenya, which gives the gin its unique nutty and savory characteristics and name. The Procera tree only grows at altitudes higher than one mile above sea level at the equator, exposing the berries to four times the natural summer sunshine as more common berries used in other gins. This in turn makes Procera ideal as a high-end sipping gin or for use in classic, spirit-focused cocktails.
“We are so grateful for the team at PM Spirits who shepherded Procera during our initial launch in one of the world’s most important spirits markets,” said Guy Brennan, Procera Founder. “As we move into this next chapter of our growth and expansion, the network and resources of the Empire Merchants team will be critical as we continue to bring our award-winning gin and the spirit of Africa to bars around the world.”
“In the crowded gin category, it’s hard to find true innovation, but this is where Procera over delivers both in taste and presentation,” said Davd Drucker, Executive Vice President of Sales, Empire Merchants. “The groundbreaking use of fresh – never dried – juniper yields a sumptuous spirit that delights gin connoisseurs and engages those who swore they’d never drink gin. The simply elegant bottle allows the purity of the gin to shine through; this is art inside and out of the bottle.”
Unlike the dried juniper used by most gin brands, Procera uses fresh – never dried – juniper giving a true sense of the African terroir. Juniperus Procera is just one of numerous botanicals – all sourced from across the African continent that are used in the portfolio. As important as the terroir of Africa is to the brand, so too is the brand’s sustainability commitment to the continent. To date, more than 20,000 Juniperus Procera trees have been planted (one per bottle sold); the brand supports economic development by sourcing ingredients only from local farmers; and it’s unique, recycled, hand-blown glass bottled is created by local artisans.
In other brand news, Procera Gin has hired two Regional Sales Managers to support distributor efforts: Jamie Dallas will be leading sales efforts in the Southeast and Liz Saraceno will work closely with the Empire Merchants team in metro New York.
Empire Merchants will be handling the entire Procera portfolio, including limited editions of Red and Green Dot.
