African-distilled Procera Gin has launched in the U.S., led by Innovation X Marketing (“IXM”), a brand incubator that has taken an ownership position.
Founded in 2018, Procera gets its flavor (and name) from Juniperus Procera — a juniper variety that is indigenous to the highlands of Kenya. The Procera tree only grows at altitudes higher than one mile above sea level, helping its berries to develop distinctive nutty and savory characteristics, the company says.
“Procera is proudly African, distilled by our dedicated team at Kenya’s first craft distillery,” says Guy Brennan, Procera founder. “With our unique blend of botanicals and ingredients, it is the ultimate expression of the African terroir — from the plains of Morocco in the northwest to the Indian Ocean islands in the southeast.”
Unlike the dried juniper used by most gin brands, Procera uses fresh – never dried – juniper. Juniperus Procera is just one of a dozen botanicals – all sourced from across the African continent:
- Pink Peppercorn from Madagascar
- Coriander and Orris Root from Morocco
- Juniper, Swahili Lime, Pixie Orange and Green Tea from Kenya
- Acacia Honey from Somalia
- Cardamom and Mace from Zanzibar
- Selim Pepper from Nigeria
“Procera is an elegant sipping and martini gin with an extraordinary depth of flavor,” says Bill Henderson, IXM President. “It has already found a home in the top cocktail bars and lounges around the world, and we know it will fit right in to New York’s cocktail culture.”
As important as the terroir of Africa is to the brand, so too is the brand’s sustainability commitment, the company says. To date, more than 10,000 Juniperus Procera trees have been planted (one per bottle sold); the brand supports economic development by sourcing ingredients only from local farmers; and its recycled, hand-blown glass bottled is created by local artisans.
Procera Gin has a juniper-forward nose with zesty citrus undertones, the company reports. On the palate the juniper reappears, supported by citrus and herbaceous notes.
Procera Gin is 88 proof and retails for a suggested price of $84.99 per 750-ml. bottle.