Procera Gin is Being Launched into the US Market
Michael Hemsworth — October 30, 2021 — Marketing
References: proceragin & bevnet
African-distilled spirit Procera Gin is being launched into the US market with the help of Innovation X Marketing (IXM) to provide consumers with a way to elevate their favorite recipes and cocktails with rich flavor. The gin features the Juniperus Procera botanical that is indigenous to the highlands of Kenya and is what gives it its distinct flavor along with a range of additional African-sourced botanicals. The gin is achieved using fresh juniper, which is different from other brands that use dried juniper to help set it apart from the competition.
Founder Guy Brennan spoke on the Procera Gin saying, "Procera is proudly African, distilled by our dedicated team at Kenya’s first craft distillery. 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.”
Founder Guy Brennan spoke on the Procera Gin saying, "Procera is proudly African, distilled by our dedicated team at Kenya’s first craft distillery. 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.”
Trend Themes
1. African-inspired Distilled Spirits - Opportunity for distilleries to experiment with using African botanicals to create uniquely flavored spirits.
2. Locally-sourced Botanicals - Trend of using locally sourced botanicals in spirits and other beverages for a unique flavor profile.
3. Craft Distilleries - Increase in popularity of locally distilled spirits and experimental blends created by small craft distilleries.
Industry Implications
1. Craft Distilling - Craft distilleries can explore using African botanicals and locally-sourced ingredients to create unique spirits with regional flavors.
2. Food and Beverage - Restaurants and bars can experiment with African-inspired cocktails featuring Procera Gin and other African-distilled spirits.
3. Ethnic Foods Market - Procera Gin and other African-distilled spirits have the potential to make their way into the ethnic foods market, offering a new perspective on traditional African beverages.
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