Premium spirits producer Procera Gin has teamed up with specialist importer Axiom Brands to accelerate growth in the UK on and off-trade.
Axiom takes on responsibility for Procera Gin’s import and UK sales with immediate effect and will also provide brand building and strategic support.
Procera was founded in 2018 with the vision to share the best of Africa with the world, using 11 botanicals found on the continent, and using recycled glass bottles in a bid to be more environmentally friendly.
Guy Brennan, co-founder of Procera Gin, said: “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.
“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.”