Procera Gin Brings Glass-Free Packaging Solution to U.S. On-Premise

Sustainability-driven innovation reduces glass waste and costs for hospitality operators as Kenyan gin producer earns B Corp certification

African-distilled Procera Gin today announced the introduction of its groundbreaking Eco-Solution packaging to bars and restaurants in the U.S. The Eco-Solution replaces traditional glass bottles with a food-grade foil bag which holds 3.75L of award-winning Procera Blue Dot – the equivalent of five 750mL bottles – reducing waste and lowering the cost per ounce of the highly decorated artisan gin.

“Our initial vision is to help curtail single-use glass in the on-premise and then eventually lead the effort to dramatically reduce single-use glass in the retail sector through the release of an innovative refill concept,” said Procera Co-Founder Guy Brennan.

Founded in 2018, Procera is crafted from a sugar cane base and is the world’s first gin 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. Improving the environment and human ecosystem where the brand originated is at the core of Procera. From reforesting Kenya's highlands by planting one new Procera tree per bottle sold to pioneering zero-waste water systems, Procera is committed to creating exceptional gin while reducing its carbon footprint and improving the lives of its communities.

"The idea came from our customers at luxury safari lodges in Kenya's Maasai Mara," said Procera Co-Founder Guy Brennan. "They were accumulating mountains of empty glass bottles with few recycling options and asked whether we could simply send them the gin. That request led to the Eco-Solution, which has also eliminated the problem of bottles breaking during transport over the rough roads of the African Savannah."

In the US single-use glass is creating similar challenges. According to the Glass Recycling Foundation (GRF), more than 9 million tons of glass containers go to landfills annually in the US, 80 percent of which comes from bars and restaurants.

“Procera has long been looking for a way to revolutionize how spirits are sold in the on-premise. Our experience has proven that this concept works and is a win-win-win for accounts, customers and Procera,” said Procera Co-Founder and celebrated chef and restaurateur Alan Murungi. “Apart from reducing the amount of single-use glass, our Eco-Solution is ideal for those serving batched cocktails in terms of convenience and cost; the Eco-Solution reduces the price of Procera Gin to $2 per ounce or less.”

Procera’s Eco-Solution is initially available to accounts in New York, Massachusetts, Georgia and Tennessee with early adoption from eco-minded accounts such as The Ivory Peacock in New York City, North America’s largest gin bar; Hecate, Evening Standard and 1928 Beacon Hill in Boston; and Michelin-starred Locust in Nashville.

Procera also announced that it has obtained B Corp™ certification, validating the brand’s commitment to economic, social, and environmental objectives in its business model and corporate decision-making processes.

"Procera has been committed to sustainable business practices from day one, so joining the B Corp movement was a no-brainer,” said David Dalhuisen, Procera shareholder and executive who led the process. “We’re proud to be recognized for our ongoing commitment to measure success not only through economic results, but also and more importantly through our care and stewardship for people, communities and the environment. We look forward to carving a path for others in the industry to follow.”

The Eco-Solution and B-Corp certification are milestones in Procera’s vision toward sustainability. Procera Gin is proofed using 100 percent rainwater. The artisan bottles are hand-blown from 100% recycled glass, and earlier this year, adopted a new shank comprised of 99% sugar cane waste. The cartons used in packaging are made from 99% sugar cane by-product. The necker is made from recycled water-hyacinth and the small botanical salt bottles are attached to the gin using Kenyan sisal agave fiber. At present, the only synthetic element on the bottle is the shrink-wrapped seal around the neck; plans are in place to use regenerated plant based cellulose film in the near future.

“Our vision is that by 2027, Procera packaging will use 100% natural materials,” added Brennan.

B Corp™ certification is promoted by B Lab, an international nonprofit organization that evaluates companies based on standards relating to social and environmental performance, accountability and transparency.