Guy is the Founder at Procera Gin. Procera Gin is the world’s first gin to use Juniperus Procera, which is harvested just 70 kilometers from their distillery.
When you are talking with younger consumers, you have to talk about sustainability. This element is becoming more closely tied to premiumization, and I think they are intricately linked as one is seen as justifying the other. It is also a core element that consumers are using to decide between more premium options.