Bongolethu Bizani, 35, founder of Breeze Premium Gin, isn’t your typical distiller. His journey began with a personal aversion – a strong dislike of the traditional gin experience. But a chance encounter with a locally-produced gin winning international acclaim sparked an idea: a smoother, more approachable gin at a price point that wouldn’t break the bank.
Breeze Premium Gin, distilled in Johannesburg by Lilula Beverages, boasts a unique approach, utilizing natural herbs to minimize harshness and, according to Bizani, reduce hangover symptoms when enjoyed solo. The gin currently retails at R198 per bottle, a deliberate choice to remain accessible to a broader audience.
However, the path to wider success isn’t without its obstacles. Bizani faces ongoing administrative delays in obtaining a VAT certificate, a requirement necessitating proof of R50,000 in annual sales – a significant hurdle for a new brand. Furthermore, distribution remains limited, currently channeled through direct sales via social media platforms (Facebook, TikTok, Instagram) and a single retail outlet: the Discount Bottle Store in Alice.
“The administrative processes have slowed down growth significantly,” Bizani admits. “But we’re committed to navigating these challenges and building a sustainable business.”
Despite the difficulties, Bizani remains optimistic about the future. His long-term plans include expansion into major metropolitan centers like Cape Town, Durban, and Johannesburg, aiming to introduce Breeze Premium Gin to a larger market. He envisions a brand synonymous with quality, approachability, and a modern approach to the classic spirit.
What This Means for Consumers
Breeze Premium Gin’s story highlights the challenges faced by emerging craft distilleries. The brand’s focus on a smoother gin experience aligns with a growing consumer preference for more delicate and nuanced spirits. The brand’s story also underscores the importance of supporting local entrepreneurs and small businesses.
Pros and Cons
*
Pros:
Smooth flavor profile, natural ingredients, accessible price point, and supports local entrepreneurship.
*
Cons:
Limited distribution, administrative hurdles, and reliant on social media sales – potential for fluctuating demand.
Looking Ahead
Breeze Premium Gin’s future depends on overcoming the current logistical and regulatory obstacles. If Bizani can successfully secure his VAT certificate and broaden his distribution network, the brand has the potential to capture a significant share of the growing South African gin market.
