Primal Spirits is more than a distillery, it’s the story of two Joburg-born friends, Aaron and Gabriel, who turned curiosity into craft.

Our journey began in the lecture halls of UCT, where a spark for distillation during our chemical engineering studies planted a seed: “One day, we’re going to make our own alcohol brand.” Years later, after time in the corporate and engineering world, we backed ourselves to build something authentic, rooted in the city we call home.

Primal embodies Johannesburg’s raw, untamed energy - a place of grit, hustle, and creativity. That spirit runs through every bottle we make.

Unlike most, we are proudly grain-to-glass. From raw grain, we mash, ferment, and distill our own base spirit before layering in botanicals that tell South African stories. Signature ingredients like the Rex Union Orange — unique to South Africa — tie our gins to place and history. It’s craft you can taste: smooth, expressive, and unmistakably Joburg.

Based in Victoria Yards, we are surrounded by makers, artists, and entrepreneurs. Our distillery is more than production — it’s part of a living ecosystem. We grow and harvest many botanicals ourselves, collaborate with local creatives, and design experiences that bring people together.