Johannesburg has always thrived on grit, hustle, and unfiltered creativity — and now, that same raw energy is being bottled by two engineers-turned-entrepreneurs. Press Icons was invited to an exclusive re-launch at Primal Spirits Distillery, where founders Aaron Pieterse and Gabriel Fine opened their doors for a private tour, intimate tasting, and a candid conversation about what makes Primal more than just another gin brand.

In their story, we discover that what began as a lecture hall curiosity during their chemical engineering studies has evolved into a bold reality: a grain-to-glass distillery at Victoria Yards producing spirits that are as much about culture and storytelling as they are about craft. For Aaron and Gabriel, Primal is more than just a distillery — it’s a love letter to Joburg, its people, and the stories waiting to be poured into every glass.

Unlike the spectacle of big Joburg launches, Primal opted for intimacy. Guests were welcomed to a curated distillery tour, complete with tastings and product reveals. New arrivals included the Applewood Gin with its hand-printed labels, a refreshing Primal Lemon Tonic (PLT), and a new vodka that is still waiting for a name chosen by the community.

The highlight was experiencing their process firsthand, from grain fermentation to distillation — a dream in-house process for many manufacturers. We sat down with Aaron and Gabriel for an exclusive Q&A, and their passion shone through their story.

Exclusive Q&A with the Founders

Q: What drew you both to invest in Primal Distillery?

For us, it was equal parts curiosity, timing, and connection. With backgrounds in chemical engineering, the process side of distilling was naturally exciting – it was something we’d always found ourselves fascinated by. But more than that, Primal is a Joburg-born brand, and Joburg is home. That mattered. The chance to build something here, for this city and for South Africa, felt deeply personal and aligned with what we wanted our work to represent. Our paths into this journey share some common threads.

Both being schooled in Johannesburg, Aaron Pieterse at St John’s College and Gabriel Fine at Redhill, before completing our chemical engineering degrees at the University of Cape Town.

The spark, goes back to our second year of chemical engineering, where we were introduced to distillation in class – the most important step in purifying alcohols. We walked out of those lectures saying, “One day, we’re going to make an alcohol brand.” A dream we’ve been fortunate enough to be supported on by family.

It wasn’t a smooth sailing though, as we parted after studies.

Aaron went on to work at Sasol in the petrochemical industry, later rotating to WOOD consultancy on secondment for Sasol projects. Gabriel went on to complete a master’s degree in advanced chemical engineering with biotechnology at Imperial College London. And in late January 2025, the opportunity to visit the idea of Primal and making spirits presented itself, and later led to Gabriel returning to Johannesburg and Aaron leaving Sasol to take over Primal together.

We realized the opportunity to fuse our technical knowledge with a shared passion for building something authentic and lasting—something rooted in Joburg, but with a vision far beyond it- was too good to turn down.

Q: You’ve both had experience in the corporate world. What inspired you to pivot towards entrepreneurship?

It wasn’t a decision we made lightly. Leaving behind the comfort of a steady paycheck for uncertainty was intimidating – we definitely asked ourselves, “Why are we doing this?” more than once. But both of us had always carried this inner drive to eventually build something of our own. Our original plan was to cut our teeth in corporate, learn, and then make the leap later. What happened is that the opportunity came sooner than expected, and we backed ourselves to take it.

The contrast between corporate and entrepreneurship is huge. In corporate, no matter how hard you work, you’re still working for someone else. That sense of limitation was always present. In entrepreneurship, the energy you put in comes directly back to you, and the responsibility is entirely yours. It’s more risky, but also more rewarding – not just financial, but personal. For us, that ownership, combined with trust in each other, outweighed the fear.

Q: How would you describe your personal connection to distilling?

“choosing spirits because they genuinely fit us, rather than as a trend – makes the work feel all the more meaningful”

Distilling feels like a natural extension of who we are. From an engineering standpoint, it’s technical, iterative, and precise – but it’s also creative and expressive. Gin, especially, gives us a way to tell stories: it carries place, people, and personal rituals in the glass. For us, gin is more than just a drink. It’s a way to communicate our lifestyle, the travels that shaped us, the moments we celebrate, and the community around us. That authenticity – choosing spirits because they genuinely fit us, rather than as a trend – makes the work feel all the more meaningful.

The Vision for Primal Distillery

Q: How does Primal Distillery’s origin story influence how you want to take the brand forward?

The name “Primal” comes from Johannesburg’s raw, untamed energy, and that story is one we want to carry forward. Johannesburg is a city of grit, hustle, and creativity – it’s primitive and modern at the same time. That character is the soul of the brand, and we’re not changing that. What we are doing is deepening it: keeping the strong ties to South African botanicals, honouring local suppliers, and continuing to connect with the community and lifestyles in the city. There’s also a nice symmetry in the fact that the original founders were two friends who met at university – just like us. That heritage is something we’re proud to continue, while layering in our own perspectives onto it.

Q: What’s your long-term vision for Primal, where do you see the brand in the next couple of years?

In the short term, our focus is on Johannesburg – solidifying the brand here, making it part of the city’s cultural rhythm. But the vision has always been bigger. We see Primal growing into a truly South African brand, expanding into other cities like Cape Town, Durban and Pretoria, while still communicating the hearts of the city. Beyond that, we want to take it global—to places that have shaped us, like London and New York – and carry a piece of those lifestyles into our product and those markets.

Equally important is impact. We’re conscious that alcohol as a category has challenges, but we want Primal to be a force for connection and upliftment. That means building community, creating opportunities, and leaving things better than we found them. Sustainability is part of this too: we’re already harvesting from our gardens, optimising processes, and making choices that reduce our footprint. Long term, we want Primal to be recognised not just as a gin brand, but as a cultural and environmental player that redefines sustainable business practice.

Craft & Innovation

“We don’t just make gin; we bottle the energy of Joburg and the city – the hustle, the grind, the clarity within chaos – and that narrative resonates as much as the liquid does”

Q: What makes Primal Gin different from other gins on the market?

We’re proudly grain-to-glass, which is rare. Instead of buying neutral spirit and flavoring it, we start from raw grain. We mash, ferment, and distill our own base spirit before distilling it again with botanicals. That means we control every step, from fermentation to finish, and it shows: our gins are incredibly smooth, easy to drink, and leave you feeling lighter the next day. On the botanical side, we work with plants that carry South African stories.

The Rex Union Orange, for example, is an endemic fruit to Johannesburg with a storied history – it’s the signature of our Union Gin. Growing and sourcing locally ties our recipes to place, and that authenticity sets us apart. Finally, there’s the brand itself. We don’t just make gin; we bottle the energy of Joburg and the city – the hustle, the grind, the clarity within chaos – and that narrative resonates as much as the liquid does.

Q: How important are experimentation and creativity in your distilling process?

Crucial. The distillery is modular: we have the large equipment needed for mainline production, but also smaller rigs and gadgets that let us run experiments constantly. That flexibility means we can test how a specific botanicals reacts with ethanol, or tweak cooling systems for better efficiency, before rolling out changes at scale.

Our engineering background shapes this approach – we’re used to solving problems iteratively. When we took over Primal, we spent time just getting processes right. Now we’re focused on getting them done the best way: upgrading equipment, innovating, and finding smarter ways of working without losing the craft at the heart of it.

Q: Are there local botanicals, stories, or techniques that inspire your product development?

“Our goal is to build a living garden that keeps feeding our spirits, literally and symbolically.”

Always. Everything we use comes from South Africa, often from right outside our distillery door at Victoria Yards. We grow and harvest many botanicals ourselves, which creates a deep, ongoing connection to our recipes. The Rex Union Orange is one example – it’s not just an ingredient but a piece of South African history. Our goal is to build a living garden that keeps feeding our spirits, literally and symbolically. Using indigenous botanicals, South African grains, and locally sourced juniper berries cements us in place. Each bottle, in that sense, becomes a distilled expression of Joburg and its surroundings.

Community & Partnerships

Q: Victoria Yards has a strong community and creative spirit, what role does location play in your brand identity or philosophy?

Victoria Yards is central to who we are. It’s an ecosystem of artists, makers, and entrepreneurs, and that creative energy fuels us daily. Being able to walk outside and pick botanicals from our garden, or collaborate with a neighboring artisan, makes our distillery more than just a production site – it’s a living part of Joburg’s creative fabric. The Yard keeps us rooted, inspired, and accountable to the community we serve, while our neighbors provide key support to help us grow.

Q: Do you see Primal as more than just a gin brand, for example, as part of Joburg’s cultural and entrepreneurial ecosystem?

Absolutely. Gin is the medium, but culture is the message. We want Primal to stand for more than spirits – it’s about creating moments of clarity, championing local creativity, and contributing go the pulse of city life. Based in a city that thrives on connection and hustle, we see ourselves as both participants in and contributors to that ecosystem.

Q: What kinds of partnerships or collaborations excite you?

We love cross-pollination. Chefs and mixologists help us push flavor boundaries, artists bring our labels and spaces alive, and fellow makers inspire us to innovate in unexpected ways. The best collaborations are the ones that surprise people and add value to both the brand and the city.

Business Strategy

Q: What are your immediate priorities as you relaunch the brand under your ownership?

Our immediate priorities are consistency, connection, and clarity. First, we’re making sure our product quality is rock solid and repeatable. Second, we’re refreshing the brand identity -new labels, refined storytelling – and aligning it with where we want Primal to go. Third, we’re building distribution carefully, starting in Johannesburg, then expanding into other South African hubs. Alongside that, we’re investing in experiences: tastings, tours, and events that let people connect directly with our story.

Q: How are you balancing what has been created as a foundation for innovation and new ideas?

We deeply respect what came before us. Primal already had a strong city-first identity and a loyal base of customers who loved its authenticity. Our role is to honor that foundation while applying the rigor of our backgrounds. We’re focused on keeping the essence, sharpening the execution, and bringing in fresh energy where it matters most.

The Soft Launch & Beyond

Q: Why did you choose to make this a more intimate, curated reintroduction?

Depth over noise. Johannesburg is full of big moments and big launches, but we wanted to do something different – more personal, more intentional. Small, curated gatherings allow people to truly engage: to taste, ask questions, and hear the story directly from us. It’s about connection and authenticity. The splashy events will come, but first we want people to experience Primal in its most honest form.

At the launch, a selection of drinks was prepared to perfection. But it is important to note that every tasting is enhanced when paired with the right food. Chef Noni from Black Olive House expertly curated the perfect menu, featuring mouth-watering, visually appealing, and delicious dishes. The highlight of the menu was their Primal Gin-infused tapas; from starters to dessert, everything was heavenly.

Personal Connection & Philosophy

Q: How do your own creative/entrepreneurial experiences influence the way you’re building this brand?

We approach Primal as both engineers and storytellers. From engineering, we bring discipline, problem-solving, and continuous improvement. From our personal lives, we bring care, a sustainable mindset, creativity, curiosity, and a love for culture. That balance shapes our leadership style: structured yet experimental, ambitious yet grounded.

What people need to know

fermentation and the first distillation are critical – they shape texture, flavor, and how botanicals will express later.

Q: What’s one thing you wish people knew about the craft of distilling gin?

That gin doesn’t start with botanicals – it starts with the base spirit. Too often people think it’s just “add botanicals and distill.” In reality, fermentation and the first distillation are critical – they shape texture, flavor, and how botanicals will express later. By starting grain-to-glass, we make sure the foundation is already exceptional before a single peel, seed, or leaf goes into the still.

Q: In one sentence, what does this new chapter of Primal Distillery represent

Primal Spirits Distillery: Distilling the city, one Primal moment at a time.

Primal Spirits Distillery isn’t chasing trends or quick wins — it’s carving out a legacy rooted in authenticity, innovation, and connection. By blending their technical expertise with a deep respect for Joburg’s creative pulse, Aaron and Gabriel are building more than a gin brand; they’re shaping a cultural movement. As they put it best: “Primal Spirits Distillery: Distilling the city, one Primal moment at a time.”

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