I’m Co-Founder and Director of Primal Spirits Distillery, based in Victoria Yards, Johannesburg, where we craft small-batch spirits alongside a range of ready-to-drink cocktails. I took over the business in April 2025 when it was idle with no active sales, and have since built it into a growing South African spirits brand — securing retail and hospitality partnerships and developing brand collaborations with the likes of Nando’s and Tshepo Jeans. I also pushed for us to become the first South African gin brand to achieve Kosher certification. My engineering background shapes how I approach distilling, with precision, process discipline, and a focus on sustainable, high-quality production, while my broader vision for the business is rooted in community impact and building something distinctly South African that can compete globally. I hope to see Primal become a community- and sustainability-driven business that brings people together, one drink at a time.

I’m a young, qualified Jewish professional who left engineering in the UK to enter a competitive, regulated industry back home and, within a year, turned an idle business into a growing South African spirits brand.

My vision is to grow Primal Spirits into a globally recognised South African craft spirits brand — proof that world-class quality can come from Johannesburg. For the business, that means expanding our retail and export footprint, deepening the brand collaborations that connect us to South African culture, and building a team and production capacity that can scale sustainably without losing the craft and care behind every bottle. Above all, I want Primal to stay a community- and sustainability-driven business, one that brings people together, one drink at a time. For South Africa, I want to be part of a broader story: that local manufacturing, engineering talent, and entrepreneurship can create real jobs and community impact here, rather than watching that talent leave for opportunities abroad. I want to show young South African engineers and entrepreneurs that you can build something ambitious and world-class at home — and build it around people and planet; the rest will follow.

Recreational activities

Surf, Scuba, freediving, Basketball, Yoga, Boxing.