Bruce Nagra

Bruce Nagra isn’t just making gin — he’s rewriting the rules. As one of the only British Indian distillers in the UK, Bruce has mastered the art of blending tradition with innovation. When Bruce and Paramjit first shared their idea for Crazy Gin, friends and family called them “Paagal” — the Punjabi word for "Crazy." Most people would have seen that as an insult — but Bruce took it as a challenge. Most people go through life with regrets and “what ifs” — that, to Bruce, seemed truly crazy. So if distilling their culture into a gin made them paagal — why not own it?

As a first-generation British Indian, Bruce was raised to understand that life would come with hurdles — from unconscious bias to outright racial prejudice. But his parents taught him to be resilient — not to adopt a victim mindset, but to harness the immigrant mentality as a superpower. That mindset — the drive to work harder, adapt faster, and push through challenges that would make most people quit — has shaped Bruce’s approach to business and life.

Bruce’s career has been anything but predictable — he holds a BSc in Computing Science, an MSc in Sports Science, and a Postgraduate Certificate in Biomechanics. He’s worked across industries including sports, IT, and property, picking up insights and strategies that most people never encounter. When Bruce co-launched Crazy Gin in his late 30s, he was defying the narrative that you can’t start something new past your mid-30s — especially without experience in the industry. But Bruce knows that success isn’t about following the rules — it’s about blending knowledge, creativity, and the willingness to keep learning and pushing further.

But here’s what really makes Bruce stand out: he doesn’t just tell stories — he creates them through flavour. Crazy Gin isn’t just a drink; it’s an experience — a seamless fusion of British and Indian influences that’s now stocked in Harvey Nichols and Michelin-starred venues. What started as an insult became their edge — embracing ‘crazy’ created a drink unlike anything else on the market.

Now, Bruce helps other brands find their story — guiding them to create emotional connections that turn customers into fans. He knows how to take a product and turn it into something people feel — a story that sticks.

"Bruce doesn’t just make gin — he makes you feel something. That’s why Crazy Gin isn’t just a drink — it’s a story in a glass."