OUT OF AFRICA

Why Drinks From The Continent Are Finally Having Their Moment

Though drinks makers have been sourcing ingredients from Africa for some considerable time and African nations such as Nigeria are some of the biggest and most lucrative for international producers, few brands have championed the continent itself. Until now.

There are regions of the world that have been as overlooked when it comes to their drinks culture, produce, serves and terroir, as Africa. Though Asia has been celebrated as a home to authentic and traditional white spirits and more recently whiskey (from Japan, to newcomer India) and cocktails and liquids from continents such as South America have found a home on even the most mainstream of drinks lists, Africa has never really had much of a profile beyond South African wine.

All that's beginning to change however. Not only are a flurry of new drinks produced in, or using ingredients from Africa, coming to market, but they’re using the continent as their main selling point too. Think Equiano rum with its pan Caribbean-African identity.

And while some brands are championing Africa’s produce, others are championing its people. And on the back of the Black Lives Matter movement, there has been a desire to champion drinks from black and minority backgrounds.