By Abi Teriba – Black-owned premium African spirits distilled and bottled in Africa, Vusa Vodka and Bayab Gin which was quietly launched to the market in March 2021 by Spearhead has been amassing accolades and on trade accounts from Paris to London, upcoming distribution in the US and an exciting pipeline of new launches to come including a rum.
Founded by university friends, Chris Frederick and Damola Timeyin, Spearhead is the black-owned, African spirits company that has been long missing from the drinks industry. Informed by their own experiences of London’s bars and restaurants, as well as Chris’ time as a successful publican, the founders noticed an absence of black-owned drinks brands and recognised the thirst for a product that spoke to them, as well as highlighting the quality and craft of the African continent from a unique perspective: one of the African diaspora.
Speaking with African Voice, Chris Frederick co – founder of Spearhead Spirits said,”We founded Spearhead Spirits after observing that in bar after bar, every continent other than the continent of Africa was represented on the bar back. It seemed inconceivable that there were no household names in the spirits category from Africa, so we made it our duty to create the multi award-winning Vusa Vodka and Bayab Gin to change that.”
The essence of Spearhead’s offering is a line of premium products with true African provenance, representing the best of the continents’ craft and produce and that capture the vibrancy and creativity found in all corners of Africa. The spirits are distilled with bountiful regional botanicals, highlighting unique flavours of many of Africa’s different terrains and countries whilst Spearhead also recognises the need to more fully support from the ground up, donating a portion of its profits to community development in South Africa and other African countries.
In its first 9 months of trading, Spearhead has sold over 23,000 bottles and focused on building a network of black professionals in the alcohol and hospitality sector, to collectively move the dial towards fair representation in the industry. With distribution taking off in the UK and the US, Spearhead is bringing the authentic taste of Africa to consumers globally, disrupting the market with a fresh perspective and exciting products.
Spearhead Co-Founder, Damola Timeyin: “With a lack of black owned African Spirits brands exported globally, we have made it our mission to take our spirits to the world. Our brands not only increase diversity and challenge cultural bias in the sector, but being produced on the African continent allows us to show the world what Africans have always known about its culturally and resource rich continent, with products that compete on the world stage in taste and quality, as well as innovation”
Vusa is a premium copper distilled vodka from Africa. Distilled in small batches using a copper still ‘Kagiso’ gives it a silky smooth finish of exceptional quality. Vusa uses the sugar cane that grows naturally in the Kwazulu-natal subtropical climate making it a naturally sweet-tasting vodka and its unique filtration process uses the shells of the Baobab fruit to contribute to its crisp finish. Ideal for cocktails.
Chris Frederick is a former owner, proprietor and director of an award-winning pub group, with expertise in accountancy and finance. As a seasoned entrepreneur, Chris has several years experience in developing B2C products, building brands and providing expertise and consultancy to the hospitality sector. In addition, Chris is a former international basketball player and former NBA agent, with a passion for sports and talent development.
Damola Timeyin is a brand and marketing expert and author with over a decade’s experience helping brands grow, developing brand, digital and social marketing strategies for businesses, ranging from global alcohol group Pernod Ricard, to UK retailer, Tesco. He enjoys applying this blend of professional experiences to the commercial and communication challenges businesses face today and has been doing this most recently at Facebook and Instagram.
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