Before launching Spearhead Spirits, owners Damola and Chris hadn’t worked in the wine and spirits industry. Chris worked primarily in finance while Damola’s background lay in advertising. However, the two college friends noticed a lack of representation of African spirits in bars in the UK.
“What we found was the second biggest continent by population in the world had no representation on menus in bars, drinks, taverns, or anywhere we went,” Damola said. “That was really the inception and motivation to put Africa on every bar in the world.”
Amid the Covid-19 pandemic, the pair started Spearhead Spirits dedicated to expanding African spirits beyond the continent’s borders. Today, the company produces two high-quality product lines that include different infusions of vodka and gin. Made from African ingredients by African people, Spearhead Spirits is showing the world why African spirits should be in every bar everywhere.
A Lack Of African Spirits On The Market
While a lack of Black ownership was the motivation behind Spearhead Spirits, Damola says the sharing of Black stories is an important component of the brand’s mission. Believing that Black stories should be told by Black people, Spearhead Spirits is spreading the story of African spirits.
“Our story and the stories we can tell are inherently different because we are an African spirit made in Africa by Africans,” he said.
Spearhead’s products are authentically African to its core. They use ingredients found across the continent. Instead of solely incorporating South African botanicals and additives, Chris and Damola sought of ingredients from Kenya, Zambia, Botswana and more to create the perfect drink.
Their first product was VUSA, a premium copper distilled vodka with a sugarcane base that consumers say taste like nothing they’ve experienced before. After being received well in France and the UK, Spearhead rolled out its like of Bayab gin, further showcasing the power of African ingredients in alcoholic beverages. With the recent release of its newest flavor in the Bayab brand, the company is ensuring the story of African spirits is being told and remembered.
“There are very few, if any brands, that can tell that story authentically, credibly and really reflect what Africa is and not what people think africa is,’ he said.
Connecting The Tree Of Life To Consumers
A Nigerian man born in the UK, Damola hopes Spearhead Spirits connect children of the diaspora everywhere while still being a drink everyone can enjoy. Through the brand, consumers can get a taste of the best of Africa right in their own neighborhoods and communities.
“We believe its important to allow people to engage and experience what Africa truly is and allow them to experience our beautiful continent at its best,” he said.
Originally released to celebrate Nigerian Independence Day, Spearhead’s Bayab Palm and Pineapple Gin is now a permanent stable in the product line. In addition to the unique stories, Spearheads Bayab gin is special because its core botanical comes from the fruit of the Baobab tree. Better known as the Tree Of Life, Damola is excited to further share this super food to the masses through African spirits.
Additionally, the company is also working with the University of Ghana to halt the extinction of the Baobab tree. Their goal is to plant 1 million trees within the next 10 years to ensure many generations are able to reap the benefits of the Tree of Life.
“We’re very proud that were able to connect consumers of all backgrounds with the continent in a positive way and that is something we will continue to do through our products and our story telling,” he said.
Showcasing The Beauty Of Africa
With VUSA and Bayab Gin, Spearhead Spirits is changing the way Africa shows up in bars and pubs worldwide. Not only are they filling a gap left open for years, but they are setting a new standard for high quality liquors and spirits straight from the motherland. By creating their own lane for distillation and using homegrown ingredients, Spearhead is redefining how the story of African spirits is told.
“Each of these infusions speak to different African countries and flavors and really just highlights everything we’re trying to do, which is bring the taste of Africa to vodka and gin drinkers around the world,” he said.
With community and sustainability at the forefront, Spearhead Spirits intends to continue building a new legacy where African spirits are accessible for everyone and represented everywhere.
“We didn’t want to be an African brand inspired by Africa,” he said. “We wanted to create products that werre authentically African and represents the best of what Africa could offer.”
