IMIZI Rum, founded by the visionary Rohan Shah, is setting a new standard for luxury in Rwanda. With a price of 64,900 francs per bottle, this isn't your average nightcap. But the buzz around it suggests it's worth every coin. From the bustling bars of Kigali to the serene luxury lodges near Rwanda's national parks, IMIZI is rapidly becoming the go-to choice for those who want to sip in style.
So, who is Rohan Shah, the mastermind behind this premium spirit? 'My name is Rohan Shah. I'm a Singaporean Harvard University graduate, and in 2022, I moved to Rwanda to start IMIZI Rum,' says Shah. 'IMIZI Rum is Rwanda's first internationally awarded craft spirits brand. We make a premium alcoholic beverage called rum by buying and processing sugarcane sourced directly from small farmers in Rwanda.'
Shah's journey to founding IMIZI Rum was inspired by his extensive experience in agricultural development across South Asia and Sub-Saharan Africa. 'The inspiration to start IMIZI comes from my past experiences. I used to work in agricultural development in many countries, including Zambia, Ethiopia, India, and Rwanda. When I first came to Rwanda, I realized that there are so many opportunities to turn agricultural products here into high-value products that can be exported. And that's what inspired me,' Shah explains.
IMIZI Rum isn't just any rum; it's part of the elite 2% of the world's rum made from fresh sugarcane juice, rather than the more common molasses. But that's not all. 'Our rum is very unusual for a few reasons,' Shah notes. 'The first, as I've already mentioned, is that only 2% of the world's rum is made from fresh sugarcane juice, including our rum. But the other thing that makes us very, very unusual is the fact that we are infused with Central African herbs that are sourced from Rwanda. Some of these herbs are really being used as ingredients for the first time in the world.'
Despite being in the pilot stage, IMIZI Rum is already making waves. Currently, the brand produces between 80 to 100 bottles per month, a modest start with big ambitions. 'In terms of production capacity, we produce a total of 80 to 100 bottles every month. But this is a pilot stage for us. We are anticipating and planning for expansion because our larger ambition and our larger market is to eventually build a world-class product that is exported to consumers around the world, while remaining a very proudly made-in-Rwanda brand,' Shah shares.
IMIZI Rum has quickly found its way into the hands of Rwanda's elite. 'Our biggest customers are pretty much every luxury hotel group that operates in the country. Our product is a premium product, priced at 64,900 francs per bottle. And in terms of the reaction from customers, we've really been amazed by how positive it's been. People really enjoy the product for its flavor and taste and also really appreciate the fact that we work directly with farmers and are trying to add value here in Rwanda,' Shah adds.
What's even more impressive is the brand's commitment to supporting local farmers. IMIZI processes 1.2 to 1.5 tons of sugarcane every month, sourced directly from smallholder farmers in Gakenke. 'We're proud to say that we process 1.2 to 1.5 tons of sugarcane every month. We purchase directly from the smallholder farmers in Gakenke, and we pay them three to five times the commodity price of sugarcane. As we grow, we're hoping to buy from more farmers and increase that output. By 2030, we want to be doing not 1.2 tons every month but 1,000 tons every month,' Shah emphasizes.
Curious about IMIZI Rum? The brand hosts an intimate cocktail bar in Kigali, known as the IMIZI Residency, open from Thursdays to Saturdays. 'If you haven't heard about us or are curious about us, come check out our product. We host an intimate cocktail bar in Kigali from Thursdays to Saturdays called the IMIZI Residency. Come check us out, try our rum, and learn more about the story behind us. We're super friendly, and we promise to show you a good time,' Shah invites.
IMIZI Rum isn't just a drink; it's an experienceâ€"a blend of tradition, innovation, and luxury that's putting Rwanda on the global spirits map. Whether you're a rum enthusiast or simply someone who enjoys the finer things in life, IMIZI is the spirit that promises to elevate your drinking experience to new heights.
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