Spearhead, the Black-owned African spirits group, has just secured the bag to bring African spirits to the world stage.

The group announced it has raised $3 million thanks to the strategic investment and advisory platform, Pendulum. Pendulum is an agency focusing on founders and leaders of color.

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Co-founders Chris Frederick and Damola Timeyin launched Spearhead in March 2021 after noticing little diversity in the spirits category. More specifically, they felt the industry failed to highlight Africa’s contributions.

“For too long, the spirits industry has neglected the quality, craft, and produce that exists in our continent,” a statement reads on the website. “It has ignored consumers that are looking for authentic and diverse drinking experiences and products that give them something new.”

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So, they decided to change that as Spearhead is giving consumers “a taste of the finest craft and quality, directly from the source of humanity itself, Africa.”

Introducing African Spirits To The World

Since its launching, Spearhead is already an award-winning company with an impressive portfolio of premium brands that include Bayab Gin and Vusa Vodka. 

Bayab Gin is copper distilled gin using Zambian Baobab, also known as the “tree of life.” Bayab Gin also uses African botanicals of juniper berries, coriander, rosemary, cinnamon, and more before it’s blended with the purest water sourced from the Midlands Kwazulu-Natal.

Vusa Vodka uses the sugarcane that grows naturally in the Kwazulu-natal subtropical climate, ultimately making it a naturally sweet-tasting spirit. It has a unique filtration process using the shells of the Baobab fruit to contribute to a crisp finish.

With the funding, the co-founders plan to expand into the worldwide market, including the U.S.

“With a lack of Black-owned African Spirits brands exported globally, we have made it our mission to connect the world to Africa through our spirits,” says Frederick.

He adds, “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.”