Rum Connoisseur
Interview of the Week

AMANDA KAKEMBO
Co-founder of Equiano Rum

1. Who is Amanda Kakembo?

My name is Amanda Kakembo and I am one of the co-founders of Equiano Rum alongside Oli Bartlam, Aaisha Dadral, and Ian Burrell. I started my career in music and went on to set up one of the first celebrity endorsement agencies in the UK. I decided I wanted to do something different and this is when I ventured into the spirits industry.  I had the idea to create a dark spirit and assembled a team of co-founders alongside me who I was confident would together, deliver something unique and exciting to the industry. The early idea developed into Equiano, the world’s first African & Caribbean rum.  I am the commercial director of Equiano and oversee the day to day operations of the business.

2. What does the rum mean for you? What made you fall in love with rum and when did it happen?

Rum has always been my spirit of choice. I started to love rum when I was on holidays enjoying Pina Coladas and other amazing tasting rum cocktails. With Equiano, our goal was to create a unique premium liquid with a modern feel that also represented something bigger than just the spirit; a drinking rum to be enjoyed neat, in a cocktail or however you like your rum. That’s how Equiano was born.

3. What is the most important contribution you have made in the rum industry?

Equiano is the world’s first premium aged African and Caribbean rum. We brought together unique blends from both the eastern and western hemispheres, presenting something entirely new to the category.   Our limited batch aged rum is 100% true rum; natural with no flavorings, no spice, and no added sugar.  We are bringing premium rums to the forefront of the category with an award-winning liquid.

Alongside the quality of our product, I’m very proud of our business and brand values. At the inception of Equiano in 2018, my co-founders and I committed to donating five percent of global company profits to ground level freedom and equality projects, annually – paying respect to the name that adorns our bottle, entrepreneur, writer and freedom fighter, Olaudah Equiano. Our grant supports organizations that work to raise awareness of global injustices around the world, continuing the work of Equiano in fighting for freedom and equality for all people. Two dollars from each bottle sold through the website will also go directly into our grant-giving fund. Our philanthropic aspirations are one of the many ways we can celebrate and continue the history-shaping work of the rum’s namesake whilst expressing our own values as founders.

4. What´s another thing you are passionate about, in addition to rum? Why?

I’ve always been passionate about food and hence why I also have a huge interest in wines and spirits. I grew up cooking from a young age and learning about different foods and spices from around the world.

5. What is your favorite place for drinking rum?

I love drinking rum at home with friends, enjoying the social aspect of getting together over a few drinks.  My favourite way to drink Equiano is in our Equiano Gold + Stormy, a nod to a classic with ginger ale, a lime wheel and orange peel.

6. How can the rum contribute to improve the crisis in some countries?

When creating Equiano, we had a unanimous desire to put the philanthropic aspirations of freedom and equality at the core of the business. Olaudah Equiano’s story inspires us all and we decided to name Equiano after Olaudah – an 18^th century writer, abolitionist and entrepreneur. Committed to our aspirations, throughout 2021 we are working with Anti-Slavery International, an organization that helps to eliminate all forms of modern slavery throughout the world. Each year, we will select a new ground level organization to work with that focuses their efforts on securing freedom and equality in the world around them.

7. What are your next goals in the rum industry?

We’re a year into the market for Europe and six months in the US; we have a long way to go in building the Equiano brand, so our immediate focus is to share Equiano Original with global spirits consumers at every turn and as the world opens up. We’re also excited to continue delivering unique and challenging products to the rum category. Coming soon is our new blend….to be announced in Spring this year.

8. How can people learn more about you? Website? Social media page?

You can go to our website www.equianorum.com and find us on Facebook and Instagram @equianorum.

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