When you think of rum, many associations come to mind ranging from sugarcane (its base ingredient), rum punch and Caribbean islands, to drunken sailors and swashbuckling pirates. Whilst it’s a drink that is enjoyed worldwide, the rum industry has a murky past. In the 1600s when rum production started to become popular, those who benefited from the industry did so through unsavory means with the exploitative labor of enslaved Africans.
So, what happens when in 2020, five siblings of West African descent decide to start a premium alcohol brand based on strong cultural connections and good times? The award-winning, golden spiced Étän rum is born.
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