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. It’s a drink that is enjoyed worldwide, but 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.

However, in 2020, something unique happened. Five siblings of West African descent decided to start a premium alcohol brand based on strong cultural connections and good times. They wanted to create a rum brand that celebrates their heritage and brings people together. And thus, the award-winning, golden spiced Étän rum was born.

In a Q&A with one of the sisters, Caroline Fosang, we gain insight into the origins, family values, and ideas behind the brand. Fosang shares that their parents knew how to throw a great party when they were growing up. The love of a good time with family and friends, accompanied by a good drink, was ingrained in them. Reminiscing about those times led to the idea of creating a rum and brand that reflects their unity as five sisters and celebrates their Cameroonian heritage. And so, the concept of Étän, which means ‘five’ in their parents’ language, was born.

Étän Rum is a unique blend of their family’s heritage and their love for spiced rum. Fosang attributes their inspiration to their strong black mother, who continuously inspires them with her work ethic, independence, and love. Their late father, on the other hand, instilled in them the importance of hard work and the belief that it is always rewarded, which should be toasted with a good spirit. Together, their parents have played a significant role in forging their sisterhood and cultivating their common goals and aspirations.

When asked about choosing Cameroonian influences for their rum brand instead of the traditional Caribbean and Latin American associations, Fosang explains that it all started with their love for sugarcane. Fond childhood memories of holidays in Cameroon, visiting their extended family in their parents’ village, created a strong connection to the country. A typical day in the village involved harvesting crops and discovering their grandparent’s sugarcane plantation. This newfound joy of enjoying sugarcane led to their love for socializing and having a good drink together.

The story of Étän Rum is a testament to the power of family, heritage, and creating something unique. It shows that even in an industry with a complicated past, it is possible to forge a new path based on cultural connections and good times. The success of Étän Rum within just three years since its inception is a testament to the strength of these values and the passion of the five sisters behind the brand.

alternative to the traditional rum and coke). We believe that Étän Rum is just the beginning of a new era in the rum industry and the wider drinks market. As more and more people are looking for unique and diverse options, we see Étän Rum leading the way in providing a refreshing and exciting alternative. We hope to not only expand our presence in the local market but also make our mark globally, representing the essence of African girl power and showcasing the talent and creativity of women in the industry. With our distinctive flavors and our commitment to quality, we are confident that Étän Rum will continue to evolve and make a lasting impact in the rum industry and beyond. So, whether you’re a rum enthusiast or looking to try something new and exciting, be sure to grab a bottle of Étän Rum and experience the perfect harmony of five. Cheers to girl power and delicious rum!

Étän Rum: A Versatile and Health-Conscious Choice

When it comes to the rum industry, versatility is key. And that’s exactly what Étän Rum brings to the table. With its smooth, spicy, and not too sweet taste, it’s perfect for sipping on its own or mixing into a cocktail. The botanicals in Étän add an extra dimension to household cocktails, making them even more enjoyable. One particular favorite is the Bali iced tea, where Étän holds its own with the ginger and fevergrass flavors shining through.

But Étän Rum isn’t just delicious, it’s also a great choice for health-conscious consumers. It is described as keto and vegan-friendly, with no added sugar or additives. The rum is distilled without added sugar or the use of animal products, focusing on the natural sweetness and spice found in the rum and botanicals. This makes it a keto-friendly rum, as its nutritional profile shows 0 sugar and calories, with only 66 calories per 25ml, coming solely from alcohol itself. So health-conscious consumers can enjoy Étän guilt-free.

Beyond its premium quality, Étän Rum also reflects the cultural diversity and heritage that are increasingly important in today’s market. The brand is deeply rooted in the heritage of its creators, who wanted to provide authenticity in their offer. The botanicals chosen and the visual elements of Étän’s branding reflect their African heritage and cultural importance of family. The bottle shape itself breaks away from the typical cylindrical design, embodying the fashion, fervor, flavor, and formidability that represents African culture and heritage.

The significance of the name Étän ties into the brand’s identity. In the Munga’ka language, spoken in the Northwest province of Cameroon, Étän means five. It represents the five strong-minded, professional, working women who created the brand and their unbreakable family bond. Bali, the former center of a kingdom known for its palace and festivals, provides the perfect backdrop for a golden spiced rum like Étän. The name encompasses the five creators and the five botanicals used in the rum, making it their legacy.

To showcase Étän’s credibility in the rum industry and establish it as one of the best-spiced rums, the brand has participated in the London Spirits Competition. This annual competition judges spirits based on their quality, value for money, and appearance. Étän’s award-winning status in this competition speaks volumes about its quality and appeal to both consumers and the trade. It truly stands out on the shelf and the back bar, offering top quality and value for money.

So whether you’re looking for a versatile rum for sipping or mixing into cocktails, or a health-conscious choice without compromising on taste, Étän Rum has got you covered. Its smoothness, spice, and cultural significance make it a truly unique and exceptional choice in the rum industry. Take a sip and enjoy the flavors of Étän!

Breaking Barriers and Expanding Horizons – The Journey of Étän Rum

Welcome, fellow adventurers and rum enthusiasts! We have an exciting story to share with you today. Imagine a world where the luscious flavors of rum transport you to the idyllic Caribbean shores with just one sip. Well, that world exists, thanks to the extraordinary journey of Étän Rum.

In our quest to propel Étän Rum towards greater heights, we are committed to consistently fostering brand awareness and driving business development. Every step we take is infused with passion and dedication, as we strive to bring you the very best experiences.

Now, we know you’re eager to embark on this extraordinary journey with Étän Rum. So, grab your glasses and prepare to be dazzled by the tantalizing spirits they offer. To catch a glimpse of the magic, visit the Étän Rum website – a gateway to a realm of unparalleled opulence.

But why stop there? Follow Étän Rum’s captivating journey on Instagram and let their enchanting visuals transport you to the sun-kissed beaches and vibrant rum distilleries. Immerse yourself in the captivating stories behind each batch, and experience the passion of the artisans behind this exquisite creation.

Furthermore, let’s not forget the importance of expanding their online presence. By joining Étän Rum’s LinkedIn community, you’ll be part of a network that thrives on innovation, collaboration, and the relentless pursuit of excellence. Connect with like-minded individuals who share your profound love for the rich heritage and craftsmanship of rum-making.

At Étän, every detail is meticulously crafted to ensure an unparalleled sensory experience. From the carefully selected ingredients to the expertly executed distillation process, each bottle represents a harmonious symphony of flavors that will leave you yearning for more.

So, whether you’re a seasoned rum connoisseur or an intrepid explorer ready to embark on a new adventure, Étän Rum is your ticket to unlocking a world of indulgence. Join us on this extraordinary journey, and let’s raise our glasses to the pursuit of perfection. Cheers!