Singaporean rum venture in Rwanda secures new funding

Umwero, the producer of Rwanda-based Imizi Rum, founded by Singaporean entrepreneur Rohan Shah, has raised US$500,000 from investors in Singapore, Rwanda, the United Kingdom, and North America.

The funds will be used to scale up production and expand market. Imizi, which is sold as boutique rum is currently produced no more than a small batch of 100 bottles per month. New markets could include Kenya, South Africa, Singapore, the US, and Europe. The company has already tested its product in cities such as London and Boston, where it has been well reception. The investment will also finance the establishment of a new Imizi branded venue in the capital Kigali, where Shah runs pop-up bar. This venue aims to offer immersive rum experiences to customers.

Shah began his journey into the rum business as student blending academics with his passion for spirits. While studying development economics at Harvard University he worked as a bartender on weekends, cultivating an interest in cocktails. After graduation, he joined a non-profit organisation working with small-scale farmers in Africa and India.

The Covid-19 pandemic forced Shah to return to Singapore where he began moonlighting at Native - a bar specialising in selling regional spirits and ingredients. This experience inspired him to combine his interest in emerging market development and alcohol production, ultimately leading to the creation of Imizi in 2022.

Imizi is crafted from sugarcane grown by smallholder farmers in Rwanda. It is infused with six African herbs and spices. Shah has positioned it as a unique ‘forest rum’. Rwanda’s sole sugar refinery does not purchase from the smallholder farmers forcing them to sell their produce relatively cheap in market. By sourcing sugarcane directly from these farmers Umwero provides them with a reliable market and significantly better prices, claims Shah. His vision is to use spirits to ‘tell African stories while promoting sustainable agricultural practices’.

The market for spirits grew by 6.28% (CAGR) between 2024 and 2029. Shah predicts rum will be the trending alcoholic beverage category pointing to research showing premium rum sales are growing 6% to 8% annually. He notes that revenue growth in the sector outpaces volume, reflecting a shift towards higher-end products. By branding Imizi as “forest rum”, Umwero aims to differentiate itself from traditional rum marketing, which often emphasises island life.

Shah recalls that his initial months in Rwanda were spent experimenting with fermentation and distillation to determine whether he could develop a product he was genuinely excited about. Once this process was complete, he set up a small factory, obtained the required licences, and began selling Imizi Rum in November 2023. Shah is among a handful of Singaporeans who have made Rwanda their home. Earlier this month (Nov) he received the Emerging Talent in Spirits Award at the International Wine and Spirit Competition (IWSC) in the UK. Imizi also won a Silver at the Rum & Cachaça Masters in 2024.

 

References

‘S’porean, 28, mixes passion for cocktails with social work to make rum in Rwanda’, The Straits Times, 06 May 2023

‘[Rum Of Tomorrow] Imizi: botanical and forest rum from Rwanda’, Rumporter, 30 December 2023

‘Rohan Shah announced as IWSC's 2024 Emerging Talent in Spirits winnre’, The International Wine & Spirit Competition, 20 February 2024

‘Singaporean distiller wins recognition for his ‘made in Rwanda’ rum’, NTU-SBF Centre for African Studies, 28 February 2024

‘IMIZI Rum closes $500k pre-seed round to support expansion’, Umwero, 20 November 2024