In a captivating session, Ajani Husbands, the Co-Founder and CEO of 1966: Artisanal Rum Punch, shared the passion and journey behind their brand, weaving through the rich history of rum. A distinguished lawyer and former diplomat, Ajani's venture into the world of spirits is a tale inspired by a profound connection to his roots and a deep love for the cultural tradition of rum in Barbados.
Drawing from his Bajan heritage, Ajani embarked on a mission to create a distinctive rum punch, rooted in the memories of his upbringing. As a child of Bajan immigrants, he fondly recalls the porch scenes of uncles sipping rum while aunts expertly poured unmeasured servings to craft the beloved black cake. The festive season in Ajani's household was incomplete without the signature touch of rum punch, a beverage that never failed to bring joy with its first sip.
This narrative seamlessly connects with the long and culturally significant history linking rum to the African diaspora, often overlooked in the global rum market, particularly in Africa. Enslaved Africans, transported to the Caribbean, not only built the first rum distilleries but were also the backbone behind cultivating sugar cane and perfecting the rum-making process. Traditions from West African groups, such as pouring libations of palm wine in honor of ancestors, transitioned to the Caribbean, with rum taking the place of palm wine.
Despite these profound ties, rum remains one of the least consumed spirits on the continent, and South Africa is no exception. Here is precisely where Ajani positions 1966: to Africanize the premium rum market, introducing South African palates to the captivating complexity of rum.
The flagship product, 1966: Artisanal Rum Punch, launched in late 2021, serves as a vehicle to elucidate the diversity of rum to consumers less familiar with the spirit and its consumption. The choice of a ready-to-drink cocktail eliminates guesswork for the consumer – purchasing a bottle of 1966 is like ordering a cocktail directly from the bar, ready to pour over ice and savor.
Since the launch, 1966 has proudly become the most awarded cocktail in South Africa, amassing over 19 medals and trophies, including a prestigious Trophy at the International Spirits Challenge and Gold Medals at the USA Spirits Ratings, SIP Awards, and the Merit Wine & Spirits Challenge. More significantly, 1966 has succeeded in altering the perception of rum in South Africa, one taste test at a time.
Encountering customers unaware of the deep connections between rum and Africa, Ajani and the team strive to visually depict these links through their bottle labels, narrating the story of enslaved Africans in the Caribbean producing rum on plantations. The brand name, 1966, pays homage to the year of Barbados' independence, the first island where rum was distilled and often the initial destination for enslaved Africans in the Caribbean.
Beyond this historical narrative, customers are often surprised to learn about the expanding rum industry in South Africa. South Africa stands as one of the leading countries in rum production on the African continent, witnessing the launch of new brands and even well-known gin producers venturing into rum production.
The message from 1966 is clear: “Rum is not a foreign concept; it deserves a place on South African shelves, acknowledging its creation and perfection rooted in the African heritage. Just as South Africa has embraced and advanced gin, so should rum be treated, respecting its continental legacy”.