These Two Entrepreneurs Are Building Africa’s Next Global Rum Brand From Scratch in Rwanda

The IMIZI brand is rooted in quality and ethics. Crafted from fresh sugarcane from Rwandan soil and infusing them with locally grown botanicals, a flavor you can feel in your bones, a real taste of Rwanda itself. Founded by Pierra Ntayombya and Rohan Shah, IMIZI was born from a radical question: Can rum, traditionally tied to exploitative colonial sugar economies, be reimagined as a force for ecological stewardship and African excellence? 
For Pierra and Rohan Shah, the answer was a resounding yes. Leaving behind their conventional 9-5 careers, the duo embarked on a daring journey to build an African rum brand from scratch, one rooted in sustainability, biodiversity, and authentic craft.

IMIZI Forest Rum began in Rwanda’s fertile soils. Made from fresh, locally grown sugarcane, the rum is infused with a rare bouquet of forest botanicals, creating an earthy, complex, and herbaceous flavor profile that is truly one-of-a-kind. The name “IMIZI” itself, meaning “roots” in Kinyarwanda, is a tribute to the deep cultural and natural heritage the brand draws from.

“We want to transform how rum is farmed,” says co-founder Pierra Ntayombya.”

“Rather than a relic of the biodiversity-killing sugar trade, can rum instead be made in harmony with the land and its custodians?”

Since launching, IMIZI has scooped up six international taste medals, becoming Rwanda’s first internationally awarded spirit. It’s now listed in 17 hotels and bars across the country. IMIZI’s guerrilla activations and strategic storytelling have sparked worldwide interest. From intimate tastings to creative brand showcases, every move is designed to communicate not just the flavor of the rum, but the spirit of Rwanda itself.  Wherever you are in Rwanda, there’s a good chance you’ll hear someone saying, “You have to try IMIZI.”

IMIZI’s journey is not just a local success, its sights are set on becoming a global brand. The brand has raised $500,000 in pre-seed funding, a milestone that is allowing it to expand beyond Rwanda’s borders.

From cane to glass, IMIZI Rum is telling a new story of sustainability, local pride, and African excellence, crafted from the land and infused with purpose.