When two dynamic women, Jayne Doherty and Beverley Annan-Forson, came together to create Afrique Vodka, they weren’t just launching a premium spirit – they were making a bold statement about female empowerment, cultural pride and entrepreneurship. With careers that have already transformed industries ranging from healthcare to childcare and property development, these trailblazers have combined their expertise, passion and shared vision to bring something extraordinary to the world of spirits. Afrique Vodka is more than a drink; it’s a celebration of Africa’s rich heritage, infused with tropical flavours and crafted with a commitment to inclusivity and exceptional quality.
Jayne and Beverley are no strangers to breaking barriers. Jayne, a serial entrepreneur and philanthropist with a seven-figure property portfolio, has dedicated her career to empowering women and driving social impact, while Beverley has built multi-million-pound businesses in childcare and property, all while championing community development in Ghana. Together, they’ve channelled their experiences into Afrique Vodka, a product that’s as innovative as it is meaningful. By using a smooth sugar beet base, dual-flavour innovation and a gluten-free formula, Afrique Vodka caters to a global audience, offering a modern twist on premium vodka.
Left: Jayne Doherty; right: Beverley Annan-Forson
How did the two of you meet, and what inspired you to start Afrique Vodka together?
We met at college over 20 years ago and have been inseparable ever since. Our shared passion for culture and entrepreneurship sparked the idea for Afrique Vodka. We wanted to create a brand that not only represents our African heritage but also brings people together through the enjoyment of quality spirits. Our journey from best friends to co-founders has been fuelled by trust and a mutual vision of celebrating our roots through innovative flavours and craftsmanship.
What makes your partnership such a strong foundation for the business?
Our partnership is built on a strong foundation of mutual respect and complementary skills. Having known each other for over 20 years, we understand each other’s strengths and weaknesses, allowing us to collaborate effectively. Our shared vision and passion for Afrique Vodka drive us to push boundaries and innovate together. We communicate openly and make decisions collaboratively, which fosters creativity and resilience. This deep-rooted friendship not only enhances our working relationship but also inspires us to overcome challenges and celebrate successes as a united team.
Female entrepreneurs are increasingly entering the alcoholic drinks industry. What do you think makes this space attractive for women in business?
One of the biggest draws for women is the fact that the alcoholic drinks industry has traditionally been male-dominated. This alone makes it incredibly enticing for women eager to break barriers and change the game, which also drives us to succeed.
By stepping into this industry, women can challenge the status quo and bring fresh perspectives that have been missing for far too long. The opportunity to shake things up and create authentic brands like Afrique Vodka, which reflect unique stories, is truly empowering. Plus, with growing consumer demand for diversity and innovation, now is the perfect time for women to showcase their creativity and cultural heritage.
We also love how collaboration and mentorship among female entrepreneurs are becoming the norm. This supportive environment encourages women to take bold steps and fosters a sense of mutual support that makes navigating this dynamic industry even more exciting. For us, being part of transforming a traditionally male arena into a diverse and inclusive space is one of the most rewarding aspects of this journey.
What unique perspectives do you think women bring to this sector?
Women bring unique perspectives to every industry, but particularly in the alcoholic drinks sector. Our emphasis on storytelling and authenticity allows us to create genuine connections with consumers who seek relatable brands.
We also prioritise collaboration and community-building, fostering relationships that lead to innovative partnerships. Additionally, women often focus on sustainability and health-conscious options, reshaping product offerings to meet evolving consumer preferences.
By infusing creativity and empathy into our work, we’re driving fresh ideas, redefining branding strategies, and creating diverse products that reflect a broader range of tastes and experiences. This inclusive approach enriches the industry and appeals to a wider audience.
Africa isn’t well-known for its vodka production – what made you select vodka as your focus?
While Africa isn’t traditionally known for vodka production, we saw this as an exciting opportunity to challenge perceptions and introduce unique flavours to the market. Vodka’s versatility makes it the perfect canvas for innovation.
Our vodka is made from sugar beet, giving it a unique natural sweetness. By using high-quality ingredients found in Africa, we’re able to craft a distinctive product that reflects the essence of the continent.
Through Afrique Vodka, we want to highlight Africa’s potential in the spirits industry, showcasing its rich cultural heritage while connecting with consumers in new and engaging ways.
There are so many rules and regulations in the UK alcoholic beverage industry – how do you navigate it all, and does it ever get frustrating?
Navigating the rules and regulations of the UK alcoholic beverage industry has its challenges, but we approach it with diligence and determination. We invest time in understanding the legal framework and ensure compliance with all standards, from production to labelling.
While it can feel overwhelming at times, we view these regulations as an opportunity to strengthen our brand and uphold the highest quality. Transparency and responsibility are at the core of our business, helping to build trust with our consumers.
Yes, there are moments of frustration, but our passion for Afrique Vodka and our vision for celebrating African heritage keep us motivated to overcome any hurdles.
What’s the story behind the name and your logo, and how do they connect to your heritage and vision?
The name “Afrique” and our logo hold deep significance for us. The logo features the outline of the African continent, symbolising our pride in our roots and our commitment to celebrating the continent.
The vibrant colours used in the branding are inspired by the main flavour ingredients in each bottle. They reflect Africa’s beauty, vibrancy, and cultural diversity.
This design not only represents our heritage but also highlights the joy and passion we pour into our vodka. Through Afrique, we aim to share the spirit of Africa with the world, inviting others to experience its richness and diversity.
For start-ups looking to launch in 2025, especially in the drinks industry, what advice would you give to achieve success?
Our journey with Afrique has taught us a few key lessons for achieving success:
- Authenticity is key: Have a clear and compelling brand story that resonates with your target audience.
- Prioritise quality and innovation: Using high-quality ingredients and exploring unique flavours will help you create a standout product.
- Build strong relationships: Collaborating with suppliers and distributors can open doors to valuable opportunities.
- Stay adaptable: The market evolves constantly, so be open to feedback and willing to pivot when necessary.
These principles have guided our success with Afrique Vodka and will continue to do so in the future.
Which female entrepreneurs in the hair, beauty, or fashion spaces inspire you?
There are so many amazing female entrepreneurs who inspire us! First up, we admire the fabulous Rihanna. She’s not just a music icon; her Fenty Beauty line has redefined beauty standards by catering to all skin tones. Her daring fashion choices are always inspiring!
We’re also inspired by Pat McGrath, the makeup mogul and queen of the catwalk. Her creativity and boldness in the beauty industry are mesmerising, and she pushes boundaries with every step.
Then there’s the incredible Erykah Badu. She’s a style icon who embraces her natural beauty and individuality, reminding us to stay true to ourselves.
Lastly, we admire Nyakim Gatwech, the “Queen of Dark,” for her stunning beauty and powerful messages about self-love and confidence. She’s breaking beauty norms and proving that all shades are beautiful.
These women celebrate their heritage while empowering others to express themselves boldly and authentically.
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