Expressing her Cameroonian roots through an indulgent spiced rum, Étän Rum co-Founder, Briget Fosang, recounts how she and her four sisters came together to intricately craft a story of tradition, innovation, and five natural spices.
SISTERLY SPIRIT
Due to Africa’s dynamic beverage industry evolving rapidly in 2025, it has seen a shift in consumption of products across both the alcoholic and non-alcoholic markets, particularly given the recent surge in a diverse range of premium beverages on offer.
Consumers are not only looking to enjoy drinks for taste but also considering their health and well-being alongside brand authenticity when doing so.
“This is evident in recent product offerings which are low in sugar, made with natural components, and often use ingredients native to Africa, just like Étän Rum (Étän),” introduces Briget Fosang, co-Founder.
Fosang and her four sisters enjoyed a vibrant childhood, surrounded by their parents’ knack for memorable parties, where energy, laughter, and the joy of friends and relatives came together over music and great drinks.
“The spirit of celebrating together is at the heart of Étän,” she states.
Spending quality time together is cherished by Fosang and her siblings, who still reminisce about childhood holidays at their parents’ village in Bali, Northwest Cameroon.
“Fond memories emerge of late mornings spent dancing on the veranda, but the most treasured tradition was the joyful dash to grab sugarcane, planting the seeds of what would someday become an award-winning spirit,” she recalls.
The Étän name translates as ‘five’ in the local dialect, Munga’ka, representing the five sisters’ family bond and blend of five botanicals infused within the drink.
Everything about Étän reflects a sense of unity and African heritage, a simple yet powerful idea.
“Our rum tells the story of five strong-minded sisters coming together to create something unique and premium, showcasing our Cameroonian roots,” Fosang expresses.
“Étän is an invitation to discover African culture, family ties, and a love for sugarcane on a global stage.”
TAKING AFRICAN HERITAGE GLOBAL
Étän distinguishes itself from other spiced rums available on the African market due to its philosophy of putting women in control of what’s traditionally been a male-occupied space.
“The spirit is bold, complex, and bursting with five perfectly chosen spices, a secret blend that gives it swagger and sophistication all at once,” prides Fosang.
Étän takes African heritage global by bottling a story that is equal parts tradition, modernisation, and pure joy.
Due to the deep love the sisters have always shared for sugarcane, it became a crucial ingredient as they began to source it directly from local fields.
“Sugarcane was always a delicious treat for us as children; we quickly mastered and fiercely enjoyed it after long, warm mornings whilst growing up. It planted the seed for a rum that carries this spirit, literally and figuratively, into every glass,” she smiles.
The fragrant blend of fevergrass, orange peel, cassia, ginger, and vanilla is carefully selected from the rich landscapes of West Africa, reflecting the sisters’ Cameroonian roots.
“Fevergrass and orange peel bring refreshing citrus notes and a distinctive aroma, setting the bright, vibrant tone of the rum.
“Cassia and vanilla, meanwhile, add a comforting sweetness that balances the citrus, giving depth and smoothness. Finally, ginger injects a spicy kick, making sure the rum has a bold character and a memorable finish,” Fosang describes.
The result is a smooth, sophisticated spiced rum with layers of complexity that invite both sipping and mixing.
Unity and balance are captured within the essence of Étän, with the authenticity provided by the African-inspired spirit bringing people together.
“Everything about Étän reflects this unity and heritage, the vibrant flavours, the bottle’s regal look inspired by Cameroonian festivals, and the shared values of family and celebration,” explains Fosang.
REACHING FOR THE RUM
Based in the UK, Étän has been featured at high-end venues, specialty retailers, and events.
In 2020, Étän was even showcased on Channel 4’s Sunday Brunch, receiving valuable feedback from award-winning spirits ambassador, Ian Burrell, who described it as “shockingly delicious”.
“That exposure led to a rise in orders and a sold-out launch, proving the rum’s appeal beyond just us sisters,” Fosang impassions.
In 2021, Étän became successful in receiving the Silver Award at the London Spirits Competition, receiving 86 points out of a possible 100, which marked a proud and pivotal moment for the brand.
Encouraged by this validation, the sisters became confident that Étän could stand tall amongst premium spirits.
“In terms of health appeal, Étän is a 40 percent alcohol by volume (ABV) golden spiced rum distilled without added sugar or animal products,” Fosang tells us.
Its natural sweetness and spice come solely from the rum, making it keto-friendly with just 66 calories per 25 millilitre (ml) serving.
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“This clean, vegan-friendly profile is perfect for health-conscious consumers who want to enjoy premium rum without guilt. It’s smooth, sophisticated, and naturally indulgent,” she emphasises.
Looking to the future, Étän is planning tastings, sharing training sessions, and teaming up with multiple venues to bring its rum to life, enabling everyone from bartenders to drinkers to feel connected to the spirit.
“One big focus for us is getting Étän into more bars, restaurants, and shops where people can discover it for themselves.
“Building strong relationships with bartenders and trade partners means a lot, and we want them to understand our story, the unique flavours, and why Étän is different,” she adds.
Whilst Étän currently imports its rum base, the sisters’ ultimate dream is to distil their own spirit using family-grown sugarcane, creating authentic rums rooted in heritage.
“Sugarcane is the sweet heart of our story and spirit,” Fosang passionately concludes.
