Rediscovering Roots: The Rise of Pedro’s ògógóró
As the ski season in the French Alps gracefully melted into spring, an Instagram video captured a moment emblematic of modern global culture. A lively group of holidaymakers, snug in their ski jackets, shared glasses of Pedro’s premium ògógóró, the subtly smoky Nigerian spirit that has transcended borders and entered the realm of luxury enjoyment. The video is a snapshot of a cultural intersection, where Lagosian, London, and American accents blend amid the snowy backdrop, encapsulating a shared joy that defies gravity and history.
A Spirit with a Story
Lola Pedro, the British-Nigerian co-founder of Pedro’s, was as charmed as any outsider by the scene. “Nigerians are everywhere,” she remarked with a sense of pride, underscoring how Pedro’s has become an ambassador for Nigerian culture. The brand represents a wave of African-owned spirits that are redefining global perceptions of the continent’s offerings. From Nigeria to Ghana, Zimbabwe, and South Africa, local entrepreneurs are reclaiming indigenous ingredients and traditions, once dismissed as inferior, and positioning them in the global premium market.
The Cult of Pedro’s
In Lagos, Pedro’s has gained a cult following among discerning drinkers, returnees to the diaspora, and adventurous travelers. Yet, the journey from palm to polished bottle has not been seamless. Distilled from palm sap, traditionally fermented and fired in bush stills, Pedro’s aims to preserve its cultural heritage while refining the product for mainstream markets. Co-founder Chibueze Akukwe articulated this mission: “We wanted to elevate it,” even as they faced challenges navigating the regulatory landscape. In a society where exporting truly local spirits remains uncommon, the duo has succeeded in capturing the essence of their craft while expanding their reach to places like Ghana, the UK, and even Australia.
The Heart of West Africa
The palm tree has held significant cultural weight in West Africa for generations. Its wood builds homes, its leaves shelter them, and its sap transforms into palm wine—an integral part of social gatherings, weddings, and festivals. However, colonial powers demonized these local spirits, such as ògógóró in Nigeria and akpeteshie in Ghana, targeting them under the guise of public health concerns while protecting their own markets for imports like Scotch whisky.
The repercussions of this historical context have lingered, leading to misconceptions around ògógóró—a spirit too often relegated to the realm of moonshine. Yet, Pedro passionately insists that high-quality versions are artisanal, crafted from natural ingredients through traditional methods. This commitment results in a drink imbued with an earthy, dark chocolatey flavor, showcasing its true potential.
Reclaiming a Legacy
Rather than shying away from their roots, brands like Pedro’s actively work to celebrate them. The founders have posed a critical question: how can they craft an ògógóró that stands on par with the world’s finest spirits yet retains its homely taste? With global spirits markets forecasted to grow significantly, now seems the perfect time for African brands to carve out a niche.
Interestingly, the market for ultra-premium spirits has been gaining traction, which aligns with the rise of African spirits. In South Africa alone, exports to neighboring countries grew by over 25% last year, reflecting both a growing local demand and an eagerness from international consumers to explore unique offerings.
Authenticity and Narrative
As consumer preferences evolve toward authenticity and backstory, African spirits hold a significant edge. Yet the road to global recognition remains riddled with challenges, particularly regarding logistics and distribution. While initiatives like the African Continental Free Trade Area offer promises for easier trade within the continent, hurdles persist.
Pedro’s team is currently working towards gaining geographical indication status for ògógóró, similar to tequila in Mexico or champagne in France. This designation could provide Nigerian spirits with much-needed legitimacy on an international stage.
A Cultural Movement
In December, when the Nigerian diaspora returns home for the vibrant "Detty December" festivities, Pedro’s sees an opportunity to engage with its audience more deeply. The essence of their spirit is not just about the drink but the cultural experience it embodies. Pedro explains, “It’s a thinking person’s drink,” meant for reconnection and reflection rather than just revelry.
Pedro’s continued evolution in flavor profiles—from harvest to harvest—underscores the artisanship at play. Each batch tells a different story influenced by climate and preparation, allowing the brand to highlight its unique identity in competitive markets.
Defining Premium Spirits
The vision of Pedro’s is not merely to compete but to reshape what it means to enjoy premium African spirits. “We want people to appreciate ògógóró as they would tequila or mezcal,” Pedro remarks, alluding to a broader cultural pride in Nigerian heritage. The ski slopes are just one of many places where this narrative unfolds—an intoxicating blend of tradition, identity, and modernity.
