Culture
Danielle Ekwueme.

This 21-Year-Old Entrepreneur Is Bringing Nigerian Palm Wine Into the Future One Bottle At a Time

With her bottled palm wine company "Pamii" Daniella Ekwueme is improving on tradition and filling a void in the Nigerian spirits market.

In 2016, Daniella Ekwueme, the founder of the Nigerian palm wine company Pamii, had a casual thought when looking out at her mother's land in Abuja. "She just had this farmland and she wasn't doing anything with it," she recalls. "So I was like 'Oh, have you ever thought of planting palm trees and getting palm oil or palm wine and boxing it up?"

While her mother's answer was no, the thought took hold in her young, entrepreneurial mind. She'd had palm wine—an alcoholic drink made from the sap of various species of palm trees and endeared to many Nigerians—at weddings and gatherings in the past, but it never quite "hit the spot" so to speak. "I realized that every time I've had palm wine in Lagos or Abuja, it's always off or sour. Because palm wine ferments, so the longer you leave it, it gets bitter and [undrinkable]. So anytime I've had it at weddings it just doesn't taste right to me."

This presented an opportunity for the young student who was just 18-years-old at the time and moving between Lagos, London and Abuja: she could improve upon an age-old product, still very much in demand, by revamping the production process and packaging it. After extensive research and visits to local palm wine farms in Abuja, Ekwueme decided she was ready to experiment. Along with a small team, she bottled her first batches of palm wine in December 2017, calling the product Pamii—a naturally-brewed, premium palm wine. Ekwueme's product is different—it fills a void in the Nigerian spirits market because it's actually Nigerian-made. She reminds me that while her company isn't the first to try bottling the beverage, others fell short due to "poor execution, poor branding," and failure to "cultivate a brand and lifestyle around it."

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