by Von Boozier Twins
September 20, 2024
Fiyori Vodka is rewriting the rules of the spirits industry with its unique blend of luxury and wellness.
Founded by Clarence Darkwa and COO Jay Black, Fiyori is the world’s first organic hemp-infused vodka. It offers a smooth, refined drinking experience coupled with the health benefits of organic hemp seeds. As Black entrepreneurs in a predominantly white industry, Clarence and Jay have overcome challenges and broken barriers and crafted a product that sets itself apart and leads a new wave of wellness-conscious spirits.
BLACK ENTERPRISE sat down with the founders to explore their journey, the innovation behind their brand, and how Fiyori is poised to disrupt the market.
BE: What inspired you to create Fiyori, and how did the idea of an organic hemp-infused vodka come about?
Clarence & Jay: The inspiration behind Fiyori came from a desire to create a high-quality vodka that not only tasted exceptional but also offered health benefits. Hemp seeds, known for their rich nutritional profile—full of essential fatty acids, proteins, and antioxidants—were a natural choice. We wanted to fuse wellness with indulgence, and that’s how the idea of an organic hemp-infused vodka was born. Fiyori became a product that combines the best of both worlds: premium vodka and the benefits of organic hemp seeds while maintaining a smooth, sophisticated taste.
Can you walk us through the process of developing the world’s first organic hemp-infused vodka? What challenges did you face along the way?
Creating the world’s first organic hemp-infused vodka was an exciting journey. The process began with sourcing high-quality, organic hemp seeds that met our rigorous standards for sustainability and purity. We experimented with the infusion process to achieve the perfect balance of flavor without compromising the vodka’s smoothness. One of the biggest challenges was navigating regulatory hurdles and educating consumers about the difference between hemp and cannabis. Despite these obstacles, we remained committed to crafting a unique product showcasing hemp seeds’ natural benefits.
Why was it important for you to ensure that Fiyori’s vodka was not just hemp-infused but also organic? How do these choices reflect your brand’s values?
From the start, we were committed to creating a vodka that aligned with values like quality, sustainability, and wellness. The decision to use organic ingredients was rooted in our belief that consumers deserve a clean, pure product without harmful additives. Hemp seeds have numerous health benefits, and we wanted to preserve those qualities through an organic process. This dedication to integrity reflects Fiyori’s mission to offer a premium, health-conscious vodka while supporting sustainable farming practices.
How do you think the infusion of hemp sets your vodka apart from others on the market, and what has been the consumer response so far?
The infusion of hemp definitely sets Fiyori apart in many ways. It adds a subtle nutty flavor and offers potential health benefits like boosting heart health, reducing inflammation, and protecting neurological functions. Consumers have been thrilled to discover a vodka that not only tastes smooth but also may contribute to their overall well-being. The feedback has been overwhelmingly positive, with many customers surprised by how smooth our vodka is and delighted by the potential health perks.
In an industry where tradition often reigns supreme, how has Fiyori embraced innovation while still honoring the craft of vodka making?
While we respect traditional vodka-making techniques, we’ve embraced innovation through our hemp seed infusion and focus on organic ingredients. By using state-of-the-art equipment and sustainable practices, we’ve created a product that’s both modern and respectful of the craft. Our goal is to enhance the vodka-making process without overshadowing its roots, blending tradition with new trends in wellness and sustainability.
Looking at the current trends in the spirits industry, where do you see Fiyori fitting in, and what do you believe the future holds for hemp-infused spirits?
Fiyori fits perfectly into the growing trend of health-conscious and organic spirits. As more people recognize the benefits of hemp and as regulations continue to evolve, we believe hemp-infused spirits will become more popular. We’re proud to be at the forefront of this movement, leading efforts to educate consumers and push boundaries in the premium spirits industry.
What advice would you give aspiring Black entrepreneurs looking to break into the spirits industry or any other highly competitive market?
Our advice to aspiring Black entrepreneurs is to stay true to your unique vision. Your personal experiences and perspective can set you apart. Build strong networks, prioritize quality and innovation, and stay persistent in the face of challenges. The journey won’t be easy, but with hard work, community support, and a clear mission, success is within reach.
To learn more about Fiyori, visit: www.fiyorivodka.com.
GIPHY App Key not set. Please check settings