In a bold move that defied conventional career paths, Abigail Asantewah Agyapong transitioned from the structured world of finance to the vibrant realm of entrepreneurship. Leaving behind a promising career at Goldman Sachs, she embarked on a mission to celebrate and globalise a cherished African beverage through her venture, Sobel Drinks.
Sobel Drinks, founded in July 2023, is more than just a beverage company; it’s a cultural renaissance in a bottle. Drawing inspiration from the traditional hibiscus-based drink known variably as Sobolo in Ghana, Zobo in Nigeria, Bissap in Senegal, and Sorrel in the Caribbean, Agyapong sought to bring this beloved refreshment to a broader audience. Her vision was clear: to craft a drink that is natural, bold, authentic, refreshing, and low in sugar, all while honouring its rich heritage.
The journey from concept to market was not without challenges. However, Agyapong’s dedication bore fruit as Sobel Drinks quickly gained traction. The brand has been featured at Afro-Caribbean festivals and fairs, including the Black Culture Market, where it received enthusiastic responses. Notably, celebrity chef King Enekeme expressed his admiration for the drink, highlighting its authentic taste and cultural significance.
Strategic partnerships have been instrumental in Sobel’s growth. Collaborating with Derrick Crentsil, a seasoned leader with over a decade of experience in scaling brands, she has navigated the complexities of the beverage industry.
Says Agyapong:
We’ve already had some incredible wins:
– Featured at Afro-Caribbean festivals and fairs Black Culture Market with customers falling in love with Sobel at first sip.
– Secured our first stockists which include some Afro-Caribbean wholesalers in London and Birmingham, and restaurants such as Afrikana Kitchen at O2 and Dalston.
– Received amazing feedback from various people, including celebrity chef, King Enekeme who personally reached out to us to tell us how much he loves the drink.
Every bottle we make carries a piece of home. Every sip reminds us who we are.
If you believe in culture, if you believe in passion, if you believe that small beginnings can spark global movements, I invite you to join us. We are just getting started.
Agypong’s entrepreneurial journey is a testament to the power of cultural pride and resilience. Through Sobel Drinks, she not only offers a refreshing beverage but also invites the world to partake in a rich cultural experience. Her story serves as an inspiration to aspiring entrepreneurs, illustrating that with passion and perseverance, it’s possible to bridge tradition and innovation successfully.
Numeris Media is an official Media Partner to Connected Banking Summit & Innovation Excellence Awards 2025 – Southern Africa
(May 21, 2025 | Johannesburg, South Africa)