Our belief
ROHO is built on a conviction. The belief that if you follow your heart, commit to craft, and stay close to the land and community, something meaningful can be made. Roho was created for and by those who refuse the ordinary and who choose character over conformity.
/ˈroho/ means “heart” , “soul”, and “spirit” in Swahili , representing the true essence of a being.
In Swahili, ROHO goes beyond the physical heart. It speaks to spirit, passion, and conviction; it is the force that drives people to create, to persist, and to care deeply about what they do.
For us, ROHO is the reason behind every decision: from how we make the spirit, to how we work together, to why we keep pushing when things get difficult.
it started in a backyard pit
ROHO began with a simple question asked under the Kilifi sun: what’s possible with agave here? Across the world, people were investing heavily in planting agave in Mexico, while in East Africa there was already a vast, under-utilised resource that had never been explored properly. Sisal agave had been grown for decades, but only for fibre.
With no inherited rulebook and no generational playbook, the first experiments took place in a backyard pit, cooking agave in the heat of the day, fermenting jars in a family kitchen, and learning through trial, error, persistence….and transporting little fermented jars through bumpy roads
“ROHO is about following your heart.
Finding something you believe in so deeply that you couldn’t be doing anything else.”
— Phil Lowe
Founder & CEO
There was no blueprint for making ROHO. The team blended the traditional method used in Mexico and using traditional Kenyan tools, such as using a local Kinu, to manually crush the cooked Agave. The process was developed through trial, failure, and experimenting with different cuts, fermentation times, and distillation methods until the liquid felt right. ROHO’s belief was reinforced when it was blind-tasted against hundreds of Mexican agave spirits and awarded Double Gold at the Agavos Awards
“When you're working with something that no one's ever used before, you never question what you're getting into, and from very early on in testing, we were pretty pleased with the flavor profile we were getting. ”
— Callum Palmer
Head of Operations
Looking forward, we see ROHO as part of something much bigger. In the same way that New World wines reshaped expectations decades ago, we believe that agave spirits are entering a similar moment — where quality, experimentation, and new regions can sit alongside established traditions, creating not just products, but value and opportunity for a wider group of people and communities.
“In the long term, I see ROHO as being one of the key contributors to the new world agave movement: giving consumers more choice globally, but also creating economic opportunity, value addition, and job creation here in Kenya and across the region.”
— Robbie
Founder & CFO
ROHO is rooted in Kilifi, and so is everything around it. From agave sourcing to distillation and packaging, our work creates hands-on opportunities for local makers, builders, and growers.
The goal is simple: if ROHO grows, the community grows with it.
“ROHO has created jobs and stability for many people in Kilifi. Many of the guys working at the distillery didn’t have stable jobs before joining. Now they’re learning new skills and earning a steady income to support themselves and their families.”
— Sam Maina
Distillery Manager, Kilifi
Designed to Create A Sustainable Impact
From reclaiming sisal plants to using local materials where possible, and designing processes that create work rather than replace it, sustainability at ROHO is a conscious choice. It supports craftsmanship, honor the land, and helps create work that stays rooted in the community.
Our design
01
glass
Made from upcycled glass and handblown in Kenya
02
label
Produced using paper made from our crushed sisal waste and hand-printed with care
03
stopper
Produced using locally sourced neem wood, manufactured in a local wood workshop
04
rope
Woven from sisal fibre — a nod to the very reason sisal was first planted in Kenya
CREATING LOCAL IDENTITY AND TOURISM
Putting Kilifi on the Map
ROHO is part of a new creative energy along Kenya’s coast. The distillery welcomes visitors into the process, offering a reason to slow down, explore, and experience Kilifi beyond the beach.
Through tours, tastings, and collaborations, ROHO contributes to a growing local identity rooted in making.
our distillery
Inspired by the Swahili architecture, our distiller in Kilifi is the homebase for those who chase the wild with taste. Tucked between sun-baked earth and mountain breeze, this is where our spirits come alive.