A Blog for modern beverage adventures

How We’re Building Ginjan – Building From Scratch: Part 1 – Intro

In many ways, the idea that became the basis of Ginjan Bros, the company, had been years in the making.

Long before we knew what our first product would be. Long before we had a logo, a website, a legal entity or, extremely supportive customers that fuel us day-in and day-out, by shelling out monies they worked extremely hard to earn, just to support what we’re doing. The whole process has been humbling in ways we could never truly communicate through words. But, one of the greatest experiences we’ve been having has little to do with the product(s) we sell; you see, once we put our product on the market, and started showing some signs of gaining traction, however small, folks started reaching out to us with questions. Lots of questions!

Questions about how we got started; how we chose our legal entity; how we secured a distributor; How we got into Whole Foods; how we won the FedEx Grant & American Entrepreneurship Award; how we… You get the idea.

These questions come from folks looking to enter the food and beverage space we operate in, and as many other industries as you can imagine. Because in many ways, we all have a million dollar idea. But either life’s circumstances, or fear of the unknown keeps many of us from throwing “caution” out the window and going for it. So when we started to think about the type of material we want to share with you, we wanted it to not only be about the values our company and products espouse, but also about something practical to you. Hopefully you find it useful, or at least entertaining.

So, this series will be about every aspect of building a business, to the best of our knowledge. We’re learning as we go, and we’ll share those learnings with you. If you find flaws in our thinking, or have a better take on what we share, we’ll be very eager to hear from you. We’ll talk about business from ideation to exit/legacy.

Stay tuned for Part 2: The Grand Ideation Phase.

To start you off, we’ll be covering everything Brand and Design, click below to read.


Ginjan and Sugar – Some Insights

Over the last few weeks I’ve had the pleasure of watching an expert at work. Victoria Hewitt has conducted dozens of Ginjan tastings at supermarkets and grocery stores all over Manhattan and Brooklyn, covering lots of different neighborhoods and spanning the incredibly diverse population of New York City.


The Ginjan demo station

Victoria Hewitt preparing to sell out a store’s supply of Ginjan.


“Hi Honey, would you like to try Ginjan? It’s an amazing African ginger and pineapple drink,” she’ll say as busy shoppers stream through the stores. Her smile is arresting and many of them stop and taste Ginjan, either cold or, in these frigid months, hot from a Thermos flask that Victoria brings along. Her record is remarkable: by the time she leaves nearly every store has empty slots in the cold-pressed beverages refrigerated shelving area where Ginjan had been stocked.


People ask us about the sugar in Ginjan


There are usually some questions about the drink that Victoria handles with ease, but one recurring theme relates to sugar content. It’s no secret that sugar is the new fat, demonized by doctors and media alike. It’s also not a secret that Ginjan’s proprietary formula of all-organic, non-GMO ingredients includes cane sugar and, of course, naturally occurring sugars from pineapples. How can Ginjan Bros. claim that their flagship product, Ginjan, is healthy given the sugar content, you might ask. It’s something we’ve thought a lot about and the short answer is, it’s complicated!

The first thing to note is that if you are on an uncompromising, absolutely zero sugar diet, then Ginjan isn’t something you’re going to want to consume at this time. If, on the other hand, you’re just careful to limit the amount of sugar or carbohydrates in your diet, or you are diabetic or pre-diabetic, we have potentially good news based on some recent studies on the myriad beneficial properties of our lead ingredient, ginger. reports that:

Researchers from the University of Sydney, Australia, found that extracts from Buderim Ginger (Australian grown ginger) rich in gingerols – the major active component of ginger rhizome – can increase uptake of glucose into muscle cells without using insulin, and may therefore assist in the management of high blood sugar levels.


And as reported in TIME Magazine, a review published in The Annals of the New York Academy of Sciences,

examined the findings of 60 studies, performed on cell cultures, lab animals and humans. Overall, these studies “have built a consensus that ginger and its major constituents exert beneficial effects against obesity, diabetes, [cardiovascular diseases] and related disorders.

In fact, ginger is an incredible overall health aid; reports that

there are over 2100 published studies on the medicinal properties of ginger in the scientific literature, and the database contains evidence that it has value in over 170 different health conditions, and has over 50 different beneficial physiological effects. Notably, of all the conditions the research on ginger we have indexed reveals its therapeutic value for, type 2 diabetes is top on the list, with seven studies on our database providing proof of its efficacy.

We’re not medical professionals, so these articles are referenced as a starting point for you to discuss with your doctor. Having said that, it’s beyond dispute that ginger offers multiple health benefits, blood sugar management potentially being one of them.

One last thought: new research reported by The Guardian suggests that:

Artificial sweeteners, which many people with weight issues use as a substitute for sugar, may increase the risk of developing type 2 diabetes, according to research… ‘This study supports the concept that artificial sweeteners could reduce the body’s control of blood sugar levels and highlights the potential for exaggerated post-meal glucose levels in high habitual NAS [non-caloric artificial sweeteners] users, which could predispose them to develop type 2 diabetes,’ said the authors.

Ginjan Bros. believes in all organic, non-GMO natural ingredients, fully disclosed. We’ll keep bringing you more information about the properties of Ginjan in the coming months. Here’s to your health!


Disclaimer: This article is not intended to provide medical advice, diagnosis or treatment. Please consult your doctor before relying on any of the information above.


Just Wrapped up our Columbus, Ohio tour. It was great fun, catch up with old buddies. Thanks @moustaphabayo and the # Miss Guinea Ohio crew. Heading back to NY now and here’s what we ran into in PA, safe to say we’ll be here for a while.