It all starts here.

In case you've never heard of Jamaica (unlikely...but possible) or aren't sure where to find it on a map, it's an island situated south of Cuba and west of Haiti. Jamaica is the 3rd largest island in the Caribbean Sea and home to about 3 million people. Estimates are that another 3 million Jamaicans live offshore, most of them in North America and Europe. Wherever in the world you are, there's probably a Jamaican living somewhere nearby.

Jamaica is a relatively small country yet her global reputation is larger-than-life. The island is synonymous with reggae, rasta, sun, sand, and sea. "No problem," a popular expression exemplifying hope and resilience, is pretty much a national mantra. Despite the socio-economic challenges that persist in the aftermath of colonial exploitation, Jamaica is a well of beauty, tranquility, and inspiration for anyone lucky enough to set foot there.

Reggae music, which emerged from Jamaica in the sixties, has been driving pop culture and political movements ever since. Jamaica is also home to the fastest man and woman on Earth (yep...you read that right)! In the gastronomy world, Jamaican jerk and spices are in popular demand. From music and dance to sports, fashion and food, Jamaica's tremendous influence is undeniable.

As we say dun a yaad — wi likkle, but wi tallawah — which means we're small but mighty.

Sorrel

Sorrel is a flower from the hibiscus family. Its scientific classification is Hibiscus sabdariffa. In Jamaica, the plant and the drink go by the same name.

Sorrel came to the Caribbean from West Africa, and its culinary uses have been documented since the 18th century. The drink goes by many names - Bissap (Senegal), Roselle (North America), Flor de Jamaica (Latin America), and Karkadé (Egypt) - to name a few. Variations of this hibiscus drink exist throughout Africa, Asia, the Caribbean, and the Pacific.

Traditionally in Jamaica the drink is a holiday staple for the whole family, that's typically served cold as a spiced tea, tart to taste, with notes of ginger, orange, and spices. For the ultimate festive indulgence it is mixed with white rum when the children go to bed.

Founder

Soruhl was founded by Samatha Coward in 2021. Born and raised in the UK by Jamaican parents, when she moved to Sweden, Samantha discovered a Jamaican restaurant and international stores that carried her favourite Caribbean staples. If you've ever moved to a new place, you know what a relief it can be to access a taste of home. There's one favourite she wasn't able to find though - sorrel.

That's what led Samatha to launch SoRuhl, a hibiscus cordial inspired by a classic Jamaican holiday tradition. Samatha worked in beverage sales and marketing for 10 years before launching SoRuhl. She's gradually finding her own niche in Europe's growing market for non-alcoholic beverages while bringing an authentic taste of Jamaica to the place she now calls home.

The Blue Mountains, Jamaica

It all starts here.

Sorrel

Founder

Soruhl