Sector News

Pernod Ricard looks to grow in Africa with investment in Jumia

December 19, 2018
Consumer Packaged Goods

Pernod Ricard will invest in African online retailer Jumia, as it looks to expand its product offering to consumers in the continent.

France-headquartered Pernod Ricard – which owns brands such as Beefeater gin, Absolut vodka and Jameson whiskey – said it will share its knowledge of distribution networks in Africa, while Jumia will bring forward its digital, logistics and payment platforms. Pernod is currently present in 13 African countries.

This funding will position Jumia to “consolidate its regional leadership” and will allow Pernod Ricard to benefit from new opportunities to distribute its products online, Pernod said.

“We are very proud to welcome Pernod Ricard as a new strategic partner of Jumia,” said Sacha Poignonnec and Jérémy Hodara, co-CEOs of Jumia. “This investment is an acknowledgement of the growth and innovation that Jumia has achieved since 2012.”

Gilles Bogaert, CEO of Pernod Ricard’s Europe, Middle East, Africa and Latin America unit, said: “Pernod Ricard has made Africa its new frontier, as shown by the successive openings of subsidiaries over the last few years. Our strategy is consumer-oriented and we strive to transform to strengthen our growth in this very promising continent. Jumia is a partner of choice as digital and e-commerce represent real strategic accelerators in this region for us.”

Paul-Robert Bouhier, president of Pernod Ricard Sub-Saharan Africa, added: “Our business relationship with Jumia traces back to 2016 with the successful launch of Jumia-Party, Jumia’s e-commerce platform based on the catching idea ‘We deliver. You Party’, and centred on consumption moments.

“This innovation has experienced solid growth in cities such as Lagos, Nairobi and Accra. With this reinforced strategic partnership, Pernod Ricard will be able to offer its large portfolio of premium brands to a greater number of consumers in Africa.”

In addition to its online services platform, Jumia also operates a restaurant delivery platform, Jumia Food, as well as a hotel booking service, Jumia Travel, which together represent around 25,000 establishments in Africa.

Pernod Ricard said it will be able to rely on this network to develop the presence of its brands in the out-of-home segment.

Source: FoodBev

comments closed

Related News

June 8, 2024

Nomad Foods names Ruben Baldew as next Finance Chief

Consumer Packaged Goods

Frozen food maker Nomad Foods has appointed Ruben Baldew as its new chief financial officer, effective 17 June 2024. Baldew will succeed Samy Zekhout, who has stepped down to explore other opportunities outside of Nomad Foods. Zekhout will remain with the company until 31 July to ensure a smooth transition of duties, the Birds Eye maker noted.

June 8, 2024

Danish Crown CEO Jais Valeur to step down

Consumer Packaged Goods

Danish Crown has accelerated the search process for a new chief executive following the announcement by current CEO Jais Valeur that he intends to step down from his role. Valeur, who joined the company as CEO in 2015, will remain in his position until a replacement is found “to ensure no momentum is lost during the recruitment process,” Danish Crown explained.

June 8, 2024

Heineken achieves milestone with first European regenerative barley harvest

Consumer Packaged Goods

Heineken has achieved a significant milestone with the completion of its first large-scale regenerative agriculture barley harvest in Europe. The initiative, developed through Heineken’s Transitions programme and in collaboration with French cooperative Vivescia and its malt subsidiary Malteurop, represents the company’s first foray into regenerative farming at scale.

How can we help you?

We're easy to reach