Pernod Ricard has strengthened its presence in Africa by extending its partnership with e-commerce group Jumia.
The global drinks giant will invest in the company, becoming a strategic shareholder, and will look to use Jumia’s digital, logistics and payment platforms to enhance its online distribution in the region.
As well as its online services, Jumia also operates a restaurant delivery platform, Jumia Food, as well as a hotel booking platform, Jumia Travel.
Pernod Ricard said that it will be able to rely on this network to develop the presence of its brands in the out-of-home segment.
'New Frontier'
“Pernod Ricard has made Africa its new frontier, as shown by the successive openings of subsidiaries over the last few years,” Gilles Bogaert, Pernod Ricard’s EMEA LATAM CEO, said.
“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.”
“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,” Paul-Robert Bouhier, president of Pernod Ricard Sub Saharan Africa, added.
“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.”
© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition.
