One of the best things about the festive season is giving and receiving. Thanks to Pernod Ricard’s 2021 Phakamisa ispirit (lift the spirit) campaign, South Africans can do both simply by buying and enjoying one of their favourite spirits brands.
Creating conviviality and bringing good times to South Africans has been at the heart of what Pernod Ricard has been doing for years and, this festive season, the number two worldwide producer of wines and spirits, plans to do even more of that while making a real impact in local communities.
Pernod Ricard has invested R38 million into their Phakamisa ispirit festive season campaign, a campaign focused on uplifting the local economy and supporting employment opportunities in South Africa whilst also incentivising consumers when they buy participating brands in store. Inspired by some of the country’s local makers, three locally-made gifts – a citrus juicer, ice tray, or sound amplifier – have been sourced to accompany some of Pernod Ricard’s most loved brands in participating outlets this festive season.
To get their hands on one of these bespoke gifts, South Africans just need to purchase a bottle of Jameson Select Reserve Irish whiskey, Ballantine’s Finest Blended Scotch whisky, The Glenlivet Founder’s Reserve Single Malt Scotch whisky, Chivas Regal 12YO Blended Scotch whisky, or Beefeater London Dry gin.
Part of the proceeds from every bottle sold will go towards supporting these local makers who inspired these gifts by providing them with SETA-accredited courses covering business management, manufacturing, technology, and accounting, as most artisans do not have formal training. They will also be provided with the resources they need to grow their businesses.
“We’re offering South Africans the gift that keeps giving back by pairing each of the country's favourite spirits with a complimentary gift inspired by local makers," says Gregory Leymarie – CEO, South Africa & Sub-Sharan Africa, Pernod Ricard. "Every purchase counts, which is why we’re encouraging as many people as possible to join the Phakamisa ispirit movement and help contribute towards lifting local makers."
Investing in local
To ensure longevity and maximum impact, the wine and spirits seller has partnered with the Gauteng Department of Economic Development (GDED) for the successful roll-out of this project.
The City of Ekurhuleni Municipality has also donated a warehouse in Thokoza that is being converted into a workshop for approximately 20 artisans, which will allow them to access a range of machinery and create workshop co-ops for large scale business opportunities. This warehouse will accommodate artisans that work with wood, and makers at the facility will have access to Pernod Ricard and other strategic partners that will guarantee a stream of income for them.
In partnership with the GDED, Pernod Ricard plans to create a sustainable environment for artisans by establishing five workshops across Gauteng in the next five years, accommodating approximately 100 makers in the province. The wine and spirits seller says it aims to grow makers’ businesses to accommodate up to 1,000 new jobs across all its workshops. The makers will also have access to a virtual showroom allowing them to photograph and instantly display their creations to a broad range of prospective online clients.
“South Africa’s entrepreneurs already have to contend with the challenges associated with COVID-19, making it extremely difficult for them to grow, let alone survive,” says GDED Director of Special Projects and Partnerships, Tseliso Mohlomi. “The role of these businesses in creating jobs and stimulating the economy is critically important, which is why we’ve partnered with Pernod Ricard, which has ‘entrepreneurial spirit’ amongst one of its three cardinal values, to provide these makers with the resources they need to succeed in this turbulent economic climate.”
Visit www.i-spirit.co.za to learn more about the Phakamisa ispirit festive gifting campaign and find out how you can raise your glass to the true spirit of ubuntu.
This post and content is sponsored, written and provided by Pernod Ricard.