Industry News

Pernod Ricard Buys Stake in E-Commerce Giant Jumia

David Masifon

BY David Masifon

French spirits Group Pernod Ricard has purchased an unspecified stake in Africa’s online retailing platform, Jumia.

Pernod Ricard’s collaboration with Jumia began with the launch of the “Jumia Party” app – a one-hour alcohol delivery service in Ghana and Kenya.

As a “strategic shareholder, we will develop innovative distribution strategies on the African continent,” Pernod said in a statement on 18th December 2018.

“Pernod Ricard has made Africa its new frontier, as shown by the successive openings of subsidiaries over the last few years,” said Pernod’s CEO for Latin America & EMEA, Gilles Bogaert.

“We strive to strengthen our growth in this very promising continent. Jumia is a partner of choice as digital and e-commerce represents real strategic accelerators in this region for us.”

Jumia was founded in 2012 and claims to be the leading pan-African e-commerce platform present in 14 African countries.

Pernod Ricard holds the license for premium spirits including Absolut vodka, Jameson Irish Whiskey, Olmeca tequila and Martell cognac.

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