Spirits group Pernod Ricard has announced that it has entered into a strategic partnership with the e-commerce platform Jumia to develop innovative distribution strategies in Africa.
As a part of the partnership, the wine and spirits company will invest in Jumia, and also share its deep knowledge about consumer and physical distribution networks in Africa.
Consumer-Oriented Strategy
Gilles Bogaert, Pernod Ricard’s EMEA LATAM CEO, 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”.
Pernod Ricard will be able to rely on this network to develop the presence of its brands in the out-of-home segment.
Paul-Robert Bouhier, president of Pernod Ricard Sub-Saharan Africa, said, "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.”
Jumia will offer its digital, logistics and payment platforms to build the new distribution network.
Regional Leadership
The funding from Pernod Ricard will help Jumia to consolidate its regional leadership, and will allow Pernod Ricard to benefit from new opportunities to distribute its products online.
“We are very proud to welcome Pernod Ricard as a new strategic partner of Jumia. This investment is an acknowledgment of the growth and innovation that Jumia has achieved since 2012”, said Sacha Poignonnec and Jérémy Hodara, the CEOs of Jumia.
Pernod Ricard is present in 13 African countries, and Jumia, is the leading e-commerce player in the continent. Jumia also operates a restaurant delivery platform, Jumia Food, and a hotel booking platform, Jumia Travel.
Lazard acted as financial advisor to Jumia for the transaction.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
