Pernod Ricard, the owner of Absolut vodka and Jameson whiskey, is strengthening its partnership with African-commerce player Jumia by buying an unspecified stake within the company, becoming a strategic player. Through this partnership, Jumia brings to the table its digital, logistics and payment platforms while Pernod Ricard shares its knowledge about consumer and physical distribution networks within Africa. Pernod Ricard will benefit from new opportunities to distribute its products online on the continent, while the funding
from Pernod Ricard positions Jumia to consolidate its regional leadership. As the world’s second largest wine and spirits company, Pernod Ricard is currently present in 13 African Countries with their headquarters based in France. Striving to strengthen their growth in Africa, Pernod Ricard chose to partner with Jumia as digital and e-commerce platform, to offer its large portfolio of premium brands to consumers in Africa. Jumia is an online services platform but also operates a restaurant delivery platform, Jumia Food and hotel booking platform called Jumia Travel which represents 25,000 establishments in Africa. This network will assist Pernod Ricard to develop their presence of its brands in the out-of-home segment.