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Last festive season, Pernod Ricard invested R38 million into changing the lives of some of South Africa’s most gifted craftspeople. The move formed part of a broader mission, to uplift a select group of South Africa’s most seen, yet unnoticed craftspeople – the makers of furniture, artwork, and other fine goods. One year down the road and the success of the campaign dubbed “Phakamisa iSpirit” (Lift the spirit), has been enough to convince the world’s second-largest spirits maker, to double down on their initial investment and pump another R29.7 million rand into the future of South African artisans.
Gregory Leymarie, CEO of Pernod Ricard in South Africa, and Sub-Saharan Africa says, “We believe that as a multi-national, it is our responsibility to support the markets where we operate and to invest in the local economy. Within this context Pernod Ricard took a bold decision a few years ago to re-route festive season investment traditionally spent on imports, into the local SA economy instead, and we will continue to do so through our Phakamisa iSpirit campaign.”
Run in collaboration with the Gauteng Department of Economic Development and Furntech, Phakamisa iSpirit helps upskill local artisans by providing each participant with training in SETA-accredited courses covering carpentry, business management, manufacturing, technology, and accounting. Through Furntech, the makers are also able to hone their skills and gain access to the organisation's considerable pool of resources and tools.
Each Bottle Counts
South Africans can help by purchasing a bottle from one of the participating brands – Ballantine’s Finest, Absolut Vodka, Beefeater London Dry gin, and Chivas Regal 12-year-old – each presented in unique packaging - of which R5 from every bottle sold will go towards uplifting local makers. To date, more than R2 million from this part of the campaign has gone directly toward helping the artisans and by the end of 2023, the campaign aims to have thirty makers enrolled in the initiative.
In 2021, Hosea Matlou and Sandile Tsulo [both beneficiaries of last year’s campaign] were able to take what they had learnt and use that to start their businesses. This intake will expand to include eight makers, three of whom are women. This highlights Pernod Ricard’s recognition of how vital women are to the revitalisation of South Africa’s economy.
All in Good Fun:
Another way that South Africans help lift spirits is through the Phakamisa iSpirit Millionaire Gameshow. Hosted by the hilarious Mpho Popps, this gameshow will run weekly on eTV from the 26th of November 2022 – the 31st of December 2022 and see participants compete for R4 million in cash and prizes including a R1 million grand prize. Contestants will also get the chance to win up R1 200 000,00 in furniture made by the makers themselves, as well as R250 000 in mystery travel prizes and R200 000 in hometainment experiences
Leymarie concludes, “At Pernod Ricard, our core purpose is to work together to create conditions for sustainable growth – the kind that respects our environment and our communities and that is collectively profitable for all our stakeholders: employees, shareholders, customers, consumers, and citizens. We are also the ambassadors of conviviality and try to spread that in everything that we do. Phakamisa iSpirit, and the many arms it has grown since we began, perfectly encapsulates that for us. Hopefully, it does for the rest of South Africa too.”
Visit www.i-spirit.co.za to learn more about the Phakamisa iSpirit festive gifting campaign.
This post and content is sponsored, written and provided by Pernod Ricard South Africa.
