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Pernod Ricard Invests Millions Into Phakamisa iSpirit

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Have you heard? The second largest wine and spirits seller in the world – Pernod Ricard – is investing R38-million into its local 2021 festive season campaign, Phakamisa iSpirit (Lift the Spirit), having partnered with the Gauteng Department of Economic Development (GDED) for the roll-out of this campaign and create business opportunities over the holiday season. 

About The Phakamisa iSpirit Campaign

Let's share a little bit about this festive season campaign! When South Africans purchase a bottle from any of the participating brands, each in its own unique packaging, they will also receive a bespoke gift, inspired by some of the country’s most gifted makers, who hand-carve wooden furniture and lifestyle items. These gifts could be a lemon squeezer, an ice mould, or phone speaker amplifier.

Every purchase counts! Partake in the movement and help contribute towards building our local economy by buying a drink from any of their participating brands.

The campaign's participating brands includes:

  • Jameson Select Reserve Irish Whiskey
  • Ballantine’s Finest Blended Scotch Whisky
  • The Glenlivet Founders Reserve Single Malt Scotch Whisky
  • Chivas Regal 12 Year Old Blended Scotch Whisky
  • Beef-Eater London Dry Gin

Click here to explore the range. 

pernod ricard

Part of the proceeds from sales of these brands over this period will go towards assisting local artisans in growing their businesses and creating employment opportunities. This includes providing them with SETA-accredited courses covering business management, manufacturing, technology, and accounting for some formal training. They will also be supplied with necessary resources to grow their businesses.

The City of Ekurhuleni Municipality has donated a warehouse in Thokoza, which will be turned into a workshop for 20 artisans, giving them a shared space that includes access to a selection of machinery as well as the opportunity to create workshop co-ops for large scale business opportunities. This warehouse will accommodate creators that work with wood, and they will have access to Pernod Ricard and other strategic partners to guarantee a stream of income.

Along with the GDED, Pernod Ricard plans to create a sustainable setting for artisans by establishing five workshops across Gauteng in the next five years, which will accommodate 100 makers. Pernod Ricard aims to grow local makers’ businesses to accommodate up to 1 000 new jobs across all its workshops.

Pernod Ricard will be working with government and civil society to reduce the harmful consumption of alcohol in our comunity. The company is participating in established programmes focused on drinking and driving/walking, binge drinking, and underage drinking.

For More Information

For more information about the Phakamisa iSpirit festive campaign, visit

Also, don't forget to follow Pernod Ricard South Africa on Instagram, Twitter and YouTube.

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