SOUTH AFRICA – Pernod Ricard South Africa, a subsidiary of Jameson whiskey and Absolut vodka producer, is set to acquire a majority stake in South African craft spirit brand Inverroche.

Based in the Cape Floral region, Inverroche is widely known for pioneering the use of fynbos in its gin, and it’s these indigenous, aromatic botanicals that give the brand’s gins their unique taste and full-bodied flavours.

Inverroche portfolio includes Gin Classic, Gin Verdant, Gin Amber and a limited edition released annually in addition to two rums and three liqueurs.

As part of the transaction, Lorna Scott, the founder and chief executive of Inverroche Gins, will continue her stewardship of the South African liquor brand, as both a shareholder and CEO of Inverroche.

“I am thrilled to partner with Pernod Ricard. The Group’s vast distribution network will enable Inverroche Gins to reach new consumers.

We will be taking a luxury African brand to a large audience and sharing the story of our common heritage,” says Scott.

As part of the company’s commitment to community development and sustainability, 70% of Inverroche employees are indigenous women from the local area.

Inverroche notes in a statement that the deal is also significant for the local economy as it demonstrates a vote of confidence in South Africa’s economic prospects.

According to the company, this also highlights the ability of local female entrepreneurs to create world-class luxury brands which are made in Africa.

Paul-Robert Bouhier, the newly appointed managing director of Pernod Ricard sub-Saharan Africa, comments;

 “Inverroche Gins nicely complement our portfolio. We are excited to further contribute to their success in South Africa and to support their development throughout Sub-Saharan Africa.”

Paul-Robert was appointed managing director of Pernod Ricard South Africa, having previously held positions at Orangina Pampryl and Pernod Ricard-owned Irish Distillers. The appointment was effective July 1 and was part of Pernod Ricard’s regional executive changes.

According to an update by BizCommunity, the transaction is expected to close soon.

This acquisition increases Pernod Ricard’s presence in the dynamic sub-Saharan Africa spirits market and comes just months after the Group’s investment in Jumia, the leading e-commerce player in Africa.