Pernod Ricard acquires Inverroche, a milestone for African spirits
|Published
Sola Oke, MD of Pernod Ricard Africa
Pernod Ricard has acquired luxury African gin brand Inverroche, making it the international premium wine and spirits group's first wholly owned African spirit brand.
Lorna Scott, a resident of Stilbaai in the Western Cape, where Inverroche was founded, pioneered the use of the area’s indigenous fynbos to infuse traditional gin botanicals more than 12 years ago. Inverroche is now available in 25 markets around the world, including most recently the US.
“Africa is a market with great potential for Pernod Ricard. Our investment in Inverroche demonstrates the commitment of our group to Africa, and our belief in the continent’s potential as a significant white space opportunity in the world for the premium spirits and champagne segment. This is a milestone in realising our ambition to make Inverroche Africa’s First Global Luxury Spirit Brand,” said Pernod Ricard Africa MD Sola Oke in a statement.
Scott would continue working with the brand, ensuring her passion and intimate knowledge of Inverroche would be kept within Pernod Ricard. The value of the deal was not disclosed.
The Inverroche brand is one of the largest employers in the Stilbaai and Riversdale area. Seventy percent of its employees are female, many of whom head up single-parent households.
Over the December peak period, Inverroche creates an additional 30 temporary jobs to manage the increased visitor numbers who visit the Inverroche Brand Home in Stilbaai. The brand also invests significantly in the local community by supporting local suppliers and businesses wherever possible.
BUSINESS REPORT