Africa
Africa continues to evolve as a high-potential region for Pernod Ricard, powered by a young, connected, and aspirational consumer base.
The continent’s consumer market is forecast to reach $2.1 trillion by 2025(1), with urbanisation and changing lifestyles creating strong momentum for premium+ spirits growth. Despite fluctuating inflation across the continent, interest rate hikes and persisting structural challenges, consumer sentiment in Africa remains notably high. South African inflation eased to +2.8% (April 2025) and the Rand strengthened +3.7% against the USD. In Nigeria, improving foreign exchange conditions are supporting brand affordability.
Premium growth across our core markets
Across markets, we see strong demand for premium+ brands, particularly among young, urban consumers seeking experiences and self-expression through brands.
In South Africa, the premium+ segment is undergoing rapid transformation, with consumers trading up and seeking authenticity, cultural relevance and craftmanship through brand heritage. Jameson strengthened its leadership in South Africa with the launch of Triple Triple and continued high engagement through the Jameson Distillery on Tour and a sell-out Jameson Christmas Market in Sandton, Johannesburg headlined by American rapper Anderson .Paak. A defining milestone was the full acquisition of Inverroche, South Africa’s first luxury craft gin - reinforcing our belief in African entrepreneurship and Inverroche’s sustainability-first ethos, as the brand using only locally-sourced botanicals aligns perfectly with our values and ambition.
In Nigeria, despite macroeconomic uncertainties, the market delivered resilient growth, particularly in Ultra-Premium and Prestige spirits categories, reinforcing the aspirational desire of Nigerian consumers.
See how Martell is capturing this potential on page 50.
SUSTAINABILITY & RESPONSIBILITY AT THE HEART OF GROWTH
Africa’s growth story is not just about volume - it’s also about values. Pernod Ricard’s commitment to Sustainability & Responsibility remains central to our long-term vision.
Pernod Ricard South Africa’s four-year programme saw the company invited by President Cyril Ramaphosa to attend the Parliamentary opening of the National House of Traditional and Khoi-San Leaders (NHTKL) in Cape Town in February 2025. In South Africa, traditional leaders are revered figures who hold authority over rural and indigenous communities. The Drink Responsible Programme, a collaborative effort between the Thintane Foundation and Pernod Ricard, has been a transformative initiative addressing the critical issue of alcohol misuse within rural communities. We have trained more than 8,000 traditional leaders to date. This invitation highlighted Pernod Ricard’s role as a responsible corporate citizen dedicated to supporting the development of South Africa’s rural communities.