Roots were founded in 2014 after a need was identified that smaller FMCG companies wanted to penetrate the rural market in SA but did not necessarily have the budgets that large multinationals have.  Pernod Ricard had the same vision and enabled Roots to start on this journey.

Roots are built on the dream to not only grow our people but grow and establish brands in our Townships that were labelled to be too expensive for our townships and never available. Since 2014 Roots proved to be a force to be reckoned with.  We have 8000+ outlets we are servicing on a weekly basis and an average sale of 4 premium bottles of spirits per visit.

We succeed in our dream every day and will continuously expand our brands, our people, and our reach in the main market.