Johnnie Walker has announced a partnership with multi-Platinum musician Lira, as the South African addition to a global list of iconic JoyWalkers.
In Lira, the Johnnie Walker brand not only found that individual, but formed a partnership at a time when moving beyond music to spread a message of progress is on the top of her to-do list. She describes her forthcoming album, ‘Born Free’, as simply fuelled by the joy of creativity and invention.
“It's not enough to know freedom, I need to live it," said Lira.
“The joy I take in living it every day is what gives me the drive to persevere and is the key to the successes I celebrate today.”
“My goal is to go beyond music and inspire people to walk with joy,” said Lira.
According to Diageo’s whisky portfolio manager, Karabo Mokanyane, a local campaign featuring Lira will be unveiled in the coming months.
“We have no doubt the partnership with Lira will present Johnnie Walker to consumers in a positive light and will inspire all of them to pursue their personal journeys with joy.”
Lira joins the ranks of global JoyWalkers such as Jude Law and Jensen Button. Just last month the songstress was named as the South African ambassador for Bobbi Brown, making her the first African woman to rep the brand.
Congrats Miss Lira!