Lira has become the first South African woman to partner with Johnie Walker for its Joy Will Take You Further Campaign.
The partnership was announced at the launch of the campaign on Wednesday, 30 March, in Johannesburg.
The Rise Again hitmaker joins JoyWalkers across the globe such as Jude Law, Jenson Button and Eva Hakansson.
Lira said she plans to inspire people to walk with joy. “It’s not enough to know freedom, I need to live it! 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,” the multi-platinum selling musician said in a statement.
My goal is to go beyond music and inspire people to walk with joy,” she added.
Diageo’s Whisky Portfolio Manager Karabo Mokanyane said the partnership will inspire South Africans to pursue their journeys with joy. “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,” Mokanyane said.
Way to go, Lira.