South Africa is projected to have the eighth highest unemployment rate in the world in 2015, according to a new report by the International Labour Organisation (ILO). Historical data shows that South Africa has always had high unemployment.

Global drinks company Diageo recognised this challenge and decided to do something about it.

And so today they are celebrating the success of Learning for Life, a global training programme by hosting a graduation ceremony in Alexandra township, Johannesburg. It is the happy result of an initiative that was implemented to help disadvantaged individuals develop their skills and build career opportunities made possible by Ketel One vodka.

The Learning for Life training saw 24 trainees receiving certificates in four key employment areas related to Diageo’s industry and business value chain. They were trained in bartending, hospitality, retail and entrepreneurship over five weeks in a programme supported by Thirst Bar Services, Mould Empower Serve (M.E.S.), The Rocktown Institute for Hoteliers and Ciro Coffee Academy.

At their graduation event they were able to first-hand experience a final extensive training by professional top global bartenders and previous winners of Diageo’s Global World Class Bartender of the Year competition Erick Lorincz and Ricky Gomez and Global Ketel One distillery ambassador Dennis Tamse.

In addition the programme aims to offer first work experience to at least 70% of participants with all training tailored to the demands and peculiarities of the local market, ensuring the best possible chance of long term employment.

“We are proud to have brought this truly transformative programme to South Africa. Every day this global program improves the lives of thousands of people by providing them with the skills and training to find employment and make a better future for themselves and their families. In doing this, we are supporting the growth of local economies, on a global scale,” said Michael Mabasa, Corporate Relations Director, Diageo PLC.

Speaking at the event, Bob Nolet, eleventh generation distiller of Ketel One vodka and main sponsor of the programme said that “we are proud to be part of this great initiative. It is intrinsic to our DNA to embrace causes that improve people’s life and allow them to follow their passion. What we want is to offer the opportunity for these young students to become a bartender, a profession that is growing everywhere and this is not different here in South Africa. This training will allow them to becoming true professionals, inspired and prepared to go far beyond in their careers and consequently having a better future in their lives. We are excited about this unique event where we bring together the top bartenders of the world and the next generation of great bartenders”.

“We consider bartenders as part of our family and ever since the start of Ketel One we have had bartenders at the heart of everything we do. It takes skills, creativity and flair to be a top bartender. We can produce the best vodka, but they are the experts behind the bar. I look forward to coming back here in the near future and enjoy a drink from this new generation of great bartenders and personally invite those future great bartenders to join in our community of international bartenders,” complemented Nolet, referring to the passion and support of Ketel One to bartenders in World Class and local and global mentoring programs.

Boniface Palmer, one of the graduates said: “I am so excited and humbled by the opportunity given to us young people from Alexandra. I have always been passionate about bartending and when I heard about this opportunity I grabbed it with both hands. The certificate that I received today is going to open doors for me and other trainees.”

Mabasa continued saying: “Learning for Life is a truly great idea. In every market in which we operate, people need support and training in order to get good jobs to support themselves and their families. We are passionate about our commitment to sustaining our business and our brands. Learning for Life allows us to work in partnership with our customers, our employees, governments, NGOs, training agencies and programme participants and their families. It is both the right thing to do and it is good for business.”

“We are very proud on behalf of all those involved in reaching this significant milestone and we look forward to continuing to partner with Ketel One to roll out Learning for Life programs into new communities worldwide and find more ways to connect the Learning for Life program with World Class mentors,” concluded Mabasa.

About Learning for Life

Learning for Life is the cornerstone of Diageo’s Sustainability and Responsibility strategy, and created in response to growing levels of youth unemployment. The program has now supported over 100 000 individuals across 35 countries.

Learning for Life is a programme implemented in partnership with local educational, governmental and training organizations across the world. It provides valuable life skills and training to disadvantaged individuals in four key employment areas related to Diageo’s industry and business value chain. These include: bartending, hospitality, retail and entrepreneurship. In addition the program aims to offer first work experience to approximately 70% of program participants with all programs tailored to the demands and peculiarities of the local market, thereby ensuring the best possible route to securing long term employment.

For more information, visit www.diageo.com.