Lunathi Mampofu joins the Jameson Select Reserve Family, Launches Partnership With ‘Asiye’ Campaign
FOR IMMEDIATE RELEASE
South Africa (3 November 2025) - Celebrated South African actress Lunathi Mampofu has officially joined the Jameson Select Reserve family, beginning her partnership with the launch of the brand’s ‘Asiye’ campaign - a nationwide celebration of community, connection, and the power of shared wins.
‘Asiye’, drawn from the isiZulu phrase meaning ‘let’s go together’, reflects Jameson Select Reserve’s belief that milestones carry greater meaning when celebrated collectively. As a brand partner, Lunathi will take this vision forward by creating visually uplifting content and hosting her own Jameson Select Sessions in South Africa in the coming months, a new immersive element added to the ‘Asiye’ campaign. This event will pair Jameson’s passion for storytelling, music, and culture, while also spotlighting the creative and personal community that has inspired and uplifted her throughout her journey.
Lunathi's decision to join the Jameson Select Reserve brand for the 'Asiye' campaign was self-evident, as the campaign exemplified community values over mere consumption.
“This partnership isn’t just about a brand - it’s about the people who’ve walked with me, supported me, and helped me grow. The moments that have meant the most in my life have always been shared ones - filled with laughter, creativity, and connection. ‘Asiye’ feels like a reflection of that - a celebration of the joy that comes from building and growing together,” says Lunathi.
She joins the campaign alongside Nomalanga Shozi and Onezwa Mbola, who will each share their own journeys in celebration of shared success as part of the ‘Asiye’ campaign.
The partnership marks a new chapter in Lunathi’s career, expanding her influence beyond her current lead roles in Mzansi Magic shows Inimba and Levels, into cultural and lifestyle spaces where her voice continues to resonate. Starting with ‘Asiye’, she will continue to bring Jameson Select Reserve’s ethos to life in ways that highlight connection and community.
“Lunathi truly embodies what ‘Asiye’ is all about - creativity, connection, and community. She’s more than just a familiar face on our screens; she’s someone who brings people together through her authenticity and passion. That’s exactly the kind of spirit Jameson Select Reserve celebrates: those who don’t just chase success, but take their village with them along the way.”- Thirashan Naidoo, Jameson Select Reserve, Pernod Ricard, South Africa
View all hi-res press photos for the partnership announcement here. Any photography credit is Andile Shomang.
For all media or brand inquiries, please contact lunathimampofu@rebellemgmt.com.
About Jameson Select Reserve
Jameson Select Reserve is a premium expression from the world’s favourite Irish whiskey, crafted to celebrate life’s elevated moments. With over 240 years of whiskey-making heritage, it’s triple-distilled for exceptional smoothness and depth. A rich blend born from rare small-batch grain whiskey and double-charred barrels, Jameson Select Reserve embodies connection, craftsmanship, and community. Raising a glass to the collective spirit that makes every success worth celebrating.
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View the official announcment on Lunathi’s social media
