Diageo South Africa, in partnership with the University of Johannesburg’s (UJ) School of Tourism and Hospitality and YES4Youth, launched the 2025/26 Learning for Life programme on October 2, at UJ’s Kerzner Building.

The initiative, which has already benefitted nearly 1 500 young people since its inception, welcomed a new cohort of 100 students who will embark on a 12-month journey to build careers in tourism, hospitality, and the food and beverage sector.

Read more: UJ bodybuilder seeks support to flex his muscles on world bodybuilding stage

The event was marked by a keynote address from Deputy Minister of Higher Education, Science and Innovation, Dr Nomusa Dube-Ncube, who underscored the urgency of addressing South Africa’s youth unemployment crisis.

“Behind the statistics are faces of young men and women searching for work, parents struggling to feed their families, and graduates who, despite their hard work, remain without job opportunities,” Dube-Ncube said. “What we see here today is a shining example of what is possible when the public sector, private sector, academic institutions, and civil society come together. This programme is not only producing waiters or managers, it is also creating innovators and entrepreneurs.”

She stressed the importance of closing the skills mismatch in the labour market, noting that too many young people leave tertiary education with qualifications that don’t align with industry demands. “We cannot pour resources into learners who are unemployable. Programmes like Learning for Life show the value of linking education with opportunity and industry,” she added.

The Learning for Life initiative forms part of Diageo’s global social impact strategy, equipping young people with business and hospitality skills while fostering confidence and employability. Andrew Roos, the general manager at Diageo South Africa, said the programme is more than training, it’s about building capacity and long-term opportunity.

“In terms of youth unemployment, especially between the ages of 15 and 24, the rate is just under 60%. That is a crisis we must all work to fix,” Roos told attendees. “They’re not just numbers, these are faces of potential waiting to be supported and uplifted. Our legacy is not only our brands, it’s the lives we change. With Learning for Life, we want young people not just to find jobs but to thrive and transform their communities.”

Roos highlighted that the partnership with Youth Employment Services (Yes) and UJ had already shown remarkable results. “Last year, we saw a 100% success rate, with graduates either finding employment, starting their own businesses, or moving into further opportunities. That shows what is possible when education, industry, and purpose come together,” he said, adding that Diageo plans to expand the programme into underserved areas across South Africa.

Also read: UJ graduate lands career at Four Seasons through Diageo programme

Thabo Moloi, the head of business development at Yes, reflected on the significance of the collaboration. He described Yes as a model of how strong public-private partnerships can drive meaningful change.

“As a presidential initiative, Yes has become an official case study of how partnerships can unlock jobs in our economy,” Moloi said. Addressing the new cohort, he urged them to embrace the opportunity fully. “Do not do the bare minimum. Go the extra mile. Show up, put your best foot forward, and always keep learning. The more you learn, the more earning capacity you create for yourself.”

He encouraged participants to carry with pride the names of UJ, Diageo, and Yes. “You don’t just carry your own name, you carry the institutions that stand behind you. That comes with responsibility and pride,” he said.

For Diageo, the Learning for Life programme reflects its long-term commitment to social impact and skills development in South Africa’s vital tourism and hospitality industry. For government and its partners, it signals a way forward in tackling structural unemployment. And for the 100 young people stepping into the 2025/26 cohort, it marks the beginning of a year-long journey that could reshape their futures.

As Dube-Ncube put it: “This is not just the launch of a programme. It is the continuation of a journey, one that challenges the status quo, builds careers, and inspires hope.”

Follow us on our Whatsapp channel, Facebook, X, Instagram, and TikTok for the latest updates!