UBL toasts 80 Years with World Beer Day discount across bars nationwide
Uganda Breweries Limited (UBL) is running a World Beer Day promotion at bars and outlets nationwide, offering five beers for the price of four across select brands including Bell Lager, Guinness, Tusker, White Cap and Pilsner.
The company said mystery shoppers would visit outlets during the promotion period to hand out gifts to customers drinking UBL products.
The campaign is built around the Luganda phrase "Tunyuke," roughly meaning "let's have a drink," which UBL is using to position Friday evenings as a moment to unwind after the work week.
"World Beer Day allows us to recognize both our consumers and the hospitality ecosystem that brings people together," said Elizabeth Mutamuliza, UBL's Marketing Manager for Beer, adding that the promotion was intended to drive foot traffic to local bars and retail outlets, known locally as kafundas.
World Beer Day, observed globally in early August, has in recent years become a marketing fixture for brewers across East Africa, who use it to run seasonal discounts and brand campaigns during a traditionally slower sales period between major holidays.
The promotion comes as UBL, a subsidiary of East African Breweries Limited (EABL), marks 80 years of operations in Uganda. EABL is the dominant player in the region's beer and spirits market, competing with Nile Breweries, a subsidiary of AB InBev, for market share in Uganda.
UBL included a standard responsible drinking notice with the promotion, stating the offer is not intended for persons under 18 and encouraging customers to arrange a sober driver or safe transport home.
The company did not specify the dates or list of participating outlets for the promotion, nor how many mystery shoppers would be deployed or the value of the gifts on offer.
