The ultimate highlight of the convention came during the recognition awards, where Nile Breweries Limited emerged as the outright winner of the 2025 Expansion Market Growth League! This prestigious accolade is determined by performance metrics mapped out in the BEES Expansion Health Index (EHI). The index rigorously tracks operational efficiency, digital adoption, and commercial viability across competitive expansion territories. Standing at the top of this league table is a massive testament to NBL’s commercial consistency and operational health.

Winning the Expansion Market Growth League isn’t a stroke of luck; it is a direct reflection of strategic clarity and boots-on-the-ground discipline. Over the last year, our teams have dedicated themselves to three primary objectives:

• Stellar Market Execution: Ensuring our products are reliably available, perfectly positioned, and meeting the highest standards expected by our consumers.
• Deepening Customer Engagement: Utilising the BEES digital platform to empower our commercial partners, small business owners, and distributors with seamless logistics and data-driven purchasing power.
• Expanding Our Footprint: Innovating and penetrating new spaces to broaden our reach safely and efficiently.

This trophy belongs to the entire Nile Breweries Limited family. From the production lines and breweries to the logistics crews, the tech teams driving BEES adoption, and our dedicated sales force on the streets, thank you. Your hard work keeps our taps running and our growth climbing.

We also extend our immense gratitude to our partners and customers across Uganda who continue to choose our brands and trust our ecosystem. Together, we are building a future with more cheers!

As the Official Beer Sponsor of the FIFA World Cup in Uganda through AB InBev’s global partnership with Budweiser, Nile Special is leveraging football’s biggest global stage to create memorable consumer experiences while celebrating the unmatched passion of Ugandan fans. The newly launched limited edition FIFA World Cup 2026 label will appear on Nile Special 500ml bottles throughout the tournament period and for a few months after, giving consumers a collectible symbol of one of football’s most anticipated global moments.

The limited edition label carries official FIFA World Cup branding elements and reinforces Nile Special’s positioning as the beer for unmatched fans. The launch marks the continuation of a broader campaign that began with the successful consumer promotion which awarded two Ugandans an all-expenses-paid trip to the United States to experience the FIFA World Cup live.

Building on that momentum, the “Gwe Kafulu” campaign now introduces a new nationwide consumer engagement mechanic designed to reward more fans throughout the World Cup season. Consumers who purchase Nile Special bottles can participate by checking under the crown for a unique code, dialing *144*26#, and entering the code for a chance to win a range of prizes and rewards linked to the FIFA World Cup campaign.

Speaking during the launch, our Managing Director Nkanyiso Mncwabe said, “The FIFA World Cup is more than just a football tournament. It is one of the most powerful cultural and sporting moments in the world, bringing together billions of fans through passion, national pride, and shared experiences. Through AB InBev’s global partnership, Nile Special has a unique opportunity to connect Ugandan consumers to that global stage in a way that feels authentic and exciting for them.”

He added, “The launch of this limited edition bottle label is symbolic of that ambition. It transforms every Nile Special bottle into part of the FIFA World Cup experience while reinforcing our commitment to creating culturally relevant consumer moments. As Nile Breweries, we remain committed to using our brands to unite people, celebrate local fandom, and create rewarding experiences that our consumers can genuinely connect with.”

Nile Special Brand Manager Eric Malinga said the second phase of the campaign was designed to sustain excitement around the FIFA World Cup while making participation simple and accessible for consumers across the country.

“With ‘Gwe Kafulu,’ we wanted to create something that keeps fans actively engaged throughout the World Cup period while rewarding them in a fun, easy, and transparent way. Consumers simply buy a Nile Special, check under the crown for the code, dial *144*26#, and enter for a chance to win. The simplicity of the mechanic ensures that more consumers can participate while feeling part of the global football excitement that comes with the FIFA World Cup,” Malinga explained.

He added, “The limited edition bottle is also a very important part of this campaign because it gives consumers something visibly connected to the FIFA World Cup and allows them to feel part of this historic global moment every time they pick up a Nile Special. What is changing is the label and packaging experience to celebrate the FIFA World Cup, but the liquid remains the same Nile Special that consumers know and love; the same unmatched liquid in gold that has consistently delivered quality and authenticity over the years. Through this campaign, we are celebrating football fandom while staying true to the product experience that has made Nile Special Uganda’s most awarded beer.”

The “Gwe Kafulu” campaign is expected to roll out nationwide through a series of consumer activations and additional fan engagement activities aimed at bringing Ugandan fans closer to the FIFA World Cup 2026 experience through Nile Special.

“Seeing the country explode with curiosity over the last few days was just the beginning”, says popular media personality Derrick Aine. “Sparking this movement felt like flipping a switch on the status quo. 

“We wanted to move past old routines and show everyone that when you finally try Uganda’s Best Tasting Lite, there’s no going back. Taking the journey from a mystery box to a national “Ahhh” reflex has been an incredible ride,” said Belinda Kasemiire, Brand Manager, Castle Lite

The “Ahhh” challenge is a national taste-reaction ritual, driving hype through shiver-moments, tags, and remixes across the digital landscape. In bars and shops, “Try It” first rituals and cold mini-sips will turn the simple act of ordering into a confident choice for a better standard. This shift aims to invigorate a nation of beer believers, ensuring that the title of Uganda’s premier lite beer is not just voted for, but felt in every sip.

“We’ve watched the country buzz with curiosity over the last few days, and it’s clear that everyone is looking for that next level of refreshment”, said Wangechi Gitahi, Head of Marketing at Nile Breweries Ltd. “As Uganda’s Best Tasting Lite, we are thrilled to officially launch the “Ahhh” challenge. This is an invitation to every Ugandan to experience the extra-cold shiver for themselves and prove that they owe themselves the best-tasting lite on the market.”

This new social reflex comes off the back of a mystery that recently gripped the Ugandan social scene. What started as a cryptic video from Derrick Aine regarding a “special delivery” quickly spiralled into a social media frenzy. The intrigue reached a peak when a public poll forced a standoff between music icons Sheebah Karungi and Spice Diana, both of whom entered the conversation with competitive and confident tones to claim the mystery prize for themselves.

The resolution of this viral standoff was revealed through the nationwide premiere of the new Castle Lite television commercial, which confirmed that the mystery box was actually the introduction to the “Ahhh” challenge. 

By choosing the shiver over long-held traditions, these icons have signalled a major vibe shift for the country. As the brand takes the cold to the people, Uganda is now invited to join the movement, experience the shiver, and witness the power of a superior standard.

Mbarara Brewery was crowned the Best Brewery in Africa, an award recognising exceptional performance across Safety, Quality, Volume, and Cost. This recognition affirms the team’s disciplined execution, strong governance culture, and relentless pursuit of excellence.

Our 2025 Hall of Fame
Winner: Africa’s Best Brewery, Recognising outstanding performance in Safety, Quality, Volume, and Cost.
Winner: Better World & Environment Leaders, Celebrating our commitment to sustainability, including zero environmental incidents and significant energy improvements through biogas utilisation.
Runner Up: Africa’s Most Improved Brewery, The first brewery in the Africa Zone to achieve both Intermediate and Sustainable VPO maturity.
Runner Up: Delivering the Volume, Achieving the highest volume recorded at the plant since 2013!
Runner Up: Quality Always! Leaders (BOP), for maintaining exceptional quality standards in all aspects of production

These results reflect a high-performance culture built on collaboration, accountability, and continuous improvement.

To our frontline teams, technical experts, and leadership at Mbarara Brewery, thank you for proving that when we are Stronger Together, we deliver more cheers to consumers and more value to our communities.
Your dedication is what makes Nile Breweries Ltd a leader in the industry.

Join us in raising a glass to the champions at Mbarara Brewery!

Mr. Mncwabe holds a Master’s Degree in Business Leadership (MBL) from the University of South Africa and is currently advancing his executive education through a leadership program at Hult Ashridge International Business School.

Please join us in giving Mr. Mncwabe a warm welcome to the team! 

NBL sources more than 95% of its raw materials locally, including barley, sorghum, cassava, and maize, to brew its beer. Over the past season, the brewery has supported over 9,000 smallholder farmers per season across Uganda, providing them with access to improved seed varieties, training and a guaranteed market.

Investing in local agriculture directly supports Uganda’s National Development Plan (NDP III), which prioritises agro-industrialisation as a pathway to job creation, food security, and export growth. By sourcing raw materials locally and equipping smallholder farmers with improved seeds, training, and market access, the manufacturing sector reduces reliance on imports, boosts rural incomes, and strengthens value chains.

“Here in Uganda, farmers are the foundation of our economy serving as the heartbeat of our communities.” Richard Rwabuhingwa, LC V Chairman, Kabarole District. “By supporting farmers with modern practices, guaranteed markets, and access to resources, farmers are going to yield positive results and grow in sizes and numbers, creating jobs, food security, and prosperity.” creating jobs, food security, and prosperity.”

NBL’s Local Raw Material (LRM) programme is one of Uganda’s largest private sector sourcing initiatives. The programme empowers farmers to cultivate high-quality barley and sorghum, for brewing, while providing improved seed varieties, training in yield-improving practices and guaranteed markets. Special emphasis is placed on inclusion, ensuring that a diverse group of farmers are active participants in the agricultural value chain. These interventions support participating farmers in achieving higher crop yields, improved production efficiency, and ultimately, increased household incomes, thus strengthening both rural livelihoods and local economies.

“Before Nile Breweries trained us, my yields were low, and I often struggled to sell what little I harvested. Now, with better seeds and advice from their field officers, my production has doubled. I have been able to pay school fees for my children and even expand my farm,” said Sophia Bambu, a farmer from Fort Portal.

“One of the biggest challenges facing farmers in the area is unpredictable rainfall, pests, or limited access to mechanisation,” Joseph Luzinda, Agricultural Manager at Nile Breweries said. “Through our Local Raw Material programme, we are working with farmers to overcome these challenges by introducing more sustainable farming techniques and ensuring that every farmer has a guaranteed market for their barley.”

The Fort Portal celebrations also featured farmer recognition awards and a Seed to Sip experience, giving participants a chance to walk through the journey of barley from cultivation to brewing. The event underscored NBL’s commitment to sustainable agriculture and highlighted the work NBL does to support farmers.

“Our beers begin in the hands of farmers. That’s why we work to support farmers in Uganda and around the world by sharing practices that boost yields and reliable markets to sell their harvests,” said Ingrid De Ryck, Global Chief Sustainability Officer at AB InBev. “It’s local partnerships like this that help to create resilient supply chains and stronger communities.”

During the celebration, the brewery honoured the farmers with certificates of recognition in various categories, including Quality Excellence, Best Farmer, and Community Champion Awards. In addition, recipients were presented with essential farming equipment such as knapsack sprayers and protective gear, such as gumboots and overalls, to support and enhance the quality and quantity of barley production.

The night kicked off in true Kampala style, with a near-capacity crowd filling the Serena Conference Hall and bringing unmatched energy from start to finish. By 9:00pm, the stage was set, the lights were up, and the beats dropped, unlocking a musical journey spanning generations and genres. Mun G took center stage with his decade-long catalogue of hits, from Bintwala to Ssejusa, performing with unmatched charisma and energy that kept the audience on their feet until the very end. Adding to the electric atmosphere were thrilling performances from some of Uganda’s biggest stars, including Navio, Big Trill, Naava Grey, Nutty Neithan, Da Agent, and Benti Boys, each bringing their unique flavor to the night.

We ensured that the night was not just about music but also about culture and community, by unveiling the “Cheers to Bars” campaign. The campaign highlights the critical role bars play in Uganda’s nightlife economy and social fabric, creating jobs, driving economic growth, and fostering connections. 

Speaking during the launch, Emmanuel Njuki, our Legal & Corporate Affairs Lead, emphasized the significance of this initiative: “Bars are more than meeting points; they are economic engines and cultural centres that bring people together. With ‘Cheers to Bars,’ we are shining a light on the unsung heroes of Uganda’s bar culture — the bar owners, bartenders, and communities they serve. Their contribution is essential not only to our industry but to Uganda’s development.”

The campaign comes at a pivotal moment for the beer industry, which, according to the Oxford Economics Beer Report, contributed UGX 2.31 trillion to Uganda’s GDP in 2023, sustaining over 170,000 jobs and generating UGX 4.19 trillion in tax revenue. The launch at the Mun G concert showcased how music, nightlife, and bars are intertwined in fueling creativity, sustaining livelihoods, and shaping Uganda’s cultural identity.