Participants explored key topics including financial management, stock control, sales and marketing, responsible retailing, digital adoption and long-term business planning, practical skills designed to help them build stronger, more resilient and sustainable businesses.

The programme continues to be strengthened through collaboration with our partners MTN MoMo, NSSF SmartLife Flexi and Ability Explored. Together, we are helping retailers access digital financial solutions, build long-term savings habits, enhance financial resilience and develop the capabilities needed to thrive in today’s evolving business environment.

Through Cheers to Bars, NBL aims to turn local bars into vibrant World Cup viewing spaces where fans can enjoy the energy of the tournament together. The initiative is part of the brewery’s commitment to celebrate local bars as important spaces for connection, entertainment, responsible socialising and economic activity.

The launch, held at Bourbon Bar & Lounge in Jinja during the FIFA World Cup opening match between Mexico and South Africa, also marks the beginning of a nationwide series of World Cup watch party experiences across bars and entertainment venues throughout Uganda.

Through Nile Special, the Official Beer Sponsor of the FIFA World Cup in Uganda through AB InBev’s global partnership, NBL will bring fans closer to the excitement of the tournament while using Cheers to Bars to spotlight the local venues that make these shared moments possible.

Speaking during the launch in Jinja, Nkanyiso Mncwabe, Managing Director, NBL, noted that local bars play a unique role during major cultural and sporting moments, particularly during tournaments like the FIFA World Cup, where millions of fans experience the games from their communities rather than inside stadiums.

“Bars have always been more than places to grab a drink. They are where people meet, celebrate, watch football, enjoy music and create memories. During the World Cup, that role becomes even more powerful because local bars allow fans to feel the energy of the game together, even when they are far from the stadiums. Through Cheers to Bars, we are celebrating the local bars that bring communities together while supporting jobs, trade and livelihoods across the country,” said Mncwabe.

Nile Breweries says Cheers to Bars is also about recognising the social role bars play in communities, celebrating the community spaces that support social connection while also contributing to jobs, trade and local economic activity.

“Football has a unique way of bringing people together, and during the FIFA World Cup, local bars will become places where fans connect, celebrate and share unforgettable moments. Through Cheers to Bars, we are celebrating the bar owners, staff and communities who make these experiences possible, while recognising the important role bars play in supporting local livelihoods and Uganda’s hospitality economy,” said Mncwabe.

“When local bars do well, the benefit goes beyond the bar counter. It reaches employees, suppliers, food vendors, transporters, entertainers, farmers and many others connected to the beer and hospitality value chain. That is why we see bars as part of a wider ecosystem that supports communities and local economies,” he added.

As part of the World Cup fan experience, Nile Special will also roll out a score predictor mechanic that allows consumers to take part throughout the tournament. Consumers who purchase Nile Special can check under the crown for a unique code, dial *144*26#, and predict match scores for a chance to win prizes and FIFA World Cup rewards.

Nile Special Brand Manager Eric Malinga said the campaign is designed to keep fans actively involved throughout the tournament.

“With the watch parties and score predictor mechanic, we want fans to do more than simply watch the football. We want them to participate, predict, celebrate and feel actively involved in every match throughout the tournament. The FIFA World Cup is driven by emotion, debate, excitement and shared fan experiences. Through Nile Special, we are creating experiences that bring that energy closer to Ugandan fans while rewarding them throughout the tournament period,” said Malinga.

As the FIFA World Cup runs from June 11 to July 19, 2026, Nile Breweries will continue to celebrate the local bars that give fans a place to gather, share the excitement of the tournament, and enjoy football moments responsibly throughout the season.

The programme, code-named GRIT – Growing Retailers Innovatively Together – is designed to help retailers build more sustainable and resilient businesses by improving how they manage money, control stock, grow sales, adopt digital tools, trade responsibly and plan for the future.

The retailers, including bar owners, managers and stockists, will be equipped with skills in financial management, stock control, sales and marketing, responsible retailing, digital adoption and long-term business planning.

Speaking during the inaugural training in Makindye Division, where the first cohort of (close to 300)retailers was trained, Nkanyiso Mncwabe, Managing Director, NBL, noted that the training is expected to support business growth, strengthen retailer resilience and deepen financial inclusion among the business owners.

“Retailers are a critical part of our business and of Uganda’s wider economy. Our goal is to ensure that the retailers we work with are not only selling more, but building stronger, more sustainable businesses,” he noted “Through GRIT, we are empowering them with practical skills that help them manage money better, control stock, improve sales, trade responsibly and plan for growth.”

The 2026 rollout builds on the success of previous GRIT cohorts, where over 1,560 retailers were trained in 2024 and 2025. This year’s training introduces a strengthened financial inclusion component through the integration of National Social Security Fund (NSSF) SmartLife Flexi, a flexible voluntary savings solution that allows individuals in the informal and semi-formal sectors to save for the future in a practical and accessible way.

Through this partnership, participating retailers will receive sensitisation on social security, long-term savings and financial resilience, with support to register and begin contributing to NSSF SmartLife Flexi. The integration is designed to help retailers build savings discipline while continuing to manage and run their businesses.

Patrick Ayota, the Managing Director of NSSF, said the partnership with NBL is an important step in extending social security to more Ugandans working outside traditional formal employment structures.

“Many small business owners and entrepreneurs contribute significantly to Uganda’s economy, yet they often operate without structured social security or long-term savings support. NSSF SmartLife Flexi was created to give such individuals a flexible way to save for the future. By integrating this solution into the GRIT programme, we are making social security more accessible to retailers and helping them build financial resilience beyond day-to-day business income.”

The programme will also continue to promote digital adoption and cashless transactions through MTN MoMo, enabling retailers to access mobile money solutions that support safer, faster and more transparent business transactions.

John Isabirye said MTN’s involvement in the programme aligns with its commitment to supporting small businesses with digital financial tools.

“Digital financial services are essential for small business growth. Through MTN MoMo, retailers can receive payments, make transactions, reduce cash-handling risks and improve visibility in their business operations. We are proud to support the GRIT programme because it gives retailers not only the knowledge to grow, but also the tools to participate more confidently in Uganda’s digital economy.”

According to the Uganda Bureau of Statistics, the Small and Medium sector accounts for 90% of the business sector in Uganda and employs over 2.5 million people, contributing approximately 20% of the country’s Gross Domestic Product (GDP).

For many retailers, the programme provides practical knowledge that can be applied in their businesses, from separating business and personal finances, tracking daily sales and stock, managing cash flow, improving customer service and planning for expansion.

A retailer who participated in a previous GRIT cohort noted that the training helped them better understand how to manage business finances and keep proper records.

“The training helped me understand how to separate business money from personal money, track my stock and plan better for my business. These are things we deal with every day, but many of us have never received formal training on how to manage them properly.”

Mr Mncwabe added that the programme is not a one-off training activity, but part of a long-term commitment to retailer development.

“We want our retailers to grow with us, to become more resilient, more digitally enabled and more financially secure. As we scale the programme in 2026, we are also strengthening partnerships that bring real value to retailers beyond training, including access to digital payment solutions and social security through NSSF SmartLife Flexi.”

Through GRIT, NBL continues to position retailer empowerment as a core part of sustainable business growth, demonstrating how private sector partnerships can support entrepreneurship, financial inclusion, responsible retailing and community resilience across Uganda.

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!