Uganda Breweries launches US$267K “Laga Swagga” consumer promotion campaign 

UGANDA – Uganda Breweries Ltd (UBL), a subsidiary of East African Breweries (EABL), has announced the launch of a nationwide consumer promotion dubbed “Laga Swagga.” The promotion aims to reward over 400 loyal consumers with cash prizes totaling UGSH 1 billion (US$267,922) over 12 weeks. 

“Laga Swagga,” which translates to “show off your style,” will reward consumers with daily and weekly prizes from August to October.  

The products included in the campaign are Uganda Waragi Premium, Coconut and Lemon and Ginger, Bond 7, Gilbeys, and V&A.  

Each product will feature a special code that consumers can submit via message for a chance to win instant prizes. Each submission guarantees an entry into a weekly televised raffle draw with prizes worth up to UGX 50 million (US$13,396.10). 

Robert Victor Nsibirwa, Marketing Manager Spirits at Uganda Breweries, stated, “As a customer-centric business, activities like these represent our dedication to fostering meaningful connections with our consumers across Uganda. Through Laga Swagga, we will give back to our consumers for their unwavering loyalty to our unrivaled brands. This campaign is also aligned with our purpose to celebrate life, every day, everywhere.” 

Nsibirwa also highlighted that Laga Swagga aims to reconnect with consumers throughout the country while benefiting various players within the UBL value chain, contributing to socio-economic growth.  

He added, “We have onboarded Ernst and Young as our audit team to ensure the campaign is run with the highest level of professionalism and to protect the integrity of the process.” 

According to the company, distributors also stand to benefit from the campaign, with rewards of stock worth UGX 1 million (US$267.92) based on sales volumes.  

This initiative comes after Uganda Breweries recently donated five threshers worth UGX 25 million to support 1,000 smallholder farmers in Uganda, promoting sustainable agriculture and improving efficiency.  

The threshers will benefit farmers in Kween, Bukwo, Kapchorwa, Rwenzori, and Northern Uganda districts, reducing post-harvest losses and increasing earnings. 

Andrew Kilonzo, Managing Director of Uganda Breweries, said, “We believe that by empowering smallholder farmers with the right tools and technology, we can unlock the full potential of our agricultural sector and create a more sustainable future for our business and the communities we serve.” 

In the full year of 2024, UBL reported a 12 percent sales value growth, contributing 21 percent of the total revenue for its parent company, EABL. 

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