In a significant move that will give the company great competitive advantage, Uganda Breweries Limited (UBL) today signed a 5-year MoU with the Ministry of Foreign Affairs (MoFA), to supply Ugandan Missions abroad with Uganda’s iconic gin, Uganda Waragi and other locally made products by UBL.
According to UBL, this is in line with the government and the Ministry’s agenda on national socio-economic transformation to support export trade and boost local production through advancing the Buy Uganda, Build Uganda (BUBU) agenda.
Speaking at the signing of the Memorandum of Understanding (MoU), the UBL Managing Director, Mr. Andrew Itambo Kilonzo, welcomed the move, noting that it signals the public sector’s commitment to collaborative efforts with the private sector in promoting the manufacturing industry both at home and abroad.
“This is a great opportunity for us as a brewery to exhibit our rich, authentic Ugandan brands on an international scale that also has the great benefit of bringing in monetary value for both Uganda Breweries and the Government of Uganda. The partnership will also promote trade and industry and grow Uganda’s hospitality and tourism sector,” Kilonzo said.
The 5-year partnership will enable Uganda Breweries to provide stipulated sampling products on a quarterly basis for stakeholder and diplomatic engagements and enable the brewery to brand and showcase products at Mission and Headquarters events.
“One of the mandates of the Ministry of Foreign Affairs under the Economic and Commercial Diplomacy program with our missions abroad is to facilitate bilateral trade between countries and to find markets for our country’s products. This is a big step in ensuring that our Ugandan products are availed to guests at our events, and hopefully it will stimulate the interest we require to engage further on export opportunities with these markets,” Vincent Waiswa Bagiire, the Permanent Secretary, MoFA, said.
“The Government’s 10-fold growth strategy emphasises the ATMS; Agro-industrialisation, Tourism Promotion, Mineral Development and Science and Technology transfer, and as a Ministry, our export-led growth strategy in support of this agenda begins with partnerships like this one,” he added.
Bagiire revealed that the Ministry, through this MoU, pledges to avail products for sampling to key stakeholders, potential trade and business partners interested in engaging in export of Uganda Waragi.
The Ministry, he noted, will also provide information to potential investors on import and export opportunities for UBL products in Uganda.
Increased Brand Visibility
The partnership will enable UBL to showcase its products on an international scale, increasing brand visibility and recognition. By supplying Ugandan Missions abroad, UBL’s products will be exposed to a wider audience, including diplomats, stakeholders, and potential business partners.
Export Opportunities
The MoU with the Ministry of Foreign Affairs opens up export opportunities for UBL, enabling the company to tap into new markets and increase its revenue. The Ministry’s Economic and Commercial Diplomacy program will facilitate bilateral trade between countries and find markets for Ugandan products, including UBL’s.
Government Support
This partnership with the Ministry of Foreign Affairs demonstrates the government’s commitment to supporting the private sector in promoting the manufacturing industry. This support will enable UBL to leverage the government’s resources and expertise to expand its business and increase its competitiveness.
Competitive Advantage
The partnership will give UBL a competitive advantage in several ways:
Unique market access
The partnership will provide UBL with unique access to Ugandan Missions abroad, enabling the company to showcase its products to a targeted audience.
Increased credibility
The partnership with the Ministry of Foreign Affairs will enhance UBL’s credibility and reputation, both locally and internationally.
Revenue growth
The partnership will enable UBL to increase its revenue through exports and sales to Ugandan Missions abroad.
The partnership between UBL and Foreign Affairs Ministry is thus a significant milestone for the company, providing a competitive advantage and opening up new opportunities for growth and expansion.
By showcasing its products on an international scale, UBL will increase its brand visibility, credibility, and revenue, positioning itself for long-term success.