Kampala. Uganda Breweries Limited (UBL) and Buganda Kingdom, through Majestic Brands, the investment arm of the kingdom, have partnered to brew a new beer brand called Ngule.
The beer is made from cassava and sorghum all of which are sourced locally from Buganda and Uganda. Ngule’s recommended retail price is Shs1,500.
UBL and the kingdom have a revenue sharing agreement.
Unveiling Ngule at the Enkuuka- Buganda’s annual, year-ender party held in Lubiri, Mengo, the Katikkiro of Buganda, Mr Charles Peter Mayiga, hailed Ngule as a “job-making” and “wealth-creating” innovation by the kingdom.
“Ngule beer is an innovation (obuyiiya) which is a key agenda on Buganda’s five-year strategic plan. The creation of Ngule will significantly contribute to the kingdom’s income and create jobs for people in Buganda and elsewhere, from distributors to sellers as well as farmers in Buganda and outside Buganda that will grow the beer’s ingredients mainly cassava,” he said.
He added that Ngule is a Luganda word that means ‘crown’ or ‘reward’ and is a reminder that Baganda as a people are proud of their heritage and culture but are also progressive in nature.
Mr Mark Mugisha, the marketing manager-Beer at UBL said at Shs1,500, Ngule is the most affordable quality beer in its category, a deliberate decision by UBL to get more Ugandans consuming formal beer and moving away from local brews that are of poor quality and potentially hazardous.
“In view of that, Ngule will largely be sold in semi-urban and rural areas where UBL believes there is more potential for this beer,” he said.
Improving household incomes
Mr Mugisha also said the deliberate sourcing of cassava and sorghum from Buganda and the rest of the country, will see the success of the beer translate into a boost for agriculture by providing ready market and a “positive cycle of growth which will lead to upliftment of incomes at a household level within the Buganda region and the rest of the country.”