UBL debuts Uganda’s first flavored beer, Rockshore Tropical Lager

UGANDA – Uganda Breweries Limited (UBL), a subsidiary of East African Breweries Limited (EABL), has launched Uganda’s first flavored beer infused with natural tropical African fruit flavors like pineapple and passion to give consumers a new and exciting way to enjoy beer.

The new product marketed under the name Rockshore Tropical Lager was unveiled under UBL’s Innovations arm, which has brought forth products like Uganda Waragi Pineapple and Coconut, Baileys Delight, Gordon’s Pink, and TuskerCider.

The beer has an Alcohol by Volume (ABV) of 4.2% and is available at supermarkets; distributors; stockists; and different bars around the country at the recommended retail price of UGX 4,500, as well as e-commerce platforms like Jumia and Kikuubo Online.

Angella Mpayenda, UBL’s Innovations Project Manager said: “Both locally and internationally, we are seeing a shift in the way consumers want to experience the things that bring them together with their friends and loved ones from food to travel, and now to beer.

“Rockshore is our latest response to these changes in consumers’ tastes and preferences, and we are proud to once again shock the market with yet another quality product offering.”

The launch follows the unveiling of the same brand by Its Kenyan sister company, Kenya Breweries Limited (KBL) in the Kenyan market in October.

KBL said the beer will be sold in bars and restaurants at a recommended retail price (RRP) of Ksh. 150 and will come in a returnable bottle.

KBL Managing Director Mr. John Musunga said the company’s ambition to attract new customers and adapt to their shifting tastes and preferences led to the development of the innovative drink.

He added that the development of Rockshore Tropical Lager today came as a response to the growing market preference for flavorful beers with locally brewed fruit-inspired brews that can increase the base of consumers in the category.

The company’s consumer surveys on the market trends for alcoholic beverages revealed that a younger generation of customers prefers beers that are lively, colorful, and exciting.

EABL Marketing and Innovations Director Anne-Joy Michira reaffirmed that the goal of the company’s inclusion of Rockshore Tropical Lager is to interact with a constantly changing consumer base through flavored offerings.

She explained that the product resonates with a large part of the target population, who have a sweeter palate that is not addressed by mainstream beers.

With its crisp, clean flavor and exquisite tongue feel, Rockshore Tropical Lager gives a more reviving, lively, and savory tasting experience,” added Ms. Michira.

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Jay Ndungu

Jay is a computer scientist and journalist with a passion for the intersection of technology and society. He has a background in computer science, developing a deep understanding of the technical aspects of the industry, including programming languages and software development methodologies. Currently, He writes for Nairobi Times, covering a wide range of topics including technology, politics, sports, and entertainment. With his unique combination of technical knowledge and journalistic experience, Jay brings a unique perspective to the stories he covers, able to explain complex technical concepts in an easy-to-understand manner. His work is dedicated to bridge the gap between technology and society, and to make people more aware of the potential of technology to make the world a better place.

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