By Our Reporter
Uganda Breweries Limited (UBL) has unveiled a new product on the Ugandan market – Rockshore Tropical Lager.
Rockshore is Uganda’s first flavoured beer – infused with natural tropical African fruit flavours like pineapple and passion to give consumers a new and exciting way to enjoy beer. The product was unveiled under UBL’s Innovations arm, which has brought forth products like Uganda Waragi Pineapple and Coconut, Baileys Delight, Gordon’s Pink and Tusker Cider.
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 product was launched through a digital-led campaign that saw media personality and social media influencer – Lynda Ddane– stage the hacking of her Instagram account, triggering a flurry of conversation online about who could have “Rocked” her life.
Emmy Hashakimana, UBL’s Marketing and Innovations Director said, “Change is a constant, and our consumers are on a continuous journey to discover more unique and diverse taste experiences. As such, our edge as a business has been to leverage the power of innovation to consistently push the boundaries of what is considered ordinary and bring forth products and experiences that align with the consumers’ craving for the extraordinary.”
Rockshore is available at supermarkets; distributors; stockists; and different bars around the country at the recommended retail price of UGX 4,500/-.