In a move poised to shake up Uganda’s luxury drinks market, Uganda Breweries Limited (UBL) has appointed Catherine Twesigye as the new Head of Premium Spirits Uganda.
Twesigye’s rise to this strategic position marks a bold step by UBL to dominate the fast-growing premium and reserve spirits category.
Known for her dynamic leadership and market-savvy instincts, she brings more than 10 years of experience in sales, marketing, and brand transformation across East Africa.
Her appointment couldn’t be more timely. As Ugandan consumers increasingly turn to refined tastes and elevated experiences, UBL is doubling down on innovation and aspirational branding. And with Twesigye at the helm, that vision is in confident hands.
“Catherine has consistently delivered transformative growth for major brands by marrying business strategy with cultural storytelling,” a UBL spokesperson noted.
A Portfolio of Powerhouse Brands
In her new role, Twesigye will lead an elite lineup of global favorites—including Johnnie Walker, Baileys, Singleton, Don Julio, and Tanqueray. Her mission? Drive growth, elevate brand experiences, and keep luxury spirits relevant in Uganda’s fast-evolving market.
Twesigye is no stranger to the liquor giant. After serving as Senior Brand Manager at East African Breweries Limited (EABL) in Nairobi for three years, she returned to UBL last year as Emerging Channels Project Manager.
In just eight months, she made such a mark that the promotion to her new role felt inevitable.
More Than Just a Marketer
Twesigye is widely respected not just for her strategic mind, but for her empathetic leadership style, creative agility, and ability to build high-performing, cross-functional teams.
Her campaigns have not only driven sales but sparked emotional connections with consumers.
From breakthrough innovations to award-winning storytelling, her work has always sat at the intersection of business results and cultural relevance. She’s also known for nurturing agency relationships and pushing brands to evolve authentically within local contexts.
UBL Betting on Visionary Talent
Her appointment signals UBL’s broader commitment to invest in top-tier talent that understands both the numbers and the people behind them.
It’s a long-term play to shape drinking culture in Uganda by placing premium experiences at the forefront.
As Catherine Twesigye steps into this high-stakes role, the spotlight is on her to redefine what premium means in the Ugandan spirits space—and make it matter to the modern consumer.
