Ugandans win big as Premier Distilleries’ Bikole Masavu lights up Kampala’s nightlife

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It's no secret that Kampala is known for its vibrant nightlife. When the sun sets, the city doesn't wind down, it wakes up. From the bustling streets of Bugolobi and Kabalagala to the sleek rooftop bars in Kololo, there's truly something for everyone. Most of these places are alive with Afrobeat, Amapiano, and the hottest local kidandali, which keeps revellers on their feet.

However, the spotlight often misses a particular group of Kampala's night dwellers, those from the informal sector. These are the daily earners, the people who labor during the day, such as the guys pushing carts filled with merchandise down town, boda boda riders, taxi drivers, among others. When their business is closed and the day's wages have been received, they clean up nicely in trendy outfits and go out to enjoy the fruits of their hard work.

Terrance Acir (R) receives a brand new boda boda after winning from the Bikole Masavu Promotion by Premier Distilleries Limited.

But before they hit their local bars, they usually visit a nearby shop to pre-game with drinks that won’t break the bank. The likes of coffee-flavored, gin or something colourless, which are particularly a favourite with the demographic.

This informal participation is also a major driver of the night economy, which includes formal and informal business operations from 6:00 PM to 6:00 AM. According to the Uganda Bureau of Statistics, the services sector, which encompasses many night economy activities, contributed 42.4% to the country’s GDP in 2022/23. The night economy creates significant opportunities for employment and consumer spending, boosting the economy on both the supply and demand sides.

It is refreshing to witness that companies such as Premier Distilleries Limited, the manufacturers of coffee-flavoured Vodka and Simba Gin, which have heavily benefited from their customers and the economy, are giving back to them for their loyalty.

For instance, Emmanuel Okello, a barber from Bunamunanuka sub-county, Luweero district, whose income will be supplemented with the new Bajaj boxer that he won from the brand’s 25-year celebration promotion, Bikole Masavu. Or Joy Namahonje, a resident of Mbale who’s mother’s farming business is going to benefit from the availability of a tuk tuk that is going to assist with transporting produce from the farm to the market.

Emmanuel Ogwal (R) receives a brand new Tuk Tuk after winning from the Bikole Masavu Promotion by Premier Distilleries Limited

With more than 400,000 Ugandans participating so far, over 100,000 winners, and prizes worth Shs 200 million already given away, the Bikole Masavu promotion continues to spread smiles and rewards across the country. The promotion runs until November, giving even more customers a chance to win. It has become a household campaign that celebrates everyday Ugandans.

Much as promotions to reward customers such as this are a business strategy, they strengthen customer loyalty for the business and also strengthen personal relationships by providing a shared, positive experience or a sense of mutual benefit when friends bond over a particular drink.

Ultimately, Kampala's nightlife is about more than just music and drinks. It's about the people and the charming, small bars. It's about friends who meet for "just one common drink" and end up watching the sunrise together. It's an expression of a city that thrives on community, joy, and resilience.

Samuel Odoki (R) receives a brand new smartphone after winning from the Bikole Masavu Promotion by Premier Distilleries Limited.

Whether you’re a first-timer or a seasoned night owl, a night out in Kampala is unforgettable. Because here, nightlife is culture, it’s a connection, it’s Kampala at its most alive.