For beer consumers, each time you take a Castle Milk Stout beer, know one thing - that you are promoting and supporting the continued existence of Barcelona football club in Uganda and Africa at large.
In a new twist of events, Spanish soccer giants Barcelona entered a three-year partnership with Castle Milk Stout beer, which was announced recently at Sheraton Kampala hotel. This experience is the launch pad for Barcelona in Africa - to extend its footprint to a wider football market (Africa) that has been dominated by English Premiership clubs.
Speaking at the official launch, Daniel Ogong, the marketing director of Nile Breweries, the company that makes the beer, revealed that this partnership comes with a lot of benefits to Castle Milk Stout consumers and FC Barcelona fans. He explained that there would be a number of local promotional activities henceforth, which would also quickly boost the team's popularity in Uganda and in Africa on the whole.
In addition, these will open doors for FC Barcelona fans in Uganda to have easier access to their club's merchandise, memorabilia and a chance to win a trip to Barcelona. Barcelona faces a big challenge to break through the African market whose inclination is mainly on European teams like Arsenal, Manchester United, Liverpool and Chelsea.
But observers feel that because of Barcelona's beautiful brand of football and success on the pitch that is epitomised by classy players such as Lionel Messi, they already have a head-start in this new course. And if the launch at the Sheraton hotel was anything to go by, there is every reason to believe the ease with which Barcelona wins football matches and trophies.
For starters, most patrons that attended the event at Sheraton hotel were clad in Barcelona jerseys. The venue was all sparkly and enticing, with human size card-board made pictures of the Barcelona stars like Messi, Andres Iniesta, Xavi, Neymar and Cesc Fabregas.
And there was entertainment to match the occasion from singer Jackie Chandiru, who was as riveting on stage as Barcelona has been over the last five years of dominance on the European football stage, with scintillating performances.