At one of the tables at Shisa Nyama Village in Bugolobi, on Thursday evening, a guest held a glass of whiskey as the brand ambassador explained what to look for before taking the first sip.
Across the venue, another group was following a cocktail demonstration, watching familiar ingredients come together around a new Irish whiskey. A few metres away, conversations about flavour, preferred serves and the changing ways people enjoy whiskey flowed as naturally as the music that would later take over the evening.
This was the setting for the Roe & Co brand immersion, an intimate gathering that introduced guests to the story and character of a whiskey that just got introduced into the Ugandan market.
Rather than relying on a formal presentation, the experience unfolded through conversations. Members of the Advocacy team from Uganda Breweries Ltd (UBL), moved from table to table, engaging guests individually and answering questions about Roe & Co; its background and the qualities that distinguish it within the Irish whiskey category.
The format gave the evening a more personal feel. Guests were able to explore the whiskey at their own pace, asking about its flavour profile, how it is made, and the different ways it can be enjoyed.
Roe & Co is a contemporary blended Irish whiskey inspired by the legacy of George Roe, whose name is associated with Ireland’s historic whiskey industry. The brand draws from that heritage while presenting Irish whiskey through a modern, social lens, one that places as much emphasis on versatility and shared experiences as it does on the spirit itself.
According to Melanie Kaita, a Reserve Brand Ambassador, Roe & Co stands out for the balance it brings to the Irish whiskey category.
“Roe & Co is a beautifully balanced Irish whiskey. It brings together a rich and smooth character with a depth of flavour that makes it approachable while still offering something interesting for people who already know and enjoy whiskey,” she said.
She further explained that the whiskey’s character is shaped by a carefully selected blend and its maturation process, giving it a rounded profile with layers that can be explored differently, depending on how it is served.
“What makes Roe & Co special is that it respects the heritage of Irish whiskey while presenting it in a way that feels contemporary. It has character, but it is also versatile. You can enjoy it neat, on the rocks or in a cocktail, without losing what makes the whiskey distinctive,” she said.
For many of the guests, the immersion offered an opportunity to go beyond the familiar ritual of ordering a whiskey and drinking it the way they always had.
Through guided tastings, they were encouraged to pay attention to the aroma, flavour and character of the whiskey. The ambassadors also demonstrated how Roe & Co could be used in classic cocktails and accessible serves that could be recreated at home.
The cocktail sessions were among the evening’s most interactive moments. Guests watched the drinks being prepared, asked questions about ingredients and learned how different serves could bring out different aspects of the whiskey.
Steven Baguma, also a Reserve Brand Ambassador, described Roe & Co as a whiskey that gives bartenders room to experiment.
“Roe & Co is a bartender’s whiskey because it is built for versatility. It has enough character to remain present in a cocktail, but it is also balanced enough to work with different ingredients without overpowering them,” Baguma said.
He noted that this makes the whiskey suitable for both established cocktail recipes and new creations.
“You can use it in familiar classics and still get a distinctive result, but it also gives bartenders the freedom to experiment and create serves that suit different tastes. Whether someone prefers something refreshing, citrus-forward or more spirit-led, Roe & Co gives you a strong foundation to work with,” he said.
The experience reflected a broader shift in how some consumers are approaching whiskey. While the neat pour remains familiar, there is growing curiosity around cocktail-making, food pairings and the stories behind the bottles people choose.
For bars and hospitality spaces, that curiosity is creating opportunities to turn whiskey from a drink ordered at the counter, into an experience built around discovery and conversation.
At Shisa Nyama Village, the combination of guided tasting and one-on-one engagement allowed guests to approach Roe & Co without the pressure of a formal masterclass. Some preferred to explore it through a straightforward pour, while others encountered it through cocktails.
As the evening progressed, the educational moments gradually gave way to music. The DJ took over, and the atmosphere shifted from tasting and discussion into a relaxed social gathering.
The transition captured the purpose of the immersion: to introduce a new whiskey while allowing people to experience it in a setting that felt familiar, over food, music and good company.
For Roe & Co, which is beginning its journey in Uganda, the event offered a way to engage people who already understand and enjoy whiskey, but may be open to discovering another expression of it.
By the end of the evening, guests had not only tasted Roe & Co but also learned about its story, explored its flavour and seen how it could be used beyond the traditional serve.
