For a long time, single malt whisky was presented as something to be approached with a certain seriousness. There were rules about how it should be served, conversations about age statements and an assumption that the category belonged primarily to seasoned whisky drinkers.
That conversation is changing.
In Kampala, The Singleton has increasingly found its place in a generation of drinkers discovering whisky through food, music, cocktails, travel and social experiences rather than through traditional whisky rituals.
It is a direction that mirrors the brand’s wider global positioning. Internationally, The Singleton has been associated with efforts to make single malt more accessible to younger and newer whisky drinkers, with flavour and discovery taking precedence over intimidation. A 2025 Spirits Business feature described the brand as playing a role in shaping the future direction of Scotch, particularly as younger consumers encounter whisky through lifestyle-led experiences.
Uganda provides an interesting local expression of that strategy.
The Singleton’s presence at The Big Meeting has placed the whisky in the middle of Kampala’s social calendar. The monthly daytime gathering at Thrones Bar and Lounge has evolved into a space where guests do more than order drinks. They experiment behind the bar, work with mixologists and create cocktails inspired by The Singleton, turning whisky consumption into participation.
At one edition, guests experimented with berries, herbs, unusual pairings and different flavour combinations.
“The Singleton is crafted for occasions where people come together to savour their wins, express themselves, and enjoy experiences that feel a little more special. That’s why we’re here, to heighten these moments and make them unforgettable,” says Simon Lapyem, The Singleton Brand Manager.
The brand’s local story has also moved beyond nightlife.
Its Chef’s Table experiences have brought whisky into conversations around food and culture, with chefs such as April Charlotte and Marcelino Dgedge using Ugandan ingredients and personal stories to create intimate dining experiences around The Singleton.
This is important because the new whisky drinker is not necessarily looking for a textbook introduction to single malt. They are looking for an experience that gives them a reason to explore it.
That philosophy has been evident in The Singleton’s global marketing for years. In 2014, the brand launched colourful expressions specifically as part of an effort to demystify single malt and attract younger consumers. More recently, its Gardens of Abundance campaign has used multisensory experiences to introduce less familiar drinkers to the category.
In Kampala, that same idea is taking on a distinctly social character.
The result is a whisky conversation that feels less about who already understands single malt and more about who is willing to discover it.
