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David Mulaliira’s journey into the beverage distribution business is a testament to ambition, perseverance, and the power of strong partnerships.
Owner of Vinegarden Enterprises, Mulaliira had already built a modest business dealing in school supplies, construction materials, and consulting services.
Yet, when he contemplated expanding into soft drink distribution, he understood the importance of aligning with a reputable brand.
Mulaliira’s entry into the market was solidified six months ago when he signed on as an Official Coca‑Cola Distributor (OCCD) with Coca-Cola Beverages Uganda (CCBU), part of the Coca-Cola Beverages Africa group.
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From the outset, he was impressed by CCBU’s reliability and consistency. “If it promises something, it follows through; you place an order, and the product arrives on time. In my experience, few large manufacturers deliver so consistently,” he said.
Operational Excellence Fuels Growth
This dependable supply chain allowed Mulaliira to shift his focus from chasing stock to expanding his distribution network.
The partnership went beyond mere logistics. CCBU involved him closely in marketing initiatives that resonated deeply with his customers. During the festive hamper promotion last Christmas, the CCBU team not only explained the mechanics of the campaign but also helped position displays and coached his staff on upselling techniques.
These collaborative efforts transformed everyday retail transactions into shared experiences of customer delight, reinforcing Mulaliira’s connection to his market and boosting sales.
Melkamu Abebe, General Manager of CCBU, highlighted the company’s dedication to building sustainable partnerships.
“At CCBA we are dedicated to creating value and delivering exceptional service across every touchpoint of our business,” he said.
“Our Route-to-Market strategy emphasises optimising operations with our Official Coca-Cola Distributors, ensuring smooth product movement from production to final consumption.”
For Mulaliira, this partnership has been a game-changer, turning his vision into reality and setting the stage for continued growth in Uganda’s competitive beverage market.