Singer Vinka received an unexpected morale boost during rehearsals for her upcoming Live & Loud concert after Bell Lager and Uganda Waragi announced a partnership that will see the two brands support the show from its final preparations through to concert night.
The surprise unfolded on Tuesday morning at MoTIV Studios, where Vinka and her dancers were in the middle of an intensive rehearsal session ahead of the Aug. 21 performance at Lugogo Cricket Oval.
The music stopped when representatives from the two Uganda Breweries Limited brands walked into the studio carrying symbolic gifts to mark the beginning of the collaboration. Bell Lager Brand Manager Lillian Kansiime presented the singer with a Bell cooler, while Roy Tumwizere, Core Mainstream Spirits Manager, arrived with a bottle of Uganda Waragi Premium.
The visit quickly shifted from a formal partnership announcement to an impromptu dance session as the two brand managers joined Vinka and her choreography team on the rehearsal floor before posing for photographs to officially launch the partnership.
Kansiime said the collaboration reflects Bell Lager’s continued commitment to supporting Ugandan talent and celebrating artists whose work has become part of the country’s cultural identity.
She described Vinka’s first major concert as an important milestone, adding that the brand looks forward to celebrating with fans while contributing to another memorable chapter in Uganda’s entertainment industry.
Tumwizere said Uganda Waragi deliberately chose to meet the artist in her rehearsal space instead of organising a traditional press event because the creative process is where the energy behind live performances begins.
He said the partnership is intended to demonstrate that the brand is standing alongside Vinka throughout her journey to the concert stage.
The collaboration also aligns with Bell Lager’s “Uganda’s Very Own” campaign, launched as part of the brand’s 75th anniversary celebrations. The campaign recognises Ugandans whose achievements have contributed to the country’s cultural heritage.
Vinka’s rise from backup dancer and artist manager to one of Uganda’s leading performers made her a fitting choice for the initiative, according to the organisers.
The Vinka Live & Loud concert, organised by Swangz Avenue, is scheduled for Aug. 21 at Lugogo Cricket Oval. Organisers say concertgoers can expect interactive brand experiences alongside the live performances as Bell Lager and Uganda Waragi become official partners of the event.
Tickets for the concert are already on sale through designated outlets.
