By Our Reporter
For a very long time, single malt whisky was offered as one thing to be approached with a sure seriousness. There have been guidelines about the way it ought to be served, conversations about age statements and an assumption that the class belonged primarily to seasoned whisky drinkers.
That dialog is altering.
In Kampala, The Singleton has more and more discovered its place in a technology of drinkers discovering whisky via meals, music, cocktails, journey and social experiences slightly than via conventional whisky rituals.
It is a route that mirrors the model’s wider world positioning. Internationally, The Singleton has been related to efforts to make single malt extra accessible to youthful and newer whisky drinkers, with flavour and discovery taking priority over intimidation.
A 2025 Spirits Business characteristic described the model as enjoying a task in shaping the longer term route of Scotch, notably as youthful customers encounter whisky via lifestyle-led experiences.
Uganda gives an attention-grabbing native expression of that technique.
The Singleton’s presence at The Big Meeting has positioned the whisky in the midst of Kampala’s social calendar. The month-to-month daytime gathering at Thrones Bar and Lounge has advanced into an area the place friends do greater than order drinks. They experiment behind the bar, work with mixologists and create cocktails impressed by The Singleton, turning whisky consumption into participation.
At one version, friends experimented with berries, herbs, uncommon pairings and totally different flavour combos.
“The Singleton is crafted for events the place folks come collectively to savour their wins, specific themselves, and revel in experiences that really feel slightly extra particular. That’s why we’re right here, to intensify these moments and make them unforgettable,” says Simon Lapyem, The Singleton Brand Manager.
The model’s native story has additionally moved past nightlife.
Its Chef’s Table experiences have introduced whisky into conversations round meals and tradition, with cooks corresponding to April Charlotte and Marcelino Dgedge utilizing Ugandan elements and private tales to create intimate eating experiences round The Singleton.
This is essential as a result of the brand new whisky drinker just isn’t essentially in search of a textbook introduction to single malt. They are in search of an expertise that provides them a motive to discover it.
That philosophy has been evident in The Singleton’s world advertising for years. In 2014, the model launched vibrant expressions particularly as a part of an effort to demystify single malt and entice youthful customers. More not too long ago, its Gardens of Abundance marketing campaign has used multisensory experiences to introduce much less acquainted drinkers to the class.
In Kampala, that very same thought is taking over a distinctly social character.
The result’s a whisky dialog that feels much less about who already understands single malt and extra about who’s keen to find it.