When David Mulaliira first considered launching a soft drink distribution business, he knew he needed a partner with an impeccable reputation. As the owner of Vinegarden Enterprises—a company supplying school materials, construction goods, and consulting services—he had built small but steady successes through hard work and persistence.
To break into the competitive beverage market, Mulaliira sought the backing of a globally trusted brand. That opportunity came when he partnered with Coca-Cola Beverages Uganda (CCBU), a subsidiary of Coca-Cola Beverages Africa (CCBA). With this alliance, he says, he “hit the ground running.”
Mulaliira’s journey began just six months ago when he officially became an Official Coca-Cola Distributor (OCCD). From the outset, he was impressed by the operational consistency that CCBU is known for.
“If it promises something, it follows through. You place an order, and the product arrives on time,” he says. “In my experience, few large manufacturers deliver so consistently.”
This reliability freed Mulaliira to concentrate on building his distribution network instead of worrying about delays in stock replenishment.
But product delivery wasn’t the only factor fueling his early success. Mulaliira credits the collaborative relationship with CCBU, particularly in customer-facing initiatives, for setting his business apart.
“When they ran the festive hamper promotion at Christmas, they sat with me, explained the mechanics, helped position the display, and even coached my staff on how to upsell the bundle,” he recalls.
These efforts turned ordinary retail transactions into engaging customer experiences, helping Mulaliira become not just a distributor, but a co-creator of value for his clientele.
“At CCBA, we are dedicated to creating value and delivering exceptional service across every touchpoint of our business,” said CCBU General Manager Melkamu Abebe.
“It’s about driving sustainable growth for our partners and ensuring product availability at every consumer touchpoint. Our Route-to-Market strategy focuses on optimizing operations with our Official Coca-Cola Distributors, ensuring a smooth flow from production to consumption.”
Mulaliira’s story is a testament to how strong partnerships, operational excellence, and shared goals can transform small ventures into thriving enterprises.
