Lapyem Simon Patrick has moved into the role of Brand Manager, Premium Beer, at East African Breweries PLC (EABL), overseeing Tusker Cider, Tusker Malt Lager and WhiteCap in Uganda. The appointment, announced on 9 October 2026, expands his responsibilities beyond whisky and spirits into a portfolio spanning lager and cider.
Patrick most recently managed whisky brands at EABL, leading strategy and execution for The Singleton and other malt whiskies in East Africa. His new remit brings together experience in brand development, product innovation and digital commerce at a time when drinks companies are competing for consumers across different price points and drinking occasions.
From whisky to beer
Before taking on the premium beer portfolio, Patrick served as a whisky brand manager at EABL, a position he assumed in August 2025 after more than six years at Uganda Breweries Limited, where he worked across digital marketing and spirits innovation. His latest appointment broadens his category responsibilities within the East African brewing group, extending his remit from whisky into premium beer and cider. The financial terms of the appointment have not been disclosed.
His new portfolio includes three established brands with different product propositions. Tusker Malt Lager competes in premium lager, WhiteCap is another established beer brand, while Tusker Cider gives the portfolio exposure to a fruit-based alcoholic drink category. Cider’s commercial position in the region is discussed in Drinkabl’s market analysis.
Innovation and brand growth
At Uganda Breweries, Patrick managed spirits launches and extensions, working with finance, supply, production and commercial teams to take products from concept to market. His work included the 2023 launch of Uganda Waragi Lemon & Ginger at the Nyege Nyege festival, which he reported had delivered 198% growth in less than three months.
He also worked on the relaunch of Captain Morgan Gold and the Ugandan introduction of Don Julio tequila in April 2024. The experience gives him a background in managing launches and consumer activations, although no performance targets for his new beer and cider portfolio have been disclosed.
Digital commerce experience
Before moving into spirits innovation, Patrick served as Digital Manager at Uganda Breweries from 2019 to 2021. He helped develop e-commerce partnerships with Jumia Uganda, SafeBoda and Kikuubo Online during the COVID-19 lockdown, with the Jumia partnership generating more than £15,000 in two months and over £29,000 in revenue during the first quarter of the 2021 financial year, based on figures in his professional record.
That experience combines digital distribution with brand marketing, two areas relevant to reaching consumers across retail and social occasions. His latest appointment adds responsibility for beer and cider brands to a career that has covered communications, digital sales, spirits innovation and whisky.
