When the Johnnie Walker Blue Club was first launched in 2015, it was envisioned as an exclusive enclave for Uganda’s most accomplished, a refined space where luxury met legacy, and rare whisky met rare company. A decade later, the club is expanding through a bold transformation, one that reflects the changing face of influence, leadership, and modern success.
At the heart of this evolution is Robert Nsibirwa, the Marketing Manager for Spirits at Uganda Breweries Limited (UBL), a key team member whose forward-thinking vision is reshaping what luxury looks like in today’s Uganda. In this exclusive interview, Robert delves into the origins of the Blue Club, the motivations behind its reinvention, the experiences that define its membership, and why Johnnie Walker Blue Label continues to be the ultimate symbol of progress and prestige.
Give us a brief history of the Johnnie Walker Blue Club and what it originally set out to achieve.
The Blue Club was launched in June 2015, as part of the business’ strategic imperative to recruit and cater to an emerging luxury consumer. We set out to create an exclusive club, for Uganda’s elite, which would not only entitle them to rare and immersive experiences, but also provide a platform through which like minded and progressive people could network with each other and engage socially against the backdrop of the world’s finest Scotch: Johnnie Walker Blue Label.
We’ve seen the Blue Club evolve significantly in 2025. What inspired this shift, especially towards engaging a younger generation of business leaders and visionaries?
For over 200 years, Johnnie Walker has championed and celebrated the bold steps made by progressive individuals and communities. We attribute a large part of our longevity to our ability to walk the journey with our consumers from the dawn of their ambitions up until that elusive pinnacle.
Uganda today is seeing a new wave of leaders taking charge; in business, in industry and in new creative ventures.
These are individuals and groups that have renewed purpose and vision for our country and are eager to build onto the great work and foundation set by the titans before them. Johnnie Walker, through the Blue Club, recognises them, their ambition and their progress and is keen to be a part of it.
The recent Blue Club experience hosted by Dean Munene felt very different – young, vibrant, and intentional. How does this event speak to the Blue Club’s new direction?
Traditional Whisky Codes, a lot like society, have boxed success into a rigid corner that robbed it of flair in celebration. That can no longer be the case.
We are intentional about elevating how luxury comes to life amongst our more accomplished and discerning consumers.
Going forward, we shall be a truly contemporary luxury icon.
Membership to the Blue Club seems more coveted than ever. Could you walk us through how one can join the Blue Club today? Are there any particular criteria or pathways to membership?
Like all exclusive members’ clubs, one must first of all be the right fit for the club. To be a member of the Blue Club, one must enshrine & embody the values that we hold dear: Progress, Mastery & Boldness. Upon recommendation by an existing member, the individual is vetted, and if successful, he or she is invited to subscribe to the club at an annual fee of $1,500.
Beyond the exclusivity, what are some of the key perks and experiences that members can look forward to?
Members of the Blue Club have the priceless access to some of the most accomplished individuals in the country, through various member activities. They get to host and/or attend exclusive members-only social events, co-curated by Johnnie Walker Blue Label, to create memorable social experiences.
Members are also given access to unique “money can’t buy” excursions around the world, made available on schedule. Furthermore, our members get to access global rare special release drinks, availed to them as a priority. These and many other experiences that we update and upgrade frequently to ensure that we are providing them with only the best.
The event highlighted an incredible attention to detail, from curated tastings to personalised experiences. How important is personalisation and storytelling to the Blue Club experience today?
Because the members we attract to our club are among the most discerning in the country, it is important that we deliver the best and nothing less. We leverage the strength of our world-class partners to bring to life our world of luxury in ways that will delight and engage our audience. No detail is too small, and no expense is too big as we cater to our members. We are always intentional about bringing the unique world of Johnnie Walker Blue Label to life, with vibrant impact, across all touchpoints, stimulating all senses to create a truly immersive experience that is made just for them.
Finally, what message would you like to leave with Uganda’s next generation of bold leaders who aspire to embody the spirit of the Blue Club?
To Uganda’s next generation of bold leaders, I say this: Embrace progress not as a destination, but as a mindset. The spirit of the Blue Club and of Johnnie Walker Blue Label is about walking forward with purpose, vision, and character.
True leadership isn’t just about achievement; it’s about legacy. It’s about making bold, sometimes unconventional choices that elevate not only yourself but the communities and industries around you.
Stay curious. Stay principled. Surround yourself with people who challenge you. And never be afraid to celebrate the journey as much as the milestones. Because in the end, progress, like a finely blended whisky, takes time, patience, and unwavering intent.