In a significant leadership change, Coca-Cola Beverages Uganda (CCBU) has announced Emmy Hashakimana as the new General Manager, effective August 12, 2025. Hashakimana, who previously served as Commercial Director at Uganda Breweries, brings a wealth of experience and a proven track record of driving exceptional growth and innovation.
This appointment is a strategic move by CCBU to solidify its market leadership and is expected to have a ripple effect throughout Uganda’s dynamic soft drinks industry.
Market Leader Set for Greater Dominance
Hashakimana’s career is a testament to his expertise in market strategy, innovation, and digital transformation. His background with multinational giants like Unilever and Diageo, including a five-year stint in London with Diageo’s Global Innovation Team, gives him a unique global perspective.
Most recently, as Commercial Director at UBL, he delivered double-digit profit growth and tripled turnover in key regions. He achieved this through a meticulous focus on sales and operations planning, streamlined sales execution, and the innovative use of digital route-to-market strategies. His appointment signals CCBU’s intent to apply these same principles to the soft drinks sector.
This is not just a change of management; it’s a strategic effort to harness Hashakimana’s proven ability to:
Drive Aggressive Growth
His success in tripling turnover in key regions suggests he will focus on aggressive expansion and market penetration strategies for CCBU.
Innovate and Modernise
His experience with Diageo’s Global Innovation Team and his focus on digital route-to-market solutions indicate that he will likely spearhead new product development and leverage technology to enhance distribution and customer engagement.
Build High-Performing Teams
Hashakimana is known for his passion for building diverse, high-performing teams and fostering talent mobility. This focus on human capital is crucial for building a sustainable, competitive advantage.
According to Gavin Hudson, CCBA Chief Operating Officer, Hashakimana’s appointment “reflects our continued focus on strengthening local talent in Africa.” Hudson added, “His passion for building high-performing teams and his deep understanding of the East African market make him a valuable addition to our leadership.”
Impact on Uganda’s Soft Drinks Industry
Hashakimana’s leadership is expected to have a profound impact on the entire soft drinks industry in Uganda.
As the largest bottler of Coca-Cola brands, CCBU’s strategic moves often set the pace for the market. His appointment could lead to:
Heightened Competition
Hashakimana’s reputation for driving aggressive growth will likely intensify competition. Competitors will need to innovate and optimise their strategies to keep pace, benefiting consumers with a wider variety of products and better services.
Innovation and Market Expansion
With his experience in innovation, CCBU may introduce new products or packaging, forcing other players to respond. His focus on digital distribution could also set new industry standards for how beverages are sold and delivered, especially in last-mile logistics.
Talent Development
As a leader who champions talent, Hashakimana’s presence at CCBU could raise the bar for professional development and team performance across the sector, creating a more dynamic and skilled workforce.
In essence, Hashakimana’s appointment is a clear statement of intent from CCBU. The company is not just looking to maintain its market position; it is aiming to leverage a seasoned leader’s expertise to innovate, grow, and reinforce its dominance in a highly competitive market.