The partnership comes as preparations gather pace for Uganda's inaugural Miss Universe Uganda competition, which was launched in May and will culminate in the crowning of the country's first representative to the global Miss Universe pageant. Organised by Joram Model Management, the competition places emphasis on leadership, advocacy and community engagement alongside beauty.
The collaboration builds on V&A Sherry's continued support for women-focused initiatives, including its longstanding partnership with the Miss Uganda Foundation. The brand says such collaborations are designed to encourage women to embrace their individuality, pursue their ambitions and make meaningful contributions to society.
According to the organisers, the partnership brings together two platforms committed to celebrating women who inspire change through leadership, talent and advocacy.
V&A Sherry said it will use the partnership to amplify the stories and journeys of contestants while highlighting qualities such as confidence, resilience, compassion and the courage to lead.
Speaking about the collaboration, V&A Sherry Brand Manager at Uganda Breweries Limited, Roy Ronald Tumwizere, said the partnership reflects the brand's commitment to supporting women beyond the pageant stage.
"Miss Universe Uganda provides a platform where confidence meets leadership. Supporting this journey aligns with our commitment to celebrating women who are pursuing their dreams, using their voices and creating positive change in their communities," Tumwizere said.
The brand said it hopes the partnership will help ensure Uganda's first Miss Universe representative embodies authenticity, purpose and resilience as she prepares to compete on the global stage.
The Miss Universe Uganda grand finale will take place on August 1 at Imperial Royale Hotel in Kampala, where the country's first representative to the international Miss Universe competition will be crowned.