FRANCE: Mecca Cola to launch in Middle East
The controversial soft drink Mecca-Cola, which has sold over 2m bottles in Europe, is to launch in the Middle East, according to owner Tawfik Mathlouthi.
A new entity Mecca Middle East Company is being set up with a production plant planned for Dubai after Mathlouthi signed a deal with the Emirati company Mojarrad General Trading (MGT), including distribution rights across the Middle East.
"Saudi Arabia has already ordered 5m 1.5 litre bottles," said Mathlouthi.
A sum of US$4mis being invested into the project, which hopes to be up and running before the end of the year.
Annual sales of 200 million bottles are targeted.
"Several countries in the Middle East, including Syria, Lebanon, Sudan, Iran, Iraq, Yemen, Jordan and Libya have already agreed about distribution rights," he said.
Mathlouthi is a French entrepreneur who says that by providing an alternative to Coca-Cola he is "combating US imperialism and Zionism by providing a substitute for American goods."
The drink appeals directly to anti-US sentiments with the slogan, "Don't drink stupid, drink with commitment." As an added incentive, 20% of the price of each bottle sold goes to charity - half to Palestinian charities, half to European organisations.
- Comment - 'Craft' and the Danger of 'Romance Copy'
- Is A-B InBev/SABMiller 'Mega-Merger' Off?
- Sustainability: What Craft Teaches Multi-Nationals
- Pernod takes positives from China Cognac bounce
- Ethiopia competition to remain "intense" - Diageo
- Bacardi bags a Bourbon with Angel's Envy buy
- SPI Group 'disappointed' over Stolichnaya ruling
- Anheuser-Busch InBev lines up new chairman
- Bacardi Brown-Forman here to stay
- Carlsberg takes on Stella Artois in new campaign
- Global rum insights - market forecasts, product innovation and consumer trends research
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- ALDI 2015: Radically transforming Anglo Saxon grocery markets
- Champagne: Less Than Bubbly
- Beer Market Insights Africa 2014