Blog: Andy MortonVimto's sweet success for Ramadan

Andy Morton | 4 May 2012

Vimto has been sold in the Middle East for the past 25 years

Vimto has been sold in the Middle East for the past 25 years

A trading statement from UK soft-drinks maker Nichols this week unearthed an interesting nugget: apparently, Nichols-owned Vimto is very popular in the Middle East during Ramadan.

The brand has been sold in the region for the past 25 years, Nichols told just-drinks, and performs well throughout the religious festival because it's non-alcoholic and sweet.

A quick call to a handful of popular Ramadan restaurants in the UK backed this up.

"People like fruity drinks during Ramadan," said Ali from Imran's Restaurant & Sweet House in Birmingham's famous Balti Triangle. "When people have been fasting all day they like to drink something sweet before they start eating food."

Imran's doesn't stock Vimto, however, and neither does the Lahore Kebab & Sweet House just down road. But, when told that it's a big-seller in countries such as Saudi Arabia, the manager there suggested that might change.

"What's good for the goose is good for the gander," he said.

Nichols should get on the case.


BLOG

I've got the brains, you've got the water. Let's make lots of money

Do you have a water source in your garden? By which, I mean a spring, rather than an outside tap....

BLOG

The just-drinks Weekly Round-Up

Here's a round-up of the top stories on just-drinks last week, featuring PepsiCo and Coca-Cola Co, Castel, Molson Coors and the cachaca sector....

BLOG

The real stars behind supermarkets' Scotch success

There was a big focus on supermarkets and their Scotch offerings this week when a couple of own-brand malts scooped top awards at the International Wines and Spirits Competition (IWSC)....

BLOG

San Francisco's 21st Amendment breaks ground on new site - video

You can't seem to move at the moment for news of US craft brewers expanding....

just-drinks homepage



Forgot your password?