Blog: Vimto's sweet success for Ramadan
Andy Morton | 4 May 2012
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.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- SABMiller's troubles fuel M&A rumours
- Moët Hennessy unveils first Travel Retail outlet
- Diageo puts Beckham centre stage in Haig Club ad
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- TWE unveils Penfolds range after CEO's "bold move"