The beloved fruity beverage has become synonymous with Ramadan in many households
Vimto, the beloved fruity beverage, has been quenching thirst for over a century. But this year, as the Middle East celebrates its 100th Ramadan, Vimto-maker Nichols witnessed a remarkable surge in revenue across the region.
A Sweet Transition
Vimto, with its distinctive blend of grapes, raspberries, and secret spices, has become synonymous with Ramadan in many households. Families gather around iftar tables, breaking their fast with a chilled glass of this iconic drink. The tradition has deep roots, dating back to the early 20th century when Vimto first made its way to the Middle East.
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The Numbers Speak
Nichols, the British company behind Vimto, reported a 10.3% increase in sales specifically in the Middle East during the 100th Ramadan celebrations. This growth outpaced global revenue trends, signaling the enduring popularity of Vimto in the region. The total sales figure reached an impressive £170.7 million, reflecting the brand’s strong foothold in the Middle Eastern market.
On its website, Vimto says Vimto Cordial was first introduced to the Middle East in 1927 by the Aujan family, adding: “Vimto’s Vimto has been synonymous with Ramadan for nearly a century and has become a family tradition and legacy routed in the Khaleeji heritage. Vimto Cordial is Ramadan’s unique and irreplaceable drink of choice on the Iftar table which is prepared and consumed by families across all generations.”
But it wasn’t just sales that saw a boost. Nichols’ pre-tax profit also soared, rising by a staggering 75.3% to £24.3 million. The combination of increased sales volume and improved profitability paints a rosy picture for the Vimto brand.
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Factors Behind the Surge
Several factors contributed to Vimto’s success during this milestone Ramadan:
- Cultural Significance: Vimto has become woven into the fabric of Middle Eastern culture. Its fruity sweetness evokes memories of family gatherings, laughter, and shared meals during the holy month. As families observed centuries-old traditions, Vimto remained a constant presence on their tables.
- Marketing and Branding: Nichols strategically leveraged its marketing efforts. From heartwarming television commercials to eye-catching billboards, Vimto was everywhere. The 100th Ramadan provided a unique opportunity to reinforce the brand’s connection with the community.
All in all, As Vimto continues to quench the thirst of millions across the Middle East, Nichols remains committed to nurturing this legacy. The 100th Ramadan is a milestone, but the journey doesn’t end here. With Vimto’s timeless appeal and Nichols’ strategic vision, the future looks as sweet as the iconic purple drink itself.
