How Vimto stays at the top of the Gulf's Ramadan shopping list


Taylor Heyman
  • English
  • Arabic

When a product has been around for more than a century, it can be difficult for it to adapt to changing times and tastes while retaining the elements that make it unique.

Vimto, the drink synonymous with Ramadan in the UAE, Saudi Arabia and the rest of the Gulf, may look like it is clinging to the past with its distinctive 1920s-style packaging, but all is not what it seems.

Challenged by the coronavirus pandemic and a health campaign against over consumption of sugar in the Gulf, the drink maker had to adapt.

The holy months in 2020 and 2021 passed under strict movement bans and social distancing regulations, presenting a difficulty for a company that achieves more than half of its sales of Vimto Cordial in the region just before and during the month of Ramadan.

Rasha Sakr, a marketing manager for Vimto at distributor Aujan Coca Cola Beverages Company, based in Dubai, said the company studied shoppers’ behavioural changes during the pandemic and found they were buying Vimto in bulk to avoid frequent trips to the supermarket.

“Our sales were slightly affected due to fewer gatherings and less gifting during the season. However, we are not only back to normal but have achieved our full target before the start of Ramadan this year,” she said.

It turned out that the coronavirus did not dull the appetite for the sticky, sweet thirst-quencher. Nichols, the maker of Vimto, said it sold 30 million bottles in the Middle East last year.

  • A shopper picks up bottles of Vimto at a supermarket in Abu Dhabi before the start of Ramadan. Asmaa Al Hameli / The National
    A shopper picks up bottles of Vimto at a supermarket in Abu Dhabi before the start of Ramadan. Asmaa Al Hameli / The National
  • A Vimto advertisement released to promote the popular cordial during the month of Ramadan. Photo: Vimto
    A Vimto advertisement released to promote the popular cordial during the month of Ramadan. Photo: Vimto
  • Stacks of Vimto drinks on display at the Lulu Supermarket at Khalidiya Mall in Abu Dhabi. Ravindranath K / The National
    Stacks of Vimto drinks on display at the Lulu Supermarket at Khalidiya Mall in Abu Dhabi. Ravindranath K / The National
  • Vimto achieves more than half of its sales in the region just before and during the month of Ramadan. Asmaa Al Hameli / The National
    Vimto achieves more than half of its sales in the region just before and during the month of Ramadan. Asmaa Al Hameli / The National
  • Vimto teamed up with Bloomingdales Home-Dubai to launch personalised bottles for Ramadan in 2015. Photo: Vimto
    Vimto teamed up with Bloomingdales Home-Dubai to launch personalised bottles for Ramadan in 2015. Photo: Vimto
  • Vimto says its consumers started buying in bulk during the past two Ramadans to reduce trips to the supermarket amid coronavirus restrictions. Asmaa Al Hameli / The National
    Vimto says its consumers started buying in bulk during the past two Ramadans to reduce trips to the supermarket amid coronavirus restrictions. Asmaa Al Hameli / The National
  • In the century since the cordial was created in the UK, Vimto's makers have expanded their product range to include new formats and flavours. Galen Clarke/The National
    In the century since the cordial was created in the UK, Vimto's makers have expanded their product range to include new formats and flavours. Galen Clarke/The National
  • Cans of Vimto, produced by Nichols Plc, are seen on a supermarket shelf in London. Bloomberg
    Cans of Vimto, produced by Nichols Plc, are seen on a supermarket shelf in London. Bloomberg
  • The packaging of Vimto has been modernised in some markets but retains its original look in the Middle East, with only minor changes. Bloomberg
    The packaging of Vimto has been modernised in some markets but retains its original look in the Middle East, with only minor changes. Bloomberg

Adapt to thrive

Vimto is not resting on its laurels. It has launched strawberry, blue raspberry and cola berry varieties in the region in recent years, and slushy drinks to entice younger buyers.

The company issued a profit warning in 2019 after the UAE and Saudi Arabia instituted sugar taxes. In response, the brand began efforts to attract a more health-conscious customer and avoid having to increase prices.

It introduced Vimto Cordial Zero, with no sugar, calories or artificial colouring, as a special offering for Ramadan this year.

Ms Sakr said the company was “definitely considering” adding Vimto Cordial Zero to its regular portfolio after the new variety sold out before the middle of the month.

The zero sugar variety also plays into a trend marketers are noticing among younger Muslims towards greater focus on health during Ramadan, particularly when it comes to choosing what to eat and drink for suhoor, the predawn meal.

“There is a trend among younger Muslims to think about their health and well-being, how to use their food during the darkness hours to have less fatigue and less dehydration and to have a more successful fast from a physical perspective,” said Shelina Janmohamed, vice president of Islamic Marketing at Ogilvy Consulting.

Drinks such as coconut water and mocktails are gaining in popularity for hydration, she said.

But not everything is changing. The Vimto label has remained almost the same since the drink arrived in the Gulf, even if the British version has tried to satisfy more modern branding tastes.

The Vimto Cordial label is quite distinctive and somehow sacred, so little or no changes have occurred since its launch
Rasha Sakr,
a marketing manager for Vimto based in Dubai

The label is so well protected that marketing staff need approval from the very top for even the most minor adjustments.

“The Vimto Cordial label is quite distinctive and somehow sacred, so little or no changes have occurred since its launch,” Ms Sakr said.

But for some, only the original will do. Families even argue over the ratio of cordial to water.

Vimto bottle. Photo: Aujan Industries LLC
Vimto bottle. Photo: Aujan Industries LLC

Abdulrazzaq Al Khaja, an engineer from Dubai, said Ramadan is not Ramadan without Vimto.

“It’s one of those things that officially start Ramadan,” he said. “The very first thing you drink at your first iftar.”

This Ramadan is no different — the Burj Khalifa has been lit up in the crimson colour of the cordial as the drink's place as a fixture of the holy month continues.

“We’re incredibly proud of the special place Vimto has established in the hearts and minds of generations of consumers in the Middle East — not only at the iftar table during Ramadan, but throughout the year,” Matthew Nichols, international commercial director at Vimto, said.

How Vimto became the darling of Ramadan

Vimto started off as a medicinal drink created by John Noel Nichols in 1908 in Manchester, England. Then called Vimtonic, it was advertised as a herbal drink to provide “vim and vigour".

After its first overseas launch, in Guyana in 1919, Vimto made its way to India, eventually reaching an employee of Saudi distribution firm Aujan, who recommended the drink to his boss in 1928.

Demand in the Gulf region grew to such a level that 50 years later, Aujan was given permission to set up production of the drink in Saudi Arabia. There are now more than 350 people employed in the operation there.

Even after Coca Cola bought a 50 per cent stake in Aujan's beverage business in 2011, the grandchildren of the original Nichols and Aujan business partners work together on the drink.

Vimto being produced in 1928. It was first made in Manchester and became popular with the city's temperance movement. Courtesy Vimto
Vimto being produced in 1928. It was first made in Manchester and became popular with the city's temperance movement. Courtesy Vimto

Its association with Ramadan has no agreed origin story, but it is likely that the burst of sugar proved attractive to those breaking their fast and its reputation spread through the community.

But there is also science behind why people seek out the familiar during a transformative time in their lives.

“One of the things that Ogilvy looks at is, from a behavioural science perspective, how do habits get formed? If you are drinking something every day at a very fixed time, which is the iftar time, that becomes a habit,” Ms Janmohamed said.

Results

5pm: Maiden (PA) Dh80,000 (Turf) 1,200m, Winner: ES Rubban, Antonio Fresu (jockey), Ibrahim Aseel (trainer)

5.30pm: Handicap (PA) Dh85,000 (T) 1,200m, Winner: Al Mobher, Sczcepan Mazur, Ibrahim Al Hadhrami

6pm: Handicap (PA) Dh80,000 (T) 2,200m, Winner: Jabalini, Tadhg O’Shea, Ibrahim Al Hadhrami

6.30pm: Wathba Stallions Cup (PA) Dh70,000 (T) 2,200m, Winner: AF Abahe, Tadgh O’Shea, Ernst Oertel

7pm: Handicap (PA) Dh85,000 (T) 1,600m, Winner: AF Makerah, Tadhg O’Shea, Ernst Oertel

7.30pm: Maiden (TB) Dh80,000 (T) 1,600m, Winner: Law Of Peace, Tadhg O’Shea, Satish Seemar

While you're here
Labour dispute

The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.


- Abdullah Ishnaneh, Partner, BSA Law 

Key findings of Jenkins report
  • Founder of the Muslim Brotherhood, Hassan al Banna, "accepted the political utility of violence"
  • Views of key Muslim Brotherhood ideologue, Sayyid Qutb, have “consistently been understood” as permitting “the use of extreme violence in the pursuit of the perfect Islamic society” and “never been institutionally disowned” by the movement.
  • Muslim Brotherhood at all levels has repeatedly defended Hamas attacks against Israel, including the use of suicide bombers and the killing of civilians.
  • Laying out the report in the House of Commons, David Cameron told MPs: "The main findings of the review support the conclusion that membership of, association with, or influence by the Muslim Brotherhood should be considered as a possible indicator of extremism."
The National Archives, Abu Dhabi

Founded over 50 years ago, the National Archives collects valuable historical material relating to the UAE, and is the oldest and richest archive relating to the Arabian Gulf.

Much of the material can be viewed on line at the Arabian Gulf Digital Archive - https://www.agda.ae/en

ANATOMY%20OF%20A%20FALL
%3Cp%3E%3Cstrong%3EDirector%3A%20%3C%2Fstrong%3EJustine%20Triet%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EStarring%3A%20%3C%2Fstrong%3ESandra%20Huller%2C%20Swann%20Arlaud%2C%20Milo%20Machado-Graner%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ERating%3A%3C%2Fstrong%3E%205%2F5%3C%2Fp%3E%0A
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Stars: Ajay Devgn, Kareena Kapoor Khan, Ranveer Singh, Akshay Kumar, Tiger Shroff, Deepika Padukone

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Dubai works towards better air quality by 2021

Dubai is on a mission to record good air quality for 90 per cent of the year – up from 86 per cent annually today – by 2021.

The municipality plans to have seven mobile air-monitoring stations by 2020 to capture more accurate data in hourly and daily trends of pollution.

These will be on the Palm Jumeirah, Al Qusais, Muhaisnah, Rashidiyah, Al Wasl, Al Quoz and Dubai Investment Park.

“It will allow real-time responding for emergency cases,” said Khaldoon Al Daraji, first environment safety officer at the municipality.

“We’re in a good position except for the cases that are out of our hands, such as sandstorms.

“Sandstorms are our main concern because the UAE is just a receiver.

“The hotspots are Iran, Saudi Arabia and southern Iraq, but we’re working hard with the region to reduce the cycle of sandstorm generation.”

Mr Al Daraji said monitoring as it stood covered 47 per cent of Dubai.

There are 12 fixed stations in the emirate, but Dubai also receives information from monitors belonging to other entities.

“There are 25 stations in total,” Mr Al Daraji said.

“We added new technology and equipment used for the first time for the detection of heavy metals.

“A hundred parameters can be detected but we want to expand it to make sure that the data captured can allow a baseline study in some areas to ensure they are well positioned.”

Defence review at a glance

• Increase defence spending to 2.5% of GDP by 2027 but given “turbulent times it may be necessary to go faster”

• Prioritise a shift towards working with AI and autonomous systems

• Invest in the resilience of military space systems.

• Number of active reserves should be increased by 20%

• More F-35 fighter jets required in the next decade

• New “hybrid Navy” with AUKUS submarines and autonomous vessels

Developer: Ubisoft Montreal / Ubisoft Toronto
Publisher: Ubisoft
Platforms: Playstation 4, Xbox One, Windows
​​​​​​​Release Date: April 10

THE DETAILS

Kaala

Dir: Pa. Ranjith

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Itcan profile

Founders: Mansour Althani and Abdullah Althani

Based: Business Bay, with offices in Saudi Arabia, Egypt and India

Sector: Technology, digital marketing and e-commerce

Size: 70 employees 

Revenue: On track to make Dh100 million in revenue this year since its 2015 launch

Funding: Self-funded to date

 

Meydan race card

6pm Dubai Trophy – Conditions(TB) $100,000 (Turf) 1,200m 

6.35Dubai Trophy – Conditions(TB) $100,000 (Turf) 1,200m
1,800m 

7.10pm Jumeirah Derby Trial – Conditions (TB) $60,000 (T)
1,800m ,400m 

7.45pm Al Rashidiya – Group 2 (TB)  $180,000  (T) 1,800m 

8.20pm Al Fahidi Fort – Group 2 (TB) $180,000 (T) 1,400m 

8.55pm Dubawi Stakes – Group 3 (TB) $150,000 (D) 1,200m 

9.30pm Aliyah – Rated Conditions (TB) $80,000 (D) 2,000m  

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Ian Rush 346
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Mohamed Salah 250
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Diriyah%20project%20at%20a%20glance
%3Cp%3E-%20Diriyah%E2%80%99s%201.9km%20King%20Salman%20Boulevard%2C%20a%20Parisian%20Champs-Elysees-inspired%20avenue%2C%20is%20scheduled%20for%20completion%20in%202028%0D%3Cbr%3E-%20The%20Royal%20Diriyah%20Opera%20House%20is%20expected%20to%20be%20completed%20in%20four%20years%0D%3Cbr%3E-%20Diriyah%E2%80%99s%20first%20of%2042%20hotels%2C%20the%20Bab%20Samhan%20hotel%2C%20will%20open%20in%20the%20first%20quarter%20of%202024%0D%3Cbr%3E-%20On%20completion%20in%202030%2C%20the%20Diriyah%20project%20is%20forecast%20to%20accommodate%20more%20than%20100%2C000%20people%0D%3Cbr%3E-%20The%20%2463.2%20billion%20Diriyah%20project%20will%20contribute%20%247.2%20billion%20to%20the%20kingdom%E2%80%99s%20GDP%0D%3Cbr%3E-%20It%20will%20create%20more%20than%20178%2C000%20jobs%20and%20aims%20to%20attract%20more%20than%2050%20million%20visits%20a%20year%0D%3Cbr%3E-%20About%202%2C000%20people%20work%20for%20the%20Diriyah%20Company%2C%20with%20more%20than%2086%20per%20cent%20being%20Saudi%20citizens%0D%3C%2Fp%3E%0A
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iPhone XS
With a 5.8-inch screen, it will be an advance version of the iPhone X. It will be dual sim and comes with better battery life, a faster processor and better camera. A new gold colour will be available.
Price: Dh4,229

iPhone XS Max
It is expected to be a grander version of the iPhone X with a 6.5-inch screen; an inch bigger than the screen of the iPhone 8 Plus.
Price: Dh4,649

iPhone XR
A low-cost version of the iPhone X with a 6.1-inch screen, it is expected to attract mass attention. According to industry experts, it is likely to have aluminium edges instead of stainless steel.
Price: Dh3,179

Apple Watch Series 4
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RESULTS

6.30pm: Maiden Dh 165,000 1,600m
Winner: Superior, Connor Beasley (jockey), Ahmad bin Harmash (trainer)

7.05pm: Handicap Dh 185,000 2,000m
Winner: Tried And True, Pat Dobbs, Doug Watson

7.40pm: Maiden Dh 165,000 1,600m
Winner: Roy Orbison, Fernando Jara, Ali Rashid Al Raihe
8.15pm

Handicap Dh 190,000 1,400m
Winner: Taamol, Dane O’Neill, Ali Rashid Al Raihe
8.50pm

Handicap Dh 175,000 1,600m
Winner: Welford, Richard Mullen, Satish Seemar

9.25pm: Handicap Dh 175,000 1,200m
Winner: Lavaspin, Richard Mullen, Satish Seemar

10pm: Handicap Dh 165,000 1,600m
Winner: Untold Secret, Xavier Ziani, Sandeep Jadhav

COMPANY PROFILE

Name: Cofe

Year started: 2018

Based: UAE

Employees: 80-100

Amount raised: $13m

Investors: KISP ventures, Cedar Mundi, Towell Holding International, Takamul Capital, Dividend Gate Capital, Nizar AlNusif Sons Holding, Arab Investment Company and Al Imtiaz Investment Group 

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  • Natural and grey hair takes colour differently than chemically treated hair
  • Taking hair from a dark to a light colour should involve a slow transition through warmer stages of colour
  • When choosing a colour (especially a lighter tone), allow for a natural lift of warmth
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  • If you decide to be brave and go for it, seek professional advice and use a semi-permanent colour
Company profile

Name: Back to Games and Boardgame Space

Started: Back to Games (2015); Boardgame Space (Mark Azzam became co-founder in 2017)

Founder: Back to Games (Mr Azzam); Boardgame Space (Mr Azzam and Feras Al Bastaki)

Based: Dubai and Abu Dhabi 

Industry: Back to Games (retail); Boardgame Space (wholesale and distribution) 

Funding: Back to Games: self-funded by Mr Azzam with Dh1.3 million; Mr Azzam invested Dh250,000 in Boardgame Space  

Growth: Back to Games: from 300 products in 2015 to 7,000 in 2019; Boardgame Space: from 34 games in 2017 to 3,500 in 2019

Updated: May 31, 2023, 10:53 AM