Ramadan pushes Vimto sales above 30m bottles

Dammam: Annual sales of Vimto in the Middle East and North Africa have crossed the 30-million bottle mark for the first time, according to the drink's Saudi-based manufacturer, Aujan Industries.

Driven by exceptional demand during Ramadan and in 2011 to date, sales of the black currant drink are up by over 20 per cent year-on-year.

Vimto has been the Middle East's number one Ramadan drink for more than 80 years, with sales traditionally spiking in the build-up to the fasting month.

This year has proved to be no different with Saudi Arabia, Kuwait and the UAE being the top three markets for sales of Vimto so far in 2011, while other core markets have been showing strong double digit growth.

"In reaching the 30-million bottle milestone, Vimto has once again confirmed its status as the drink of choice during Ramadan," said Kadir Gunduz, president and CEO of Aujan Industries.

"Sales of Vimto have grown consistently for the past decade, driven by strong demand in established and emerging markets across the region. As we celebrate an exceptional Ramadan, we look forward to another strong year in 2012 as the brand continues to expand into new markets."

This year's sales were given a boost during Aug-ust through the multimillion-riyal media campaign The Sweet Storyteller. The campaign, in TV, outdoor, online and print media, saw the popular drink transform into a narrator reliving memories of Ramadan moments through the eyes of Vimto, collected from generations of gatherings and celebrations.