For those in the UK the Middle East's most popular drink during Ramadan might come as a surprise. It's Vimto: a classic British fruit cordial invented in 1908.
During the holy month the blackcurrant cordial is a top seller all over the Middle East. A favourite for breaking the fast, it’s long been ubiquitous at family dinners and gatherings at sunset as people tuck in to their iftar meal.
#ramadan #vimto pic.twitter.com/ToMJirvrpe
— Ali Ramadan (@mebonkers) 26 May 2016
The name Vimto comes from the informal English term vim, which means enthusiasm and energy, and while it’s most popular in the UK, the drink’s biggest market outside Britain is in the Middle East. Here, half the annual sales take place during Ramadan.
You can take our freedom but NOT OUT VIMTO
— محمد (@M7madd) 2 June 2016
Vimto’s popularity is partly down to the fact that it’s genuinely great for Ramadan. A berry-flavoured fruit juice concentrate called “squash” in the UK, it’s high in sugar and diluted with plenty of water and ice is refreshing and energising after a day without food or drinks. In Britain it was originally marketed as a non-alcoholic alternative to booze, so that's a big selling point too.
each ramadan i try to remember ramadan last year and all i recall is the sickly sweet taste of vimto + eating fried eggs in the dark at 3 am
— yasmin!!! (@sunshinecanine) 27 May 2016
But the brand itself has been proactive in making Vimto a Ramadan staple too, with marketing ploys specially targeted to the Middle East. This year, fans can even buy personalised Vimto bottles featuring their names embossed in red diamonds – limited editions that are available, naturally, at the Dubai branch of Bloomingdales.
سواروفسكي و فيمتو يقدمان لكي قارورة فيمتو المرصعة بالكريستال مصممة خصيصاً لكي!#MyVimtohttps://t.co/FqcAampAzC
— Vimto Arabia (@VimtoArabia) 1 June 2016
And according the brand itself Vimto is the embodiment of family life in Ramadan. This ad from last year is one of a series called #VimtoComeTogether which focused on Ramadan – and a glass of juice – as an opportunity to take time out of a busy working life.
Supermarkets across the region even build recreations of national icons using the hundreds of Vimto bottles they stock up on for the season.
#vimto displays are up! #Ramadan is coming :) Check the new #kingdomtower in #Riyadh #vimtocometogether #vimtoarabia pic.twitter.com/yiEQaDti4W
— TOLGA SEZER (@ChapulcuCEO) 20 May 2016
#myvimto #vimto #vimtoarabia pic.twitter.com/L1uxPGgsUT
— Vimto International (@vimtoabroad) 30 May 2016
That’s the Burj Khalifa, btw.
A region-specific kind of Vimto – which is actually sweeter and stronger to better match Arab tastes – is produced in Saudi Arabia. But that doesn’t mean there’s not anxiety about whether the drink might run out.
This is how you know we have #Vimto issues. #Addiction #Ramadan #ArabProblems pic.twitter.com/7BGFWxrEVO
— ammaro (@ammar456) 5 June 2016
Alaa Wardi, a Saudi music video star, even devoted an entire song to Vimto, using only its packaging to create a perhaps appropriately frenetic tribute to the drink.
If you're now thinking of nothing more than an icy glass of fruit juice, we're sorry.
