The purple sugary drink, Vimto, made its usual bounce in Middle Eastern markets in the holy month of Ramadan, becoming the official beverage on Iftar table for many families, especially in the Gulf.
When They Finally Bring The VIMTO ; pic.twitter.com/g6eYsDzjSm
— Raiz (@Raiz_shams) May 19, 2018
In the last 90 years, Vimto has dominated Middle Eastern markets in Ramadan, registering the highest sales and a surge in demand especially in Saudi Arabia and the UAE.
we are three days into ramadan and i haven't had any vimto yet pic.twitter.com/AlttaTtX49
— سمر (@ayyosmar) May 19, 2018
In 2007, the Sunday Times reported around 15 million bottles of Vimto were sold during Ramadan in the GCC countries in addition to having it featured in 11 commercials on different Arab Satellite televisions.
Surprisingly, many Vimto addicts do not actually know the origins of their favourite drink, which was first made in Manchester in UK in 1908 before the Saudi-based Aujan Group obtained the rights to distribute it in the Middle East region in 1928.
Vimto was first called (Vim Tonic) before his creator, (John) Noel Nichols, change it to become Vimto in 1912.
While the reasons behind such a pattern among fasting Muslims are still questionable, many say it is because the sugary nectar of Vimto that is made from grape, blackcurrant and raspberry flavouring makes it suitable for people who are fasteing to re-energize their bodies after a long day.
Another opinion raised by Manchester imam, Asad Zaman says that Middle Easterners have a quite sweet tooth, which makes Vimto their best drink during Ramadan.
Media & Communications Officer at the East London Mosque, Salman Farsi told the BBC that the Vimto recipe is probably made a bit stronger and sweeter for the Arab markets than western markets. Who knows?
