Vimto, Aujan Industries’ flagship beverage brand, is gearing up for the month of Ramadan, after research data revealed the drink to be an integral part of seasonal family gatherings.

With 90 per cent of the cordial drinks market share, Aujan estimates that well over 15 million bottles of Vimto will be consumed during the month.
Aujan Industries is the region’s largest privately owned soft drink and confectionery manufacturer, marketer and distributor.
Tolga Sezer, Aujan’s head of marketing, said: “At the end of the day, our consumers are our most important consideration; without their input, we would be nowhere. Vimto is an integral part of the family get together during the holy month, and our research shows that this spans generations of both male and female consumers, across the Arabian Gulf.”
As a kick-off to the 80th Vimto season, Aujan hosted a 1001 Arabian Nights themed-dinner in preparation for the months ahead and to ‘incentivise’ the sales teams. During the dinner, results of the survey were unveiled to a 140-strong crowd, highlighting the importance of Vimto to family gatherings.
During 2005, Aujan witnessed a strong double-digit growth in Vimto sales during the traditional two-month pre- and post-Ramadan period. Sezer said: “We are expecting a further increase in consumption this year, particularly from our Vimto cordial, and are already working to ensure that supply meets demand.”
Aujan started local production of Vimto more than 25 years ago at its plant in Dammam.
Among other company brands are Rani, Barbican and Hani. It has a long association with leading international brands including Wrigley’s and Unilever’s Lipton Ice tea. Aujan was established in Bahrain in 1905 as a trading company. Today, it has operations in 12 regional locations, with more than 2,200 employees and a brand presence in over 25 countries within the GCC, North Africa, Iran, Iraq, the Levant, and Central Asia.
“Our commitment to the future and to the region is borne out by the construction of our state-of-the-art $55 million manufacturing plant at Dubai Investment Park,” says the company. “This facility will complement our existing facilities in Dammam. With a current annual capacity of over 300 million litres and 1 billion packages, the new Dubai facility has allowed Aujan Industries the scope to boost production capacity by more than 50 per cent.” 
The company has launched an “Aujan 555” initiative that requires the business to double its sales revenue from $250 million in 2004 to $500 million by 2009.