Being a southern shandy drinking type I have of course never allowed Vimto to pass my lips. But it does seem to be something of a hit in the Arab world.
A BIZARRE series of advertisements has resulted in record sales of a humble British fruit cordial that has become the Arab world’s most popular drink during the Muslim holy month of Ramadan.
Vimto, a blend of fruit juices, herbs and spices, has long been regarded in the Middle East as an energy-boosting accompaniment to the evening meal after a day of fasting. This year, 11 commercials broadcast on Arab satellite television featuring the British brand have become cult viewing on the YouTube video-sharing website and its equivalent in the region, Ikbis.com.
I think they do in fact have an extremely good marketing department. In the early 90s the canned, fizzy, version was a huge hit in Russia. Lord alone knows why, but there it is.