Saudi's Aujan eyes record Vimto sales in 2012

Saudi drinks giant Aujan Industries said on Monday it expected to smash its record for sales of Vimto this year, driven by demand during Ramadan.

Last year, sales of Vimto passed the 30 million mark for the first time and Aujan predicts this figure will be eclipsed in 2012 due to outstanding demand over Ramadan.

"The timing of this year's Ramadan during the hottest part of the year has the potential to push sales of Vimto cordial to record levels," said Kadir Gunduz, CEO and president, Aujan Industries.

The Saudi makers of the popular fruit-based juice cordial said its sales would also be boosted by a major pan-Arab marketing campaign across TV, print and online media.

"Although Vimto has been the favoured Ramadan drink for more than 80 years, we are proud to continue investing heavily in promoting the product, particularly as it gains popularity in new markets," added Gunduz.

Earlier this year, Aujan, the largest privately-owned soft drinks company in the Middle East, said its sales will pass the $1bn mark in 2012.

The company said the growth would be driven by organic growth in core markets and expansion into new markets including Indonesia and Thailand.

Its total sales in 2011 reached close to $900m, it said in a statement.

Sales of Rani, the Middle East's number one juice brand, increased by 22 percent year-on-year while Aujan's Vimto cordial increased by more than 20 percent in most markets.

The company's Barbican brand also witnessed strong growth, with sales increasing by 12 percent year-on-year.