Swarovski-embellished bottles mark Vimto’s traditional link with the holy month.
Guests at any iftar across the Gulf this year, as for many decades, are likely to encounter Vimto – a distinctive purple drink concocted of black currants, raspberries, and 29 herbs and spices. Although
the drink originated in the UK, where it was invented in 1908, its connection with the Middle East is almost as strong and as long standing. And this link is never stronger than during Ramadan evenings, when the syrupy beverage – blended to a recipe that remains a close secret – delights Muslims breaking their daytime fast. Vimto’s association with Ramadan is being further deepened this year by a packaging drive involving Swarovski crystals and gift boxes. Bloomingdale’s Dubai branch set up a customisation station during the holy month where customers were able to pick from options including various uantities of Swarovski crystals on their bottles and boxes of mini bottles, initialised and packed in a limited-edition gold and burgundy gift box.
Bloomingdale’s, which also sold Swarovskistudded bottles in Kuwait, offered regular Vimto bottles with customised names for AED50, regular Vimto bottle with warovski customised name for AED100, and regular Vimto bottles with full Swarovski customisation for AED200. A mini-box of 12 bottles was available for AED60, with a box with customised initials at AED120 and one also featuring Swarovski crystals at AED180. Saudi Arabia is second only to UK when it
comes to annual Vimto cordial volumes, with close to 17 million bottles of the concentrated drink purchased each year. This is not to mention the rest of the range.