Saudi-based soft drink company Aujan Industries said the annual sales of its Vimto brand in the Mena region has crossed the 30-million bottle mark for the first time.

Driven by exceptional demand during Ramadan, in 2011 to date, sales of Vimto are up by over 20 per cent year-on-year, the company said in a statement.

Vimto has been the Middle East’s number one Ramadan drink for more than 80 years, with sales traditionally spiking in the build-up to Ramadan, it added.

“In reaching the 30-million bottle milestone, Vimto has once again confirmed its status as the drink of choice during the Holy Month,” said Kadir Gunduz, president and CEO of Aujan Industries.

"This year has proved to be no different with Saudi, Kuwait and the UAE being the top three markets for sales of Vimto so far in 2011, while other core markets have been showing strong double digit growth," he added.

According to Gunduz, the sales of Vimto has grown consistently for the past decade, driven by strong demand in established and emerging markets across the region.

This year’s sales were given a boost through the multimillion-riyal media campaign themed ‘The Sweet Storyteller,’ he stated.

The campaign, across TV, outdoor, online and print media, saw the popular drink transform into a narrator reliving the memories and priceless Ramadan moments through the eyes of Vimto, collected from generations of memorable gatherings and celebrations.

Established in 1905, Aujan Industries is the largest privately-owned, independent soft drink company in the Middle East.

Operating in more than 50 countries, the company has over 2,500 employees, a turnover of over $800 million, and is ranked among the top 100 companies in Saudi Arabia. Its other well-known brands include Rani and Barbican.-TradeArabia News Service