If you are breaking fast with an iftar in Dubai, you can expect Vimto as well as familiar Ramadan dishes such as lamb ouzi and lentil soup. This sweet, fruity drink has become a staple of Ramadan in the region, and while it may not be the be all end all for most, they sip it, and the fast is truly over.
The History of Vimto in the Middle East
Vimto was originally created in Manchester in 1908 as a medicinal tonic but was rebranded as a cordial the same year and became quite popular. The Aujan family then introduced it to the Middle East by 1927 and from then, Muslims around the Middle East relied on it to break their fasts. With its good mix of blackcurrant, raspberry, cherry and rich in sugar, it is the perfect beverage for iftar.
We have been the favorite over the period of Ramadan in Saudi Arabia, the UAE, Kuwait, Oman and beyond. Besides the clever marketing campaign of personalized bottles in Dubai Mall, it has also become more popular through its marketing campaigns.
The Vimto Ramadan Ritual
The childish form of Vimto means that making the drink is a tradition which some families enjoy lighter with more diluted and others thicker with sweetness. As described by Vimto Arabia, it is a taste of “Sweet Togetherness,” from one generation to another, in which each mother does it differently, the tastiest way.
Intriguingly the Middle Eastern version of Vimto is more concentrated than the UK version and needs to be diluted with some more water. You will often find a pre-mixed version of the drink served with other sweet juices at Dubai’s iftars.
Vimto is a drink more than a century old, one which is an iftar essential across the region – ‘solded’ over 25 million bottles a year in and around Dubai.’
