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Written by Dubai Weekly Editorial Team

As the sun sets over Dubai during Ramadan, families and friends gather around tables filled with traditional dishes — from fragrant lamb ouzi to hearty lentil soup and platters of fresh dates. Amid this rich spread, one drink stands out year after year: Vimto.

Though it began as a British fruit cordial, Vimto has evolved into a defining symbol of iftar in the UAE. For many residents, the fast feels incomplete without a chilled glass of the deep-purple berry drink. Its presence has become so widespread that more than 25 million bottles are consumed across the region during Ramadan each year.

But how did a Manchester-born beverage become one of the Middle East’s most enduring Ramadan traditions?

The Origins of Vimto: From British Tonic to Gulf Staple

Vimto was first created in Manchester in 1908 under the name “Vim Tonic.” Originally marketed as a health drink, it was rebranded as a fruit cordial in 1913, gaining popularity in the United Kingdom and beyond.

By the 1920s, the drink had reached international markets, including India. In 1927, the Aujan family introduced Vimto to Saudi Arabia — a move that would permanently reshape the brand’s identity.

In the Gulf region, Vimto was quickly positioned as the ideal beverage for breaking the fast. Its naturally sweet blend of cherry, blackcurrant, and raspberry flavors made it appealing after a long day without food or water. From Saudi Arabia, it expanded across Bahrain, Kuwait, Iraq, Oman, Jordan, Egypt, and eventually the United Arab Emirates.

Over decades, targeted seasonal campaigns and culturally resonant marketing helped cement its association with Ramadan. Limited-edition packaging, personalized bottles in Dubai shopping malls, and nostalgic television ads have all reinforced its status as a Ramadan essential in Dubai.

Why Vimto Fits the Iftar Moment

The appeal of Vimto during Ramadan is both practical and emotional. After hours of fasting, the body craves hydration and quick energy. The drink’s sweet profile provides an immediate boost, complementing the traditional first bites of dates and water.

Yet its popularity goes beyond sugar content. Vimto has become intertwined with the social rhythm of Ramadan — a month centered on family gatherings, hospitality, and shared rituals. In many households, preparing the cordial is part of the iftar routine itself.

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A Ritual Prepared, Not Just Poured

Unlike ready-to-drink sodas, Vimto is traditionally sold as a concentrated cordial in the Gulf. This has turned preparation into a small but meaningful ceremony.

Every family has its preferred ratio of syrup to water. Some opt for a lighter, more diluted mix; others favor a richer, syrupy consistency with crushed ice. Recipes are adjusted subtly from generation to generation, often influenced by personal taste or family tradition.

This act of mixing — rather than simply opening a bottle — reinforces Vimto’s place as a shared ritual. It is not just consumed; it is prepared with intention, often by a parent or elder family member, then served to loved ones gathered around the table.

A Regional Twist on a British Classic

While the core flavor profile remains consistent worldwide, the version sold in the Middle East differs slightly from its British counterpart. The Gulf formulation is typically more concentrated, requiring more water when mixed.

Though the exact recipe remains closely guarded, this regional adaptation has contributed to its unique identity in the UAE and neighboring countries. What may be a nostalgic childhood drink in Britain has, in Dubai, transformed into a seasonal cultural marker.

Ramadan in Dubai: Where Tradition Meets Modern Life

Dubai’s Ramadan experience blends heritage with cosmopolitan energy. Luxury hotel iftars, neighborhood majlis gatherings, and home-cooked family meals all share common elements — hospitality, reflection, and community.

Across these varied settings, one constant remains: the familiar deep-purple glass placed beside plates of dates. Whether served pre-mixed at a hotel buffet or freshly prepared at home, Vimto has become inseparable from Ramadan in Dubai.

In a city known for reinvention and global influences, the enduring popularity of a century-old British cordial is a reminder that traditions are not always defined by geography. Sometimes, they are shaped by shared moments — one glass at a time.