Saudi Aujan Becomes Billionaire With ‘Vimto Time’ During Ramadan

Across the Persian Gulf, the Muslim holy month of Ramadan is marked by family gatherings, prayer and bountiful, fast-breaking feasts featuring spit-roasted lamb, dates, lentil soup and other traditional fixings. Such banquets wouldn’t be complete without a fruity, non-alcoholic drink called Vimto.

The ruby-colored cordial “is something we’ve grown up with,” Khalifa Haroon, 28, the head of Interactive and Innovation for Vodafone Qatar, said in a telephone interview from his home in Doha. “I remember you’d actually hear the Vimto coming because it’s poured into a glass jug filled with ice. When you hear the ice clinking, it’s Vimto time.”