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Al Ain Mineral Water eyes top spot
DUBAI - Al Ain Mineral Water Company, the number one mineral water brand in Abu Dhabi by market share, aims to become the UAE’s top company in bottled water market and predicts a double-digit growth for 2010.
“The group has shown tremendous top line growth since 2006 with its net sales increasing from Dh74 million to Dh206 million through 2009,” the company’s General Manager Fasahat Beg told Khaleej Times in an interview.
The second leading brand in the UAE is a 100 per cent owned and operated entity of Abu Dhabi-based food and beverage company AGTHIA Group.
The group’s net sales grew by eight per cent last year while its profits rose by 43.4 per cent year-on-year reaching Dh105.7 million.
This growth has been attributed to strong organic growth on its base PET bottled water business; product innovation; entry into the 5-gallon bulk water (HOD) category; and finally the manufacture and distribution of the world’s leading kid’s juice drink Capri-Sun.
The group recorded a four per cent rise in its sales during the first quarter of 2010. “We have about 40 per cent market share in Abu Dhabi and 24 per cent share nationally,” Beg said.
The company, which has presence in most Gulf countries, said its exports contribute around 10 per cent of total sales. “We are already present in Gulf countries except Saudi Arabia,” Beg said, adding: “we want to go to Indian sub-continent, Saudi Arabi and Levant countries.”
Al Ain Mineral Water recently launched ‘Refresh Your Moments!’, its first regional ad campaign designed to focus on the special moments in people’s lives and their sharing of these with Al Ain Water.
Characterised by bright images of people enjoying a refreshing drink of Al Ain Water amidst special everyday moments in life, the print and television commercials showcase a feeling of true joy shared with family and friends. The messages accompanying them are succinct and warm, while Al Ain’s presence provides a binding, common element across these relevant moments and across cultures.
“We hope the TV and print campaign will touch some emotional chords with the people. At Al Ain Mineral Water, we have made great strides in a very short time and that to a large degree is a result of the people’s strong association with Al Ain Water, especially its quality & heritage. Our business growth reflects the fact that more and more people are making Al Ain Water their thirst choice,” Beg said.
The company recently launched flavoured water in the market, which is a little bit sweet like juice.
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