MCS to distribute Fayrouz drink in Oman

Fruit-flavoured malt beverage enters Oman market after MCS becomes sole distributor for the drink in the country.

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By  Roger Field Published  December 7, 2006

Fayrouz, a fruit flavoured, malt-based soft drink, is being launched in Oman after the drink’s regional marketer, Sirocco, appointed Matrah Cold Stores (MCS), an Oman-based FMCG distributor, as the exclusive distributor for Fayrouz in the country. Sirocco and MCS signed a memorandum of understanding appointing MCS as the exclusive distributor for Fayrouz in Oman. The deal between the two companies was signed by Dominic Myers, general manager, MCS, and Francois Mahot, general manager, Sirocco, at a ceremony in Muscat. Dominic Myers, speaking at the signing ceremony, said Fayrouz is important to MCS and the beverage category in Oman. “The launch of Fayrouz is a defining moment for us. The brand is young, lively and exciting,” he said. “It offers outstanding qualities of taste and experience for consumers and creates a new sector with enhanced value for retailers within the carbonated soft drinks category. “With Fayrouz we are able to offer our customers an enhanced portfolio of beverages, all of which provide them a market leading value proposition in each of the sectors in which we choose to compete.” Francois Mahot added that research by Sirocco revealed a strong potential market for Fayrouz. “We have identified significant opportunities for Fayrouz in Oman and from our research and evaluation of the market we believe that by working with MCS, which has significant beverage market experience and knowledge, we will achieve our business and brand objectives,” he said. “We are committed to investing in support for the brand in Oman and we feel that, with this agreement with MCS, we now have all the elements in place to maximize the opportunities in the market.” Fayrouz, which is available in 330 ml cans and non-returnable bottles, was developed in Egypt, where it has captured a 10% of the soft drinks market since its launch in the 1990s. Fayrouz is now being rolled out to many other parts of the world, with new global headquarters, and concentrate manufacturing, in Switzerland. Unlike regular soft drinks, Fayrouz is made from a natural malt base and fruit flavour giving consumers a unique taste and refreshment experience, according to Fayrouz. Dubai-based Sirocco launched Fayrouz in the UAE, in July 2006, and has already achieved strong sales through traditional and non-traditional retail channels and restaurants. The company expects to achieve similar successes when it launches in Oman.

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