Vimto is positioning itself within that rhythm, finding a place across reunion meals, iftar tables and open house celebrations.
The 118-year-old global fruity drink brand kicked off 2026 by weaving itself into these moments, highlighting how its Mixed Fruit Cordial – a refreshing blend of blackcurrant, raspberry and grape – can move across occasions.
From large family dinners to everyday meals during the fasting month, the drink is framed as a familiar, versatile presence.
International commercial director Matt Nichols said Vimto has long been associated with moments that bring people together, particularly in the Middle East where it is widely recognised as part of breaking fast.
“Recent Ipsos research naming Vimto among the most prominent Ramadan brands in Saudi Arabia reflects the strength of that connection,” he said.
“As we grow in Malaysia, we’ve been intentional about becoming part of everyday moments and celebrations.”
Nichols, a fourth-generation member of the founding family under Nichols PLC, said the brand is now seeing similar habits take shape locally.
“Families are welcoming Vimto into reunion dinners, iftar tables and now Hari Raya open houses,” he said. “Malaysia is a key market in our Southeast Asia expansion, helping us introduce Vimto to new households while building lasting festive traditions.”
During Ramadan, the campaign focused on iftar, where simplicity and familiarity shaped what families served. Beyond a refreshing drink, Vimto was also used in fruit mocktails and festive recipes such as cookies and cakes.
Now Hari Raya has shifted the focus to hosting. Preparing drinks ahead of time and offering shareable options has become part of the open house routine, alongside homemade treats and visits with family and friends.
Rather than positioning itself at the centre of celebrations, Vimto presents itself as a consistent companion across occasions, accompanying conversations, recipes and gatherings throughout the festive period.
The brand, introduced to Malaysia in Oct 2024, has expanded nationwide through its partnership with Universal NutriBeverage Sdn Bhd as local manufacturer and Socma Trading (M) Sdn Bhd as distributor.
It is now available at major retailers including 99 Speedmart, AEON, Giant, Mydin, TF Value Mart, Seibu, Isetan and Hero Market.
Consumers can also look out for limited-edition plushie tote bags at selected sampling events nationwide, with details to be announced on Vimto Malaysia’s social media platforms.