The resonance of Pepsi as a brand is a worldwide phenomenon. The iconic blue, red and white logo is recognised by people from all walks of life. In the UAE, the credit of introducing Pepsi products to the local market more than 50 years ago belongs to Dubai Refreshments. "We were one of the first manufacturing companies in the UAE to distribute products with very strong brand names," says CEO Tarek El Sakka. "We are proud of the fact that we have paved the way for more international brands to enter the UAE. Since a company as big as Pepsi chose to manufacture here, other companies also saw the UAE's potential." Dubai Refreshments distributes carbonated, non-carbonated and bottled water products. Some other brands under Dubai Refreshments' portfolio include Mirinda, Mountain Dew and Aquafina. As the sole franchisee and distributor of Pepsi products, Dubai Refreshments is among the leading beverage companies in the UAE. Aiming to maintain its edge in the industry, Dubai Refreshments has invested in a bigger factory at the Dubai Investments Park that equips the company with a greater capacity to provide more products to the market. The new factory, which is one of the largest drinks factories in the Middle East, will be completed before the end of this year. Alongside the factory expansion is Dubai Refreshments' technological infrastructure upgrade to support its future growth plans into drinks and food, and to further develop one of the strongest distribution capabilities in the UAE. Dubai Refreshments invites partnerships with companies that can help the company diversify its offerings. With its expertise of the local market, Dubai Refreshments is an ideal partner for businesses looking to establish their brands in the UAE market. "We want to grow further and have greater influence in a bigger territory - this is how we define our growth path. We have already built the foundation for a more innovative business," El Sakka says. Dubai Refreshments http://www.pepsidrc.com
