About.

Background & Vision.

The concept and development of Amir started in 2010. After a holiday in Turkey and dining in top Halal restaurants the founder of The Art of Taste (AOT), Leonard Arangies, realized that there was no quality non-alcoholic beverage to compliment the food offering. This realization led to a more detailed investigation of the high-end beverage offering within the context of Halal food and beverage. The results of the more detailed investigation underscored the initial anecdotal observations. Non-alcoholic beverages are limited to traditional carbonated soft drinks juices and sparkling grape juices as well as fresh fruit juices at the upper end of the market.

Upon his return from Turkey, the development of the best non-alcoholic luxury halal beverage in the world become Leonard’s quest and passionate undertaking. By the end of 2012 the product was tested in mainly Muslim markets (UAE, Qatar, Bahrain, Oman, Iran, India, Malaysia, Tunisia, Algeria and Saudi Arabia). In 2013, the founders produced 6000 test bottles and the search for a realible distribution channel started. Within the context of a shoestring budget it was decided to market the product at Department of Trade and Industry (DTI) sponsered pavilions and missions. During 2014 no less than 12 000 bottles of Amir were sold in the United Arab Emirates (UAE) and Malaysia. In the time between 2014 and now 89 000 bottles were produced and 83 000 bottles were exported to 12 countries.

Timeline.

2017

Marketing visits to Dubai, China, Malaysia and Singapore.
Cameroon – Attend Halal expo.
Tradeshows in Iran.
Tradeshow in China (Sial).
Tradeshows in Malaysia.

2016

First product shipping to Saudi (after 3 visits).
Indonesia – attend trade show.
China (Shanghai) – Attend Food Hotel expo.
Moscow – Attend Worldfood expo.
Peru – Food Expo.
Thailand – Food Expo.

2015

Initiate NAFDAC process.
Order to Nigeria.
Indonesia – attend trade show.
Visit to trade shows in Iran, USA; Saudi, Oman, Turkey and the UAE.
Marketing visits to Vietnam, Thailand, Singapore, Malaysia and the Philippines.

2014

Dispatch initial 6000 bottle order to Jebel Ali and 6000 to Malaysia.
Gulffood Trade Show – Overwhelming positive reaction to new bottle design.
Kuala Lumpur – attend Mihas and awarded “best product and packing”.
Free exposure in magazines and on TV, and a princess from the royal family requested that Amir is included on her list of wedding beverages.
Malaysia – Attend Food Hotel expo.
Moscow – Attend Worldfood expo.

2013
Produced and bottled the first 6000 samples to test for taste and packaging.

A new bottle with a paper neck label and silkscreened logo was introduced.

Country visits and sales progress included:
Gulffood Trade Show – First provisional order. Required UAE approval and had to secure an additional 6000 bottle order to make up minimum quantity order.
Visit to UAE, Oman and Bahrain.
Planned further bottle design optimization.
Fine-tuned taste and compliance with stringent Muslim government alcohol levels for each region.
Received UAE approval at year-end.
Receive 6000 bottle order from Malaysia and 6000 bottle order from UAE.

2012
Some home bottled samples produced in wine bottles

Some home bottled samples produced in wine bottles.
Initiate marketing and visit potential client countries.

The countries and initial marketing interventions include:

India – Anapoorna expo in Mumbai, a number of Bollywood directors showed keen interest.
Oman – Two visits facilitated by the South African Embassy. The reception was highly encouraging but cautious feedback regarding the packaging and the close resemblance to wine.
UAE, Algeria, Tunisia, Saudi Arabia, Qatar, Kuwait

2010
The idea starts taking place

After a holiday in Turkey and dining in top Halal restaurants the founder of The Art of Taste (AOT), Leonard Arangies, realized that there was no quality non-alcoholic beverage to compliment the food offering.

Amir is an international award winning non-alcoholic luxury drink crafted from Grape, Rooibos Tea and Cape Botanicals.
The "prince" of non-alcoholic drinks!

© 2017 Amir

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