Watch Out Coke, Here Comes Jala
Those who believe oil and gas are Azerbaijan's only exports might have to start thinking again. Via the Morning Advertiser, which covers "the pub trade," news has arrived of the arrival in England of the a new Azeri export product: Jala Super Juice.Here's the news:
Jala Super Juice has become the first Azeri food and drink brand to be launched in the UK, as the country begins a major push to increase food and drink exports.The country, located between Western Asia and Eastern Europe, is best known for its oil and gas rich lands, but it also has a long history of cultivating pomegranates.Jala, which is made from pomegranate concentrate, comes in three pomegranate blended flavours: raspberry, orange and strawberry.“It’s great to be the first Azeri brand to break into the UK market. We are confident the Jala Super Juice range has the authenticity, provenance and quality needed to ensure success in the highly competitive sector,” said Bill Sedat, marketing manager for Azerbaijan Juices.
Jala might be a liquid force to contend with. The juice company is owned by Gilan Holding, a very well-connected Azeri conglomerate that's also involved in construction, manufacturing and the tourism trade. More intriguingly, it is the owner of FC Gabala, a small-town soccer team for which the company recently hired British legend Tony Adams as coach. (Take a look at this article from The Independent for some juicy details on this story.)
Gilan is clearly an ambitious company, with some deep pockets. "Jala Juice is set to become a household name throughout the world," the juice company's website declares. Could pomegranate juice sales be the solution to Azerbaijan's dependence on oil and gas exports?