LOOK IN THE cool cabinet of any corner shop and you ’ ll see shelf after shelf of drinks . Iced versions of tea and coffee , fruit juices , water , and shelf after shelf of fizzy drinks . The UK carbonated beverages market is huge , and it is increasing . At the end of 2016 it was worth £ 14.9bn ( around $ 20bn ). By the end of 2017 it is estimated that it will jump to £ 15.5bn ($ 21.88bn ). Carbonated beverages dominate the soft drink market .
Entering the fray is a very new soft drink company based in Austria . Founded in 2014 , and launching its first product only two years later , Tranquini is very much the new kid on the block . Its founder however has a lengthy track record in the soft drinks industry and he believes he has found a brand new , as yet untapped , drinks category .
An Austrian-Egyptian , Ahmed Elafifi began his career over 25 years ago at Procter & Gamble in Cairo , Egypt and then Henkel , a move that took him to Europe where he eventually landed at Coca-Cola . While there , between 2011 and 2013 , he led
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Coca-Cola Hellenic ’ s Polish operation as Chairman and Managing Director responsible for four plants , over 3,000 staff and € 1bn ($ 1.23bn ) revenue . From there Elafifi moved to another market leader with high brand recognition , Red Bull , where he spent over ten years helping to grow the company . He completed the global roll out of the Red Bull business and brand in 58 countries ,
36 April 2018