John Nichols: You Know His Name

How do! / 你好 (nĭ hăo) / Namaste / Welcome!

/vɪm/

noun

informal
noun: vim
  1. energy; enthusiasm.
    “in his youth he was full of vim and vigour
    Origin: mid 19th century (originally US): perhaps from Latin, accusative of vis ‘energy’.

Today I am mostly going to talk about Vimto. Well, maybe not talk, but write. Yes, today, I’ll write about Manchester’s John Nichols and Vimto. When I was at RAC Inspection Services in Cheadle, Stockport, we used to have a fizzy Vimto option on the drink vending machine. It’d pump out gassy and sugar-free purple liquid into a disposable cup, or mug if you remembered to place one down quick enough.

I have always enjoyed Vimto. My Gran and my Nana used to give me steaming warm cups of it when I was too young to touch the top of door frames. Not that the height of doorframes was a prerequisite for drinking the purple-golden cordial. I can even remember having it pumped on draught at the Working Man’s Club in Newton Heath and Morrison’s supermarket in Failsworth. Since those days, I have supped this drink at the Etihad Stadium, in Abu Dhabi’s airport and on Hua Hin beach in Thailand.

Vimto was originally a health tonic. It contains about 3% fruit juice concentration. The key fruits are possibly from Lancashire: raspberries and blackcurrants. There are grapes too. Don’t ask me which valley of Lancashire they came from – I can only assume Bowker Vale. It sounds plausible. Herbs and spices are bunged in too. Preston’s Ellis Wilkinson Mineral Water Manufacturer produced the water early on. It was really a health business on a healthy path of growth.

“My father used to go into work on Saturdays in those days, back in the mid-to-late ’60s, and so there was a fascination. And in those days my grandfather, who invented the product in the beginning, was still around.” – Grandson John Nichols

(John) Noel Nichols came from Shortridge, Scotland to 19 Granby Row, Manchester. By 1908 he had invented his new drink, just off Sackville Street, and around the corner from Back Acton Street. After 4 years his vim tonic was shortened in name to Vimto. The wholesaler of herbs, spices and medicines had found something quite popular amongst local people – especially in the shadow of the temperance movement and the new 1908 Licensing Act. Soft drinks were a new and exciting market. It changed from health tonic to cordial by 1913 and the rest they say is history.

It is not clear if John Nichols would have approved of the Purple Ronnie character or the slightly rude Giles Andreae poems (friend of screenwriter Richard Curtis). These highly marketable poems and colourful animations appeared in the 1990s and set a tone for a trendy drink – as an almost indie alternative to the giants of Pepsi and Coca-Cola. Nowadays the family link is retained within Nichols plc. Grandson John Nichols is the Non-Executive Chairman. His two sons also work within Nichols plc.

“We have a very open, friendly approach and encourage any member of staff to talk to the management team about their ideas for the business. Innovation has been key to our success in developing the iconic Vimto brand and identifying new brands, products and market opportunities.” – John Nichols, interview with Warren Partners.

Vimto Cordial has diversified from its original form, to sugar-free varieties, fizzy carbonated cans and bottles, cherry and strawberry editions. Then there is Vimto Remix. And sweets. Ice-lollies too. With new space needed, Vimto moved to the edge of Manchester into Salford’s Chapel Street, now home to the luxury Vimto Gardens apartment complex. By the year 1927, they then scattered to Old Trafford (then home to the teenage-aged Manchester Utd. F.C. who had by then picked up five senior domestic trophies) before heading back onto Mancunian soil in Wythenshawe by 1971. Nowadays the multi-billion dollar American-Canadian beverage and food service provider Cott Corporation produces Vimto in Leicestershire and Yorkshire. Presumably both exotic locations have better access to grapes. Traditional bottled soft drink manufacturer A.G. Barr in Forfar and Cumbernauld still make the pop too.

Vimto Soft Drinks and Newton-le-Willows based Nichols plc retain the license alongside other favourites like Panda Pops. Under their Cabana name they manufacture a fair range of soft drinks and post-mix solutions – both at home and overseas to around 80 plus countries. Outside of the traditional market, Vimto enjoys huge presence in the middle-east and Arabian countries. It is made in Yemen, The Gambia and the Saudi Arabian city of Dammam City. It is apparently produced under license (since 1979 by Aujan & Brothers) in order for demand around Ramadan and other occasions that demand fasting. Vimto is so international that it is even made by Mehran Bottlers in Pakistan, is once again back in India, and Nepal’s Himganga Beverage Pvt Ltd. There are currently no products available in China or Taiwan or Hong Kong. Macau? No.

Granby Row has a park now, called Vimto Park with a statue to the drink. It’s a very Mancunian statue erected in 1992. Most cities celebrate iconic politicians and movements, but Manchester being Manchester, we celebrate the birth of a soft drink. The artist Kerry Morrison carved wood from a sustainable forest. Again, forward-thinking and considerate!

12th July 2015 Manchester centre and City campus (15)

Anyway, I’m sat in Dongguan, China, parched and thinking, maybe, I need a meeting. Who wants to invest? Drop me a line. During these COVID-19 outbreak time, we need more sunshine. Let’s bring the purple to the red land of China.

“Be the change that you wish to see in the world.” – Was it Mohandas Gandhi who said that? Arleen Lorrance?

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