Emirates Refreshments Company and WOW HYDRATE Form Joint Venture

Emirates Refreshments Company (ERC) and WOW HYDRATE have signed a major long-term partnership to produce a range of sports and fitness hydration products in the UAE.

The joint venture between ERC and WOW HYDRATE will provide a new opportunity for the UAE to showcase its manufacturing capabilities on the global stage, as the companies look to export products to international markets, as well as the domestic market. In 2021, the UAE Ministry of Industry and Advanced Technology announced ‘Operation 300bn,’ which aims to raise the UAE’s industrial sector’s contribution to the GDP to AED300 billion by 2031.

“The global sports drink sector is expected to be valued at $36.35 billion by 2028 as consumers around the world increase physical activity and become more aware of the benefits of reducing sugar intake. The UAE government is actively developing a range of policies and initiatives, such as the annual 30×30 Dubai Fitness Challenge, to encourage UAE citizens and residents to adopt a fitness-focused mindset and seek healthy, active lifestyles,” the companies said in a statement.

EMAN Waqas, General Manager, ERC said, “We are thrilled to be partnering with WOW HYDRATE on this collaboration based on a shared ethos to promote an active lifestyle and a range of drinks that are not only healthier but also taste great. The UAE is home to many active and health-conscious individuals, and we believe there is a strong demand for a high-quality brand that is science-backed, endorsed by athletes, and made in the Emirates.”

“WOW HYDRATE is a notable name in the sports drinks industry and shares our commitment to using natural ingredients and promoting healthier lifestyles through hydration. WOW HYDRATE’s electrolyte and protein-packed products work in perfect harmony with our natural mineral water. We are confident that our partnership will lead to extraordinary results for individuals while also contributing to the UAE’s wider development goals,” continued Waqas.

Jon Hayman, CEO, WOW HYDRATE said,” At WOW HYDRATE, we have always been committed to creating products that are backed by scientific research to provide a healthier hydration option. We are thrilled to be joining forces with such a well-established partner as ERC.”

Kristen Johnson, WOW HYDRATE Middle East added, “Our joint venture will see our products produced locally, aligning to the ‘Make it in the Emirates’ initiative, which encourages companies to develop and manufacture products in the UAE. Together, we look forward to bringing our collective vision to life across the UAE and wider MENA region.”


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