Prepared By: Benoi Nair

Image By: Ali Alnuaimi 

Surge is the first-ever energy drink created in the UAE

Dubai, UAE:

Dubai-based retailer Union Coop and UAE’s first-ever energy drink brand ‘Surge’ discussed prospective business in a meeting held at the former’s headquarters, Al Warqa City Mall, Dubai. The initial discussion between respective leaders revolved around the availability of the energy drink in all Cooperative outlets, considering Union Coop’s history of support for home-grown brands.

The meeting was attended by Mr. Mohamed Al Hashemi, CEO of Union Coop, Dr. Suhail Al Bastaki, Chief Community Relations Officer of Union Coop, Mr. Niels Groen, Chief Commercial Officer of Union Coop, and Dr. Ghandy Abuhawash, Group Chief Executive Officer of Brands Republic Limited, in the presence of numerous staff.

Union Coop’s CEO Mr. Mohamed Al Hashemi highlighted the firm’s constant support to local companies and establishing new partnerships, based on its strategies aimed at providing high-quality local products that meet the expectations of its customers, in addition to expanding investment opportunities and cooperation with leading companies based in the UAE. Union Coop is consistent with its effort to provide services that contribute to achieving sustainable growth in the long term. The meeting not only assisted in knowing more about the brand along with the initial tasting but also helped further the discussions regarding the product being displayed in all cooperative branches.

For his part, Dr. Ghandy Abuhawash remarked that as the company successfully launched the first distinctive Arabic energy drink (proudly made in the UAE), it now aims to make it accessible to consumers by capturing a larger market share in this sector. He expressed hope that, through collaboration with Union Coop, Surge energy drink will be available on all shelves of the cooperative’s outlets across Dubai at competitive prices.

During the meeting, the formalities were discussed to enhance the presence of Surge Energy Drinks in the Coop’s sales outlets at competitive prices, according to the approved requirements, specifications and quality, in addition to discussing the supplying quantities.