The UK based Qibla Cola Company Ltd., will be launching its products in Pakistan on 7th April 2004. Qibla Cola together with their appointed exclusive distributor for Pakistan, Mighty Beverages (Pvt) Ltd (member of Allied Fort Group), will be holding a launch event and press conference at the Marriott International hotel in Islamabad. It will be the largest launch for Qibla Cola to date.

The soft drinks producer based in the United Kingdom was formed to provide an ethical alternative in the soft drinks market. Qibla Cola’s products are currently available in the UK, Netherlands, Norway and Canada.

Qibla Cola’s board members are flying out to attend the launch in Islamabad. Mohammed Haider, CEO who will be presenting on the day said, “The appeal for ethical products such as Qibla Cola is gaining global momentum. Consumers love the taste of Qibla Cola whilst knowing that their money will contribute to worthy causes.”

“We have chosen the name ‘Qibla’ as it means ‘direction’ which reflects the philosophy of the company – allows consumers to choose a new direction. The Qibla brand is emerging as the choice for the aware consumer worldwide. People from all sectors of society in Pakistan are questioning the role that many unethical multinationals play in their society and across the globe.”

The press as well as prominent industry leaders will be invited to the launch. The Chairman of Pakistan’s Capital Development Authority is also on the guest list.

Qibla’s licensee for Pakistan, Mighty Beverages has purchased and refurbished a former 7UP bottling plant in Islamabad which will act as the manufacturing base for Qibla Cola in Pakistan. The initial production run will be for two million litres of Qibla Cola. Mighty Beverages will employ over a hundred people at the plant. Thousands more are expected to be employed in future with jobs being created indirectly due to investment, distribution, haulage and other supporting requirements.

Waqar Ahmed Jami, Director of Mighty Beverages in Pakistan said, “Qibla Cola has tremendous potential in Pakistan; consumers have been calling out for a true ethical alternative in this market for some time. I believe that Qibla Cola will fill this vacuum and become the choice of all Pakistanis.”

The Qibla Cola Company gives 10% of all profits made to good causes. The company will focus its donations to charities working in health, education and medical research that work locally in a variety of places across the globe.

Press Conference Details

Date: 7th April 2004.
Time: 6.00 pm.
Venue: The Marriot International, Aga Khan Road Shalimar 5, Islamabad, Pakistan.

Notes to Editors:

1. The term ‘Qibla’ is a transliterated word from Arabic that means ‘direction’ and is pronounced in English as ‘Kibla’.
2. Product shots and other images are available to download on www.qibla-cola.com under the press centre/image library and can be utilised without prior permission by the press.
3. Press packs and samples will be available on the day.
4. Tours of the bottling plant and filming opportunities can be arranged by correspondence.
5. All press should confirm attendance of the launch by correspondence.

For further information contact: